July Systems Powers Mobile Campaign for Universal’s Miami Vice in 4 continents

July has already rolled out the service in 17 territories on four continents. The service combines official movie content created by Player X in partnership with Universal Mobile Entertainment including teasers, wallpapers, ringtones, merchandise and the Miami Vice mobile game to give Miami Vice fans a place to have fun and interact with the brand and each other. The site is fully integrated into the movie marketing campaign covering outdoor and print advertising, PR and online marketing in territories within Europe, Asia, Australia and America Premium SMS billing and one-click WAP billing for the Miami Vice service was powered by Ericsson IPX.

July’s mobile retailing solutions allow for fast creation and launch of mobile stores to sell mobile entertainment content direct to consumers. The stores offer smart merchandising options especially suited to the entertainment industry, including themed content bundles, pay-per-view, rentals and subscriptions, as well as personalized recommendations and pricing based on consumers’ profiles and history. With July, customers get the global reach, creativity and sound mobile infrastructure, content management and DRM needed to rapidly roll out mobile marketing campaigns for multiple international film, music and other entertainment releases on a global scale. Customers can also leverage July as a bridge to mobile from traditional and new media channels, including TV, print, and digital channels such as WAP, Web, SMS and customizable on-device portals.

“With the Miami Vice service July has set a new benchmark for mobile movie campaigns, creating an integrated brand experience for consumers,” said Geoff McGrath, Managing Director, July Systems (UK) Ltd.

About Miami Vice
The cocaine cowboys of the ’80s are gone, but Miami's Casablanca allure, the undercover cops and the attitudes of Michael Mann’s culturally influential television series have been enhanced by time in the feature film version of Miami Vice.

Ricardo Tubbs (Jamie Foxx) is urbane and dead smart. He lives with Bronx-born intel analyst Trudy, played by British actress Naomie Harris (28 Days Later, Pirates of the Caribbean II and III), as they work undercover transporting drug loads into South Florida to identify a group responsible for three murders.

Sonny Crockett (Colin Farrell) -is charismatic and flirtatious until—while undercover working with the supplier of the South Florida group—he gets romantically entangled with Isabella, the Chinese-Cuban wife of an arms and drugs trafficker. Isabella is played by the Chinese actress Gong Li (Raise the Red Lantern, Memoirs of a Geisha).

The intensity of this case pushes Crockett and Tubbs out onto the edge where identity and fabrication become blurred, where cop and player become one—especially for Crockett in his romance with Isabella and for Tubbs in the provocation of an assault on those he loves.
Miami Vice is written and directed by Michael Mann, who also produces along with Pieter Jan Brugge; Anthony Yerkovich serves as executive producer.