Heineken gets ready for Euro 2004 with a special initiative in cooperation with MSN Messenger. The beer brand will deliver updated information about the matches directly through the instant messaging system. The campaign has been developed by QI Ideas, which explains that besides that Heineken gives away new Orange digigoods (emoticons, avatars) weekly and shows links to the best sites dedicated to the Dutch team. In this way Heineken makes sure all Messenger users are always on top of the latest soccer news.
3 announced the launch of a mobile content service with Gamer.tv to provide video reviews of the latest video games. 3G Newsroom reports that the video clips will be exclusively designed for use on 3′s video mobiles and can be accessed through ‘Today on 3′, the interactive mobile news and entertainment channel. Chris Noone, Director of Business Development, Gamer.tv commented:“This service allows 3′s customers to access timely and relevant games reviews when and where they need them, especially in-store when considering which computer game to buy. It puts the power to make informed decisions in the customer’s hand, quite literally”
In the US, Sharp is running an online advertising campaign to enrich its database of email addresses. As reported on DMNews.com Sharp believes email marketing can still be very effective in delivering promotional messages to its customers and prospects, this is way they want people to sign up for newsletters featuring special offers and products’ information.
IAB Spain has released a practical guide for email marketers. Noticias.com reports about la “Gu�a Pr�ctica del Email Marketing”, which contains guidelines to help marketers setting up permission based campaigns, as well as indications to choose the right provider of email addresses.
The Hallmark Channel has launched a viral email game to celebrate its fourth anniversary in the Uk. New Media Age reports that people participating the game have the chance to win �1,000.
The Viral & Buzz Marketing Association (VBMA), an international group for the development, validation and promotion of consumer-oriented marketing trends and techniques, was launched last week and is open for applications from new members. My friend Justin Kirby, managing director of DMC and viral marketing “guru”, explains:“Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brand and shift product. We have been talking with likeminded practitioners in the UK, US, France, Germany and other countries for some time now about our growing industry and the need for a formal association to help viral and buzz marketing establish a credible footing within the wider marketing community.”
Wine lovers will soon be able to receive wine review directly to their mobile phones, thanks to an agreement between Wine Spectator and Airborne Entertainment. As pretentiously explained on Wireless Developer Network the Wine Spectator Mobile Companion is the perfect resource for users struggling to make a selection at a restaurant or wine shop or needing to make an informed decision for entertaining at home.
From cable TV in Canada, to cellular phones in Australia. The Naked News infotainment service expands worldwide thanks to GoConnect, an Australian company. As explained on News.com.au, The Naked News features an all-nude cast of newsreaders, who deliver serious and light news. The service will be available to subscribers older than 18, who will pay 15 $ to watch more than 200 minutes of “naked news” through their wireless devices.
Enpocket has unveiled the finding from the latest Mobile Media Monitor, a quarterly analysis which investigates mobile usage patterns in the UK. The research shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe. In particular it’s interesting to note the different approach towards mobile services between genders. Males prefer games downloading, while females have a passion for ringtones. Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months.
Spanish experts are working on a system that will allow people to quit smoking with the help of their mobile phone. The service (which will cost 90 euros) will provide subscribers with helpful information via SMS to win the anxiety derived from abstinence. Will this work?
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