EMMAs

News from Brazil

David Murphy

Playboy_axe
Brazilian mobile marketing agency pontomobi interactive
has been bombarding our inbox with details of recent campaigns, not to
mention some, frankly, rather saucy promotional imagery. The information the company has sent through is short and to the point, so rather than pad it out
for the sake of it, we present, instead, a round-up of what the company
has been up to lately. If nothing else, it shows that mobile marketing
is alive and kicking in S. America.

AXE Girl Contest
For AXE, pontomobi is running a mobile marketing campaign to promote the new fragrance, ‘Dark Temptation’.
In
conjunction with Playboy Magazine, Axe is looking to find the next AXE
Girl. Member sof the public can vote for their favourite by texting
their name to the shortcode, 27114. AXE then sends a return SMS with a
WAP push link to access the mobile site (wap.axe.com.br), where
consumers can see pictures of all the candidates, download them for
free, and send on to their friends.

FIAT Bluetooth Campaign

For
car maker FIAT, pontimobi is running a Bluetooth campaign to promote
the launch of the Stilo Dualogic. The campaign targets consumers in 21
coffee bars in six Brazilian cities. Point of sale material within
each venue encourages consumers to activate Bluetooth on their handsets
in order to receive wallpapers, ringtones and videos.

Boteco Mobile Bars Guide
Late last year, pontimobi ran its
first mobile campaign for beer brand AMBEV. The ‘Boteco Bohemia’
campaign ran in 31 bars in Sao Paulo, inciting the city’s inhabitants
to vote for Sao Paolo’s best snack.
pontomobi developed a mobile
guide for the event, available via a mobile Internet site
(www.botecobohemia.com.br/mobile), and via a downloadable J2ME
application.
Traffic was driven to the mobile site via a call to
action encouraging consumers to text the word BOTECO to the shortcode,
27114. In return, the consumer received a WAP Push message with a link
to the site. Consumers could also get the link by entering their name
and mobile number on a dedicated website.
The
mobile guide included general information about the event; a list of
nominated snacks complete with photos; and a list of participating
bars, including history and location details. Other features included click-to-call and incite-a-friend functionality.
During
the four week duration of the campaign, more than 55,000 people visited
the mobile site, while the Java mobile guide was downloaded 15.000
times.

Sprite MSN Campaign
For Sprite, pontomobi devised a
mobile campaign for MSN Messenger users that enabled them to send free
voice and text messages direct from the MSN Tab to friends’ phones. The
message content was based on the campaign slogan: ‘Things as they are’
and could be sent either as a humorous SMS, or as a SAM (Short Audio
Message), with voice messages recorded by musician and MTV presenter,
João Gordo.
For the SMS messages, the name of the sender appeared
within the SMS. For the SAM messages, after receiving the call, the
recipient received an SMS informing them who has sent the message.
In less than three weeks, 150,000 messages were sent.

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