CSI: Mobile Marketing

Written on Wednesday, March 11, 2009

I am a pretty big fan of both the CSI TV series, as well as the computer games, so I was particularly interested to come across the following case study on the MMA website.

The international mobile marketing provider DIMOCO and CoolCar, the external advertiser, are backing the Event Marketing Service agency’s “CSI: The Experience – You Solve the Case” campaign. With support from DIMOCO and adapted to the interactive exhibition, CSI fans can obtain mobile tickets and mobile content by SMS and Bluetooth.

Customer quote: “With this event we have created an exciting all-round concept for fans of the TV series “CSI: Crime Scene Investigation” and those interested in forensics, giving them a chance to see behind the curtains of the crime scene investigator’s world while conveying profound scientific techniques and chemical processes by way of games, fun and suspense,” enthuses Christoph Rahofer from the Event Marketing Service agency at the European premiere in Vienna. “We have rounded off the CSI concept with our mobile dialogue solutions, offering fans tickets and content through the mobile channel,” adds Peter Hofbauer from DIMOCO.

Results: 338 downloads (438 mobiles detected, locations: 5 schools, time periode: from 11th to the 19th of December 08)

I did a quick google search to try and find out more info about what exactly the bluetooth marketing and sms marketing campaigns entailed, but a) there's not much I came across, and b) my german's not what it once used to be.

Still, I would have loved to have taken part in the experience. TV Series, as well as computer games each have their own sets of fans, most of which are excellent candidates for participating in marketing campaigns.

There is value for the participants in the received content, especially when this is part of a larger campaign, like it sounds like it was here, so participation rates are bound to be very high.

Additionally, there is no real need for extra awareness to the services, because when the mobile medium is used as part of the whole experience, users will turn to it anyway, to find out how to proceed.

Now bring on the next episode..

Posted in bluetooth marketing, sms marketing |