Europe
UK : Mobile media company 3 announced a deal with official FIFA World
Cup™ sponsor Budweiser to extend Budweiser’s FIFA World
Cup advertising campaign onto the 3 portal.
3 will form part of Budweiser’s new media marketing mix alongside
TV, online, iTV broadcast sponsorship, outdoor and print advertising.
The deal sees Budweiser using 3 to advertise its national promotion,
“Passport to Germany.” The promotion uses a unique mobile-based
entry/redemption mechanic, making it an ideal proposition for mobile
advertising. By extending the campaign to 3 Budweiser will reach a
large number of consumers who have the fulfilment tool in their hands.
The promotions details can be found on a branded Budweiser microsite
accessed via a schedule of interactive adverts on ‘Today on
3’ and an interactive advert on the Football home page.
The promotion gives consumers the chance to win FIFA World Cup™
tickets every 48 hours. Entrants take a photo of themselves holding
their bottle or can of Budweiser and either text or email it to Bud
with a unique code found on the bottle or can.
Mark Joseph, Head of Content Products at 3, said: “This deal
typifies the sort of advertising opportunity available on the Planet
3 portal. We recognise the difference of mobile as a media channel
and try to help our advertisers make the most of that difference in
their campaigns. Rather than simply mirroring banner or search marketing
tactics on the web, we’re looking to make the most of 3’s
rich multi-media environment and the new interaction and redemption
mechanics it offers.
“Budweiser is one of many major brands who see the benefit of
mobile as a new media channel.”
Jim Gorczyca, Marketing Director of Budweiser UK said: “This
new advertising partnership with 3 gives the Budweiser brand an opportunity
to interact with our core consumers and be part of their everyday
lifestyle.”
