The advergame Skive Creative created to promote betting on Euro 2004 with Tote Sport proved extremely successful, achieving 6,000,000 plays. The game, developed with Shockwave is still online. Skive has also created another excellent advergame for SkySports and T-Mobile, it’s a virtual version of “Subbuteo”, “Table Top Football”. Simply fantastic!
Mobileway is supporting Mastercard in a mobile marketing campaign targeting Euro 2004 football championship spectators visiting Portugal. MasterCard has distributed over two million competition entry forms to participating outlets in Lisbon and Oporto, which are currently being distributed to customers using their MasterCard cards to pay for purchases. Each bears a unique single-use code number allowing the holder to compete for instant cash prizes which are paid out in-store. Winners will receive a real-time text message and will also be entered for a weekly draw, with prizes including tickets to Euro 2004 matches and dinner with Portuguese soccer superstar Eus�bio. Short-dial international phone numbers will be used to ensure that all Euro 2004 visitors can take part, regardless of which GSM operator they use. Read more in the press release.
Finnish mobile game developer Sumea Interactive has partnered with T-Mobile to publish the official EURO 2004� FOOTBALL game for mobile phones. The press release says the game is an easy-to-play mobile football simulator modelled on the European Championship Tournament in Portugall. It is available now to year-end to over 85 million T-Mobile subscribers in Austria, Germany, Great Britain, the Netherlands, Croatia, the Czech Republic, Poland, Slovakia, Russia and Hungary. Graham Thomas, Vice President of Content Services at T-Mobile commented:“As one of only eight Official Partners of UEFA EURO 2004�, T-Mobile is eager to deliver the best mobile content and entertainment to football enthusiasts and game players alike”
Yahoo! Uk & Ireland and Pringles have partnered to present a special Euro 2004 sponsored section on the portal. Media Week explains the branding exercise will feature on the search engine?s news, scores and photos page for the tournament.
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.
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.
Mastercard has launched in Italy a competition connected to the European Football Championship which will take place in Portugal next June. After a purchase with the credit card, Mastercard’s owners can enter the competition by texting an SMS with the first four digits of the card and the purchase authorization number. Entrants can win a travel to Portugal, digital cameras, and official Euro 2004 balls. It’s an interesting initiative to engage clients with the brand. Mastercard is investing pretty much in mobile marketing, looking to increase the loyalty of its customers rather than to acquire new clients. This is an attractive aspect to analyse. As in the online world, we see an evolution in the approach to the media: from acquisition and direct marketing, to branding, loyalty and CRM. Consolidation is in the air?
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