Addictive Mobility has created a mobile web campaign promoting milk for Due North Communications on behalf of the Dairy Farmers of Canada.
The original cinema and TV Get a Load of Milk campaign broke late 2007, and makes its debut on the mobile web in a 6-week campaign aimed at teenagers. The campaign uses videos that the teenagers can view quickly and share with friends on their video-enabled mobiles.
The mobile site, www.gomilk.mobi, reflects the design of the original www.getaloadofmilk.ca website, but is modified for the mobile environment. Website visitors can enter their mobile phone number and receive a WAP push text message with a link to the mobile site.
There are two versions of the mobile site: one for high-end phones, with rich graphics and user interface, and a lighter version for lower-end phones. The site detects which version to send to the users phone to optimise the user experience. High-end phones, are enabled for video ringtone downloads
The site has been designed to ease navigation. For example, to select a video, users select a number on their mobiles keypad, rather than scrolling through the eight featured videos. Theres also a viral element: users can use the Send to a Friend feature to send a text link to the site to the mobile phone number entered, making it easy for the friend to access the site.
Mobile advertising execution consists of banner ads placed on AirGs community WAP sites. The ads are posted as banners in the community chat lounges inline with other posts, as well as on prominent mobile blog sites.