Sprite 3G Mobile Content Downloads (Sponge)



Campaign:
Sprite 3G Mobile Content Downloads

Company:
Sponge Group – A NeoMedia Technologies Company

Goals:
Increase brand awareness for ‘a new member of the Sprite family…’



Idea
Sponge were requested by UK interactive agency, Weapon 7, to fulfill the mobile part of their interactive TV campaign for Sprite 3G. The TV advertisement featured an elf-like creature alongside a can of Sprite 3G offering viewers to get ‘both sprites for free.’

The can of Sprite 3G was made available to viewers pressing their blue button via interactive TV, to order a postal coupon to redeem their free can of drink.

Viewers texting in the SPRITE keyword to the 5-digit shortcode promoted during the TV ad received a video download of a dancing elf-like ‘sprite 3G’ to their mobile by wap push.

The elf-like Sprite 3G arrived as a video download of the dancing creature, delivered to viewer’s mobile phones by wap push as a result of the viewer texting in the SPRITE keyword to the shortcode promoted during the TV advertisement.

Sponge worked with Weapon 7 to ensure the content was of highest quality and compatible with a maximum number of mobile handsets, and managed the content delivery.

Results
Higher than expected response rate: “we’ve almost surpassed our target number of interactions for the whole campaign with a week still to go…!” - Joanna Moynihan, ‘Sprite’ Brand Manager, UK

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).