Promo - March 2008 - (Page 33)

Mobile Marketing Do Here Yet that prompts cell-phone users to take a photo of an outdoor or bus ad for the show and send it by MMS to a simple short code. In return they get a video teaser and a message that directs them to a Web site offering a downloadable mobile version of the game. “Our technology can give the significant traditional media ad campaign for the show a third dimension that really makes it interactive,” says Mobot CEO Russell Gocht. Sending those photos via MMS and short code rather than as e-mail attachments is what makes such efforts The U.K. debut of ‘Terminator: a hit, Gocht points The Sarah Connor out. Mobile camChronicles’ is paigns are meant being plugged on a Web site where to impress with a mobile users can built-in fun factor, enter a friend’s but there’s nothname and cellphone number. ing fun or easy That pal receives a about typing in video message e-mail addresses. saying the Terminator robots And mobile ehave arrived and mail gets lessare hacking into than-f irst-class the phone system to track him down. routing through carrier gateways, meaning users can expect unacceptably long waits for a response. Gocht says Mobot is testing shortcode MMS capability with individual carriers in the United States and predicts that his company and other service providers will be able to offer virtually nationwide service in the first half of this year. That coast-to-coast coverage will be attractive to national brands and a relief to Gocht personally. “Frankly, we’ve been hearing that this capability is two to three months off in the U.S. for the last two years,” he says. have been developed far from the U.S. By Brian Quinton face here, and campaigns designed for those markets must try to maximize their reach by including a wide range of phone and service capabilities. MOBILE FOR THE MASSES Global mobile isn’t all beer and skittles overseas. Some markets present the same infrastructure and handset challenges that wireless campaigns Unilever brand Lipton wanted to roll out a new tea beverage last year in four Asian markets: China, Hong Kong, Singapore and Taiwan. And The Continued on page 34 Promo / WWW.PROMOMAGAZINE.COM / March 2008 33 http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - March 2008

Promo - March 2008 Editor's Note Girls' Club New Eco Regs? They're Not Going Anywhere Spreads Easily RFID Ramp-Up From Backyard to Broadcast Commentary VROOOM! Stuff We Can't Do Here Yet Q&A: Measuring Up Free Ink The Agency Center Resource Center Promotions 2.0 Index of Advertisers

Promo - March 2008

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