Look Out – Here Comes a Mobile Campaign

Mobile messaging services company Mediaburst has been tasked with running the  mobile communications element of a campaign for Bostik brand Blu-Tack. This is the first time that the adhesives company has used mobile communications in its marketing. 
The Blu-Tack promotion broke on Saturday and runs until the end of February. Promotional Blu-Tack packaging features a promotion inviting consumers to make a Spider-Man related model with the adhesive and send their photos to Bostik from their mobiles to a dedicated campaign number. Bostik says it is looking for weird, wacky and wonderful entries. The best 33 entries will win a Sony MP3 player, and the best 33 runners up will receive a Spider-Man goody bag.
Using multimedia messaging for competition entry is a medium still in its infancy, but a channel that brands will increasingly embrace going forward,” says Bostik Product Manager Michelle Hayman. The success of our Blu-Tack promotion hinges on making sure people who have taken the time to enter can do so easily and with limited restrictions, and Mediabursts MMS allows us to achieve this.”