Millennial teams with Paramount for 'Eagle Eye' campaign

Paramount Pictures announced an agreement with mobile advertising firm Millennial Media to design and launch a mobile campaign touting the upcoming theatrical release of the DreamWorks Pictures thriller Eagle Eye. According to Paramount, the Eagle Eye Mobile Challenge, which runs through Sept. 28, heralds the studio's most extensive mobile marketing initiative to date. The campaign promises an interactive experience modeled after the film's labyrinthine plot, with scenes embedded in banner ads across the web--after consumers click on a banner, they're taken to an Eagle Eye landing page to opt in to begin the mobile experience, which includes mysterious phone calls to their handset. The challenge also features a sweepstakes entry for a $1,000 Circuit City gift card and text message updates. Eagle Eye opens Friday.

For more on the mobile ad campaign:
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