Paramount has announced its mobile plans for Eagle Eye, an upcoming film starring Shia LaBeouf, Michelle Monaghan, Rosario Dawson, Anthony Mackie and Billy Bob Thornton. MocoNews reports that in order to promote the film, Paramount called on Millennial Media to head up a mobile advertising initiative that may cross a few lines as to how much fans want to be contacted on their cell phones.
“The mobile advertising company has developed a WAP site where fans can enter their mobile numbers to join the Eagle Eye Mobile Challenge with a chance to win a $1,000 gift card for Circuit City,” the report said. “The campaign features scenes embedded into mobile banner ads and text-message updates that will be sent out to participants leading up to the film’s release.”
According to the article, participants will receive a “mysterious call” on their cellphone, and then later receive text messages. The report called the campaign Paramount’s largest endeavor yet for a fall release and the seventh time it’s worked with Millennial Media.