Campaigns that employ Branded user content are getting the highest response rates on mobile, with greater than 10% conversions on the brand’s call-to-action embedded within a Branded user content video spot – and Universal Pictures (Universal) was no exception.

Universal used the Vivoom mobile marketing platform to create an exclusive offer for movie fans to “Become Dracula” and transform their smartphone videos with Dracula Untold sounds, images, and icons. Branded user content is authentic, so Universal’s target audience responded.