The innovative marketing effort of the new film, LUNCH, is indicative of a global, cultural movement toward mobile barcode technology, it's diverse range of applications, and it's relevance to the green movement.
The film by Avis Richards (Bird's Nest Productions) will debut on Earth Day at Vanderbilt Hall in New York City, tackling the hot issue of America's “Junk Food Culture” and its perpetuation in schools; however, this compelling issue alone is not what sets the film apart. Exhibiting a rare and stunning case of synchronicity, the film's message and marketing strategy work together to reinforce the green message of the film while getting the message out.
Led by Boston-based mobile strategy and marketing agency Renu Mobile’s founder and CEO, Carol Glennon, and Neustar (the provider of innovative solutions and directory services enabling trusted communications across networks, applications, and enterprises), the campaign uses mobile bar codes printed on the film's marketing collateral to lead consumers to the documentary’s trailer directly from their mobile phones.
“When the team at Renu Mobile heard about this important documentary, we wanted to step up and help both Birds Nest Foundation and Earth Day Network to quickly, efficiently and responsibly spread the word using what we’ve coined The Mobile Movement platform,” said Ms. Glennon.
Other components of the “Mobile Movement Platform” include a mobile website for the film and live Twitter reporting from the Earth Day debut.
“We’re so appreciative of this support,” Ms. Richards said. “We’ll be including the YouTube trailer barcode on our website and print materials, and look forward to sustaining this effort with many more creative applications as we roll this movement forward and into thousands of communities – while also working on upcoming legislation that will change forever how we are feeding and nurturing our kids, our farmers, and our communities.”
The mobile site for LUNCH can be seen here: lunch.renumobile.com