In this 3.5-minute audio snippet, Emily Sitrin Mason, Consumer Marketing Director - Urology Franchise, and Walt Johnston, Vice President of US Marketing and New Product Planning, Astellas, talk about how Astellas partnered with RunPee, a movie-viewing mobile app that tells you the best time to 'run and pee' without missing the best scenes, to deliver highly effective ads for Myrbetriq, a treatment for OAB.
The campaign integrated in-cinema advertising that promoted the mobile app, the app itself -- which appealed to an appropriate audience at an appropriate time -- and an interstitial ad that drove viewers to a mobile-optimized product information Web site.
Mason and Johnston were guests on the Pharma Marketing Talk podcast show. You can listen to the full podcast interview here:
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