Unilever mounts mobile 'rant' campaign for Peperami

by Ed Kemp, Marketing 16-Sep-08, 10:58

LONDON - Unilever is supporting the launch of Peperami.mobi, the snack brand's first mobile internet presence, with 'Animal Attacks', a rant-generator.

Consumers text the word 'animal' to a short code to receive a link to the mobile site where they can access the free application, created by AKQA.

Users compile phrases to create a call from the Peperami Animal, which is delivered to a specified number. Within five minutes, an explanatory follow-up text message is sent.

The mobile site also offers downloadable wallpapers and ringtones. AKQA created a digital ad campaign to support the feature, using online ads and search optimisation to drive consumers to the .mobi site.

The short code also appears on a 20-second TV ad by Lowe, set to run for seven weeks.