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

*Mobile tagging technology offers instant reader interaction with ads in national magazines for “Bridesmaids,” a new comedy from producer Judd Apatow and director Paul Feig*

REDMOND, Wash. — Feb. 8, 2011 — Microsoft Tag and Universal Pictures today announced a new campaign to promote “Bridesmaids,” the new comedy from producer Judd Apatow (“Knocked Up,” “Superbad”) and director Paul Feig (“Freaks and Geeks”).

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. (more…)

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