Wind Mobile has released a set of digital-era dating tips to coincide with the upcoming launch of Textuality, a Canadian-made feature film funded in part by the mobile provider.
“The Do’s and Don’ts of Textuality,” a collection of tips sourced from relationship experts commissioned by Wind Mobile, is available online at a dedicated web page as well as the film’s Facebook page. The document contains advice about how to manage relationships using mobile messaging systems and social media applications.
The film itself is a romantic comedy starring Sex and the City alumnus Jason Lewis and actress Carly Pope as single people whose mobile devices play a vital role in their relationships. According to Michael O’Connor, co-founder of Wind Mobile, the movie’s subject matter created an ideal sponsorship opportunity for his company.
“The premise of the movie directly relates to the brand message of Wind Mobile and the power of conversation,” O’Connor said. “The whole process of people connecting is exactly consistent with what we’re offering.”
O’Connor added that the Do’s and Don’ts guide was an effective way to build buzz for the film and for Wind Mobile, which has operated in Canada since late 2009.
“We’re a lot more social media-based than some of the incumbents, so we have a lot of connectivity to our customers and people who are following us as a brand,” he said.
While Wind Mobile, along with RIM’s Blackberry brand, is featured prominently in the film, the project was initiated on the creative side by the filmmakers. Marc Rigaux, co-founder and producer for Strident Films – the production company behind the Toronto-shot movie – said the presence of recognizable brands lends believability to the film.
“So many of these interactions with phones and computers are happening with these ubiquitous brands – BBMing (Blackberry Messaging) is almost a verb now,” said Rigaux. “We wanted to ‘cast’ brands that would fit the storyline.”
Textuality opens in a select number of theatres nationally April 22.
