Sprint promo creates dream sequence for moviegoers

05/23/2012 | MediaPost Communications

Moviegoers who text "dream" when prompted on screen before turning off their phones will get back a customized video when logging into Facebook after the show. The Sprint promotion through Digitas and Leo Burnett will run on 18,000 National CineMedia screens. In the time the movie is running, the program will extract public information from a user's Facebook page and render an abstract video representing what the user's cellphone "dreamed" when put to sleep. "Our mission was to create something that would take full advantage of the power and scale of a cinematic experience," says Leo Burnett Executive Creative Director Michael Boychuk.

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