How do you get guys who are into football to sign up for your results service? Turn to a rugby player, obviously.
Orange in France, through agency Buzzman, created a viral film in which French rugby legend Sebastian Chabal lines up to kick a goal. As you watch the video, suddenly Chabal stops and reaches into his pocket for his mobile ‘phone. To your amazement, it is YOUR mobile that he is calling.
“I have doubts,” Chabal tells you. “Help me by telling me where I should direct my kick.” You are shown how to use the numbers on your phone to direct him. Kapow.
And then you think it’s so cool you mail it on to a dozen of your friends, thus allowing Orange to capture over 1 million names, e-mail addresses and ‘phone numbers.
Incidentally, if you press the number 5 to help Chabal score, he doesn’t do what you might expect him to. This really intriguing use of mobile marketing to sell a mobile service was a worthy winner of the Grand Cristal du Marketing at the Meribel Advertising Festival and is a pointer to things to come. Respect to Buzzman.
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