Mobile Marketing: AdInfuse Strongbow and Flirotmatic
Following on from the O2 promotion “fancy a pint” and Arsenal fans – the latest free drinks via mobile marketing promo comes from Ad Infuse and Flirtomatic.
How?
Ad Infuse is targeting Flirtomatic’s 700,000 users with banner ads that offer them the opportunity to give friends and prospective flirts a virtual pint of Strongbow. The virtual pint appears in their flirtee’s “flirtogram” inbox and clicks through to a mobile internet site – bowtime.mobi – where they can register to receive a free pint mobile voucher, along with details of the nearest pubs where it can be redeemed during ‘Bowtime’ – 5pm to 7pm each Tuesday.
It is the first time that a brand has used a UK mobile social network’s gift-giving capabilities and Flirtomatic was chosen due to its stringent over 18 age verification process. The campaign is part of Strongbow’s new mobile-based ‘Bowtime’ CRM programme, which begins nationally on May 21, and will also see a wider above the line campaign drive consumers to the mobile internet site for a four week period.
From the Press Release
“To date, Ad Infuse has delivered the mobile portion of several integrated campaigns for major brands such as Unilever’s AXE and BMW’s Mini Cooper,” commented Stephen Upstone, Managing Director of European Business Development, Ad Infuse. “We’ve also been delivering innovative, targeted, multi-format advertising through Flirtomatic for several months, so the campaign for Strongbow was a natural fit for us. The Strongbow campaign is a great example of how the unique aspects of the handset – ubiquity, personalisation and mobility – can be used as the centrepiece for a wider creative campaign.”
“The campaign for Strongbow is indicative of the new ways in which brands can exploit mobile advertising and Flirtomatic as a channel to reach customers,” commented Matt Dicks, Head of Sales & Marketing, Flirtomatic. “Strongbow has been very smart to realise the contextual advantage of using the Flirtomatic mobile gifts as a way to promote Strongbow to an over 18 audience.
What we think?
Innovative, fun, flirty!
I had positioned Ad Infuse in the mobile advergaming market so its great to see it involved in something different. I should say something ethical now about using and encouraging drinking via a mobile phone. But I can’t. This is a bit of fun.
At least its cider (low alcohol %) and not encouraging binge drinking. It seems like a fun way to flirt. It doesn’t say what tool is used to get the gift if its SMS, MMS or a barcode?
But what sounds lengthy is having to validate your age via an Internet site or via Flirtomatic. This process must be one or two click only. If it involves a PIN or anything else – it will fail.
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