WirelessWatch for October 3, 2003

Reebok Deploys a “Whodunit” Mobile Promo

[October 3, 2003] Digital agency Beyond Interactive recently deployed a U.S. mobile campaign for Reebok.

The campaign, powered by mobile delivery firm IPSH’s PRISM platform, used a “whodunit” premise by delivering to opt-in users six messages in the form of clues, tips, teasers and winner announcements related to a hypothetical crime. Approximately 56,000 text messages were sent to these opt-in “detectives,” resulting in response rates between 30 and 40 percent.

“This will be the beginning of a new trend for more lifestyle brands to create interactive campaigns utilizing mobile technology,” said IPSH President Nihal Mehta.

A New Program For Ad-Embedded Games

[October 3, 2003] MauiGames, a Hawaii-based developer of game products, has launched an embedded ad initiative for its cell phone games and applications. The company is offering advertising opportunities in its “Just for Fun” applications and extreme outdoor sports-themed games for U.S. consumers who play games on their cell phones.

The initiative lets advertisers embed static or interactive visual placements, audio-based placements, and ads timed to coincide with online, seasonal and local promotions.

“People playing games on cell phones are totally immersed, and if an ad is appropriately embedded, the impact is significant,” said MauiGames President David Fradin.

Yankee Group: SMS to Find Footing Sooner

[October 3, 2003] Based on its 2003 Mobile User Surveys, The Yankee Group has revised its forecast for U.S. SMS adoption upward.

The research firm’s survey results show SMS awareness levels, adoption and use rose significantly from a year ago. The Yankee Group asserted active SMS users have reached viral level, at which carriers can start to realize the benefits of network effects. Yankee said active SMS users will grow from fewer than 17 million users in 2002 to nearly 70 million in 2007, a penetration of 40 percent among wireless users in five years.

Additionally, the firm said MMS growth will be boosted by wide availability of integrated camera phones and aggressive promotions.

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