Campaign: BlackBerry Pearl 3G launch

Client: Fone Zone

The Challenge

• generate excitement of the handset launch amongst 18 to 24 year olds
• drive unit sales
• drive traffic in store
• generate database for Fone Zone

The solution

• MCM Media secured promotional rights for Fone Zone to The Twilight Saga:Eclipse
• 4 week radio/online/in-store promo
• win an exclusive screening for 40 people or a double pass to the movie instantly
• Blackberry handset integrated throughout
• the promotion was driven by the Take 40 Australia national radio show, including in-program airtime and a fully interactive promotional microsite at take40.com
• MCM Media negotiated a talent deal with Take 40 hosts Kyle Sandilands & Jackie O to drive the promotion
• creative was produced for multiple point-of-sale executions
• significant online exposure including homepage roadblock - the relevance of the Twilight content for our audience allowed effective integration the Fone Zone message

The Outcome

• 32,395 entries to the promotion
• average time online over 6 minutes
• 14,385 opt ins to Fone Zone database