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 …