12Snap Unveils Audio-SMS Advertising Campaign

12Snap is to use audio-enabled SMS advertising messages to promote Stella Artois’ summer of outdoor film screenings to mobile phone users.

The campaign, which was negotiated by Starcom Motive, will use 12Snap’s MobileCard technology to enable films fans to receive sound files informing them of Stella Artois’ ‘On Location’ outdoor cinema tour. The promotion begins this month and is expected to reach around 450,000 in a four-week period.

12Snap’s MobileCards are pre-recorded audio files that are delivered to consumers in the same way as a text message or a telephone call. Mobile phone users will receive an SMS message that invites a response and will then receive a clip from a film giving them further information on film screenings.

Commenting on the campaign, Dan Rosen, commercial director at 12snap, said: “We have established a really exciting system that will set an example to other SMS services. It is the first time that our MobileCard has been used in the UK.”

Lee Rolston, brand manager at Stella Artois, added: “We are always looking for original ways to bring film to the general public and the audio sound file shares this synergy.”

Stella Artois recently secured a deal to have its outdoor film screenings advertised via Translucis’ digital media network. The month-long campaign ran across the company’s Magnetic channel and featured footage from last year’s series of outdoor events interspersed with feature film clips (see Translucis To Promote Stella Via Magnetic Network).

12Snap: 020 7534 7300 www.12snap.com

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