Fox 2000 Pictures and Metro-Goldwyn-Mayer Pictures are rolling out a second unique social media marketing tactic today for their collaboration on the Poltergeist remake, this time with Twitter?s new live streaming service Periscope, as they look to leverage millennials' interest in fear-inducing content, personalized material and social media.

The film is reaching both younger and older audiences as mature demographics know the original well while the large focus on social media promotion is helping reach millennials. Users can log on to view the horror experience on Periscope tonight from 8 p.m. to 11 p.m., where the event will access public user information through social media accounts and incorporate it into the live show. 

Poltergeist is launching this one-day campaign to create hype around its upcoming release on May 22. 

The live-stream event takes viewers to the other ?Other Side,? a limbo atmosphere and the setting of the film where a young girl is taken by the Poltergeist. The stream is held on Collider News' Periscope account, Poltergeist?s editorial partner. 

Streams will occur for three to five minute intervals during the three-hour time period, where users who log on will be spoken to by an eerie voice from the Poltergeist with the sense that they are being personally targeted. 

This is the second unique approach to marketing via mobile for the release of Poltergeist. Recently Poltergeist terrified unsuspecting social media users on Twitter with its Fear Factory campaign, frightening users that post about their greatest fears and accessing personal information through their social media accounts (see more). 

Mobile and social media are very personalized experiences, and consumers have come to expect that now, as individualized content has become a staple in the marketing industry. However, the Poltergeist campaign is taking this one-step further and creating a unique approach, accessing direct user information and incorporating it into the campaign content. 

This type of campaign takes an uncommon approach and surprises and excites viewers, inciting them to create a conversation on social media and leaving a lasting impression. If the campaign is successful enough, it is possible to create a viral discussion on social networks. 

That type of promotion is ideal for marketers, especially ones with limited engagements such as film releases. The timing of these campaigns is imperative. 

Marketing campaigns must access the consumer at the right time of his or her consumer journey. Poltergeist releases two weeks after the campaign event, which is the perfect time for consumers to be interested enough to continue engagement with the film. 

All these recent mobile campaigns show a more sophisticated grasp of custom audience creation methods. However, marketers need to overcome challenges related to efficiently collecting, storing and accessing data at scale to gain a complete picture of a consumer and the likelihood he or she will engage with a particular ad (see more). 

"By bringing the scares of the new Poltergeist film to life on a specific and personal scale for fans, we are aiming to drive interest in the movie with a young adult audience that spends considerable time on social media talking to their friends and followers about the entertainment that's captivating them," Mr. Seigel said.

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer and Mobile Commerce Daily