Universal Taps into Native Ads for Photo Editing Apps to Promote "Endless Love" on Smartphones

NEW YORK, Feb. 14, 2014 /PRNewswire/ -- To build awareness of the Valentine's Day romantic drama Endless Love, the story of a forbidden love affair between a privileged girl and a charismatic boy, Universal Pictures is connecting with a younger female audience through one of their favorite activities on their mobile devices: taking and sharing photos.

(Photo: http://photos.prnewswire.com/prnh/20140214/NY65362 )

The "Photo Valentine" campaign -- a promoted collection of branded photo editing tools used to create Endless Love valentines from "selfies" or other smartphone photos -- launched on January 21 in Aviary, a leading photo editing app and photo app network for iOS and Android. To date, the Endless Love filters, frames and stickers have been downloaded more than 600,000 times against a unique and organic audience of 16.4 million, resulting in more than seven million engagements and more than 10,000 hours of total brand-engagement time.

Universal collaborated with Aviary and Millennial Media, the leading independent mobile advertising platform, to translate the film's fight-for-love message into an immersive in-app experience, utilizing Aviary's full suite of native ad products and syndication options. Creative components of the campaign include film-inspired word art and embellishments for designing valentines, and frames and filters for adding a finishing touch. Also included is a sticker of Endless Love's leading man, Alex Pettyfer, allowing users to superimpose the heartthrob right into their photos.

Featured in-app placements and supporting promotional interstitials are driving massive organic audiences to the campaign, resulting in an average CTR of 5.8% and more than 900,000 saved applications of branded filters, frames or sticker to photos.

The Endless Love Photo Valentines campaign was created by Millennial Media and Aviary, in collaboration with Ignited and Universal Pictures.

About Aviary
Aviary is a photo editor for web and mobile with over 70 million users worldwide. On Aviary, people edit, enhance and creatively transform their photos, making every image sharable and print-worthy. Available as a free app on iOS and Android, and as licensable software powering the photo editing experiences of over 7000 web and mobile destinations, Aviary has been used over 10 billion times to effortlessly perfect and share beautiful images.

About Millennial Media
Millennial Media is the leading independent mobile advertising platform. The Company's unique data asset and full technology stack enable its demand and supply-side clients to garner meaningful results to drive their business. Based on its mobile-first approach to data, technology, and audience targeting, Millennial Media is leading the market by connecting consumers with relevant messages across screens. For advertisers looking to reach and engage with consumers in powerful ways, Millennial Media offers a broad array of solutions, delivered through brand, performance, and programmatic approaches. For developers and publishers, the Company offers a comprehensive set of managed and automated services to maximize revenue. 

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SOURCE Aviary