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Universal Pictures Becomes First Major Studio to Use Microsoft Tag to Promote a Nationally Released Film

REDMOND, Wash. Feb. 8, 2011 Judd Apatow Paul Feig

http://photos.prnewswire.com/prnh/20000822/MSFTLOGO

Further establishing the studio as a market leader in mobile marketing, Universal, through the Tag campaign, will enable smartphone users to interact with full-page ads that will run in several magazines, including Cosmopolitan, InStyle, People StyleWatch and Us Weekly. When the Tags are scanned by the free Tag Reader app, users will be able to watch the "Bridesmaids" trailer and access additional movie information and content. With this campaign, Universal becomes the first major film studio to use Tag technology to promote a first-run, nationally released movie.

Kristen Wiig Maya Rudolph Rose Byrne Melissa McCarthy Wendi McLendon-Covey Ellie Kemper

Doug Neil

Microsoft Tag has already seen traction in print materials as a way to link consumers to information, entertainment and interactive experiences on mobile phones. With Tag, Universal Pictures will engage the audience for "Bridesmaids" by offering a highly scalable, branded mobile experience that goes beyond the printed page to generate interest and excitement around the comedy. The simple yet powerful Tag dashboard enables next-generation mobile tagging functionality, including the ability for studios and marketers to scale or change the user’s mobile experience with behind-the-scenes movie footage, interviews with the talent and director, fun contests, trivia, and much more.

Bill McQuain ,

http://tag.microsoft.com http://www.facebook.com/microsofttag http://www.twitter.com/microsofttag http://www.bridesmaidsmovie.com

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

SOURCE Microsoft Corp.

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