If you're considering to extend your brand on mobile phones, and teenagers are your target, think about "Space Boy". "Space Boy" is an interactive mobile mate, introduced by Vodafone and Player X, that responds to practically everything a user does with his phone. From dancing excitedly when the phone rings, or receiving a letter when an SMS or MMS arrives, through to fixing an aerial when the network signal is weak or becoming tired when the battery is low, a Mobie is the user's mobile phone. Space Boy is a "Mobie", a sort of mobile tamagotchi, and is the first of a series of characters debuting on the UK market.
As Tony Pearce, CEO at Player X points out, the Mobies have characteristics that make them particularly appealing, considering the current trends in mobile phone personalisation:
"We believe Mobies are going to be enormously popular with mobile phone owners as they bridge the gap between the interactivity and fun of mobile games and the personalisation of ring tones and wallpaper."
I like the Space Boy idea. It is not as easy (and cheap) as ringtones to develop, but if it gets people's attention, I see an attractive future for marketers creating their own branded Mobies...
.... a Mobie who starts eating a cheeseburger when lunch time is approaching and maybe connects to a LBS (location based service) to find the closest Mc Donald's... am I dreaming? I don't think so...