Microsoft has tied up with mobile VAS company mobile2win to take their advertising campaign onto the wireless space. This is Microsoft’s first major mobile campaign and it has integrated a variety of mobile marketing tools, including SMS, WAP and Advergaming.
Microsoft, whose current ‘Ready for the Big Game’ promotion aims to encourage businesses to use original software, were looking to reach their target audience through an interesting and unusual medium. mobile2win has conceptualised and implemented a campaign keeping the ‘Big Game’ theme in mind.
A set of business-related questions was built into a cricket quiz, wherein business owners could test their cricket knowledge and also find out their company’s state of readiness for the challenges of the modern corporate arena. All those who entered the promotion and submitted the results of the quiz won an exclusive Microsoft branded mobile pouch.
mobile2win also designed and developed a WAP site where consumers could take the quiz, submit their scores and download exclusive videos of industry experts speaking on professional standards required for business success.
Speaking on the initiative, Rajiv Hiranandani, Co-founder and Global Revenue Head, mobile2win, said, “We put together this mobile marketing campaign keeping in mind the various mobile audiences who access SMS, WAP and advergaming on their cell phones. Effective mobile marketing involves the use of various mobile platforms, and we are glad Microsoft has embraced this view.”
“Mobile phones have become the central device for accessing information on the go. With the proliferation of smart phones, people are increasingly accessing access rich content. This campaign has allowed us to drive deeper engagement with prospective customers and amplify our marketing efforts,” said Vineet Durani, Lead – OSI Marketing, Microsoft.