皇军狡猾狡猾的，固然不出所料！

fraserview

Yellow Pages and Cossette Scratch Big Mobile Marketing Itch

TEXT SIZE  2011-11-28
New mobile marketing techniques and smartphone technologies are driving a unique 'virtual scratch-and-win' contest created by Cossette and Yellow Pages.

Smartphones users interact with the content through the touch screen capabilities of their device, while HTML5 coding and mobile connectivity are used to support customer interactions and document their contest entries.

Yellow Pages Group and Cossette are running the interactive contest under the theme 'Scratch and Win!' now through mid December.

Caroline Morin, Cossette's Director of Communications, told Mediacaster Magazine that the mobile application experience and programming were executed by the Cossette digital team, describing the contest interface as "a rich mobile banner that can be accessed within the app.

"What we tried to reproduce is an experience that comes as close to reality as possible to the physical scratch contest. So the touch screen sensitivity is key indeed. The faster you scratch the faster it appears!"

Users opt-in to the contest and agree to share certain data with contest operators through a basic sign-up form, Morin explained. Social media connections are also established with customers through the contest.

Participants have a chance to win a daily cash prize throughout the month-long contest. Users who also share the contest across their Facebook page become eligible for a $5,000-travel package grand prize.

"These days, mobile marketing is talked about more and more, and brands are looking to stand out among the crowd. What's important is to avoid the 'gadget trap'. We have to find what best suits the brand and a campaign if we want to meet the established business objectives. Yellow Pages Group understands this challenge well, which is why they had this contest idea that fits in perfectly with their overall strategy," explained Malik Yacoubi, Vice-President, Mobile Marketing at Cossette.

Yellow Pages Group and Cossette have worked on more than thirty mobile marketing projects over the last year, including mobile and iPad sites, applications and advertisements, as well as QR code, mobile and SMS campaigns.

"We are pushing the limits from a simple static banner ad to a rich and fun experience that can only be provided on the mobile phone," Morin added. "It's important for Cossette to be at forefront of innovation in mobile marketing. And now that publishers like YPG can provide the interface for us we believe it's great opportunity to leverage."

"Yellow Pages Group is undergoing a complete digital transformation, and as a result, we are always on the look-out for innovative projects. So we had the idea for this contest, which fits in well with this approach of cutting new paths and pushing the limits of technology. In addition, this idea allows us to ally technology and the consumer experience with the brand," Nicolas Gaudreau, Vice-President, Digital and Print Media, Acquisition and Retention at Yellow Pages Group, said in announcing the campaign.

Yellow Pages Group (YPG) serves approximately 370,000 local businesses through its nation-wide sales force of over 1,200 media consultants, and with its Mediative digital advertising and marketing solutions division. YPG is held by Yellow Media Inc. which owns and operates Yellow Pages directories, YellowPages.ca, Canada411.ca, and RedFlagDeals.com.

Cossette is a fully integrated marketing communications agency with offices in Québec City, Montréal, Toronto, Vancouver and Halifax.