Mobile Interactive Group (MIG), has partnered with Hicklin Slade & Partners and ITV Interactive to provide Honda F1 fans with what MIG claims is one of the most exciting and informative mobile WAP and websites in the automotive sector to date.
Throughout the 2007 Formula One season on ITV1, fans will be prompted via the sponsorship bumpers to access the Honda WAP site by texting the keyword HONDA to the shortcode 63330. While on the WAP site, users can order a brochure, book test drives, locate their nearest Honda dealer throughout the UK, request call backs from the UK Honda Call Centre, and browse some of the Honda car range. Break bumpers have proved to be an effective launch pad for mobile campaigns and are now integral to ITV sponsorship packages.
Content downloads available via the WAP site include ringtones, screen savers and wallpapers, launching with visuals of the Honda F1 Team, Rubens Barrichello and Jensen Button. Wallpapers will be updated regularly to reflect the latest Honda action in the F1 Grand Prix season. Fans will also have the opportunity to enter a competition to win a tour of Hondas F1 Headquarters by inputting their email address and mobile number on the WAP site, which also hosts what MIG says is the most extensive, interactive online brochure in the automotive space: mobile.honda.co.uk
The WAP site is part of the new Hondamentalism activity, which launched on 6 May with the current Wieden & Kennedy TV ad spot and supporting website, produced by Midas. Hicklin Slade & Partners have come up with an approach that links the new brand activity with its lead generation brief, using press inserts, online banners/skyscrapers, a national Civic Type R launch mailing, and now, with MIG, the mobile channel.
The use of mobile Internet (WAP) sites is on the increase to deliver content and product information to consumers on the move says MIG MD Barry Houlihan. Brand owners across any number of categories can add value and demonstrate significant ROI by integrating mobile response mechanics into their traditional media.
Dan Thwaites, Planning Director at Hicklin Slade & Partners adds:
As media channels continue to fragment, marketers have to offer consumers a choice in how they spend time with a brand. Were finding that more and more often, mobile has to be part of that choice.