- Katy Bachman

As part of a push for the new Palm Pre, Sprint last week launched an interactive mobile text polling promotion called “r8 it” (pronounced "rate it") with National CineMedia.

The campaign, running through Sept. 10, asks moviegoers to rate movies they saw for a chance to win free movie tickets for a year.

Sprint, whose wireless service is compatible with the device, is the first advertiser to take advantage of National NCM’s triple media play of online, mobile and on-screen.
Sprint messages are prominently featured on both the big and small screen, and online at NCM.com and NCM’s network affiliate Web sites.

Prior to the movie, Sprint will run ads asking moviegoers to offer their ratings when the film is completed.

At that point, audiences who text in the  name of the movie they just viewed will be asked to rate something they saw in the film. Results of the polls will be posted on NCM’s recently launched Web site and  through a new “r8 it” app.

While Sprint is the first to use the integrated approach, NCM said it has two other advertisers on board. “We worked hard to get advertisers to embrace cinema,” said Jeffrey Mahl, svp of online and mobile advertising for the company.


Nielsen Business Media