Ultimatum For MMS & Picture Recognition

Universal movie ‘The Bourne Ultimatum’, starring Matt Damon, is using mobile picture recognition technology in press ads to promote the film launch, according to 160characters.org.

"Universal is the first brand to use this technology in print media. Previous use of the technology was included in posters to promote Mr Bean's Holiday.

The half page digitally interactive advertisement in national press enables readers to get free mobile content such as movie trailer, wallpapers and screensavers.

Users take a picture of the ad using their mobile phone and send it via MMS to 82222. The algorithm technology then automatically identifies 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.

The consumer’s picture is matched to the promotional image logged on the database and even partial images taken in poor light or at an angle will be recognisable. "

emily | 7:51 AM | Marketing / Advertising |
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