In France (via JDN), Adidas is generating buzz around its brand by targeting football fans with an integrated campaign. A website with some funny content featuring popular comedians Omar & Fred is at the center of the stage, but the campaign idea is to drive 15 to 24 years old guys to the Adidas stores around the country. The concept (by JMS L’inconscient collectif) targets in particular the fans of Olympique Marseille (sponsored by Adidas). An email marketing campaign (currently with an amazing 96% opening rate) invites young people to visit the Tyaimesoubien.com website, download a postcard, answer the questions it presents, and deliver it to the local Adidas store for the chance of winning tickets for OM matches.
New Media Age reports Universal has partnered with BoreMe Mobile to launch a series of mobile viral videos. Kontraband and mobile carrier 3 already moved the first steps in this direction a few months ago. Funny mobile videos are available for download for £1, but users are encouraged to share the content with friends using Bluetooth technology. The cost of mobile video is in fact one of the main points of discussion when it comes to moving viral ideas to mobile phones. It’s good to see that brands don’t focus their approach on making money out of it but rather on having users exchanging their branded content. With the growth of 3G more and more users have Bluetooth enabled phone, and I believe this is the key technology to push peer-to-peer interactions. Unfortunately at the moment (I think) it isn’t possible to track the number of times a file passes from one user to the other, but I’m sure that with the diffusion of the mobile Internet new tracking technologies will become available. Furthermore there are other “traditional” ways to monitor the buzz.
In France, Fnac is online with a buzz marketing campaign to sign up new clients for its Carte Fnac. At www.bonnesexcuses.com visitors are invited to submit their good excuse to buy technology at Fnac. The best excuses will win mobile phones, laptops and PSP. The site also features a French comedian, Julien Courbey, playing the “excuse expert” (or something like that giving away good advices to take advantage of Fnac’s offer. The campaign has been created by Tequila France and Les Chinois, it is mainly target at a 18 to 25 years old audience and aims at driving traffic to the page where the Carte Fnac can be obtained.
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