MOBI 2010 Best Mobile Promotion for a Product Launch Finalist: Initiative for Kia Soul
publication date: Aug 24, 2010
Audience research revealed portable devices to be central to the lives of our target influencer segments, therefore mobile extensions taking advantage of their unique communication and sharing features were critical activation initiatives for the influencer marketing strategy. Sample programs included:
* Exclusive mobile webisodes of “Moochie the Hamster” distributed across mobile video providers, ad networks, and featured as the first advertiser on Zune Video Podcast Marketplace
* Mobile in-ad games featuring secondary campaign character’s “The SOUL Sheep”
* Mobile application and web sponsorship featuring the music from the multi-audio TV spots within Pandora Mobile and the iMeem app on both Google droid and iPhone
* SMS sweepstakes offering a chance to win a new SOUL via X-Box in-game promotions
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