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Picture Recognition in Mobile Marketing

The Bourne Ultimatum

We are using picture recognition technology to make The Bourne Ultimatum’s press advertisements digitally interactive. A picture recognition algorithm is used to turn the mobile device into an interactive ‘mouse.’ The Times readers can ‘click’ on this advert, which will soon also be displayed in many other national press titles.

13 August 2007

UNIVERSAL PICTURES – THE BOURNE ULTIMATUM
FIRST PRESS CAMPAIGN FOR REVOLUTIONARY MOBILE TECHNOLOGY

The launch of Universal’s eagerly awaited movie ‘The Bourne Ultimatum’ heralds the first use of mobile picture recognition technology in press advertising.

Following on from the huge success of the first two Bourne movies that took $501 million at the box office, The Bourne Ultimatum has already taken $100m in the USA box office, the highest August opener on record. Needles to say, Jason Bourne is set to take the UK by storm from 16/08/07. For detail on The Bourne Ultimatum visit www.bourne-ultimatum.co.uk

Universal are using ‘real world connection’ mobile technology to make The Bourne Ultimatum’s press advertisements digitally interactive. A picture recognition algorithm is used to turn the mobile device into an interactive ‘mouse.’ The Times readers can ‘click’ on this advert, which will soon also be displayed in many other national press titles.

Universal is the first brand to use this technology. The half page digitally interactive advertisement will appear in The Times on 15/08/07. Readers engage with Jason Bourne to get free mobile content (movie trailer, wallpapers and screensavers.). It takes less than 60 seconds to get a response!

All readers need to do when they see The Bourne Ultimatum advertisement is to take a picture of the ad using their mobile phone and send it via MMS to Jason Bourne’s special mobile number – 82222. The algorithm technology will automatically identify if they have sent the correct image, it will also identify the type of phone they have and then offer them the appropriate free content, optimised for their specific device. If they shoot an incorrect image they will be informed of this and asked to try again.

Picture recognition technology is a real break through for marketing and a valuable addition to the marketing mix. Unlike other mobile (real world connection) technologies that use barcodes or require the consumer to download an application to their phone, picture recognition requires neither and can be seamlessly incorporated into existing campaigns. The technology uses an algorithm to match the consumer’s picture to the promotional image logged on the database - even partial images taken in poor light or at an angle will be recognisable.

Scott Seaborn, head of marketing technologies at Magnet Harlequin puts the potential of this technology in context. “In the UK 40% of brands have already used SMS (text) messaging which has been extremely successful. One brand last year enjoyed 12,500,000 responses from a single campaign. Mobile is the new internet and there are far more handsets in the UK than PC’s - so we know the potential for this kind of activity is huge. Going forward, everyone will know that they can Snap an image and engage with our clients if they want to.”

“This is the first time that marketers have enabled print ads to allow consumers to interact with their brands in this way. The technology, with its real time delivery and reporting structure, could inspire a new generation of media analytics. Real world analytics systems give brands a true picture of which advertisements are working best for them, and where those ads are located geographically.

The picture recognition campaign for The Bourne Ultimatum will launch in The Times on 15/08/07..

For press information contact Scott Seaborn scott.seaborn@magharl.co.uk

Notes to Editors
Magnet Harlequin is a marketing technology agency. Our strength lies in our ability to get to the bottom of the problems and issues that marketers (and businesses) have, and in creating the right blend of technical and creative tools to achieve practical and successful solutions to address these. Magnet Harlequin began life nearly 30 years ago in creative production. Ever since we have been developing technical tools and thinking creatively to address our clients’ business and communications issues. This heritage has provided us with an innate ability to use the right blend of tools at the right time.

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