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Reactrix Hosts New Campaign for Sprint's NFL Mobile Service

Groundbreaking Interactive Advertising Medium to Engage Consumers In Goal-Kicking Competition While Immersing Them In Brand-Reinforcing Messages

REDWOOD CITY, Calif., Oct. 16 -- A new advertising campaign promoting NFL Mobile, the service that provides Sprint (NYSE: S - News) data customers with free and exclusive access to NFL content, has kicked off across the United States on the Reactrix Media Network?.

(Photo: http://www.newscom.com/cgi-bin/prnh/20061016/NYM236-a

http://www.newscom.com/cgi-bin/prnh/20061016/NYM236-b )

Rather than a traditional campaign centered around televised 30-second spots, the new ads directed by Sprint's interactive agency, Organic are being broadcast by Reactrix on its national media network, an innovative and impactful advertising medium that makes malls, movie theaters and other public spaces "come alive" with vivid, interactive brand experiences.

Reactrix enables people to physically engage with projected images, instantly responding as they walk across or gesture over a large -- typically 6-foot-by-8-foot -- display area. In an expanded 45-second Sprint ad, consumers will kick teed up footballs on the display while being exposed to branded images ranging from a tagline reading, "The Power to Make Every Day Sunday. NFL Mobile, only from Sprint" to branded field stenciling to a Sprint-branded blimp hovering behind the uprights. Each session ends with a call to action, encouraging participants and spectators alike to visit the venue's authorized Sprint retailer for more information, or drawing them back for "Fan Fridays" during which NFL gifts and special discounts on NFL Mobile- enabled phones will be offered.

"Reactrix's unique ability to engage consumers in brand-building activity is a natural for this campaign, because it marries so perfectly to the messages we are sending about the NFL Mobile package itself. We focused on creating a game experience to attract consumers who are passionate about football," said Anita Bajaj Newton, vice president of Media Planning and Integration for Sprint.

Sprint promotions began airing on the Reactrix Media Network in August and will continue through February, highlighting a cross-section of products and services in addition to the Sprint brand itself. The NFL Mobile campaign will be complemented by other out-of-home media buys including a Reactrix display set up in the "Sprint Station" on the Las Vegas Convention Center monorail system.

In line with Reactrix's plan for forging meaningful, long-lived relationships with national and global brands, Sprint will be the only telecommunications company featured on the network for the duration of the partnership. The company is pursuing similar arrangements with leaders in a variety of other consumer categories.

"This is a big win for both companies," said Reactrix CEO Mike Ribero, referring to the Sprint campaign. "We are ecstatic that a national telecom brand like Sprint has decided to shift marketing dollars into the interactive space and selected Reactrix as its vehicle, and we're confident that with the category exclusivity we can offer, our proximity to the point-of-sale, our ability to engage the consumer and leave a lasting brand impression, and our presence in more than 130 venues cumulatively visited by 119 million each month, Sprint will secure a connection to its customers that it couldn't otherwise achieve."

About Reactrix

Reactrix Systems, Inc. (www.reactrix.com) is the developer and marketer of a unique new interactive medium that projects vivid branded messages that instantly respond to people who walk across or gesture over the display area, creating an immersive media experience that makes any surface "come alive." The company's innovative media network for advertising, retail and entertainment applications allows visitors to dynamically reach and interact with millions of consumers where they shop and spend their entertainment dollars.

The Reactrix Media Network is currently available in over 130 malls, movie theaters and other public spaces. Traffic in these venues, located in the top 10 U.S. markets and other areas nationwide, exceeds 119 million monthly.

Reactrix and Reactrix Media Network are registered trademarks of Reactrix Systems, Inc. All other trade names are the property of their respective owners.

This release is available on the KCSA Worldwide Web site at www.kcsa.com.

CONTACT: Greg Pitkoff / Alan Krawitz
KCSA Worldwide
(212) 896-1291 / (212) 896-1274
gpitkoff@kcsa.com / akrawitz@kcsa.com
Source: Reactrix Systems, Inc.

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