2. M-Mrk. with Sony
3. M-Enter. : Become a DJ on SkyRock Radio
4. M-Info. with Citibank
5. M-Mrk. to meet Pop Stars
6. M-Comm. : Informa - Ask the Chairman by SMS
7. M-Enter. : America's Cup
8. M-Enter. : Interact. Games on your Siemens Phone
9. M-Com. : Hotmail on SMS
10. M-Enter. with Shazam
11. M-Info. for Golfers
12. M-Mrk. Campaign with Pespi
13. M-Info. : Yellow Pages on SMS
14. M-Com. : Over The Air Payment For Java Content
15. M-Mrk. for Shoppers in Singapore
16. M-Enter. : SMS to TV with Tatamia
17. M-Enter. with Mobiquid
18. M-Enter. with Sportnews
19. M-Com. on Viva TV
20. M-Enter. : Urban Safari by SMS
21. M-Infor. : ZDNet on your Mobile
Innovative Mobile Marketing Campaign to Meet Blue or Atomic Kitten
Who: Mobileway & Virgin Music France
What: Virgin Music France, an EMI’s subsidiary, has launched a mobile marketing campaign to promote the new singles of two famous British pop rock bands : Blue and Atomic Kitten.
Virgin offers the groups’ fans the opportunity to compete by SMS to win a host of gifts but also a chance to meet the stars !!
The marketing campaign features an “instant win” game, M-Instant Win and a channel for participants to send in their details and preferences to form part of a new Virgin Music fan club. The rules are simple : fans have to text in the appropriate keyword, “BLUE” or “ATOMIC” according to their favorite band, and to send it to a dedicated short code 61861 (Premium rate SMS).
This Instant Win allows Virgin to organize, either at random or according to pre-defined time criteria, the “winning moments” to select the winners.
Fans are instantaneously notified by an SMS response whether they have won one of the prizes on offer including DVD players, signed singles, discount coupons, etc. If they want to get the chance to meet their favorite band, they are invited to send back an SMS with their details to be drawn, with the winner code if applicable to get their prize. This M-Moderator application from Mobileway facilitates the collection of these details and builds up a new community of fans which grows as the campaign continues.
This marketing operation, set to run on one month, is mainly promoted through flyers inserted into the single packaging and a series of adverts in McDonalds’ newsletter (‘Ca se passe comme ça’), on the largest private French TV channel -TF1- and on various radio stations.
All these services are based upon Mobileway's application platform, the Mobileway Fun Suite. The Suite currently comprises 6 applications that can be used to run promotions, quizzes and competitions all designed to increase brand loyalty through fun, while providing real-time results and the ability to aggregate entries received from various channels including SMS, the Web and via IVR.
Why: Virgin’s offer is a very attractive promotion tool to catch teenagers and young adults, generally SMS ‘addicts’. The new format of those kind of opt-in marketing campaigns brings tremendous opportunities to create communities of fans to run customized interactive marketing campaigns that suit fans’ expectations.
In addition, premium rate SMS based on revenue sharing agreements allow major brands to increase revenue generation.
Outcome: The service has just been launched - no statistic is available to date. Virgin plans to promote 60,000 Blue singles and 40,000 Atomic Kitten ones.