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Phonevalley increases awareness of Kraft Foods' Oreo in the UK through a fun family experience on mobile
Published on June 17, 2009.Phonevalley deploys the Oreo 'Twist, Lick, Dunk' communications platform thanks to mobile
The 'Win with Oreo Family Movies' Promotion: a mobile initiative for an entertaining family moment
Phonevalley, the world's leading mobile marketing agency, announces today the agency has designed an innovative mobile operation to increase awareness of Oreo, the world's No. 1 biscuit brand from Kraft Foods.
Through the promotion the OREO brand, a family treat on sale across the UK since March 2008, is targeting family members going to the cinema together and sharing the experience of blockbuster movies. The brand is sponsoring advanced screenings of family movies in Vue cinemas across the UK. For the highly anticipated Harry Potter and the Half Blood Prince and Ice Age 3, OREO-branded magnetic photo frames will be distributed in cinema foyers while engaging attendees through an original mobile competition set up by Phonevalley, in partnership with MediaVest.
From 26th June to 19th July in Vue cinema foyers around the country, families will be encouraged to strike a pose with the interactive Oreo standee for the chance to win one of several prizes including a family holiday to Universal Studios, Florida. To enter the promotion, entrants simply use their mobile phone to take a photo of their family and friends with the Oreo standee and text it to a shortcode, or email if they own an iPhone or BlackBerry. Entrants will receive an SMS confirming their entry, followed at a later date by an SMS inviting them to go to www.oreofamilymovies.co.uk to see if their picture has been selected for the Oreo online gallery. Consumers will also be able to download and print pictures from the Oreo website.
Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, adds: "This mobile campaign captures the Oreo brand's qualities in a fun, interactive and engaging way. After our recent mobile campaign for Kraft Foods in the US, this new initiative in the UK enhances the mobile capabilities to connect consumers and brands in a genuine and creative mode."
