Royal Marines target Bond fans with Bluetooth ad

LONDON - The Royal Marines are targeting Bond fans as potential recruits via a mobile Bluetooth cinema ad that is being "broadcast" during the showing of 'Quantum of Solace' at 120 cinemas across the UK.

The video content, which was created by digital agency twentysix, is sent to mobiles via Bluetooth before and after the Bond film.  

The 45-second video highlights the work that the Royal Marines undertake in some of the world's most extreme environments.  

Viewers are encouraged to click through to a Wap site, which twentysix developed in conjunction with Incentivated, where they can download additional content and register to receive the monthly Royal Marines newsletter.  

Royal Marines will be appearing in 20 cinemas around the country on November 22 and 23 to meet movie-goers and answer questions about a career as a commando. 

Liz Ridgeway, head of marketing at Captain Naval Recruiting, said: "This campaign is a well-executed example of digital integration, bringing together cinema, mobile and online to deliver a campaign we are sure will engage potential recruits and encourage them to visit our site and learn more about us."

Twentysix was appointed by the Central Office of Information (COI) at the start of the year and has developed a for the corps.

Paul Coffey, managing director at twentysix, said: "This is a creative and well targeted campaign that uses a variety of relevant media to engage with a younger audience, and content that sits well with the Bond theme, conveying the drama and excitement of life with the Royal Marines as well as delivering the important recruitment message."

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