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The past few months have seen MIG and 4th Screen Advertising continue to make headlines in the press following the successful implementations of mobile interactivity campaigns for the likes of O2, Honda F1 and Budweiser, as well as striking a significant partnership with leading U.S. mobile messaging company SinglePoint, to provide Mobile Marketing Services and Mass Participation Mobile Applications to the North American market. From developing pioneering mobile services for “The O2” (formerly The Millennium Dome) to helping brands like Budweiser, try out new interactive digital marketing channels, MIG remains at the forefront of innovation in mobile services.
MIG once again teamed up with UK network operator O2 to provide next generation, event-based and multimedia interactive mobile applications at the O2 Wireless Festivals in London and Leeds in June this year. An extensive range of services such as VIP Barcoding to gain access to the exclusive O2 Blueroom and user-generated content and Bluetooth Stations on-site, were made available to festival goers to enhance their experience.
MIG has also been building a range of mobile services for O2 at ‘The O2’ - The world’s first fully integrated mobile interactive entertainment venue which opened on 24th June. “The O2 contract is a significant partnership for MIG,” says Anthony Nelson, Business Development Director for MIG. “The O2 will be a landmark European entertainment venue and O2 has once again really pushed the envelope as far as it can go with providing a dynamic interactive experience.”
In May MIG teamed up with advertising agency Hicklin Slade & Partners and ITV Interactive to provide Honda F1 fans with one of the most exciting and informative mobile WAP and websites in the automotive sector to date. Throughout the 2007 Formula One season broadcast on ITV1, fans will be prompted via the sponsorship bumpers to access the Honda WAP site by texting the keyword HONDA to the shortcode 63330. Whilst on the WAP site users can order a brochure, book test drives, locate their nearest Honda dealer throughout the UK, request call backs from the UK Honda Call Centre, and browse some of the Honda car range. Break bumpers have proved to be an effective launch pad for mobile.
The WAP site is part of the new "Hondamentalism" activity, which launched on 6th May. Hicklin Slade & Partners have come up with an approach that links the new brand activity with their lead generation brief, using press inserts, online banners/skyscrapers, a national Civic Type R launch mailing, and now, with Mobile Interactive Group, the mobile channel.
Anheuser-Busch Europe, the brewer of global beer brand Budweiser, launched ‘Bud Bucks’ in February - one of the most ambitious digital promotion campaigns to date - bringing together the very latest mobile and web interactive technologies and marrying them to an interactive consumer reward programme.
Unique codes displayed on 430 million bottles, and cans of Budweiser, which users can text or go online to claim their Bud Bucks at www.budbucks.co.uk. Once consumers have created their online profile at www.budbucks.co.uk they can access and manage their account and visiting Bud Boulevard, a virtual 3D downtown shopping street that hosts various retail outlets in which consumers can spend their Bud Bucks to buy, bid or win a series of money can’t buy prizes including: including regular and lowest unique bid auctions for cars, tickets for top sports and music events and holidays, branded wallpapers and screensavers, ringtones and music downloads featuring ‘grass roots’ bands - all powered by MIG technology.
Finally, with the American mobile market entering a new phase of maturity, MIG has chosen leading messaging services provider SinglePoint as its partner to offer an enhanced suite of mobile marketing applications and platforms for content providers aiming to reach an estimated 230 million U.S. mobile subscribers via interactive TV campaigns: This new partnership also opens up the Canadian and South American markets to MIG customers.
The partnership enables SinglePoint to utilize a number of MIG's proven, industry-leading mobile technology platforms in the U.S., including the award winning high speed premium SMS voting platform "VoteWinner™", which processes 2,000 messages per second. SinglePoint will also utilize MIG's "InstantWinner™" application, which is an iTV platform specifically designed to increase participation by delivering highly targeted messages to campaign players and "MIDAS™", MIG’s Mobile Interactive Delivery Application Solution.
“SinglePoint is among the top mobile message connectivity solutions providers in the U.S. and a perfect partner for our clients who are looking to expand their mobile marketing campaigns into the U.S.,” comments Barry Houlihan, MD and founder of MIG. “This partnership will enable SinglePoint and MIG to offer world class mass participation mobile technology and messaging services to one of the fastest growing mobile interactive markets in the world.”
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