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Walt Disney Pictures has unveiled an iPhone-centric ad campaign around the upcoming March 5 release of “Alice in Wonderland,” plus a standalone “Alice” iPhone app.
MediaPost reports that the campaign features games, digital greeting cards, and video streaming as part of motion-sensitive ads. Clicking on the ads lets users view the “Alice” movie trailer, play the “Queen’s Match-Up Game,” send greeting cards to friends that feature Johnny Depp as the Mad Hatter and Anne Hathaway as the White Queen.
Plus, the ad employs the iPhone’s accelerometer to let users spin their phones on a flat surface to simulate falling down the rabbit hole. Greystripe, Millennial Media, and Quattro Wireless are all distributing the Starcom USA-developed ads.
The free “Alice” iPhone app, meanwhile, features the trailer, wallpapers, and a series of movie-themed puzzles, according to the report. The upcoming iPad will probably also feature in there somewhere, with iPad versions of Disney’s digital books, the ABC News app, and Marvel apps all already in the works, according to the report.
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