Par teams with Qualcomm for ‘Star Trek’ app

Promotion includes scavenger hunt contest

Paramount Pictures is going mobile as it ramps up promotion on “Star Trek Into Darkness.”

The studio is teaming with Qualcomm to launch an app at the end of January that will let fans unlock nuggets of information about the film in the months leading up to its May 17 release, with the first info drop occurring during the Super Bowl.

During the second quarter of this year’s NFL Championship, users will be able to unlock the first of what Paramount calls “many surprises” during the airing of a new commercial for the film. Those “surprises” will include videos, images and wallpapers, delivered straight to the user’s phone.

Users will complete additional goals by visiting locations and capturing images and sound – with one person winning a trip to the film’s U.S. premiere.

The app was announced during Qualcomm keynote address at the Consumer Electronics Show, in Las Vegas, by company CEO Dr. Paul Jacobs.

“We are excited about collaborating with Paramount on this app as it further brings to life Qualcomm’s vision of the digital sixth sense, where devices intelligently interact with the world around you,” Dr. Jacobs said. “This app harnesses the power of the smartphone to bridge the digital and physical world, allowing the studio to market the film in the real world and simultaneously bring users into the film’s story and world.”

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