Matthew Miller
May 19, 2014

Banners get flirtatious in promotion for 'Her' DVD release

AUSTRALIA - To promote the DVD release of the Spike Jonze film "Her"—in which (spoiler alert) a man falls in love with his operating system—Universal Sony Pictures Home Entertainment Australia is using voice-enabled banners that suggest an intimate evening at home watching the film.

The campaign by Australia's Slingshot Digital and Mobile Embrace employs a two-way, speech-recognition-enabled ad platform from US-based Nuance Communications.

Banners running on Mobile Embrace’s publisher advertising network invite users to click, after which they hear, “Hi, I’m your operating system, but you can call me Samantha.” The voice (not Scarlett Johansson's) asks a series of three questions and provides tailored responses based on the user's responses.

The campaign ties in perfectly with the film's content about the close relationships people have with their phones, according to Cindy McCulloch, marketing director at Universal Sony Pictures Home Entertainment Australia, who added that the campaign represents a first in Australia. 

The film will be available Thursday on Blu-ray, DVD and Australia's UltraViolet service.

 

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