Porn star Ron Jeremy has signed a deal with UK carrier 3 to launch a “dear Ron” mobile advice service. RJmobile.com features Ron Jeremy avatar, and is part of a wider mobile content strategy the actor (?) has decided to launch. RJmobile also offers mobile videos, wallpapers and, of course the (now) popular groan tones (!!). [news via moconews]
Another football team is using mobile phones to connect with its supporters: Netimperative reports Manchester United has launched a mobile campaign to sell its mobile content on the Internet or through their WAP portal (wap.mumobile.co.uk). Manchester United is very strong in marketing its brand around the world and recently signed a deal with Vodafone to create MUmobile in order to target its estimated 75 million fans.
Coca-Cola is targeting the youth segment in Australia with an outdoor advertising campaign using the “hypertag” technology. The ads promoting Coke with Lime allow teenagers (ehm… anyone…) walking in the streets of Sydney to download ringtones and pictures to their mobile phones from the billboard using Bluetooth or infrared. The agency behind this campaign is Singleton Ogilvy & Mather.
Mc Donald’s moves into the US mobile arena offering ringtones, wallpapers and coupons to its clients. It will happen in restaurants in the Pacific NorthWest for a limited period of time. The Internet will also play a role in the campaign, with the site www.mobilestr33t.com featuting all the current give-away offers. Kim Bayer, McDonald’s Northwest regional manager commented:“This dynamic partnership provides local McDonald’s in Oregon and SW Washington with a unique opportunity to reach out to its youth and offer them futuristic mobile options which can meet their needs. As a leader in the food industry, McDonald’s continues to pave the way for young adults by offering them a variety of choices through mobile communications, which is so much a part of their world.”
Mforma has signed a deal with Marvel to distribute its entertainment content worldwide, except for Japan. MFORMA will also co-publish selected Marvel-based mobile games with Activision. The offer will include heroes as Spider-Man�, X-Men�, Fantastic Four�, Incredible Hulk�, Captain America�, Daredevil�, Iron Man�, Blade�, Ghost Rider�, Elektra�. In addition to distributing the new Marvel content through MFORMA’s global network of more than 100 wireless operators in 39 countries, MFORMA will create and host Marvel Mobile, a branded wireless and online website featuring informational, promotional and transactional links to all Marvel Mobile content. Bruno Maglione, president of Marvel International commented:“Wireless entertainment has been talked about for several years now, but we have really seen the industry starting to break into the mainstream in this past year and we expect that trend to continue into 2005 and beyond. Accordingly, the timing is right for Marvel to develop its presence in this medium especially as our brands synch perfectly with the most popular emerging applications and the user profile we see developing.”
“Bundesliga”, the German football championship is been promoted through a mobile marketing effort by o2. The initiative takes advantage of a dedicated micro-site, where the available mobile content is presented. Football fans can sign up to receive MMS and video Bundesliga Highlits, updating via SMS during the matches and football related news. Furthermore o2 allows users to download logos, games and ringtones.
3G Americas has published a white paper (.pdf) which identifies the development approaches and business models for consumer wireless applications as well as substantiates the opportunity of this growing wireless data market with the GSM family of technologies.
The mobile content market will grow up to nearly $78 billion in revenues worldwide by 2007, up from $16.7 billion last year. The majority of the revenues will go to operators, but third-party content providers will bring in approximately 40% of the total. The information comes out of a new report presented yesterday by Researhc and Markets.
Orange‘s customers in seven European countries are now able to access characters, images, film clips and music clips (true tones and ringtones) from the entire Star Wars saga as mobile content. There is a micro-site promoting the initiative. The site will also include exclusive give-aways and competitions, promoting usage of the new services and content. Throughout the 15-month partnership with Lucasfilm, Orange will also be able to use characters from the Star Wars films in Orange marketing.
Thanks to a deal with Vodafone, Maxim Magazine (the men weekly) will license its content in 30 countries. Brand Republic reports the mobile service will be launched in France, Italy, Portugal, Spain, Australia and Sweden by the end of the year. Maxim will provide branded wallpapers, ringtones, games, videoclips and a mobile version of the magazine.
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