When Paramount Home Entertainment released the new DVD from Justin Bieber, the Artist of the Year at the 2010 American Music Awards, they knew that fans would be excited. But, at a time when DVD sales are down, Paramount added a Microsoft Tag to the cover of the DVD to bring excitement into the store right at the time of purchase.
A scan of the Tag launches a mobile experience that includes a video of Bieber performing in concert – singing while suspended mid-air in a purple wire heart. The video content encourages the potential customer to buy the DVD.
The campaign also includes ways to engage Justin Bieber’s fans via Facebook and opt-in email lists.
Click image twice to enlarge.
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