Mobile agency Enpocket is providing the engine for an innovative mobile photo competition at this years Wimbledon tennis tournament for Robinsons, the Championships official soft drink provider. At this year's event, which runs from 26 June to 9 July, spectators will be able to use their cameraphones to send photos of their favourite Wimbledon moments to a giant, Robinsons-branded display that can be seen by the 60,000 fans waiting outside to gain entry each day. The person submitting the image that best captures the atmosphere of the event will win a pair of VIP centre court tickets for a match later in the tournament. The best pictures will also be included in a mosaic image presented on the screen at the end of each day.
The promotion will run initially for the first three days of the tournament, though this could be extended if it proves popular. Spectators will receive lanyards with information about how to use picture messaging to submit their photos to the Court on Camera screen.
The promotion was conceived by Britvic's consumer PR agency, Hill & Knowlton. It will follow SMS Text 2 Win promotions that Robinsons and Enpocket are running in the weeks leading up to the tournament. The text promotions will be featured on major above- and below-the-line advertising campaigns that feature top British players, Andy Murray and Tim Henman.
"Wimbledon is the major event for Robinsons this summer, so we're excited to give fans the opportunity to get caught up in the excitement and win tickets," says Britvic Senior Brand Manager for Sponsorships and Prrogrammes, Philip Patterson. "Enpocket has been an instrumental partner in helping us to execute and advance our mobile marketing strategy beyond SMS."
For Enpocket, Managing Director, Europe, David Barker, adds:
"Photo-to-screen promotions are a new way for brands to reach out to consumers to engage with them in a rich, interactive medium. Our Marketing Engine enables brands to integrate rich mobile media with traditional forms of marketing for interactive connection with consumers."