Enpocket (www.enpocket.com), the global leader in intelligent mobile marketing, today announced that it will power an innovative promotion at Wimbledon for Robinsons, the tennis championship’s official soft drink provider.
At this year’s event, held June 26-July 9, fans will be able to use their camera phones to send photos of their Wimbledon moments to a giant display that features Robinsons branding. Every photo is broadcast on the giant screen that is visible to the sixty thousand fans that wait outside for entry every day. The person submitting the image that best captures the atmosphere of Wimbledon wins VIP centre court tickets to subsequent Wimbledon matches.
At Wimbledon, fans will receive lanyards with information about how to use picture messaging to submit their photos to ‘Court on Camera’. Approved pictures are also included in a mosaic image presented on the giant display screen at the end of the day.
“Wimbledon is the major event for Robinsons this summer so we’re excited to give fans the opportunity to get caught up in the excitement and win tickets,” said Philip Patterson, Senior Brand Manager for Sponsorships and Programmes at Britvic. “Enpocket has been an instrumental partner in helping us to execute and advance our mobile marketing strategy beyond SMS.”
“Photo-to-screen promotions are a new way for brands to reach out to consumers to engage with them in a rich, interactive medium,” said David Barker, Managing Director, Europe of Enpocket. “Our Marketing Engine enables brands to integrate rich mobile media with traditional forms of marketing for interactive connection with consumers.”
The Wimbledon picture message activity follows text 2 win promotions over SMS that Robinsons and Enpocket are running in the weeks before the tournament. The text promotions will be featured on major above and below the line advertising campaigns that feature British top seeds Andy Murray and Tim Henman.
Hill & Knowlton, Britvic’s consumer PR agency, conceived the idea for ‘Court on Camera’ and the customised MMS solution is powered by the Enpocket Marketing Engine, the World’s most widely used mobile marketing software.
The Enpocket Marketing Engine is a multi-format campaign management system that powers mobile marketing from simple SMS reach campaigns to compelling multimedia, video and mobile internet programmes. It acts as the hub for Britvic’s cross-media mobile promotions by managing opt-ins, analyzing user behavior and delivering targeted campaigns.
Robinsons is owned by Britvic, one of the leading soft drinks companies in the United Kingdom. In January 2006, Britvic chose Enpocket as its exclusive mobile marketing provider. Under the agreement, Enpocket will deliver all mobile related campaigns for Britvic across 15 brands, including Pepsi, Gatorade, and 7-Up, and act as the central mobile partner for its roster of retained marketing agencies.
