As part of a comprehensive, many million dollar campaign for local search engine Yell.com, AKQA, in a first they tell us, created bus sides on 25 buses that use GPS to change the advertising message based upon the bus's location. The approach aligns perfectly with Yell.com's business premise: to deliver local information relevant to one's location.
The agency also created bus shelters which display a map of where you are and allow you to search for things such as cafes, shops, health club, etc. bas upon the location of the bus shelter. While this seems like a very logical use of technology to further a marketing strategy, AKQA was the first to do it which is, perhaps, why this agency wins so many new clients and awards.
Television music network fuse has joined with the truth anti-smoking campaign, , for a documentary, called Warped: Inside & Out, which will look at the alternative music and extreme sports event, Vans Warped Tour 2006. The documentary will cover the three month-long music tour and will feature truth brand presence by incorporating the orange truth truck and its crew. The series also includes the tour¹s creator Kevin Lyman and his staff, roadies, guitar techs, tour bus drivers, members and managers of the 100+ bands that will be on the tour.
The documentary will include a supporting campaign with content accessible on fuseMobile, fuse On Demand and online at fuse.tv. which will have a micro-site designed to give tour-goers and non-attendees the details on Warped. The site will have a bunch of clips from Warped, along with photo galleries and blogs that will cover the tour.
If we were writing a press release for our client Amp'd Mobile and we were talking about how the company was the official sponsor of the Professional Bull Riders and the client would be simalcasting events to Amp'd Mobile customers, we probobly wouldn't refer to the Professional Bull Riders Association as PBR unless the sponsorship also involved the actual PBR - Pabst Blue Ribbon beer. Even if the client insisted. Just a thought.
AtomFilms and Alltell have teamed to launch a new contest in which people can submit videos shot on mobile phones to win between $1,000 and $5,000 as well as distribution of their video on AtomFilms. Of course the contest, Are You Circle Worthy, promotes Alltel's My Circle calling plan which is similar to the old MCI Friends and Family plan.
New mobile service provider Helio, with help from StreetVirus and Alt Terrain, has launched an influencer marketing campaign consisting of in-venue pop up stores, a print magazine, a blog and sponsorship of local artists. The in-venue stores include a mini-lounge and employees are given Helio phones. Each store receives free ad space in the Helio magazine and become an exclusive retailer of the devices.
The artists sponsorship provides artists with hard-to-come by public mural space to showcase their work, financial support for their gallery shows, exposure in the Helio blog and the print magazine that is nationally distributed, and artists are provided a Helio phone of their choice. For a new company without a lot of money and one whose services appeal to the social networking needs of tweens, teens and twenty-somethings, Helio has headed in the right direction with this influencer marketing approach. You can see some of the artist's work here.
Virgin Mobile is doing its part to reduce high cell phone bills by offering ad-supported cell phone plans. Virgin Mobile users will earn free calls if they view and respond to video ads on their phones. The question, of course, is just how much ad crap will a person put up with before they just say "screw it. I just want to make a F'ing phone call!"?
Axe is at it again. This time they've launched Booty Tones, ring tones that are matched to 15 hotties, each of which is noted in a black book. It's always a good thing if a girl causes you to write, as on did here, "Can't belive I was able to get out of bed this morning." Check them all out here from the Demanding Diva to the Head Case to The Tease to the Ball n' Chain to the Eager to Please and more.
In a move far more effective that a typical "All gets your clothes cleaner" before/after :30, All Detergent is staging a promotion in New York over the next two weeks that has two buses, draped with dirty laundry roaming the streets of the city. People who see the bus can text message All and enter a sweepstakes to win $200 and a $5,000 grand prize for a shopping spree. A website accompanies the promotion and has videos, product info and a bus route map to make it easier to spot the vehicle.
- WE is promoting the upcoming season of Bridezillas with a character blog featuring various polls, wedding tips, quizzes, wallpapers and all that crap.
- Virgin Mobile wants you to adopt a mime.
- A new study from word of mouth agency BoldMouth and research firm Osterman Research surveyed marketers on their word of mouth and buzz marketing practices. It's new, it's hard to measure but it seems to work.
- CoBRANDiT has a new video culled from those who attended the recent Portfolio Night IV.
- Bluelithium's release of its new AdPath 2.0 behavioral targeting product has provided advertisers with 200 - 300 percent increases in click-through rates.
Working with Saatchi & Saatchi, Toyota will sponsor a spin-off of the FOX series Prison Break called Prison Break: Proof of Innocence which will be broadcast to mobile phones and supported with ten seconf pre-roll ads. The mobile series itself will be promoted on the TV series with two minute spots airing in May as the first year of the show comes to a close. The effort is, of course, to reach the hard-to reach-younger demo and leverage the booming use of the cell phone as the central media device for consuming content.
The Wall Street Journal writes, "'Prison Break: Proof of Innocence' wasn't written by the same people who work on the regular series, and the mobisodes won't feature actors from the show, although the original producers have veto power over anything. The series introduces the character of Amber McCall and follows her path to exonerate her friend L.J., who has disappeared after being framed for murder. In the regular series, L.J. is the son of one of the lead characters. Amber will be played by actress Mandell Maughan; Fox says this is her first professional acting credit."