Media & Entertainment | Page 7 | MMA Global

Media & Entertainment

MTS Russia – SMS Game for Millions )Velti)
Title:                MTS Russia – SMS Game for Millions
Brand:             MTS )Mobile Telesystems)
Category:         Case Study
Agency:            N/A
Vendors:          Velti
Region:            Russia
Timeline:          May – August 2008
MTS )Mobile Telesystems) is the largest mobile phone operator in Russia and the CIS, with a total consolidated subscriber base reaching 86.3 million users, 60.86 million of which are in Russia In the context  of increased competition, declining ARPU and low levels of subscriber growth, MTS was looking to engage its subscribers with an innovative mobile marketing campaign with the following objectives:
  • To retain existing customers
  • To stabilize ARPU levels
  • To increase revenue from take up of value added services and increased MOU
The solution:
  • The concept of the campaign was based on a text-messaging interactive quiz with more than 2,000 entertaining questions, while also incorporating 300+ marketing questions to enable research into the MTS customer base for future marketing activities.  The participant who answered the largest number of questions correctly every day would win a prize.
  • The campaign also included both an interactive website and an informative mobile website, which provided detailed campaign and prize information.
  • The campaign was also advertised through a TV commercial.
The campaign was the first of its kind and the largest mobile marketing campaign to ever run in the Russian Federation. Its target audience was men and women, aged 25-54, with the core segment 25-44 years old. This segment was characterized as passionate but treating promotional campaigns suspiciously, or not even noticing them. The campaign duration was from May 19 to August 31 2008.
Approximately 24,000,000 text messages were sent in the 3-month period; the average participation from the active subscribers’ base was over 5%, while the average number of consumer interactions was very high at 16.2
More than 100 winners, both male and female from all around Russia were awarded prizes, with the grand prize of $1 million awarded to a female, age 40.
Μobile operator MTS was able to gather valuable information about its subscriber base, as well as market intelligence for the first time.   As this was a ground breaking campaign for Russia, it is expected to boost the use of the mobile channel as an effective marketing and advertising medium in future campaigns in this region.


HP and Goldfish Bring Computer and Music Lovers Together with Mobile Advertising )Nokia)
The client – HP
HP focuses on simplifying technology experiences for all its customers — from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $110.4 billion for the four fiscal quarters ended April 30, 2008.
The challenge – Increase Compaq laptop sales and promote free Wi-Fi music receiver deal HP-Compaq is the No. 1 notebook in the world and in India, with more than 700 service points across the country. The brand and its agency, Goldfish Information Technologies, worked with Nokia Interactive Advertising to urge young music-loving consumers to “Enjoy Music the Wireless Way” with a special offer for a free Wi-Fi music receiver with purchase of a laptop. HP-Compaq turned to Nokia to:
Create brand and product awareness.
  • Highlight the free Wi-Fi receiver offer.
  • Capture user info )name, age, city, mobile number) willingly submitted by users; and
  • Target geographic markets only where the brand is present.
The solution – Banner ads pointing to a mobile website that facilitated lead generation Nokia and Goldfish Information Technologies worked to catch the attention of young consumers and music lovers in India on their most personal device – the mobile handset.  Banner ads were served to consumers in seven telecom regions in India where the brand is present: Mumbai, Delhi, Kolkata, Karnataka, Chennai, Tamil Nadu, and Andhra Pradesh.
The results – 4.34% CTR; almost 6,000 leads
The campaign was so successful that HP added a second phase after the first week of the initial run. Running over 19 days, the campaign resulted in 5,920 valid leads and a click-through rate of 4.34 percent.
Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;}
Shubodip Pal, Head-Marketing, Personal Systems Group, HP
“We were very pleased with the ability the Nokia Media Network gave us on the Airtel network to target young, music-loving consumers in the areas where HP-Compaq is available. The ability to reach out directly to our customer focus impacted the campaign in a great way, resulting in the positive lead generation we experienced.”
About Nokia Interactive Advertising
Nokia Interactive Advertising provides brands with all that they need to connect with and engage the mobile consumer. It includes:
  • The Nokia Media Network, which gives reach to millions of mobile consumers through campaigns on blue-chip mobile publishers, operator partners and Nokia services.
  • Nokia Interactive Solutions, which create end-to-end, high performance mobile campaigns for brands using banner ads, mobile internet sites and location finders, mobile coupons, click-to-call and other advanced mobile mechanics.
To see mobile advertising in action, please visit on any mobile device.
Playphone to launch TV Channel
PlayPhone is a leading global mobile media company present in more than 25 countries throughout North America, Europe, Asia and Latin America that provides cutting edge personalisation and entertainment content to mobile consumers anytime, anywhere.
In addition to operating its consumer-facing mobile destination at, PlayPhone powers mobile content destinations and promotional offerings for entertainment and retail brands including Wal-Mart, ABC Television, Sony Pictures, SONY BMG, Cartoon Network, Adult Swim, SEGA, Real Networks, iPlay and many more.
Case Study
N/A – in house
25th October – ongoing

Campaign Overview and Goals
PlayPhone Hits TV - a new broadcast concept in the UK.
PlayPhone is to launch a television channel in a groundbreaking joint venture with Top Up TV, the company that provides Pay TV services on Digital Terrestrial Television.  It is the first time a mobile entertainment brand has launched its own branded television channel.  PlayPhone Hits showcases the rich mobile content offered by PlayPhone’s Splash Mobile service - the programming involves: 
  • 1hr of pre-compiled music video footage updated weekly
  • Packaged with great content, competitions, news, gossip and call to actions
  • New idea, innovative and unique
  • Based on a subscription concept
The aim is to extend the PlayPhone brand beyond the world of mobile to broadcast, adding to the WAP, web and SMS media through which it is presently available.  Viewers will be encouraged to interact with the programming by texting or visiting the Splash website

MobiTV- The Club, New Album Release )Geary Interactive)
Title: MobiTV – The Club, Nelly album release
Brand: MobiTV- The Club
Category: Mobile Programming
Agency: Geary Interactive
Vendors: Google, RingLeader
Region: U.S.
Timeline: 9/10/2008-10/9/2008

Campaign Overview and Goals
  • MobiTV- The Club collaborated with UMRG and music artist Nelly to allow fans to listen for free to the new album “Brass Knuckles” one week prior to the album release. Fans had access to every track on “Brass Knuckles” on their mobile handsets starting September 9th.
  • The goal was to generate interest in Nelly’s new release and to raise awareness of The Club among mobile content consumers.
  • In conjunction with this release The Club ran a sweepstakes where consumers could enter to win a Grand Prize that includes tickets to the Grammies and $1,000 cash or Nelly Prize Packs featuring CDs and DVDs.
  • MobiTV partnered with digital marketing company Geary Interactive to develop an online and mobile campaign to reach music enthusiasts.  The campaign primarily focused on mobile ads on music sites through Ringleader Digital and mobile search through Google.  In addition Geary supplemented reach and buzz through organic media placements and mentions on web based music blogs and music sections in social media sites.
Campaign Details
  • Fans were able to listen to the album by texting CLUB to 63636.
  • Users can enter the sweepstakes by joining The Club.
  • All text message entrants received a “Welcome to The Club” message with the WAP link.
Campaign Results
  • Traffic peaked at over 50x the traffic before the promotions.
  • Since the launch of the promotion, Grammy Sweepstakes contest has consistently been within the top 5 traffic drivers for The Club.
Campaign Creative

"When is 13 Lucky?” Interactive Mobile )Ping Mobile)
"When is 13 Lucky?” Interactive Mobile
My Network TV
Media & Entertainment
Ping Mobile
North America
24.4.2008 – 25.5.2008
  • Hundreds of viewers joined the mobile list
  • More than 59% double opted- in, a record of double opt-ins in May – 69%  
Campaign Overview & Goals
  • MyTV ran a nightly sweepstakes for its San Diego area viewers
  • Viewers watched  MyTV between 8pm – 10pm every night during the campaign to discover that night’s one or more secret codes
  • Viewer were asked to text the secret codes in order to enter the sweepstakes
  • The goal was to build a MyTV Network mobile list of viewers
Campaign Details
  • Viewers entered each night’s drawings by either texting the code to 74642 or entering the code on MyTV’s Web site
  • Prizes were given away each night )one per code), including iPods, Gas Cards, Restaurant gift cards and more
  • All text message entrants received a follow-up message, asking them to reply if they wished to receive additional messages from MyTV
  • Viewers who replied then received ‘Reminder’ text messages each night at 7:30pm, telling them to watch MyTV from 8pm for their chance to win
  • Hundreds of viewers joined the mobile list
  • More than 59% double opted- in, a record of double opt-ins in May – 69%  


Britannia Treat )Mobile2win)
Brand: Britannia is one o
Konami Digital Entertainment GmbH’s Metal Gear Solid 4 Innovative Mobile Marketing Campaign )MindMatics)
Brand: “Metal Gear Solid 4: Guns of the Patriots” for Playstation 3
Category: Mobile Games
Vendors: Konami Digital Entertainment GmbH
Agency: MindMatics AG
Region: Germany, France, Spain and Great Britain
Timeline: June until end of August 2008
Results: by now a high number of participants requested further information about the new games edition
  • One of the most successful video game releases in 2008
  • Innovative combination of Internet and Mobile Marketing
  • International campaign in four countries
For the Konami release of the eagerly awaited “Metal Gear Solid 4: Guns of the Patriots” for PLAYSTATION®3, MindMatics has developed an interactive web-to-mobile marketing campaign called “Help Snake”. The emotional and gripping high involvement idea was specially tailored to the gaming community. The key technical element is a completely new mobile phone controlled form of interaction.
The long anticipated final instalment of the Metal Gear Solid saga, Metal Gear Solid 4: Guns of the Patriot, was released worldwide on June 12, 2008. With one million copies sold in the first day in Europe, it is already one of the most successful video game releases of the year. The mobile campaigns which have been launched in Germany, France, Spain and Great Britain combine the spirit and attributes of the game – sneaking, hiding, cinematic dramatics – and bring the product and target group closer together.
The core idea of the “Help Snake” campaign is that the player is given the task of guiding Solid Snake in his transition through an enemy occupied system of basements.  On the campaign’s website ), the user follows Snake’s adventure in an initially non-interactive film. This ends with the request for the participant to enter his mobile phone number, because Snake is in clear need of help. The participant’s mobile phone then rings and it is Snake on the other end, asking the user for directions. The participant can only help Snake by pressing the activated buttons on his mobile phone keypad to give Snake the necessary directions and thereby steering him clear of the enemies circulating in the area. Once he has successfully done this, the user has the opportunity to register for a competition.
Each participant also receives a link to the mobile Metal Gear Solid 4 WAP portal, where he can find further information about the game as well as wallpapers and exclusive ringtones, which the users can convert for their own phone with the Metal Gear Solid communications centre.
“This was an extremely successful solution for the launch of the game. The online communication is supported by an intelligent Mobile Marketing extension,” praised
Martin Schneider, European Marketing & PR Director of Konami Digital Entertainment GmbH. “The involvement of the user in ‘Help Snake’ leads to a larger involvement and together with the combination of web and mobile, creates an outstanding campaign which is truly unique.”
About MindMatics:
MindMatics is one of Europe’s leading providers for the development and implementation of mobile services.  As a full service provider, MindMatics is active in three areas: mobile messaging and payment, mobile Internet and mobile marketing. More than 500 businesses throughout Europe have realised their mobile services with MindMatics. Customers include Unilever, T-Mobile, Volkswagen, Coca-Cola, Procter & Gamble, ProSieben, Budweiser, McDonalds and Ferrero.
MindMatics AG was founded in March 2000 and employs over 130 staff at its offices in Munich, Cologne, Vienna, London, New York and Los Angeles. 
Press Contact:
Stefanie Katrin Fehse
Director of Corporate Communications
MindMatics AG
Marcel-Breuer-Str. 18
80807 Munich
Tel.: +49 89 322 986 582
Fax: +49 89 322 986 570
Normal 0 false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman","serif"; mso-fareast-font-family:"Times New Roman";}Rolling Stone Magazine Case Study )SnapTell, Inc.)
Interactive Print Magazine
SnapTell, Inc.
Rolling Stone magazine
Rolling Stone magazine has been a pop culture icon for more than four decades. In addition to its authoritative position in music, Rolling Stone’s sphere of influence reaches into entertainment, movies, television, technology and national affairs. The magazine is published every two weeks and is read by more than 10 million readers. Rolling Stone is a publication of Wenner Media. Wenner Media also publishes men's lifestyle magazine Men's Journal and entertainment magazine US Weekly.
Rolling Stone magazine was interested in engaging its readers at a deeper level and extending the foot print of its print advertisements to mobile. In addition, Rolling Stone wanted to provide its advertisers quantifiable data showing how readers engaged and interacted with their advertisements.
SnapTell-enabled advertisements ran in the May 1, 2008 issue of the Rolling Stone magazine. Partipating advertisers included Allstate Insurance, Canadian Club, DiGiorno )a Kraft brand), Edge )an SC Johnson brand) and The Discovery Channel. The activated advertisements prompted readers to take a picture of the advertisements with their camera phone and, in return, receive customized promotional messages and offers from the advertisers.  Offers included a chance to win a trip for two to a Rolling Stone Live event and $500 in cash. The readers also received customized content from the advertisers. Customized content included a motorcycle ringtone from Allstate Insurance, Father’s Day greetings from Canadian Club, audio message from DiGiorno, video tips from Edge and a video preview of new season of Man vs. Wild from The Discovery Channel.
  • First-of-its-kind national promotion in a major print publication enabling multiple advertisements for mobile interactivity
  • Measurable reader engagement data for print advertisements showing reader engagement and advertisement effectiveness
  • Image recognition rate of 99%+
About SnapTell:
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell's innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. SnapTell’s Snap.Send.Get mobile marketing solution is currently being used by marketers at major brands and agencies to deploy interactive mobile marketing campaigns. For further information on the company visit: Text-to-Phone Case Study )RH Brands)
SendMe Mobile, a premier mobile media company, partnered with RH Brands to drive consumer subscriptions to their mobile sweepstakes game, Solow.  RH Brands and  SendMe  worked together to create a mix of mobile and in-call promotions using unique prizing and calls-to-action, allowing users to opt-in when they hear the promotion on their mobile phones.
Campaign Goal
To enroll a maximum number of callers in the Solow Elite membership, allowing members to play for prizes on their mobile phones.
Using a combination of in-call audio advertisements on the RH Brands network of humor hotlines and SMS distribution to RH Brands mobile fans, RH Brands promoted the Solow game using a Las Vegas get-away prize promotion.
RH Brands Mobile Fan Club members received a text message promoting a new RH humor hotline.  This SMS message included a mention of the prize:
NEW Humor Hotline: Call 772-257-4481 to hear what the TOOTH FAIRY is really all about! )Chance to win Vegas Trip at end!) From
When message recipients called the phone number )in the case, we used the ‘Call the Tooth Fairy’ hotlines), the in-call audio advertisement prompted those interested to press star to receive a text message from Solow, thereby initiating the double opt-in sequence.
Given that RH fans had received a text message ‘teasing’ the Vegas promotion, callers to the ‘Call the Tooth Fairy’ lines signed up for the offer at a rate 5-times higher than the normal sign-up rate with audio ad promotion only )no text message teaser), generating an effective CPM of over $121.  Daily effective CPMs reached as high as $168.
Campaign Dates
May 23 - 28, 2008
Text Messages Sent
Calls to RH's ‘Call the Tooth Fairy’ hotline
Revenue Generated through Acquisitions
 $            2,752.09
Effective CPM
 $               121.74


Fox News Success Story )Motricity)

Motricity–the leader in off-deck messaging, content delivery, and billing–helped FOX News integrate an interactive mobile “winner” poll into its coverage of several of the presidential debates. As a direct result of Motricity’s easy integration, reporting, and scalability, FOX News successfully interacted with hundreds of thousands of viewers with this campaign. In order to engage viewers with accurate real-time poll results delivered by the news anchors and displayed graphically on-air, FOX News was required to integrate with Gateway quickly in order to meet the debate’s tight timelines and Motricity was required to offer a scalable solution for Live TV Programming.
Live TV programming meant FOX News needed the scalability necessary to handle hundreds of thousands mobile originated and mobile terminated messages in a short time frame. FOX News needed a strong technology partner to implement this mobile poll quickly and easily, with accurate up-to-the-second reporting.
FOX News wanted to engage viewers with a text message poll and integrate realtime results into their presidential debate coverage:
Very Short Integration Timelines
FOX News had to integrate with Gateway quickly in order to meet the debate’s tight timelines.
Real-Time Results
FOX News wanted to engage viewers with accurate real-time poll results delivered by the news anchors and displayed graphically on-air.
Scalability for Live TV Programming
Live TV programming required Motricity to offer the scalability necessary to handle hundreds of thousands mobile originated and mobile terminated messages in a short time frame. FOX News needed a strong technology partner to implement this mobile poll quickly and easily, with accurate up-to-the-second reporting.
Experts at Motricity worked with Fox to ensure a seamless integration. Motricity’s account management and technical teams worked to understand Fox’s unique needs and help them achieve their goals.
Easy Integration
Experts at Motricity work with our partners to ensure a seamless integration. Our account management and technical teams work to understand our clients’ needs and help them to achieve their goals.
Clear and Timely Reporting
Motricity supplies clear and timely reporting to help companies understand and justify their interactive mobile campaigns
Scalable Products and Services
Motricity’s scalable solutions handled high volume traffi c with no interruptions and great user experience. Motricity provides reliable message delivery during periods of increasing message volumes and high throughput.
As a direct result of Motricity’s easy integration, reporting, and scalability, FOX News successfully interacted with hundreds of thousands of viewers with this campaign.
FOX News was able to integrate with Motricity in less than a day. As a result, they were able to meet the tight timelines of their FOX News Debate schedule.
Interactive TV Experience
Using Motricity’s XML reporting, FOX News provided real-time poll feedback to empower its anchors to interact with viewers.
Maximum Viewer Participation
In order to drive participation, FOX News needed a partner with the scalability to handle high volume traffi c and provide real-time results.
“Integrating with Motricity Gateway was simple. We were up and running in a matter of hours.  As a result, the mobile campaign was a resounding success.”
Scott Margolis,
Director of Digital Business Development,
FOX News