Hot cars by West Coast Customs, Mobile by Boost and Community by AirG

by: admin Tuesday, February 27th, 2007

Rating: boost boost baby

Get Hookt Up With a New Ride campaign was headed by Boost Mobile, West Coast Customs and AirG. It was a mobile campaign run by Boost to win a Dodge Charger car.

How?
From October 15 to January 15 2007 more than 1.5 million entries were received to win the new car. Entries were sent via Boost Hookt – a mobile community on Boost mobile. 98% of all entries were received via the mobile phone.

From the press release
“Boost Hookt demonstrates Boost Mobile’s commitment to providing its customers with new and innovative ways to communicate and stay in touch with their friends,” said Boost Mobile Director of Value Added Services, Craig Thole. “Based on the phenomenal results revealed today, we believe that Boost Hookt can also act as an important business platform for advertisers and media companies to engage and interact with consumers on their mobile phones, while at the same time upholding the brand values and consumer experience of Boost Mobile.”

What we think?
Nifty idea for a mobile campaign. Now isn’t this type of mobile community marketing a breath of fresh air? Banner ads on mobile phones seem quite frankly crap compared to these tailored services. This campaign shows that the mobile community can effectively provide a “true” mobile advertising experience, drive data revenue and interest for all involved.

But this is only phase A. Mobile Community advertising hasn’t taken off and it is still early days – but the potential is there. When the goal of the campaign moves from a enter / win model to an always winning model… then and only then will mobile community change the mobile landscape as we know it.

For analysis on mobile communities and mobile advertising please see: bkimedia and MAMA