Outfit 7 has partnered with Sony Pictures to introduce The Smurfs to its Talking Tom mobile apps, ahead of the release of the upcoming Smurfs 2 movie.
The partnership - which includes teaming with companies Manning Gottlieb OMB and OMD International - will see the Smurfs characters and their rivals the Naughties appearing in the apps in the UK, Italy, Sweden, Turkey and the Netherlands.
The campaign will integrate the Smurfs 2 movie characters into the app experience, allowing them to take over the screen and surprise users.
The activity will run across iOS and Android devices prior to the film's release on July 31st.
Joshua Heaton-Armstrong, digital marketing manager of Sony Pictures Releasing UK, said: "Placing our content within the Talking Tom platform will deliver us great standout and a more engaging experience for the users than conventional ad placements, creating interest and excitement about the forthcoming Smurfs 2 release."
Samo Login, CEO for Outfit 7, said: "Integrating premium content into our apps provides us with a fantastic opportunity to enhance the experience of our users, as is perfectly displayed through our partnership with Sony Pictures.
"The Smurfs 2 partnership demonstrates how we can create an engaging story, seamlessly integrating the advertisers marketing message into the app experience."
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