MOBI 2010 Best Mobile App for Branded Content: Best Buy / Despicable Me
publication date: Aug 24, 2010
Best Buy Movie Mode is a first of its kind, mobile application designed to provide users with a differentiated movie viewing experience. Available as a free download on iPhone, Android, Blackberry, and Windows Mobile; Movie Mode’s first film enhancing experience offers fans a deeper connection to Universal’s 3D summer blockbuster “Despicable Me” by translating for audiences what the film’s mischievous little yellow characters, the Minions, are saying during the special 3D end credits digital short. A phone in Best Buy Movie Mode dims the mobile screen, silences the ringer, and disables the camera to ensure audiences have a positive, uninterrupted movie-going experience. The app is also being updated to translate the Minion language throughout the entire movie on the Best Buy exclusive “Despicable Me” DVD released later this year. Best Buy Movie Mode uses patent-pending sonic cue technology syncing the app to the movie through audio cues embedded within the film’s sound-track. After the application is activated, the “Extras” portion of the app is unlocked revealing exclusive digital video content from the movie as well as a $10 credit for digital video service at Best Buy CinemaNow.com, allowing Best Buy to cross-market digital & physical movie offerings in a highly personalized way.
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