Masterclassing Connect

Buongiorno Launches blinko Viral Campaign

David Murphy

Mobile content company Buongiorno has launched a 500,000 (400,000) viral campaign for its Italian mobile social network, blinko, which is currently in beta and due to launch soon.
The campaign was designed and created by DLV Proximity and is being distributed in Italy and Spain by GoViral. It broke yesterday and run or four weeks. The campaign will run on websites and blogs chosen for their ability to influence the opinions of web surfers and that cater to the target audience. GoVirals brief is to seed the campaign on up to 10,000 websites and blogs, in order to contact more than half a million potential blinko users in Italy and Spain.
The blinko campaign develops the concept of friendship and the desire to stay in touch digitally via mobile phone, using a human chain concept. The message of the campaign is summed up in the headline: Your friends are always with you, which stresses the value of friendship and the desire to stay in touch with friends at any moment.
The viral blinko video, which is shown on the destination website, presents the key blinko features: status updates, including photos, and the possibility of sending free texts over the Internet. Visitors to the site can also receive an invitation code allowing them to try the product. They are also encouraged to create their own human chain with their friends and post the video online.
Buongiorno notes that the mobile social networking market is expected to grow strongly. In a recent report, ABI Research projected that, by 2013, more than 140 million people will access social networks on their mobile phones, generating subscription revenues of approximately $410 million (220 million).