Aerodeon today announced that it has been appointed by Procter & Gamble to support their latest highly innovative promotion for Head and Shoulders shampoo.
Increased competition within the personal grooming sector has lead brands to look for new ways to build relationships with the target audience. Procter & Gamble is the first to use mobile video games.
Consumers are invited to download an F1 branded mobile game for free onto their handsets. Once the game is installed, players can race against 7 other opponents on famous tracks such as Dubai, Hockenheim or Monaco. At the end of the race, all of the participants receive a score, and then they’re just one click away from uploading their score onto the game’s web site. Each entry appears in a league table and players can monitor their position in real time via WAP and on the web. Players are encouraged to improve their ranking by playing again; they may even receive a bonus if they catch Head & Shoulders shampoo bottles that are randomly placed on the racetracks. However, they are penalised if they hit the plies of dandruff!
The game is being promoted in France through a large media plan that involves embedded tags at the end of Head & Shoulders TV advertisements, inviting viewers to download the game by sending a text message to a shortcode. Additionally, interactive banners provide web users with the opportunity to submit their mobile number. They then instantly receive a WAP push in order to download the game. Banners and links on the WAP portal Orange World also boost the traffic to the game’s WAP site and download section.
Antoine Leveque, Aerodeon France’s Managing Director, says; “This is a fantastic promotion, which is sure to prove very exciting for consumers. The new capability of mobiles is now opening the way for much more engaging campaigns that will help take mobile marketing to a new level.”
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as Europe’s first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as GSK, Nestle and Proctor & Gamble.
Aerodeon has offices in London, Paris, New York and Istanbul.
For further information or visuals please contact:
Chloe Phillips
Tel:020 7629 0089
Email: chloe.phillips@aerodeon.com
Increased competition within the personal grooming sector has lead brands to look for new ways to build relationships with the target audience. Procter & Gamble is the first to use mobile video games.
Consumers are invited to download an F1 branded mobile game for free onto their handsets. Once the game is installed, players can race against 7 other opponents on famous tracks such as Dubai, Hockenheim or Monaco. At the end of the race, all of the participants receive a score, and then they’re just one click away from uploading their score onto the game’s web site. Each entry appears in a league table and players can monitor their position in real time via WAP and on the web. Players are encouraged to improve their ranking by playing again; they may even receive a bonus if they catch Head & Shoulders shampoo bottles that are randomly placed on the racetracks. However, they are penalised if they hit the plies of dandruff!
The game is being promoted in France through a large media plan that involves embedded tags at the end of Head & Shoulders TV advertisements, inviting viewers to download the game by sending a text message to a shortcode. Additionally, interactive banners provide web users with the opportunity to submit their mobile number. They then instantly receive a WAP push in order to download the game. Banners and links on the WAP portal Orange World also boost the traffic to the game’s WAP site and download section.
Antoine Leveque, Aerodeon France’s Managing Director, says; “This is a fantastic promotion, which is sure to prove very exciting for consumers. The new capability of mobiles is now opening the way for much more engaging campaigns that will help take mobile marketing to a new level.”
About Aerodeon
Aerodeon (www.aerodeon.com) was established in February 2000 as Europe’s first mobile marketing agency and is a pioneer in the creative use of wireless technology. It provides innovative, high-impact and effective campaigns to global brands such as GSK, Nestle and Proctor & Gamble.
Aerodeon has offices in London, Paris, New York and Istanbul.
For further information or visuals please contact:
Chloe Phillips
Tel:020 7629 0089
Email: chloe.phillips@aerodeon.com
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