Who hasn’t taken food photos on instagram? A new NYC restaurant has jumped on this insight and turned instagram into a service for diners, rather than just using it for a photo competition (as most campaigns do). A sobre menu design ends with an invitation to take a look at the dishes on instagram via the hashtag #comodomenu
Every advertiser’s dream – create a service that people actually want to use to in order to create their own content about your product and share it with all their friends. The trick with this kind of approach is often brand relevance. What I like about this launch campaign for “Just Dance 3″ is that the user generated content is so strongly linked to the product experience itself which is inherently social, (a little silly), but fun .
Many remember the Alice in Wonderland and Touching Stories apps as benchmarks for interactive storytelling on the iPad. The iPad2 brings a natural progression with The Fantastic Flying Books of Mr. Morris Lessmore, by the film makers at Moonbot Studios.
LimeLife has revealed the findings of a research examining the mobile motivations, usage patterns and content interests of women. LimeLife predicts that the number of women ages 15-45 who download mobile content will grow to 20 million by 2007. 1. The mobile phone initially serves as a “private line” for girls 16-17 then evolves to an “always with me connected buddy” during college years, gradually becoming more functional and ultimately beginning to serve as a “command central” for working moms and women pursuing careers. 2. Games are second only to ringtones for desired mobile downloads among women. 3. 67% of those surveyed showed strong interest in wallpapers made from “Photos I Take.” Further, the use of ringtones as “caller ID” identifiers is also representative of the importance of customization and personalization in mobile content for younger women. 69% of women surveyed, aged 18-22, have already downloaded one or more ringtones. Although the research is obviously focused on mobile content, I believe marketers can also take great advantage of such fidings. If you know what women like, it is becomes easier (or at least, less difficult) to create the mobile marketing campaigns targeting them.
MTV has partnered with Warner Music to allow mobile subscribers in most European countries to download or stream to their phones a unique short-form mobile package of WMG and other world-renowned artists appearing at the awards. Included in the mobile package will be clips of red carpet arrivals and pre-show interviews; short backstage interviews with the artists; clips of award presentations from artists such as WMG’s Sean Paul; and excerpts of music videos. Gary Ellis, VP, Content & Operations, MTV Networks International, said:“MTV wants to give our audiences a simultaneous multi-media experience. Our web show and mobile show complement our TV show. By harnessing digital capabilities to provide a triple screen experience with different content on each, our audiences will be part of the excitement of Europe’s premier live music event”.
The event will take place in Lisbon, tomorrow, I suppose, but it’s impossible to find such info on MTV’s websites.
In less than one year football fans from around the world will have only one thing in mind: the FIFA World Cup. As Ahmed Siddiqui writes on New Media Age the event offers tremendous opportunities to mobile marketers. Germany 2006 has a potential of $8.4 billion in content revenues but brands need to take into account the event’s peculiarities. The World Cup is a disruptive event as it stops people from doing what they would normally do, so marketers also need to think different, concentrating on pre-game and after-game initiative, when the target’s attention will be higher. According to Siddiqui, who is research manager for the Wireless World Forum, mobile messaging will play a key role in marketing campaigns, since it is immediate and easy to use for the end users.
The Backstreet Boys are in back in music with the Never Gone Tour, but the are most of all back in business taking advantage of mobile communication. During the concerts fans can send text messages to the group, which will then read them on the stage. Vibes Media is providing the technology for this initiative. Music fans can also sign-up to receive behind-the-scenes footage from the tour. Promomagazine reports each message sent to the band costs $2.99 and the band has already generated more than $25.000 in mobile sales.
Not just short mobisodes, but even entire TV shows delivered directly to your mobile phone. Are you interested? Many of you at the moment would probably answer “no”, but according to the mobile industry experts, 291 million people worldwide will use mobile video services by 2010 (source: Informa Telecom). The International Herald Tribune has a good article on the future of mobile TV, looking at what is happening in South Korea, and at the opportunities currently being considered by European carriers. Some companies are trying to replicate the “living room effect”, some other prefer to focus on content on-the-go. From the US we hear that Cingular Wireless is trying to sign a partnership with cable network HBO to offer a mobile version of Sex and the City, The Sopranos, Six Feet Under and Deadwood. Newsweek reports the business model for this deal will be based on a monthly subscription offer.
On New Media Age (reg. req.) Hugh Burrows, commercial director at Que Pasa, reviews the WAP portal Warner Bros has created to support its movie Batman Begins. The m-site, created by Minick, offers few free and a lot of paid content: details on the movie, a photo gallery, ringtones, screensavers and a mobile game. Overall, Burrows’ assessment is positive, although he argues Warner Bros should have provided more content for free to attract more users.
Celebrity news magazine Hello! has launched a WAP portal to deliver gossip directly to mobile phones. The service costs £3 per month and can be activated sending and SMS to a special number in order to receive the WAP bookmark. Netimperative explains Hello! magazine already offers SMS and JAVA mobile services.
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