Ad Infuse/Mindshare/Phonevalley - Strongbow Cider, "Flirtogram"
Strongbow Cider, "Flirtogram"
Finalist Mobile or Wireless Campaign
Phonevalley: Christophe Spencer, mobile media planner. Ad Infuse: Stephen Upstone, managing director of European business development; Will Clarke, senior manager, advertising & sales. Flirtomatic: Matt Dicks, head of sales & marketing.
Social networks are hard worlds to crack with effective and welcome marketing messages, but Ad Infuse found an entryway by letting uk pub crawlers gift one another virtual pints of Strongbow cider. The sms and banner ad campaign appeared in the Flirtomatic mobile social network, and recipients could redeem the virtual pints for real ones in local pubs. The network's 420,000 members gifted each other more than 348,000 pints and redeemed 30,220, above the industry standard. This cost-effective campaign made use of coupons, mobile's real-world, real-time interactivity, and the target's famous thirst.