Waze Partners Up with Furious 7 to Promote the Movie’s Release on DVD

Since when does a real-time crowdsourced navigation app like Google’s Waze promote movies? Well, it hasn’t been done before, apparently, but it will start this September when Universal Pictures Home Entertainment (UPHE) will market the release of Furious 7 on Digital HD and Blu-Ray.
Waze Partners Up with Furious 7 to Promote the Movie’s Release on DVD 1 photo
Photo: Furious 7
UPHE has announced today the launch of “Get your Furious 7 Fix Fast”, a first-of-its-kind promotion that will allow Waze users in seven cities to find Prizing Pit Stops giving away Furious 7 merchandise. The digital HD becomes available today, while the Blu-ray, DVD, and On Demand issues will hit the market on September 15.

Since we’re sure half of the planet saw the movie already, we’re assuming this marketing gig is here to help the Fast and Furious fans to add another DVD to their collection. So, for those of you who feel targeted, here’s what you need to know.

From today through September 17, Waze will display scheduled messages announcing the release of Furious 7 on Blu-ray™, DVD and Digital HD in seven participating markets. On one day in each market, Waze users can also find directions to pop-up venues where street teams will be distributing free Furious 7 branded T-shirts, hats, license plate frames, and a limited number of digital codes to download the film on Digital HD, among other items.”

You should also know that each Prizing Pit Stop will operate while supplies last for up to 90 minutes and then move on to two other spots throughout the day. It sounds like a game to us, and maybe that’s exactly what these people are aiming for.

Fear not, though, the story does not end here. On top of all these, the promotion will also be supported by local cable and radio mentions in the participating markets and through Waze’s social media posts. It may sound a little bit too pushy, but who are we to condemn marketing strategies?
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