Mobile network 3 has signed a sponsorship agreement with Canon for its World Cup video highlights service. Canon will also run 30-second ads on 3s made-for-Mobile TV show Berlin or Bust.
The deal was brokered by 4th Screen Advertising, who also provided creative and technological expertise to formulate the specially-created adverts. It comes on top of previously-negotiated advertising and branding agreements with 118 118, Apples iPod, Budweiser, Nokia and RedBus Film International.
3s World Cup service includes three Mobile TV channels, video goal alerts, highlight clips, SeeMeTV, celebrity comment and analysis, as well as in-match stats and commentary, and a range of games, wallpapers and ringtones. Earlier this month, 3s World Cup service was picked out as the top offering by a mobile operator by mobile software company Argo Group, which ran tests comparing each networks World Cup alerts services.
This is another big name brand allocating ad spend to mobile media says Mark Joseph, Head of Content Products at 3. Canon recognises the opportunity to reach out to a large mobile audience of over 3.5 million viewers, tuning into one of the biggest events ever broadcast on mobile.”
For Canon, New Media Specialist Mike Nutley adds:
The World Cup is a phenomenal opportunity for sponsorship packages. With the exclusive deal that 4th Screen and 3 put together, we can engage with our customers in an innovative way without having to worry about standing out from the clutter in traditional media. Mobile and Mobile TV is an extremely potent channel, one which will no doubt grow in importance for Canon and other advertisers, as consumers increasingly engage with the fantastic array of rich mobile multi-media services that are on offer. 
