• by OMMA Magazine Writers , September 15, 2009

 With a movie plot built around a series of mysterious cell phone calls, "Eagle Eye" naturally lent itself to a mobile campaign. Mediaedge:cia ran with that plot by developing creative that used interactive voice response (IVR) technology to send voice messages from the unknown caller of the film. Participants follow the caller's instructions as part of a sweepstakes contest to win $1,000 from Circuit City. The campaign, which also incorporated SMS text and WAP landing pages, saw 50% of visitors to the movie's mobile site opt into the "Eagle Eye Mobile Challenge." Two-thirds of participants forwarded the challenge to a friend, with 38% of those referred joining in as well.

Mediaedge:cia: Courtney Renaud, Media Supervisor; Daniel Englander, Junior Planner. Millennial Media: Michele Tobin, Regional Vice President of Sales; Eric Eller, Senior Vice President, Client Solutions; Mike Spotten, Interactive Design Manager. Paramount Pictures: Michael Rosenberg, Director, National Advertising.