| Emap promotes movie with first use of MMS marketing |
| Sunday, 04 April 2004 | |
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New Media Age, 11th March 2004 - Emap has launched its first MMS mobile marketing push, to promote the United International Pictures movie "Honey". The media company, one of the leading adopters of SMS marketing, believes the campaign heralds the start of an increasing use of the MMS medium by brands The campaign involves a push-SMS message sent out to the Kiss FM HeySexy mobile database. The message promotes the movie and encourages recipients to reply to enter a competition for tickets to an exclusive screening.Recipients are also asked to state if they have a picture phone. If so, they’re sent two images via MMS which can be used as wallpaper or screensavers. This message also makes use of the long text the capacity of MMS to include more information on the film. The push is part of a £800,000 cross-media deal that has been set up by ZenithOptimedia. However, the mobile element isn’t being promoted via other media, which include TV, radio and online. “We’ve developed the inventory so that we can actively promote this purely on mobile,” said Emap Advertising commercial development director Gillian Kennedy. “We also know that 50% of the Kiss database have picture phones.” Kennedy believes MMS will be increasingly important to Emap and its advertisers, and said it’s already being included in packages being put together at the moment. “This is very important and the campaign will be a key case study for us,” she said. “But the increased cost of supply is quite a consideration, so we need to phase the roll-out as there are risks as well as opportunities involved.” Dave Barker, head of sales at Flytxt, which is providing the technology for the campaign, also expects to see an increasing use of MMS in mobile marketing. “The interesting thing will be to see how many people move from requesting information on MMS to implementation,” he said. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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