Pepsi and MyClick launch digital campaign

Pepsi has launched a mobile marketing campaign in connection with the upcoming Beijing Olympics. Pepsi has joined hands with MyClick, a famous snap-and-click marketer, to launch this campaign which targets 12-24-year-olds.

In this campaign, customers are invited to upload their birth date, phone number, nickname, and their photo on any one of the six web portals available in China. Three lucky winners, who will be chosen at random, will have a chance to be featured on special edition Pepsi cans during the summer Olympics.

The winners of this contest will be chosen by fans who can vote for their favorites. They need to download MyClick application on the web portal in order to be able to access everything from voting to status updates.

Pepsi Cola is planning to promote this campaign called ‘Creative Challenge’ big time via TV advertising, internet advertising, MMS, text messaging, point-of-sale promotions in retail outlets, and mobile WAP sites. A huge majority of people in China use their mobile phone as the primary device for interaction and this has given Pepsi tremendous confidence to go ahead and launch this campaign.

These kinds of mobile based contests have become huge successes in the past (read American Idol and other such shows) and I have no doubt that this will become hugely popular too, given the kind of promotion Pepsi is planning to do.

Categories: Cell Phone Advertising, All things mobile phones.

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Sony BMG and 3 sign deal to provide free music videos on mobile phones

Mobile network 3’s customers will be able to watch free music videos right on their mobile phone from today. 3 has signed a deal with Sony BMG which will allow 3’s customers to enjoy free ad-funded music videos on their mobile phones. There will be a 20-second advert before and after the video, to keep it free of cost. These ads will be highly targeted and relevant, based on your age, sex, and other factors.

People behind 3 believe that this deal will be an instant hit with their customers. And they have a reason to think so. The network has a customer base of 4 million in the UK alone and around 1.5 million of them regularly use its video services. So, by bringing free, ad-funded videos to its customers’ mobile phones, 3 plans to attract more and more customers toward its video services.

3’s music portal has some big names like Alicia Keys, Mark Ronson, and Tings Tings. Also, some of the biggest players in the market like BMW, Pepsi, Microsoft, and Intel have signed advertising contract with 3. So, with a wide range of music videos and an equally wide range of advertising sponsors, 3 can only look forward to a positive response from its customers, which I think will happen soon.

Categories: Cell Phone Advertising, All things mobile phones.

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TELSTRA and Vodafone launch mobile advertising programs

Two things.

1. TELSTRA has partnered with WPP, a well-known marketing group, to try its hands on mobile advertising in its mobile portal called BigPond. WPP will help advertisers run their ads in the mobile portal and so far, some big names like Proctor and Gamble, Ford, Volvo, HSBC, Motorola, and Kraft have booked their space for advertising in this mobile portal.

2. Vodafone has come up with what it calls a mobile advertising rulebook, which will enable advertisers run their ads in the network. Pepsi, Coke, and 20th Century Fox are some of the names associated with this advertising campaign. In addition to that, Vodafone has also come up with a completely ad-funded mobile channel called Free4me, which as the name suggests, is free for customers. Customers will be able to watch television shows and various other programs in this channel.

I actually foresee a day when there will be more sponsors for a mobile TV show than an actual television show, the former being ad-funded and completely free for customers. I’d also like to add, that day is not too far away.

Categories: Cell Phone Advertising.

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