After the successful online video ad campaign launched in September (read here), Ford has decided to go wireless to promote its SportKa ‘Evil Twin’. Revolution Magazine reports about the mobile marketing push launched in the UK. Usha Raghavachari, Ford Ka brand manager, said:“SMS is a great medium for Ford to contact young male drivers, who are extremely confident and comfortable using text to communicate. The immediacy and ease of response of mobile makes it the ideal method for establishing contact and building a long-term communication.”
To promote the final episode of the “Lord of the Rings” trilogy, Verizon Wireless and New Line Cinema have set up several “Return of the King” applications and promotions, including a game and a sweepstakes. Wireless Watch reports.
Bowl Champion Denver Broncos will send their fans up-to-the-minute news about the team via SMS. As announced in a press release fans can sign up to receive the latest team and player news, scores, game recaps, injury updates and more. Each alert costs two cents to receive and fans may choose how often they want to get the alerts. Shall we look at the team as at a brand? Probably… in fact, team loyalty means business through merchandise, tickets etc…
Nestle Smarties has launched a viral game offering UK teens the chance to become a junior music reporter. The competition is part of an integrated marketing strategy in cooperation with the magazine “Smash Hits”. To learn more, check out Brand Republic.
Disney has partnered with Samsung to launch Disneymobile.com, its first comprehensive consumer Internet site devoted to its wireless content offerings. As explained in the press release, the site will provide consumers with information regarding Disney Mobile content offerings and purchases as well as product demonstrations. Larry Shapiro, executive vice president of business development and operations of Walt Disney Internet Group said:“We’ve seen significant growth in both consumer awareness and usage of our mobile content over the past year, primarily driven by carriers’ marketing efforts. We now believe the U.S. market has matured to a point that allows us to begin marketing directly to our customers.”
Ok, now that Disney is in the arena, we can eventually say the U.S. Market is maturing…
Paul Carr is a brave man, that’s no doubt. Just read his today’s column on MediaGuardian.co.uk, in which he attacks Flash-based online advertising:“It’s hard to imagine Satan himself being able to invent a more annoying and intrusive type of advertisement.”
I don’t complete agree with what he says, but I no doubt admire him for taking the risk of such a statement.
Customize Your Jingle Bells, says Verizon Wireless in a press release announcing that it will allow American mobile users to download their favourite holiday tunes. “Get It Now” is the name of the virtual store with ring tones, games and other applications available to buy.
British carrier Orange has launched an MMS based competition called The Expressionist. The idea is building a gallery of facial expressions from people around the UK and beyond, best pictures will be voted and winners will receive “some incredible mood-altering prizes” (i.e. a Panasonic X70 phone). MMS winning pictures will be exposed in January in a top London gallery.
Invest in costumer education, and get their future loyalty. Cheerios has recently launched an online campaign to tell new mothers about the importance of feeding their kids with cereals. On AmericanBaby.com, you can find both the creative and the content section.
Coca-Cola is taking the heavily investing in Web communication, proving the media potentials when the goal is branding. The multi-national corporation has recently announced that in January it will launch in the UK an Internet music download service (MyCokeMusic.com), which will offer more than 250,000 songs (Revolution reports). At the same time, in Spain, Coke has presented �La Tienda Coca-Cola�, an online shop selling gadgets and merchandising, giving to charity the revenue (read more about it in Spanish on Marketing Directo). The shop is reachable by passing through the corporate Web site, and this fact highlights Coca-Cola�s intention to get people to know the Company better. On the other side, the online music download service is a clear example of Coke�s trying to build a relationship with young surfers, since the Company is not expecting to make a profit from the service. I believe we could easily adapt Pepsi�s tagline like this: Coca-Cola: the music for the new generation.
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