In the run-up to Euro 2008, PUMA and mobile agency Phonevalley have unveiled the ‘Together Everywhere’ service, which brings together supporters of the 16 participating national teams in real time. Every time their favourite team scores, PUMA will call the supporters that have signed up for the service on their mobile and instantly let them take part in a teleconference with their friends, whether they are in the stadium, out in the street, in a pub or in front of the TV.
Phonevalley says this is the first community marketing campaign carried out simultaneously in 13 countries. The campaign has been devised by Phonevalley, working in collaboration with TouchWorks, Zed Digital, Zenith Optimedia, and US agency, BEAM marketing.
The mobile Internet site designed by Phonevalley and BEAM Interactive (www.pumafootball.com) will allow football fans from 13 European countries (UK, France, Germany, Italy, Spain, the Netherlands, Portugal, Sweden, Poland, Czech Republic, Greece, Austria and Switzerland) to sign up for PUMA goal alerts and invite 10 of their friends. PUMA will set up a special mobile ringtone for each country supported, which can then be assigned to future calls from PUMA.
During the games, at the precise moment a team scores a goal, supporters will receive a call on their mobile and will be put in contact free of charge with their 10 friends to talk about it. If they wish,, they can be put in contact with 10 anonymous supporters of their national team chosen at random. Once Euro 2008 is over, all fans registered for the Together Everywhere programme will receive a discount voucher on their mobile to be used on PUMA's website.
To support the operation and generate traffic to the Together Everywhere mobile Internet site, Phonevalley has developed a mobile media banner ad campaign, while ZenithOptimedia and Zed Digital have designed a wide-ranging media schedule including press, posters and online. Ads appearing in nine countries, will include a shortcode to which fans can send text the word PUMA in order to receive the clickable URL of the mobile website on their phone.
“We are very proud to have designed and developed this major first for PUMA, the only campaign of its kind which will thrill Euro 2008 fans in 16 European countries,” says Alexandre Mars, CEO of Phonevalley and Head of Mobile at Publicis Groupe. “Once again, we are demonstrating all the power of mobile phones, their remarkable viral and community-building capacities, as well as their ability to easily convey brand values at times and places that might ordinarily escape advertisers."
This campaign was conceived of by Area/Code in NYC, together with Beam in Boston, which managed the project.
Phone Valley, which was engaged on contract later in the process, has done a great job of getting the technology together to make it possible in Europe.
The campaign was not, however "devised by Phone Valley" nor "designed and developed" as stated. Proper credits would be much appreciated by everyone who worked hard to dream it up and make it happen.
Posted by: Kevin Slavin | June 08, 2008 at 11:06 PM