John Whelan is Off Portal and Off Net!

First ever MMS marketing campaign launched in Ireland

Alatto Tribes technology is powering the first ever MMS marketing campaign in Ireland and its a biggie!

A major above the line campaign invites users to send MMS pictures in support for the Irish rugby team. The winning images will be displayed on the big screen at home internationals this year. The campaign includes a 4 page wraparound in yesterdays Dublin Metro newspaper see http://www.alatto.com/guinnessmetro.jpg , billboards, wash rooms and match programmes.


I think the wording of the call to action is quite confusing for punters (this was beyond our control) but nevertheless great to see the advertising industry embracing multimedia mobile. This is certainly the first MMS campaign in Ireland but we have several more about to launch in Ireland and UK.

Around the world deployment of MSM technologies for advertising is really now taking off. For example my old pal Geoffrey Handley from Hyperfactory in New Zealand launched an MMS campaign for M&Ms chocolates last year in New Zealand,
with some great results.

The campaign was to relaunch M&Ms new packaging - and focus on the tag line "Chocolate is better in Colour!"

Consumers were encouraged to send in mosaics made out of M&Ms, which were then displayed on a website. Audience was then able to vote for their favourite submissions.

It was a huge success, with 10s of thousands of mosaics submitted. Some of them contained over 15,000 individual M&Ms - including self portraits, van gogh's, portraits of Marilyn Monroe, Eminem etc....and of course, lots of odd ones as well!

The aim was to have the 5 finalists, as voted by the audience online and via TVCs, to face each other in a "M&Ms MMS Mosiac Off" whereby they would be given 20,000 M&Ms of all colours and 8 hours in a public place to construct their masterpiece. The winner would then be decided by voting public by SMS and all finalists were to have their mosaics created into posters / adshels / bus backs etc.

Another interesting MMS campaign is one for NZ's leading methode champenoise brand Lindauer (Allied Domecq). Target is House Hold Shoppers, mainly female, 35+. After having implemented 3 successful SMS campaigns the brands current campaign invites the target consumer to send in MMS of themselves and friends celebrating with a bottle of Lindauer. Most of the submissions received so far have been exactly the intended target audience - females, 35 - 60+ very interesting results and some very interesting pictures have been received apparently.

posted by alatto @ 10:29 AM