Virgin 1 trials mobile media first
LONDON - Virgin 1 is promoting its upcoming TV series "Terminator: The Sarah Connor Chronicles" with a media first - a personalised video campaign on mobile.
Digital agency 20:20 London has partnered with mobile agency Incentivated to deliver the campaign, which uses location-based technology, merging names and mobile numbers to create a personalised video.
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Participants input their friend's mobile number into a website (www.terminate-a-mate.com). The friend is then sent an SMS warning that terminators are near by; if they then give permission for their location to be revealed by their network, a personalised video featuring their name, mobile number and a map of their location is delivered to their handset.
The ‘made for mobile' video simulates the Terminators hacking onto the handset. To see the video, visit http://uk.youtube.com/watch?v=JlS7eCUvV7E. Complying with viral campaign rules, recipients' details are not retained.
Terminators has been a smash hit in the USA where it has pulled in over 18 million viewers. It was the biggest rating scripted show on Fox for eight years and will be launched in the UK on February 23rd.
Virgin 1: location-based mobile video push
Tags
- Incentivated |
- United Kingdom |
- Europe |
- Virgin 1 |
- Digital |
- Television |
- Media
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