First-ever camera phone movie campaign to begin for 'Where in the World is Osama Bin Laden?'

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I just received the following press release.

The Weinstein Company, SnapTell Unveil Grassroots Scavenger Hunt contest to Support Morgan Spurlock’s “Where in the World is Osama bin Laden?”
First Ever Camera Phone Based Movie Campaign Engages Fans of Highly-Anticipated Film Which Debuts on Friday, April 18th
Contest Enables Movie Lovers in Boston, Chicago, Philadelphia, San Francisco and Washington D.C. to Win $1,000 with their Camera Phones

NEW YORK, NY – April 1, 2008 - The Weinstein Company and SnapTell, a company that is revolutionizing the way consumers and marketers connect, announced today an innovative partnership to support the release of Morgan Spurlock’s highly anticipated documentary “Where in the World is Osama Bin Laden?” The centerpiece of the initiative is a two-week scavenger hunt contest, challenging movie lovers to search their local supermarkets, colleges, high-schools, bars, nightclubs, newspapers and other destinations to find, photograph and email strategically placed “Where in the World is Osama Bin Laden?” branded reward flyers to a special address.

WHAT: This two week scavenger hunt contest will enable participants in each of the 5 markets to win $1,000 in support of the national release of “Where in the World is Osama Bin Laden?” Street-teams will create and locally distribute multiple branded reward flyers featuring contest information and unique stills from the upcoming film. With help from local radio stations, contest participants will search around their towns and cities to snap a photo of any of these images in the two week contest period from their camera phones and email it to a pre-determined email address that will be clearly marked on the flyers between 4/7 and 4/18. Utilizing the image recognition based mobile marketing technology from SnapTell, each picture will then be verified and the participants will receive a message back confirming their entry into the contest and a link to exclusive content from the film. Fans will also be able to enter by following clues in promotional ads in local newspapers.

WHEN: In anticipation of the Friday April 18th debut of “Where in the World is Osama Bin Laden?” the contest will run from 12 am on Monday, April 7th through11:59 pm on opening day, Friday, April 18th.

WHERE: The contest will engage fans in the following top markets - Boston, Chicago, Philadelphia, San Francisco and Washington D.C.
In “Where in the World is Osama Bin Laden?” Oscar nominated filmmaker Morgan Spurlock takes on a franchise even more lethal than McDonald’s - Al Qaeda. And after this real life action thriller is over, the world may never be the same. Following bin Laden’s trail through some of the most dangerous places in the world, Spurlock encounters both the rational and radical faces of the Middle East. In a world where we are constantly being told that we’re on the verge of the ultimate showdown between good and evil, Spurlock risks life and limb to uncover the truth about Osama bin Laden. But along the way, he discovers the lines that divide us aren’t nearly as black and white as they may seem. “Where in the World is Osama Bin Laden?” builds off the Weinsteins success bringing documentary films to wide audiences including “Fahrenheit 9/11,” the highest grossing documentary of all time and “SiCKO,” the third highest grossing documentary of all time.

About The Weinstein Company
The Weinstein Company (TWC) was created by Bob and Harvey Weinstein, the brothers who founded Miramax Films Corporation in 1979. TWC is a multi-media company that officially launched on October 1, 2005. Dimension Films, the genre label that was founded in 1993 by Bob Weinstein, is also included under the TWC banner.

During the Weinsteins’ tenure at Miramax Films the company released some of the most critically acclaimed and commercially successful independent feature films which received 249 Academy Award® nominations and won 60 Oscars®, have generated billions of dollars in worldwide box office receipts and billions more in home video sales. In its history, Dimension Films has released some of the most successful franchises including “Scream,” “Spy Kids” and “Scary Movie.

About SnapTell
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell’s innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. SnapTell’s Snap.Send.Get mobile marketing solution is currently being used by marketers at major brands and agencies to deploy interactive mobile marketing campaigns. For further information on the company visit: http://www.snaptell.com