UIP has chosen Flytxt, the wireless marketing expert, to manage and execute the campaign to promote the Paramount Pictures movie, which launches on April 6 in the UK and on April 18 in Ireland.
UIP is specifically targeting female cinemagoers with the campaign by encouraging them to text in to a number displayed on the posters advertising the new release. Participants can then complete challenges, which test if their guy really loves them.
Participants then receive daily texts on each of the 10 days leading up to the movie's official release date.
Participants who complete all 10 challenges will automatically be entered into a draw, where a winner will be randomly picked to fly to Milan for a makeover.
Starring Matthew McConaughey and Kate Hudson, the Donald Petrie-directed film tells the story of ladies' man advertising executive Benjamin Barry (McConaughey) who, in order to win a big campaign, bets that he can make a woman fall in love with him in 10 days.
Unluckily for McConaughey, the girl he meets is Andie Anderson (Hudson), who writes the "How To" section for women's magazine Composure and is commissioned by her editor to write the feature 'How to… Lose a Guy in 10 Days'.
Hudson then tries to get rid of McConaughey as fast as she can, but no matter what she does she can not lose him.
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