By Gillian West

The Royal Albert Hall has launched its first mobile game advertising campaign to promote the UK premiere of its ‘Back to the Future Live in Concert’ event which takes place on Saturday (4 July).

Running across Gameloft’s mobile games, following the publisher’s decision to open its platform to UK advertisers, the campaign aims to bring new audiences to the venue’s film-with-live-score series.

With 10 million monthly users across Gameloft’s properties the Royal Albert Hall worked with the publisher’s in-house team to access in-depth audience data to precision-target males aged 30+ who would be fans of the 1980s classic sci-fi film.

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Source: The Drum