Although Ireland have no place in the European finals this time around we must soldier on and continue to join in the fun!
And so brings us to Carlsberg's latest campaign that hopes to help us do just that!
Return2Sender is deee-lighted to announce it's involvement in Carlsberg's "Live It" campaign which has just gone live in the past few weeks. "Live It" is primarily executed online and over mobile. The brand is advertising through all traditional channels (On - Pack, TV, Outdoor, DM etc..), banner ads online and mobile advertising.
The main objective for the activity is to get consumers signing up to the promotion to receive their free Carlsberg supporters pack through the post.
Consumers can sign up by visiting the liveit.ie website or by texting LIVEIT to the shortcode provided.
Once registered consumers are given exclusive access to the Live It supporters area where they can catch latest news updates and fixtures, take the footbal quiz, watch videos (incl. retro football moments),upload their own videos of classic footballl moments and downlaod screensavers and wallpapers. A support WAP site for the campaign has also been built and will also provide latest news, fixtures & results, TV listings, retro video vault and free mobile content. The mobile site will also be advertising on 02 active using banner ads.
If you would like to sign up text LIVEIT to 51725! Or visit www.liveit.ie
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Tags: carlsberg, euro 2008, new campaign, return2sender
In association with Dublin's WHPR we have just launched Mr.T on your mobile! Mr.T and Snickers are back on TV this month after huge success late last year and a WAP site full of Mr.T content is being made available in support of the campaign re - launch. The campaign has become iconic for it's advertising and associations with Mr.T. The ads have been downloaded over 800,000 times on Youtube already.
The WAP site features a whole host of content for free download including - ringtones/Mr.T sound bites, wallpapers, the ad itself, the Snickers "Get some nuts challenge" and there's also a competition offering a chance to win an Nintendo Wii.
The full content mobile internet site has been live for over a week now and is being promoted on the Vodafone LIVE portal. Animated banner ads have been up on various areas of the portal as of last Monday (18th Feb) and results are proving that there is real cut - through to be had for early movers in this environment.
Mobile internet runs on a cost per impression model as opposed to internet banner ads, which are charged per click.
Not only are mobile users responding to the ads but activity on the site itself has far exceeded expectations. Visitors in their thousands are downloading content, watching the video ad on their handsets and forwarding the site on to friends. The result now is that thousands of people out there have the Snickers/ Mr.T content on their phones and are free to pass it along to friends via bluetooth and MMS. So now the brand lives in their phones, their most personal device .
To view the banner ads please visit Vodafone LIVE or to be sent a WAP link leading to the site text the word SNICKERS to the shortcode 51727. (Std text rates apply, ROI only)
If not in Ireland you can access the site by typing in the following URL www.r2s.ie/snickers
You can also give us a call on 01 679 0640 if you would like to discuss the campaign further, find out more about mobile internet sites and also mobile advertising! Get Some Nuts!!! Grrrr....
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Tags: mr.t, snickers, mobile internet, mobile advertising, return2sender, mobile content
A Gorilla giving Phil Collins a run for his money by drumming up a rendition of the 1981 classic "In the Air tonight" wouldn't be your conventional idea of what might sell chocolate bars. However, UK agency Fallon have (Yet Again) Challenged convention by creating a fantasic new ad featuring.. yep you guessed it.. a drumming gorilla! (If you haven't seen the ad yet click on the following link to view it here on the official web site. )
You may remember Fallon making - a - car - out - of - massive - cake project for Scoda? Yep well this time the advertiser is cadbury and the big idea is that each chocolate bar provides us all with a "moment of Joy" and we can relate this to the Gorilla as he psyches himself up for his big crescendo. As he has launches himself into his drum solo, so have you with your chocolate bar - this is the melt in your mouth moment.
Pure bliss or pure madness? Since the ad aired agencies, advertisers, consumers and now us have been positively raving about the ad online giving their 2 cents on the hidden meanings behind the kooky creative. Who knows why consumers love it so much but they definitely do as the ad has been viewed over 500,000 times on youtube and a select few have set up a facebook group dedicated to the Gorilla called.... We love the Cadbury's drumming Gorilla. The group already has 329 members.
The Gorilla in the ad is of course not a real, live animal but an actor called Garon Michael who has played the part of a gorilla in "Congo", "Instinct" and "Planet of the Apes".
The ad is part of Cadbury's new campaign to promote that their chocolate is a "glass and a half full" of milk and The good news is that this is the first in a run of "Glass and a half full" productions from the agency. So, we are likely to see more off beat advertising coming out for the campaign. On a Return 2 Sender note, we are facilitating the Irish leg of the campaign with a text to win on-pack promotion. The promotion features on all 8 Square cadbury chocolate bars and is running for a month and a half. To win a prize and a half ,every day and a half consumers text in the last 4 digits of their barcode to shortcode 53799. Prizes include a round the world trip and lonely planet guide book, a trip to the London Eye and a digital camera, overnight trip to the K Club and a Golf Bag. See packs in store for more details.
UPDATE: Just came across an official interview with Laurence Green one of the Fallon Partners. Check it out here.
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The mobile phone has become integral to the concert experience as now equipped with Camera’s and Bluetooth on their mobiles, concert - goers regularly record their memories by sending pictures to loved ones, film a band singing their favorite songs and after the event, post it all on YouTube. Bands and popular music acts are embracing the behaviour rather than admonshing it by integrating mobile marketing into the concert program. At recent Gwen Stefani concerts, as many as 20% of the audience entered a text to win competition and agreed to pay 99c per text to be in with the chance of winning better seats. Matthew Knowles, Beyonce's father and manager, said that he intends to use the thousands of numbers collected on her recent tour to pitch a variety of products, including a Beyonce phone!
We haven't had a great summer of it but it has to be said that in Ireland the popularity of festivals and big outdoor gigs is growing massively and providing the perfect opportunity for brands to enhance the experiences of revellers.Bacardi do this with their hugely popular “Live” tent and Budweiser do it twice a year with it’s BusRising series. Having everyone in one place is a great way to really reach your audience whether a band or a marketer. Mobile offers endless opportunities for advertisers to communicate with crowds of this nature and this is why experts predict a growing mobile presence of brands at concerts and festivals over the coming years.
We were helping out at BudRising this year and by using mobile the brand enhanced the consumer experience by adding new levels of interactivity. Pictures taken by promotional staff were sent to the Big Screen, numbers were simulateously gathered and the activity was followed up by sending consumers out branded print outs of their concert pictures; A Mobile Internet site was developed where people could download videos and ringtones from their favorite bands. They could access stage times and download a map of marlay park; Finally, a text and win promotion on the day, linked to purchase of Budweiser gave away 100 pairs of pit passes via SMS, which we authenticated with PDAs.
The opportunity is there at these massive events to target specific audiences and capture their mobile number for possible future communications either during the festival/night itself or in the weeks and months that follow, creating the ultimate in brand experience that speaks with consumers; making them feel welcome.
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This week a very special service was launched by Rehabcare in association with ourselves and meteor communications. From monday 13th August young people will be able to access a range of helplines and support services by texting the word "Headsup" to 50424. The fully confidential and free 24 hour text service is being provided by rehab and is the first one of it's kind in Ireland.
When seeking to access the service, the user sends their text to 50424 and is offered information on support services for 12 problem areas including crisis, suicide, alcohol, drugs, mental health, debt, sexuality, abuse, gambling, sexual health, parenting and teen issues. The user chooses the topic and instantly receives a list of appropriate helpline numbers to their mobile phone. The Samaritans, AL Anon, Aware, Women’s Aid, Childline, MABS and Bodywhys are among the many support services listed.
Ms. Angela Kerins, Chief Executive of the Rehab Group, believes that a wide range of factors can affect mental wellbeing among young adults including exam stress, financial problems, relationships and sexuality issues. Ms. Kerins commented that "in many cases [young people] do not know where to go to get the support they need" and that the ‘Headsup’ text service "increases significantly the possibility of young people accessing the support they need at critical times. It is designed with young people in mind as they all use mobile phones on a daily basis.” The new service is being supported by an extensive youth - focused marketing campaign and is being promoted on flyers, on outdoor media and press.
Mobile works so well in this situation particularly because of the anonymity involved. With the embarrassment and hestitation young people experience when looking for help with important social issues such as suicide it can be difficult for them to ask for help. Young people can interact with the service by sending a simple text message and recieve the help they need for free, without anybody knowing their identity. Being completely anonymous, sending an SMS allows young people a risk free introduction to support services and addressing their problems.
UPDATE: In it's first 48 hours "Heads up" received 2,000 messages with the most sought after topics being sexual health, sexuality, suicide and drugs.
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It's full steam ahead for Coke this summer with their Europe - wide on - pack promotion. Coca Cola have joined up with iTunes to give away 2 Billion iTunes tracks all summer long. For the promotion consumers will text in from bottles to either win an iTune every 60 secs or an iPod every hour and we are proudly announcing that Return2Sender will be providing support for Ireland and Northern Ireland.
The soft drink's manufacturer are putting a great deal of weight behind the campaign with full digital support and integrated TV ads. The brand have enlisted british act Faithless who have produced their new song "I never stop" exclusively. The track will feature in ads and you can download it directly from the site here.
The Song accompanies the video animation that also features in the ads. The elaborate animation entitled "Mr. Neant Changes the world" follows the journey of it's feature character for the itunes campaign, Mr. Neant (meaning mr.non existent), who transforms all the negative and nasty interactions he encounters along his "journey" into positive ones and has the most optimistic outlook on life. An altruistic move on from "coke side of life" if you like.
A very special "collectors" bottle has also been created that has a day and night mode. During the day the bottle appears pink, silver and purple shades and in the night it glows in the dark as the alluminium use UV Ink so the bottle can be seen in clubs etc.. The special edition bottle is the result of a collaboration from artists all over the worls and will only be available in the most exclusive bars and nightclubs in Europe.
A much integrated campaign.. me like!
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As part of this years Bud Rising Activity Budweiser last night held a special free gig at the Temple Bar Music Centre in Dublin where Maximo Park were performers together with The Noisettes. Tickets were advertised last week in the city's free sheet newspapers after a significant period of online advertising.
Banner ads directed anyone who clicked through to the official budrising website to an area where they could register to receive a free ticket, the ticket for the event was then sent to their mobile phone. If you remember we did this before at a Primal Scream event last November in the Guinness Storehouse? Upon arrival promotional staff validated all tickets through a networked system to prevent mal - redemption.
Anyway, last night we officially introduced the newest member of our family - our Bluetooth machine! Posters around the venue called on revellers to turn on their bluetooth to receive a video clip of the band's new video to their phones for free. About 600 people were there on the night and so it was a great opportunity to see bluetooth in action. The interest that was generated from the posters and the file arriving onto phones was great to see and also quite obvious as we witnessed sights of fans looking into their phones to download the content and showing the clip to friends. A great introduction for bluetooth and hopefully just the beginning...
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You may or may not have noticed but since the introduction of Coke Zero (A.K.A Blokes Coke) the original Diet Coke has begun to target a specifically female audience leaving the former to the men; male and female diet coke variants if you like. So, while coke zero depicts ads where men do man things, Diet Coke have reintroduced the Diet Coke elevator man!
So this is why we recently joined up with Coca Cola Bottlers and Cybercom to deliver an all Ireland Diet Coke promotion giving away a designer handbag every day. The competition was run On - Pack throughout Ireland and Northern Ireland and promoted on national radio over a 6 week period. Entrants were asked to text the word STYLE together with the unique code from their bottle of Diet Coke to a standard rate shortcode to win. Every day one some lucky soul won a designer handbag of their choosing.
Return2Sender provided the campaign's mobile elements, including Mobile WAP site ran on 02's iMode where you could also enter the competition. Cybercom delivered all digital support, through the official website- www.doyourstylething.com where people could also enter their unique code.
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