Mobile messaging services leader Mediaburst today announces another major brand win – the mobile communications element of Bostik’s new Blu-Tack campaign. This is the first time that the leading adhesives company has adopted mobile communications into its campaigns, giving the company a new way to interact and build personal relationships with its audiences
Bostik’s new promotion goes live on 1st September 2007 and runs to 29th February. From September, Blu-Tack packaging will feature a promotion asking consumers to make a Spider-Man related model with the adhesive and send their photos to Bostik from their mobiles to a special campaign number.
Calls will cost no more than standard network rates and Bostik is looking for weird, wacky and wonderful entries Spider-Man’s web, badge, himself, a hairy spider, or an idea that breaks new ground. The best 33 entries will win a Sony MP3 player, and the best 33 runners up will receive a Spider-Man goody bag.
Bostik has long been recognised as a campaign innovator and Mediaburst’s multimedia messaging service (MMS) will help the brand to again push the envelope. By adopting Mediaburst’s technology into its new promotion, Bostik will widen its audience and engage with them in a different way.
“Using multimedia messaging for competition entry is a medium still in its infancy, but a channel that brands will increasingly embrace going forward,” says Michelle Hayman, Bostik’s product manager. “The success of our Blu-Tack promotion hinges on making sure people who have taken the time to enter can do so easily and with limited restrictions, and Mediaburst’s MMS allows us to achieve this.”
Bostik selected Mediaburst to enter the world of MMS because “Mediaburst are the pros of the business – they have the knowledge, expertise and deep understanding of what mobile campaigns are all about,” explains Hayman.
“Clearly, winning Bostik’s Blu-Tack campaign is another feather in Mediaburst’s cap and a further example of this company’s leadership in helping brands to engage with consumers in the most immediate and cost-effective way,” adds Stuart Brown, Mediaburst’s sales director.
