Universal promotes DVDs with mobile clips

Sneak peeks of Heroes, The Office extras available through cell phones

By Jennifer Netherby -- Video Business, 8/21/2008

AUG. 21 | Universal Studios Home Entertainment will give mobile phone users a sneak peak at DVD bonus features as part of a new promotional push tying DVD to the digital world.

On Tuesday, the studio began offering to mobile phone users a behind-the-scenes clip from the Heroes: Season 2 DVD a week before the disc streets. On Aug. 25, the studio will make available a deleted scene from The Office: Season 4, prior to its Sept. 2 DVD release.

The clips are available to customers of Sprint, T-Mobile, Verizon and AT&T by texting a code on their phones. (For Heroes, the code is SNEAK, texted to 62288; for The Office, it’s SCENE, also texted to 62288.) After texting the code to the number, consumers get a return text with a link to the appropriate mobile Web site where they can view the DVD sneak peak.

The text codes will be featured on DVD packaging and in print ads with directions on how to get the sample videos.

“Merging DVD content with emerging digital platforms is in keeping with Universal Studios Home Entertainment’s strategic commitment to marketing innovation and utilizing cutting-edge technology,” Craig Kornblau, president of USHE and Universal Pictures Digital Platforms, said in a statement announcing the promotion. “Research shows that bonus features are a driving factor in DVD purchasing. Allowing consumers to sample these great DVD extras while shopping adds to the retail experience and will, we believe, positively impact buying decisions.”