Microsoft Tag and Universal Pictures today announced a new campaign to promote "Bridesmaids," the new comedy from producer Judd Apatow and director Paul Feig.

Universal, through the Tag campaign, will enable smartphone users to interact with full-page ads that will run in several magazines, including Cosmopolitan, InStyle, People StyleWatch and Us Weekly. When the Tags are scanned by the free Tag Reader app, users will be able to watch the "Bridesmaids" trailer and access additional movie information and content. With this campaign, Universal becomes the first major film studio to use Tag technology to promote a first-run, U.S. released movie.

The Microsoft Tag campaign will enable smartphone users to interact with full-page ads for "Bridesmaids" in several major magazines, watching a trailer for the film and accessing additional movie information and content.

Microsoft Tag has already seen traction in print materials as a way to link consumers to information, entertainment and interactive experiences on mobile phones. The simple yet powerful Tag dashboard enables next-generation mobile tagging functionality, including the ability for studios and marketers to scale or change the user?s mobile experience with behind-the-scenes movie footage, interviews with the talent and director, fun contests, trivia, and much more.