This document describes a multi-channel mobile marketing campaign for Cristiano Ronaldo underwear. It involves: 1) Creating awareness on Facebook about a surprise during a soccer game broadcast, directing people to scan a code with the Mobitto app. 2) Running ads with the code during primetime soccer matches across Europe to generate exposure. 3) After scanning, users receive personalized videos through Mobitto redirecting them to an underwear purchase page. The campaign aims to work simultaneously across TV, online and mobile to drive brand awareness, buzz and sales for CR7's new underwear line.

1. Powered by:

2. Single Campaign Personalized
Works Simultaneously on Multiple Channels and Platforms

3. How it works?
1. Scan The code
2. Get User Profile & Context
3. Deliver Personalized Content
Targeting can be performed based on: Age, Gender, Location, Device, etc.

4. The LAUNCH

5. part 1: Create Awareness
1. Trigger Curiosity on FB
Make sure you watch our game tomorrow at
21:00. There will be a surprise during the break.
Be prepared with Mobitto app…
2. Engage with People on Television Prime time
Dare to Scan?
Powered by:
You have 14 seconds left
“Commercial” could appear
simultaneously on Several Matches.
Portugal, England, Spain, Germany, etc.

6. Part 2: Generate Buzz
3. Make Content available on:
Dare to Scan?
Powered by:
Content should point to: www.cr7-underwear.com
* Official website for CR7 Underwear
*

7. Part 3: Drive Sales
When content is consumed Through Mobitto
Users can be redirected to personalized
buying page
Alternatively, Content can provide Links
Users can click and are redirected to
generic buying page

8. Campaign Considerations
Before Launch
A – The initial announcement should be triggered on
Facebook 24h before the “event”. Details should be
provided on where users can interact with content.
G – Campaign will be directly accessible to anyone with a
QR code reader on their phones. Other can wait until
someone shares the link (probably within 5 minutes).
B – Campaign should be bootstrapped on TV for
maximum exposure but the concept works on any other
channel. Ideally, during a national team football match.
H – After the video / content is displayed, users can be
redirected to the underwear home or buying page.
The Launch
I – When using Mobitto, users have an incentive to share
and recommend the campaign using the inherently viral
features embedded within the app.
C – The TV announcement should be the “static” image
with a funny voice message from CR7 himself. Can be
adapted for each country.
Post Launch
D – On the screen there should be Facebook and Twitter
hashtags (#) so that people can engage & follow-up
with the conversation online.
E – Simultaneously with TV, the iconic “image” can be
posted on CR7 Facebook page to maximize exposure.
F – After the scan, each user gets a personal video (or
other media type) based on its profile & context. This is
only possible if done through Mobitto app / website.
J – Mobitto provides all sorts of statistics regarding the
campaign performance in real-time.
K – Campaign reach may be magnified if “image” is spread
through the press or any other media channel and can be
accessible indefinitely. Here are some examples: blogs,
magazines, newspapers, TV, billboards, banners, posters,
etc.

9. KEY Takeways
1st / Innovative campaign that tailors content based
on profile and works across multiple platforms and
regions simultaneously
Super fun way to engage with audience and at the
same time push a Selling opportunity

10. Universal Mobile Loyalty App
* New App version to be released Early September 2013