The technology, created by Magnet Harlequin, works in conjunction with the Mr Bean movie poster. If you see one (at the cinema or not) with the Snap Happy logo, take a picture of the poster using your mobile phone and send it via MMS to Mr Bean’s special mobile number – 07786 200547. The Snap Happy technology will automatically identify the type of phone you have, then offer the appropriate free ring tones, wallpaper or video from the movie.
The technology behind Snap Happy uses an algorithm to match the camera phone picture to the promotional image logged on the database – even partial images taken in poor light or at an angle will be recognisable. The Snap Happy campaign for Mr Bean’s Holiday will launch through cinemas nationwide on 26th March.