Mobile marketing firm Phonevalley is staging a mobile campaign for PUMAs around the Shanghai Grand Prix, which takes place on Sunday. The activity is centred around a PUMA global mobile Internet site featuring PUMAs F Wan (Wan in Chinese means play) operation.
The campaigns has been devised in partnership with Zenith China. It offers mobile users the chance to play an F1 battle car racing game that can be downloaded from the mobile site. Phonevalley has also created a built a points system to encourage gameplay and viral activity: players who submit their scores by SMS or who forward the games to friends will earn new points. Every week, the top three players will be rewarded with PUMA F1-branded merchhandise.
The mobile site also has a store locator function, with details of in-store promotions, and PUMA F1-branded screensavers and wallpapers.
Phonevalleys media planning strategy concentrates on all available mobile channels in China. Banners and text links are displayed on the top three Chinese mobile portals: QQ, 3g.cn and Kong.net. SMS shortcode numbers are dispayed in all PUMA out-of-home and print ads. When users text PUMA F Wan to the shortcode, they instantly receive a clickable SMS with a link to the mobile site. In addition, mobile users who search for any sport related information are sent an SMS with a link to the site
Following our recent EURO 2008 campaign for PUMA, I am thrilled that we pursue our mobile operations for the sport lifestyle brand in China, says Phonevalley CEO and Publicis Groupe Head of Mobile, Alexandre Mars. With its 600 million mobile subscribers, the Chinese market is undoubtedly a fantastic opportunity for PUMA to develop its mobile presence.