September 25, 2008
Mobile Interactive Christmas )pontomobi interactive)
Background:
To the 2007 Christmas, Pontomobi Interactive created an unique and exclusive campaign for one of the biggest shopping malls in the country.
Goals:
Every end of the year, all Shopping Malls in the world starts their Christhmas Campaign and Decoration. For them, to have something different and unique is assurence of more visits and therefore more sales.
Solutions:
The idea was to creat the first Mobile Interactive Tree. An interactive SMS campaign that enable shoppers to interact and decorate an Interactive Christmas Tree in the Mall, with their own cell phones. A lot of different tools were used, among them:
Voice messages- The Viral Part.
To enable people to disseminate the Campaign, it was created an interaction at the Mobile Site that allowed visitors to send christmas Voice Messages, recored by “ Santa Claus”, to their friends.
After every Voice Message sent, the recipient receives a SMS informing the name of the sender and inviting him to visit the Mobile Site and know about the campaign.
Bluetooth- The Teaser Part.
A teaser campaign used Bluetooth technology to communicate with the public, informing them that someting new was about to come.
Since November 1st, Bluetooth devices installed in the mall central square distributed teaser messages of the campaign:
“Prepare yourself; soon you’ll join the first Interactive Christmas in Brazil!Bring your cell phone.”
To encourage people to participate activating the Bluetooth, banners were positioned aroud the central square:
“Curious?Turn on your Bluetooth.”
The idea was to achieve people who were trying to “kibitzing” the assembly, wondering what would be the Shopping’s surprise for this year.
Results:
The campaign had over 650.000 interactions
400.000 interactions with the tree.
150.000 voice messages.
100.000 contents downloaded.
