Location-based phone apps and movie promotion blend in the SCVNGR 'Eat Pray Love' challenges. The upcoming film's journey of food, self-exploration and love has been tied into 26 cities through the SCVNGR app for iPhone and Android.
The SCVNGR 'Eat Pray Love' challenges will reflect the movie's themes to encourage users to explore their own cities in a mini sabbatical. Mashable has provided two examples of such challenges below.
Implications - This type of interactive marketing is one of the most effective forms of advertising for companies eager to promote a major movie. By offering the public a chance to directly engage in the movie promotion, as well as the characters in the movie, they create a personal connection with the public in a way television and print cannot.