AT&T Pushes ‘New Moon’ on Mobile Devices

Promotion Gives Teens Access to Twilight-Sequel Games, Pictures, Music and More

Even if they’re away from a television, it’ll be hard for teenagers to avoid the marketing blitz backing the new movie New Moon. Thanks to a partnership with AT&T, the Twilight sequel is popping up on teen handsets everywhere.

AT&T has a special division aimed at marketing to young people. Together with mobile product company, 2ergo, the phone giant has created a new mobile site dedicated to the movie, which opens nationwide today.

Fans can use the site to download answer tones and ringtones from the movie soundtrack. They can also listen to some of the songs that can be heard in the movie. If that isn’t enough, there are games and wallpaper images of actors Robert Pattinson and Kristen Stewart.

Teens (and older fans) don’t have to rely on mobile to get their New Moon fix. AT&T’s youth marketing group has dedicated its Facebook page to the movie, which includes a quiz that’s tied to the company’s A-List with Rollover plan.

Big advertising campaigns associated with popular culture are nothing new to AT&T. Just last year, the company spent more than $1.6 billion on ads. Through August of this year, spending was down only slightly, at $875 million – still pretty good when considering the bad economy.

Share this article: Email, Slashdot, Digg, Del.icio.us, Yahoo!MyWeb, Windows Live Favorites, Furl
Add this article feed to: RSS, My Yahoo, Newsgator, Bloglines