Soft drinks company Britvic has appointed content interaction and transaction company mirada to drive its mobile marketing and promotional activity. As Britvics preferred technology partner for mobile campaigns, mirada will work in partnership with Britvics appointed creative agencies to deliver compelling new ways for consumers to interact with Britvics brands, which include Tango, Robinsons and, through an exclusive bottling agreement with PepsiCo, Pepsi.
The partnership with Britvic will see mirada provide a wide range of mobile solutions for on-pack promotions, including mobile games and scratchcards. mirada will work with all the creative agencies on Britvics roster on the planning and implementation of mobile campaigns, and their integration with other marketing activities. 
We recognise the need to provide consumers with new and innovative ways to interact with our brands, says Britvic UK Digital Marketing Manager, Denise Meek. We also recognise that we need to have a multiplatform presence to engage with the fragmented consumer audience. With miradas knowledge and expertise of the multiplatform environment we now have the ability to follow our audience as it moves away from traditional forms of marketing and advertising, to interact with other platforms, such as mobile. As the mobile phone is the most personal of all consumer devices, it has become a key channel for us to target our customers.