Paramount Pictures is taking over Fandango’s iPhone-optimized site with a quiz and branding to promote its movie “G.I. Joe: The Rise of Cobra,” opening Aug. 7.

Movie ticket vendor Fandango has partnered with mobile advertising company Crisp Wireless to power Paramount’s G.I. Joe campaign. The mobile ad campaign targeting iPhone users features Fandango’s first mobile homepage takeover ad unit and directs fans to play the “Joe v. Cobra Challenge” for a chance to win $3,000.

“The challenge was how do you engage with the user in a contextually relevant way and a meaningful way so the user can have a high level of interactivity with the brand,” said Tom Foran, chief revenue officer at Crisp Wireless, New York. “We created a campaign that targeted iPhone users with a full-screen ad that really enabled the user to see a compelling ad unit and click through to participate in a quiz.