Publicis Groupe’s mobile marketing agency Phonevalley has unveiled a major mobile campaign for its client Puma, which has been planned to coincide with the F1 race in Shanghai in China in October.
The large scale mobile campaign is centered around a Puma global mobile Internet site which will feature the brand’s ‘F Wan’ operation (Wan is Chinese for ‘play’). The mobile site introduces the Puma brand and culture in a fun way. The operation has been designed in partnership with Zenith China. The campaign will leverage advergaming opportunities and offer mobile users the chance to play an F1 battle car racing game that can be downloaded on the Puma mobile Internet site. The games display four F1 Puma cars to win the races.
To build the buzz, Phonevalley built a gaming bonus system: players who submit their scores by SMS or who forward the games to friends will earn new points. Every week, the top 3 players will be awarded and offered Puma F1 shoes, bag and hat. The mobile site also gives access to a store locator function to identify the closest Puma retailer. It provides in-store promotions details and gifts: a set of Puma F1 toys’ theme to personalize users’ mobile screens and wallpapers.
With a view towards building an ROI factor, Phonevalley has also developed a mobile couponing campaign: as soon as players will download the mobile game, they will be sent a Puma MMS coupon, to redeem a mobile phone toy accessory in any of the 350 Puma stores in China.
Alexandre Mars, Phonevalley’s CEO and Publicis Groupe’s Head of Mobile said, “With its 600 million mobile subscribers, the Chinese market is undoubtedly a fantastic opportunity for PUMA to develop its mobile presence and we are enthusiastic to support them”.
The media strategy for the mobile campaign will include banners and text links displayed on the top three Chinese mobile portals (QQ, 3g.cn and
Kong.net) ; SMS short-codes integrated in all PUMA OOH and print ads; WAP push; SMS mobile search and MMS mobile coupons.