Nov '07 - Case Study: Reebok scores with mobile Internet campaign
Summary:
Reebok recently launched a campaign for Reebok Sprintfit football boots, which gives consumers
information about the boots, allows them to download wallpapers and video clips of their favourite footballers and enter a competition to win Reebok products. Púca created the Sprintfit campaign to run on the Vodafone live! mobile portal using PúcaTarget, Púca's mobile advertising network that allows brands to reach consumers via the mobile Internet.Challenge:
To successfully include the mobile Internet in the marketing mix for the Irish launch of Reebok Sprintfit football boots.
Solution:
Púca created a banner ad for Reebok on the Vodafone Live! mobile portal inviting consumers to click through to enter a competition or download content. Clicking on the banner took the user through to a content rich mobile Internet site containing images of the new boot and a summary of its key features. Within the site, users were given the choice of downloading wallpaper and video clips of their favourite players or entering a competition to win a pair of Sprintfit boots or a Reebok football. Púca designed the competition page which consisted of a multiple-choice question plus a simple form for people to fill out and submit via the mobile web.
Outcome:
Púca's technology tracked the traffic on the banners over the eight week campaign period on Vodafone Live! The agreed impressions were exceeded by more than double and competition entries exceeded expectations by more than 50%.Customer response:
"We're in the business of trying to stand out from the crowd and PúcaTarget gives us a unique opportunity to engage our customers, wherever they are. It delivers high levels of reach and positive brand engagement." Mary Moran, marketing manager, Reebok Ireland