Tapulous Taps User-Generated Content To Hype New Fox Flick
20th Century Fox is partnering with Tapulous, the iPhone-app maker known for its popular Tap Tap Revenge game, to publicize the launch of its upcoming movie “Jennifer’s Body,” a high school thriller, featuring Meagan Fox and Amanda Seyfried.
The campaign highlights a way advertisers have started to market on the phone. By drawing in users with the offer of free entertainment, the experience can feel less obtrusive—even if it is an ad. To take it a step further, Tapulous is integrating user-generated content, by letting users create their own look and feel for the application and compete in a contest. The lucky winner may just land a job at the Palo Alto-based company.
Tapulous’ Tap Tap Revenge games are played by tapping the screen to the the beat of the music, similar to the console game Guitar Hero. In this special edition, the look and feel will be modified to promote “Jennifer’s Body.” Plus, it will cross promote the soundtrack, by using one of the songs from the Album, Panic! at the Disco’s “New Perspective.”
Tapulous’s COO Andrew Lacy said this form of marketing is actually fun for users and avoids the distracting affect a takeover ad can inflict, much like The New York Times (NYSE: NYT) ads that launched recently and were criticized on our site. “But it still keeps the user staring at the brand’s messaging for three to four minutes,” he added.
Tapulous conducted a similar campaign recently promoting Paramount’s G.I. Joe movie. In that instance, the game was played by users five million times in the 10 days leading up to the movie’s premiere.
The difference with this launch is the user-generated component. Users can either create a background based on pre-designed templates from Tapulous, or a more professional version can be made using an Adobe (NSDQ: ADBE) PhotoShop file. The theme most representative of the movie will be the one chosen for the actual game, but user’s will be able to use the theme they create if they wish. Believe it or not, but the ultimate prize is a design job at Tapulous. Lacy said he figured it was the best chance for a candidate to show off their ability (of course he makes not promises as to whether the position will be filled this way). The contest kicked off Tuesday, and voting will take place Monday through Wednesday with a winner being announced Thursday, the day before the movie launches on the Sept. 18.
Besides, the movie deal with 20th Century Fox, Lacy said the company is nearly ready with its third general release of its general iPhone app, Tap Tap Revenge 3. The new release will have two versions—free and paid. Lacy said the paid app will have more features, and more importantly, will enable in-app purchases, so that people can upgrade and buy new songs to play or other content—without having to leave the application. The functionality was just released by Apple (NSDQ: AAPL) in the iPhone 3.0 operating system release.
In addition, Lacy said they are close to releasing their sixth premium application that will be branded by their largest musical artist yet. Other artists that have released versions include: Lady Gaga, ColdPlay, Weezer and Dave Matthews. Lacy wouldn’t say who the artist is, but in June, Tapulous announced a partnership with Universal Music to make at least six games based on their artists, which range from Eminem to Black Eyed Peas. The premium games cost $4.99 each. Overall, the company’s plethora of games have been downloaded 14 million times and played by users about 500 60 million times.
Posted In: Advertising, Marketing, Mobile, Social Media, Companies, Apple, iPhone, News Corp., Fox

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