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‘Star Trek’ Mobile App Kicks Off Super Bowl Campaign


Star Trek

Paramount’s new Star Trek app for iOS and Android is now available. The app is going to play an important role in Paramount’s Super Bowl ad for the film Star Trek Into Darkness.

At CES 2013, Paramount and Qualcomm showed off the app, which uses context-aware technologies to bring specific information to users at specific times.

The app was designed to be a one-stop shop for Star Trek fans. It includes a news feed feature that shows off Star Trek news articles from around the web. When the film gets closer to release, users will also be able to pre-order tickets for the app from Fandango.

In addition to information, the app also has a series of various “missions” that fans can participate in to unlock access to exclusive images, video clips and the chance to win Star Trek prizes.

One mission is to watch the Star Trek Into Darkness teaser trailer. Using the app, users press a “listen” button and when held up against a computer screen or TV. The app then scans the soundwaves and unlocks content for users.

During the Super Bowl, fans are encouraged to use the app to “tag” (i.e., record the sound of) the Star Trek Into Darkness TV spot in order to unlock content, thus creating a second-screen ad experience during the big game.

The app also has a very slick image-recognition feature that lets users unlock images. The image scan functionality is really, really fast. Just focus your phone on an image — either physical or digital — and the app will recognize the image and unlock content.

There are physical missions too. In various cities across the U.S., users can earn points by visiting locations that are special to the Star Trek universe.

Also look for the app to integrate and pull in content from the “1701” viral campaign for the film.

Just the Beginning

When I was given a preview of the app last month, Paramount told me that the goal wasn’t to create just another promotional app for a film, it also wanted to find a way to bridge the greater Star Trek fan experience in ways that will directly appeal to digital and social audiences.

As time goes on, more missions will be added to the app. “There will be a few big tentpole content experiences,” a Paramount rep told us, “but there will be a steady flow of fresh content in the app through its theatrical release in May.”

The experience also doesn’t have to stop with just Star Trek Into Darkness. “This is the official Star Trek,” Paramount said. “While we’re focusing on the J.J. Abrams Star Trek universe, we’re not necessarily limiting the app and its content to just this film.”

If this campaign is successful, expect to see Paramount integrate these kinds of digital and social features into apps for future films.

The Star Trek app is now available in the App Store and Google Play.

Images courtesy of Paramount Pictures, composite by Mashable

Source : http://mashable.com/2013/02/01/star-trek-into-darkness-mobile/

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