Vodafone and Marvellous make app dreams come true

Dan Leahul, revolutionmagazine.com, 27 July 2009, 01:25PM

LONDON - Creative agency Marvellous has launched The Wish Factory, a digital platform for the Vodafone HTC Magic that lets people make a wish about which app they would like to see come to reality.

The Wish Factory by Marvellous

The Wish Factory aims to showcase the strengths of Vodafone HTC Magic without blinding consumers with the technology behind the Google Android platform, which offers users a number of apps.

The platform lets users see the capabilities of the technology on their own terms by asking them what they would like their mobile to do.

Jon Carney, founder and CEO of Marvellous, said: "Rather than just creating a campaign to launch the product, we wanted to create an environment where fans of the HTC Magic can comment on and learn more about the handset capabilities."

The Marvellous campaign extends out from a dedicated Wish Factory website to embrace social media, mobile, retail outdoor and live events.

The Wish Factory on the main Vodafone.nl website has received about 700 suggestions so far, the top being "find my car", "a running coach" and "improve the messaging system".

It is supported by an in-banner game for the online advertising. A street event orchestrated by the Amsterdam office of Marvellous to mark the arrival of the first wish takes place in August.

Carney said: "This is a massive community focused campaign. We structured it towards earned media so Wish Factory opens up from being broadcast-only to being interactive.

"The consumer we are aiming to reach wants leading edge technology, but needs to discover and experience it on real terms. Wish Factory amplifies the mission of benefiting people's lives with life-enhancing services not only by involving and engaging users but by ultimately building the apps they desire."

The HTC Magic has a tablet-style touch screen and allows users to personalise the way they use the internet on their mobile, as well as download apps, ringtones and games thanks to direct access to the application-rich Android Market.

The campaign is running in The Netherlands, where the HTC Magic made its debut on Vodafone.

This article was first published on revolutionmagazine.com