Sony Pictures uses mobile to build buzz for Karate Kid film

In anticipation of the upcoming remake of "The Karate Kid" starring Jaden Smith and Jackie Chan, Sony Pictures released a branded application for iPhone and a mobile campaign to support it.

The free game directly appeals to the studio’s movie-going demographic and its built-in social networking features are designed to virally raise awareness of the movie's upcoming release. Sony Pictures tapped Trigger Interactive to build the application, while Sony's agency of record Universal McCann (UM) placed the media buy, with Jirbo Inc.’s AdColony one of the many companies in the mix for the mobile ad campaign.

“We work with multiple film studios, as well as entertainment and media companies,” said Nikao Yang, executive vice president at AdColony, Los Angeles. “Film-studio clients want to drive brand awareness, product awareness and app downloads for whatever it is they are promoting.