Fashion brand FCUK is targeting US market with a mobile campaign. FCUK has become the first brand to implement a simultaneous transatlantic mobile marketing and CRM program, working with creative agency Marvellous Mobile and Enpocket. As explained in the press release, the UK and US cross-carrier campaign, integrated tightly with other core customer channels, allows customers to interact with the brand via text messaging and to win a variety of prizes including gift certificates and t-shirts. By engaging customers with the brand and the radio station through their mobiles, FCUK hopes to build a profile of its customers and target individuals with specialised content that is particularly relevant to them.
Web-based video advertising is hot, and will get hotter & hotter in 2004. Today both Adweek.com and iMediaconnection focus their attention on the new format. At Ad:Tech in San Francisco industry experts have discussed the potentials of video advertising and video content in general on the Web. The expectations are high, and several brands are already experiencing positive results. Is video advertising an hype? Is this going to be good bargain? What’s consumers opinion? Let’s wait a couple of month before answering.
Serial Wireless reports of a mobile marketing campaign created by PhoneValley to promote the home video version of Bad Boys II. The campaign, launched in France last April, allows users to download the movie’s logo to their mobile phones. A terrible initiative to promote a terrible movie?
The Viral Factory has won the Best Creative Award for the ‘Sex Olympics‘ viral campaign which parodied Olympic events, substituting them with sexual “sports”. The award is assigned each month by Interactive Advertising Bureau to encourage creativity online. Brand Republic reports that the jury commented:“The Trojan Games is a great piece of online work. It’s witty, well executed and original, one of the most memorable viral campaigns we’ve seen this year.”
The Australian Tourist Commission has decided to invest �150m in global marketing push. They have redesigned the web site australia.com to support the campaign’s claim “Life in a Different Light”. Brand Republic provides further information about the brand’s relaunch which takes advantage of tv and interactive advertising.
After the big buzz created by Ford with its Evil-Ka viral campaign, the public opinion is now attracted by Corel and its seewhogotfired.com (the “feature rich” video is simply fantastic). The Ottawa Business Journal dedicates a good article to viral marketing, quoting opinions of Corel people behind the SeeWhoGotFired idea, and presenting a few more online viral campaigns, such as Burger King’s subservientchicken.com.
Arthur Frommer’s Budget Travel magazine and Budget Rent A Car System have partnered to offer readers and renters a way to “Travel Large for Less.” As explained in the press release the initiative will be supported by a banner campaign running on MSNBC.com.
In Spain Garnier has launched a mobile marketing campaign to promote its products “Fructis Style”. The initiative targets young consumers giving away prizes like scooters and videogames. As reported on Marketing Directo consumers can enter the competition by texting the sms code they find on Garnier’s products. The campaign is promoted also through traditional offline channels.
The interest for wireless entertainment products is growing in the US, as a press release commenting the Global Wireless Summit in LA explains. The predominant opinion of panelists was that 2004 will see doubling if not tripling of mobile content revenues, and that ringtones may eclipse singles sales for the music industry.
In the UK Virgin Mobile has launched an online campaign which allows users to pick their favourite ringtone directly from the ad. They can listen to the ringtone and then text a number to receive it, without visiting a Web site.
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