Media & Entertainment | Page 8 | MMA

Pepsi Goolcell Sponsorship (Aerodeon Turkey)

Pepsi Goolcell Sponsorship )Aerodeon Turkey)

 
Brand: PEPSI
Agency: Aerodeon Turkey
Duration: 12 Jan 2008 – 30 May 2008
 
Goolcell is mobile broadcast sports channel of Turkcell that covers 8.500.000 subscribers. Before and after each game of four leading teams in Turkish National Football League, messages to notify the subscribers about the games and the scores are broadcasted. Subscribers view those messages as pop ups on the screens of their mobile devices, or as text messages in their inboxes.
 
There is a sponsorship area in each message to be used by sports engaged brands. Since PEPSI aims to associate itself with the unique pleasure of football, it is offered by Aerodeon to use that sponsorship area.
 
For 17 weeks, in 65 football games, PEPSI advertisements had taken place in Goolcell broadcast messages. Prior of the game broadcasts carried “Is your PEPSI ready? The game is begining”, and end of the game broadcasts carried “Game ends! Football joy goes on with PEPSI” mesages.
 
Each message that was broadcasted reached 8.5 million subscribers, so the total impression was over 1 billion.
 
Sponsorship went on during Euro 2008 games also.
 
 
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Enabling Brazilian Radios to Interact with Target Audience (HANZO)

Enabling Brazilian Radios to Interact with Target Audience )HANZO)
 
Background
Brazilian radios were frustrated with promotional mechanics that involved consumers calling eternally-occupied hotlines, generating low engagement in tactical promotions that required fast consumer response )such as giving away tickets for an event happening on the same day).
 
The desire was to use the mobile phone as the key promotional media, in line with consumer habits of listening to the radio during transit or while engaged in other activities.
 
Goals
Radio stations wanted the ability to create and manage mobile campaigns on the fly that would leverage a new mechanic permitting fast consumer response.
 
Solution
The HANZO Mobile Marketing platform allows companies to create, online and in real-time, branded campaigns and have them go live with all Brazilian carriers in less than 10 minutes.
 
The HANZO Mobile Marketing Platform has offered Brazilian radios the power to manage their campaigns easily and with autonomy, even checking results up to the second via an online interface.
 
 
 
 
 
 
 
 
 
 
 
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Results
In the first quarter of 2008, 46 radio stations used the Platform to launch 52 promotions that generated over 1.3 million text messages.  Radio stations of all types currently use the Platform, including the top four Brazilian radio groups )with a combined share of over 40% of the Brazilian radio market) and a number of smaller, independent radio stations located outside major metro areas.
 
Radios are excited by the increased response to their promotions and continue to innovate in their usage of the mobile phone to reach and engage their target audience.
 
 
 
 
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Universal Pictures Launches “Forgetting Sarah Marshall” SMS Ad Campaign (4INFO)

Universal Pictures Launches “Forgetting Sarah Marshall” SMS Ad Campaign )4INFO)

 
Background
To support the April 2008 launch of the comedy film Forgetting Sarah Marshall, Universal Pictures launched a cross-media marketing campaign, including text message advertising on the 4INFO ad network.
 
Forgetting Sarah Marshall, directed by first-time feature filmmaker Nicholas Stoller, tells the story of Peter Bretter )Jason Segel), who has been dating the ridiculously hot celebrity Sarah Marshall )Kristen Bell) and is about to ask to marry her when she unexpectedly breaks up with him. In an attempt to rid himself of the media swarm surrounding their celebrity break-up, Peter travels to Hawaii and finds out that she is there at the same hotel on vacation with a new boyfriend.
 
Universal’s agency, Ignited, selected the 4INFO ad network for their mobile campaign because of the broad mobile reach possible with over 8 million opted-in consumers, and 4INFO’s ability to target the relevant audience with cross-platform mobile tie-in promotions, including mobile video trailers and branded online widgets. 4INFO commissioned Insight Express to measure the impact of Universal’s mobile branding efforts for the film.  Ignited hoped to engage users through targeted online and SMS content, to drive both trailer views and theater visits.
 
Campaign Objectives
  • Engage male users ages 18-34
  • Increase awareness of the upcoming film release
  • Drive trailer views
  • Drive theater visits
 
Campaign
The campaign included SMS advertising on the 4INFO text message network, branded on-line mobile registration widgets and mobile video trailers. 
 
Text message ads ran on the 4INFO network across multiple channels, including sports and entertainment interests.  Ad copy asked a question, such as “Been dumped?” or “Looking for romantic disaster?” with an option to reply for more information. Long ads included movie information and a link to a mobile-ready video trailer. 
 
In addition to SMS advertising, 4INFO provided Forgetting Sarah Marshall branded mobile widgets.  These widgets, offered on Facebook and other social networking sites, allowed consumers to sign up for free sports content delivered to their cell phones, providing the optimum access to the desired target audience of men ages 18-34. These branded widgets also included a link to the online movie trailer.
 
 
Key Results
The movie opened as the #2 movie in the United States, with a box office take exceeding 17.7 million dollars in the opening weekend. The mobile campaign was a huge success in driving increases in awareness and persuasion metrics for the movie.
  • Brand awareness increased 19.7%
  • Recommendation intent increased 21.6%
  • Viewing mobile trailer increased 14%
  • Intent to see movie increased 21%
 
This campaign outperformed both mobile and online norms by 7-20%. The campaign made those exposed more aware of the movie, persuaded them to plan to see the movie, and more likely to recommend the movie to their friends. These metrics held true for all respondents, regardless of age, gender and overall interest in viewing movies.
 
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Hennessy VSOP Artistry Party on Mobile (Madhouse Inc.)

Hennessy VSOP Artistry Party on Mobile )Madhouse Inc.)
 
Duration: 20 July, 2007 - 3 August, 2007 & 23 November, 2007 - 6 December, 2007
Company: Madhouse Inc. )www.madhouse.cn)
Agency: ZenithOptimedia Interactive
Client: Hennessy VSOP
 
Background
Hennessy VSOP Artistry Party is a global music event spanning New York to China and have swept Los Angeles, Hong Kong, Taipei, Kuala Lumpur and Shanghai, Beijing, Guangzhou, Shenzhen. ZenithOptimedia Interactive and Madhouse developed mobile campaigns for Hennessy Artistry Guangzhou Halo and Shanghai Halo, to reach its target audience and express its spirit.
 
Objectives
  • To reach specific targeted audience promoting Hennessy VSOP Artistry series in China
  • To strengthen the Hennessy branding and interactive experience among its consumer via the new medium
Solution
The Hennessy Artistry mobile campaign site featuring comprehensive information of this Guangzhou Halo and Shanghai Halo has been developed by Madhouse. Mobile users accessing the campaign site can submit their contact details to apply the exclusive party invitations or simply to click “send invitation” to refer the campaign to their friends, Hennessy Artistry celebrity wallpapers are also available to download.
 
Targeted mobile Ads were served through MadSevingTM system on the extensive mobile ad network MadNetworkTM. Hennessy Artistry Guangzhou Halo ads targeted mobile phone users in Guangdong province surfing finance, news, entertainment, fashion and music channels of leading portals, while Shanghai Halo targeted selected high-end phone, music phone, business phone and Go Tone users in Beijing, Shanghai and Guangdong provinces.
 
Result
In the mobile campaign, nearly one thousand users requested the exclusive invitation through the mobile site. Desired user information has been collected through the campaign which can be leveraged in designing and implementing future Hennessy campaigns in China.
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EMI’s New Tune Wins New Fans (Neolane)

EMI’s New Tune Wins New Fans )Neolane)
 
Company: Neolane
Brand: EMI Music
 
Background: EMI Music is one of the top global recorded music companies, representing artists spanning all musical tastes and genres including Lily Allen, The Beach Boys, The Beatles, Coldplay, Norah Jones, Kylie Minogue, Pink Floyd and The Rolling Stones.
Traditionally relying on mass market brick-and-mortar retailers to drive market share and revenues, the emergence of digital media formats and the popularity of online retailers like iTunes dramatically impacted EMI Music’s margins.  As sales of CDs began to plummet, the music industry as a whole was left scrambling to reinvent itself.
 
Objective: Facing declining revenues and lagging consumer demand, EMI Music Europe moved to embrace the digital music age.  However, it quickly recognized that if its business model was undergoing a transformation, so too would its marketing and sales strategies.  No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists’ music, and how to maximize communications with those consumers on the right channel to strengthen relationships and drive more revenue.
 
 
Solution:  EMI Music opted for enterprise marketing software from Neolane.  Neolane helped EMI to organize customer data derived from different databases, from numerous data capture systems, and from various channels, including registration cards, email, direct mail and artist websites.  Neolane’s platform allows EMI Music to capture and store customer data in a centralized database, and to continually merge, purge and de-duplicate the information.  Subsequently, EMI Music’s marketing staff is able to precisely target customers according to media habits and preferences, musical tastes, online behavior, shopping habits and sociodemographics.  Today, nearly 100 targeted campaigns are launched each month on the basis of these criteria.
 
Now, EMI Music can work seamlessly across multiple channels including direct, email and mobile, enabling EMI Music to send SMS )Short Message Service or text) messages to alert fans about upcoming events, new ringtones and screensavers.
 
“We needed to bring all of this data together to gain better insight into our fans’ purchasing behavior and preferences.  As a result, we are able to drive better customer interactions across multiple channels, including email and SMS in particular,” said Guillaume Pech-Gourg, Head of Content and Customer Relationship Management at EMI Music France.
 
 
Results:  Just 18 months after implementing Neolane’s automated marketing solution, EMI Music’s digital revenues have nearly offset the decline in physical sales, which demonstrated the effectiveness of its new marketing approach.  Now the company is on track to meet projected goals of ensuring 25 percent of sales revenue come from legitimate music downloads by 2010.  
 
Today, EMI Music depends on Neolane to help execute its relationship marketing strategies, promote its artists, maintain fan clubs, run surveys and draws, and to encourage customer loyalty.  Neolane’s enterprise marketing platform works seamlessly across various direct, email and mobile marketing channels, allowing EMI Music to send SMS messages to music fans that have opted in through email or direct mail, alerting them to upcoming concerts, new ringtones and screensavers.  And later this year, the company will begin rolling out MMS )multimedia messaging service) campaigns that offer access to artist photos and video clips on 3G wireless devices, and allow music downloads directly to new generation multi-media cell phones.
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The first comics distributed for mobile phones in Spain by bluetooth (FuturLink)

The first comics distributed for mobile phones in Spain by bluetooth )FuturLink)
 
Background
 
FuturLink set the first Bluetooth network in a shopping Mall.
This permanent circuit offer to their visitors the first comics distributed for mobile phones in Spain. It is a comic series called MACANUDO by Liniers, a famous Argentinean cartoonist. Since April 14th and until November the visitors will receive a comic each week every time they visit the shopping mall L´illa Diagonal.
The visitors receive the comics in proximity via Bluetooth and WiFi.
 
Objectives
 
The objectives of the mobile marketing campaign were two:
 
L´illa shopping mall with their permanent Bluetooth network aim was add value to their visitors by offering them a funny content for free, as a result, improved the traffic and loyalty of the visitors generating more revenues.
 
The comics author aim was promote the series offering the visitors Freemium contents, generating buzz marketing and creating customers expectation for the launch of his comic book that will be on November of 2008 in the stores.
 
Solution
As a permanent Bluetooth circuit, visitors can be impacted along the Shopping Mall due to the several access point placed in the building.
The visitors receive in their mobile phone a new comic each week in proximity via Bluetooth and WiFi walking around in the centre in their leisure and shopping time.
The aim is to offer their visitors a value added service and at the same time distribute “Freemium” content, it means, offer them content capsules of their interest in order to increase the number and loyalty of visitors and promote the comics book that they will launch in November 2008.
Many of the visitors return to the shopping mall each week and repeat the experience receiving the following comics.  
The mobile marketing platform allowed the shopping mall has accurate statistics in real time and remote control planning and deployment of the campaign.
 
Results
In this MACANUDO´s comic campaign we got great results. In just one week 38.000 mobile phones were detected and 5.500 got the first comic adapted to their mobile phones. As contents vary every week, the measurement tool could detect a raise in the number of mobile phone that repeat the experience which is a proven fact of market success.
The campaign was really effective and the customers perceived value on receiving the comics walking around the mall during their shopping and leisure time.  Furthermore it allowed a pleasant and funny moment and they also created a viral action sharing it on the move with friends.
 
 
 
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PlayPhone / Sony Pictures Case Study (RH Brands, LLC)

PlayPhone / Sony Pictures Case Study )RH Brands, LLC)
 
Dates:
December 22 through 31, 2007
 
Company:
RH Brands, LLC
 
Client:
PlayPhone / Sony Pictures
 
Background:
RH Brands is an innovative In-Call, Online and Mobile Marketing network that includes humorous hotlines, interactive websites and other complementary concepts. Since 2001, RH Brands’ concepts have entertained millions of callers while providing brands with a unique advertising distribution. RH Brands young demographic is traditionally hard to reach and difficult to engage, however, RH Brands humor hotlines engage callers and offer an enticing ad placement opportunity.  Callers to the RH network of hotlines are attentive, actively listening, and responsive.

PlayPhone, a premium, branded mobile content aggregator and distributor, through their relationship with Sony Pictures, partnered with RH Brands to promote the download of free Sony Pictures’ Walk Hard ringtones. 
 
Objective:
Use RH in-call offers to promote the download of free Sony Pictures’ Walk Hard ringtones.  Each free download of the Sony Pictures content creates the opportunity to advertise to consumers during their download and interaction with the free content.  
 
Game plan:
Integrating the PlayPhone offer in RH’s “Calls to Santa” Hotline in a post-roll format, callers were prompted to press star on their mobile phone to receive the ringtone.  This call-to-action ensured the measurability of the campaign’s success.
 
Results:
Performance-based:  Of the 77,073 people that heard the PlayPhone/Sony Pictures offer on the “Call to Santa” hotline, 13.6% or 10,494 callers opted-in to receive the free ringtone. 
 
Branding:  In addition to the actual opt-ins above, tens of thousands of callers actively listening to the “Call to Santa” hotlines heard a very clear and detailed Sony Pictures’ Walk Hard promotion.
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PlayPhone / Sony Pictures (RH Brands, LLC)

Company:
RH Brands, LLC
 
Client:
PlayPhone / Sony Pictures
 
Dates:
December 22 through 31, 2007
 
Background:
RH Brands is an innovative In-Call, Online and Mobile Marketing network that includes humorous hotlines, interactive websites and other complementary concepts. Since 2001, RH Brands’ concepts have entertained millions of callers while providing brands with a unique advertising distribution. RH Brands young demographic is traditionally hard to reach and difficult to engage, however, RH Brands humor hotlines engage callers and offer an enticing ad placement opportunity.  Callers to the RH network of hotlines are attentive, actively listening, and responsive.
 
PlayPhone, a premium, branded mobile content aggregator and distributor, through their relationship with Sony Pictures, partnered with RH Brands to promote the download of free Sony Pictures’ Walk Hard ringtones. 
 
Objective:
Use RH in-call offers to promote the download of free Sony Pictures’ Walk Hard ringtones.  Each free download of the Sony Pictures content creates the opportunity to advertise to consumers during their download and interaction with the free content.  
 
Game plan:
Integrating the PlayPhone offer in RH’s “Calls to Santa” Hotline in a post-roll format, callers were prompted to press star on their mobile phone to receive the ringtone.  This call-to-action ensured the measurability of the campaign’s success.
 
Results:
Performance-based:  Of the 77,073 people that heard the PlayPhone/Sony Pictures offer on the “Call to Santa” hotline, 13.6% or 10,494 callers opted-in to receive the free ringtone. 
 
Branding: 
In addition to the actual opt-ins above, tens of thousands of callers actively listening to the “Call to Santa” hotlines heard a very clear and detailed Sony Pictures’ Walk Hard promotion.
 

 

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Paramount Invests in Rhythm NewMedia on Sixth Campaign: Mobile Video Companion Ad Case Study

Paramount Invests in Rhythm NewMedia on Sixth Campaign
Mobile Video Companion Ad Case Study
 
 
Background
In March 2008, Paramount and Rhythm NewMedia teamed up for their sixth advertising campaign for the release of the comedic film Drillbit Taylor, featuring Owen Wilson.
 
Paramount chose Rhythm again because Rhythm can seamlessly integrate both brand and call-to-action advertising on mobile phones utilizing mobile video pre-rolls and WAP banner ads. Also, using demographic information provided by the user, Rhythm was also able to target Drillbit Taylor film previews exclusively to consumers ages 16-24 watching free mobile videos on 3 UK. Rhythm’s call to action banner ads allowed Drillbit Taylor fans to deeply engage and enter a competition on their mobile phone quickly and directly.
 
Quote
"Using Rhythm allowed us to directly communicate the hilarious premise of the film to the precise audience that would appreciate it. This activity contributed to a very strong opening weekend” said Zac Stephenson, Communications Director at MEC.
 
Objectives
  • Target only adults 16-24, who are hard to reach exclusively
  • Increase awareness for the upcoming release of the comedy Drillbit Taylor
  • Obtain new entries to competition via WAP banner ad
  • Grow opening day crowds to film, remind customers of movie release date
 
Solution
  • Use mobile video ads to increase the number of views of the Drillbit Taylor film preview
  • Use Rhythm’s demographic information to add a targeted element to a broader campaign
  • Use companion banner ads to engage with the consumer and allow them to sign up for the competition
  • Frequency manage ads to target audience
 
Results
  • Campaign with Rhythm helped increase strong opening weekend for film
  • Exact targeting to a younger audience made sure the movie preview reached the exact audience that would be most likely to see the film
  • Delivered video ad impressions as planned to only 16-24 adults
  • 6.9% click through on WAP banner
 
The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution on previous Paramount campaigns
 
  • 16% spontaneous awareness recall
  • 62% prompted awareness recall
  • 55% correctly identified the exact release date of the film
  • 41% said they were more likely to go and see the film
  • 18% said they would definitely see the film
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