Universal Uses Tag to Promote "Bridesmaids"

Elliott Lemenager
Tuesday, Feb 08, 2011 at 7:00 AM
Marketing movies with Microsoft Tag

Microsoft Tag is an integral part of Universal Pictures’ mobile marketing campaign to promote “Bridesmaids,” the new comedy from producer Judd Apatow (“Knocked Up,” “Superbad”) and director Paul Feig (“Freaks and Geeks”).

A market leader in mobile marketing, Universal is using Tag to enable smartphone users to interact with full-page ads that will run in several top-tier women’s magazines, including Cosmopolitan, InStyle, People StyleWatch, and Us Weekly. When the magazine Tags are scanned by the free Microsoft app, readers will be able to watch the “Bridesmaids” trailer and access additional movie content. Today’s announcement makes Universal the first major film studio to use Tag technology to promote a first-run, nationally released movie.

In “Bridesmaids,” Kristen Wiig leads the cast as Annie, a maid of honor whose life unravels as she leads her best friend, Lillian (Maya Rudolph), and a group of colorful bridesmaids (Rose Byrne, Melissa McCarthy, Wendi McLendon-Covey, Ellie Kemper) on a wild ride down the road to matrimony.

“We’re excited to use Microsoft Tag and this new form of mobile tagging technology to reach our audience,” says Doug Neil, senior vice president of digital marketing for Universal. “We look forward to incorporating Tag to extend our marketing for ‘Bridesmaids.’”

What do you think of Universal’s use of Tag in its movie promotion? Let us know in the Comments below, or on Tag's Facebook or Twitter pages.



Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience



Capture customers in the moment and bring printed materials to life



Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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