Commentary
Ad Infuse/Mindshare/Phonevalley - Strongbow Cider, "Flirtogram"
- by August 26, 2008
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.
