Magazine article Marketing

Microsoft Mobile Ads to Star Hobbit Characters

Magazine article Marketing

Microsoft Mobile Ads to Star Hobbit Characters

Article excerpt

Microsoft will feature The Hobbit characters Gandalf and Bilbo in advertising for its Windows Phone 8 operating system, after securing a partnership with Warner Bros.

The Windows Phone brand aims to capitalise on the eagerly anticipated The Hobbit: An Unexpected Journey, the first instalment of a trilogy. The movie, which goes on general release in the UK on 13 December, stars Sir Ian McKellen and Martin Freeman as Gandalf and Bilbo respectively.

The campaign, created by Wunderman, will include digital, press, and outdoor activity. Franchise-owner Warner Bros has agreed to license use of the characters for Windows Phone advertising in the UK, US, France and Germany.

The activity forms part of a multimillion-pound campaign that includes TV ads created by Crispin Porter & Bogusky. These feature comedian James Corden and model and presenter Holly Willoughby.

The TV ads have already introduced 'The smartphone reinvented around you' as the strapline for the Windows Phone 8 operating system. …

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