UM
Sony Pictures Entertainment, "The Karate Kid"
MOBILE MARKETING: CAMPAIGN
In Hollywood these days, it's not just the movie that needs promotion, but the iPhone app for the movie as well. In that
vein, UM was charged by Sony with driving 100,000 downloads of The Karate Kid iPhone app. A particular challenge was the 50MB size of the game. UM targeted ads at WiFi-connected iPhone and
iPod users actively searching for app information as well as entertainment fans, parents and kids. The result: nearly 700,000 downloads.