Never underestimate the power of spam. Email marketing has been already weakened by unsolicited messages, wireless marketers can’t suffer the same damage. We are still on time to prevent mobile spamming but we need to act fast, setting up guidelines to limit any abuse of the media. In the UK The Mobile Marketing Association has already taken a strong position to defend the industry, while in the US The Federal Communications Commission started two months ago collecting data and comments in order to issue guidelines for wireless ads. On MediaPost, Kate Kaye collected comments and numbers on the “wireless spam menace”. The message is clear: act before it’s too late!
In Canada, Schick has launched an eight-week webisode series to promote its Quattro Razor. As explained in the press release, there’s also a contest connected to the initiative, a contest that will give away an Harley Davidson. Webisodes are Flash animated spots, where “Pistol Pete Madigan“, a digital personality, engages viewers with his wit and satirical style as he explores the humorous side of men’s issues. Schick is hoping to get positive results from the campaign viral effect.
Bob Tedeschi tries to answer on The New York Times, quoting data provided by the IAB, analysts’ opinions and the example of Yahoo! which set up Consumer Direct, a new program intended to demonstratehow much Internet ads increase sales.
A new study by IAB explains that six percent of all sales of Ford’s F-150 pickup truck can be attributed to online advertising. In an article on Advertising Age, Rich Stoddart, Ford’s marketing communications manager explains the campaign’s results, describing the elements used in promoting the pickup on the Web.
I don’t like catastrophe movies. Life is already kind of hard, why should we watch a movie and face a dramatic future? This consideration takes me to the subject of this post: Indiagames and FOX L&M’s Wireless Entertainment Group have signed an agreement to take “The Day After Tomorrow” to cellular phones. So, if you want to get scared about the future of the planet, you can simply use your mobile. The wireless content includes mobile games, wallpapers, screensavers, ring tones, voice ringers, and alerts. Vishal Gondal, CEO of Indiagames said on Wireless Developer Network:“We are delighted to have the opportunity to develop wireless content based upon this movie. We are sure that people across the world will enjoy the opportunity to experience �The Day After Tomorrow� on their mobile devices.”
Sorry, I will not sign up. But I’m eagerly waiting for the next mobile soap opera…
In less than a month the European Football Championship will kick off in Portugal. Advertisers are getting ready for the event which can be compared to the Super Bowl as a brilliant article on The International Herald Tribune explains. Reaching a pan-European audience is difficult but an event such Euro 2004 is expected to attract millions of consumers’ eyes. Eight multinational brands have paid an estimated E20 million or more each to be “official partners” of Euro 2004, and dozen of other companies are running advertising campaigns or contests related to the event.
European mobile carriers are investing a lot in ringback tones which are expected to boom this year. An article on New Media Age says UK operators have already issued guidelines to suppliers in order to receive the next “mobile gold” as soon as possible. Here in Italy I still haven’t heard about it but I’m sure we will soon catch up. The are a lot of players in the industry attracted by ringback tones, I mean, they are attracted by the revenue ringback tones are expected to generate. Music labels, in particular, are quickly discovering that mobile is the promised land that will save them from the mp3′s curse.
Schwarzkopf has launched an SMS marketing campaign in Germany, Austria and Switzerland to promote its brand and its products. The initiative will involve over 6000 hair salons where users will find questions to be answered with their mobile phone. In case of winning, the prize will be immediately awarded.
KLM has just launched, for the umpteenth time, an online competition that allows people to win plane tickets. I do like the use of online competitions to get people’s attention, but I believe KLM is pushing too hard on this marketing solution. I’m becoming sick of getting email from KLM (twice a month, maybe more), telling me I can win and travel around the world for free.
The train you are waiting for is late? If you’re in Switzerland or in The Netherlands, you can be notified via SMS and waste no time waiting at the train station. New alert services are becoming available through Europe (you can also get timetables delivered to your phone), but it’s rather unlikely they will arrive in my country (Italy) in the near future. We are passionate about mobile communication, but we also have trains that are always late: such an alert service will be too expensive, both for users and for providers…
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