Soft drink giant Pepsi-Cola announced a partnership with snap-and-click mobile marketing firm MyClick Media to launch a multi-platform digital marketing effort targeting Chinese consumers between the ages of 12 and 24. The Pepsi campaign challenges consumers to upload their photos along with basic personal data like birth date, mobile number and nickname to any one of six major Chinese web portals for a chance to star on Pepsi cans issued in conjunction with the upcoming Summer Olympics. Consumers are encouraged to download the MyClick application to access voting, blogging and status updates on their submissions. Pepsi will also support the campaign via television ads, point-of-sale promotions and web, WAP and MMS efforts.
"Studies clearly show that snap and click almost double the response rates compared to traditional SMS messaging," said MyClick CTO Justin Tsang in a prepared statement. "Bearing in mind, it is a lot more complicated to type in a URL on your phone. You are triple-tapping or even quadruple-tapping to get to a character. Once you go off the operator's portal, typing a URL on a phone that doesn't have a QWERTY keyboard is a difficult thing to do. It's a hurdle to interaction. MyClick is lightning fast, and it places no burden on the network. It is the fastest and most efficient solution for tele-voting. Consumers will jump at incorporating MyClick functionality into their mobile phones."
For more on the Pepsi/MyClick deal:
- read this release [1]
Related article:
Pizza Hut teams with MyClick [2]
Links:
[1] http://www.fiercewireless.com/press-releases/myclick-partners-pepsi-tap-generation-wow-china-innovative-mobile-marketing
[2] http://www.fiercewireless.com/press-releases/pizza-hut-launches-latest-2008-snap-rewards-campaign-utilizing-myclick-mobile-marketi