Millennial Media Details Successful RIch Media Mobile Campaign for Green Lantern Debut Across Europe

To gear up for the pan-European release of the movie Green Lantern this summer, mobile advertising powerhouse Millennial Media teamed up with Warner Bros. and their agency, Odyssey Mobile Interaction, tocreate a unique rich media mobile campaign to drive engagement and mobile views of the film’s trailer.

                                              

It was determined that Millennial wanted to give consumers a visual experience that was reflective of a superhero film like Green Lantern, and decided to deliver an expandable rich media banner that let consumers “imprint their fingerprint” on the ad to bring up an HD trailer for the film.  Since the film was released across Europe at different times during the summer, it required staggered and localized campaigns to support the unique release schedule.  As such, the initial campaign launched in the UK in mid-June, and crossed Germany, France and Spain before ending in Italy at the end of August.

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