Emap Sweet On MMS With Honey Promotion
Emap Advertising is launching an MMS advertising campaign to promote the film Honey as part of its existing £800,000 cross-media deal with United International Pictures.
The multi-platform campaign launched last month to promote UIP’s latest movie across Emap’s entire portfolio of youth radio stations, television channels, websites, magazines and through text messages (see Emap Signs Honey for Cross Platform Promotion).
The campaign will use a Kiss database of mobile phone numbers to target its audience. It will offer recipients of an SMS message a series of detailed picture-based adverts, as well as the chance to win tickets to an exclusive screening of the film.
Commenting on the promotion, Gillian Kennedy, commercial development director at Emap Advertising, said: “This significantly opens up new creative opportunities for the medium, which is advantageous for clients when marketing brands as they can communicate the visual imagery within their campaign straight through to an audience’s mobile phone. This means Mobile as a medium has greater appeal for brands as an advertising platform as well as enriching our brand offering to advertisers.”
Lars Becker, chief executive of Flytxt, which is running the campaign, added: “Emap has been a pioneer of new technologies and innovative ways of reaching its audience, since we began working with them in 2000. This exciting step will take Emap and its relationships with its viewers, listeners and readers onto an even richer and more rewarding level.”
The promotion follows other recent mobile campaigns employing picture messaging. Earlier this month Chrysalis became the first UK radio group to embrace two-way multi-media messaging, enabling Galaxy listeners to send in pictures of themselves for inclusion on the station’s website (see Chrysalis Puts Listeners In The Picture With MMS).
Research published last year by Enpocket showed that one in seven mobile users have texted in to an SMS call-to-action in the media or on product packaging. The study also revealed a rise in the use of new services, with 9% of respondents having sent or received photo messages (see New Research Reveals Growth Of Mobile Marketing).
Emap: 01733 568 900 www.emap.co.uk
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