Dialogue Communications has today announced that they have been selected by Sony to provide the mobile promotional campaign for the Australian release of the new Rambo movie on DVD.
This site can be viewed on a mobile at http://uc.dmcr.mobi/rambo
The story is reported quite widely including the following locations:
It has been promoted as the first use of the Mobile Site Builder (MSB) in Australia. It is the first time it has been used by Dialogue for a campaign delivered by Dialogue, however MSB has been used extensively in the creation of mobile campaigns by agencies working for Vodafone Australia since the start of 2008.
These campaigns include the Melbourne F1 Grand Prix results service in March 2008 and multiple campaigns which are part of Vodafone's Mobile Advertising business.
Sony has shown great vision by utilising a mobile channel for their communication to the general public. It is a lead I expect others to follow in the near future.
We have to remember that these are relatively early days for the Mobile Internet and that there needs to be a few pioneers before others decide to take the plunge. One of the great elements of mobile advertising and marketing is that it is possible to show up to the minute campaign response rates. This coupled with detailed reporting and analysis can bring significant value to leading brands like Sony.
Look out for more of these kinds of stories from Dialogue over the following weeks and months.
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