Gone are the days when upgrading your phone meant losing your treasured text messages and photos
The account offers 1000 MB of storage space for important text messages, pictures or video clips. Photos taken from cameraphones can optionally be opened up to be viewed online by others and also sent directly to Kodak for printing .
42 Below wanted to create an interactive mobile marketing campaign that would support its quest to become the most talked about vodka brand anywhere in the world including the hard to crack markets of London and New York.
Support the outdoor campaign running in the party hotspots of major global cities
Use the mobile channel to spread the 42 Below far and wide among the target audience
Solution: In the world’s first ever viral mobile video campaign, mischief makers were able to spread stories of their 42 Below related misdemeanors far and wide; downloading and forwarding animated stories, videos, ringtones and screensavers to any mobile phone, anywhere in the world at any time. The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, www.42belowstories.com, to any phone; their own, or a fellow mischief makers. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as forwarding content to another person’s phone.
Reinforce adidas’ position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous.
Enabling viewers to “snack” on exclusive video footage on their mobile phones of the tour, including highly sought after, exclusive interviews of the 2 superstars–Beckham & Raul, the channel was also used to launch the star-studded “Impossible Field” TVC.
The campaign surpassed any similar campaigns conducted on 3G by over 200% (source Hutchison), this was due in large part to the exclusive content & interviews filmed and produced specifically for the mobile channel .
Trends on why brand marketers have to beyond just messaging!
Trend #1 Mobile web applications are the future
Trend #2 We are creators not consumers (The power of user generated content)