Some briefs just aren’t award winning, but that’s not to say the solutions can’t be. A good example here is the Vodafone sponsorship of the UEFA Champions League 2008.
They said, ‘we want some innovative mobile activity to get passionate people even more excited about the football – what can you do?’
We said ‘Ah… how does a seamless arrangement of intelligent picture recognition, multi-media messaging, SMS and WAP to provide a rich engaging consumer experience, sound?’
Vodafone didn’t miss a trick, and the following campaign appeared on posters at Champions League matches and in Vodafone in-store magazine.
Consumers were asked to take a penalty kick by taking a photo of the area of the goal they wanted to score in. The picture recognition technology, powered by Mobile Acuity, then matched the incoming MMS with the image received. The user was then sent a link via SMS and the correct WAP page was served showing the goal keeper saving or missing the ball in the direction selected. Successful penalties (David Beckham eat your heart out…) drove randomly selected consumers a VIP prize on offer and more information on Vodafone’s sponsorship of the Champions League.
The campaign picked up two Mobile Marketing UK awards.
“Best creativity in Mobile Marketing”
“Most innovative use of technology in Mobile Marketing.”
