Technology + Strategy =
MOBILE CREATIVITY
Tackling Cable with Mobile
Creativity, as it applies to the mobile decide business circa early 2007, is less about clever advertising copy lines and gorgeous graphics and more about devising unusual or innovative technological solutions to solve myriad challenging marketing puzzles.
The National Football League, an organization not used to sharing business partners say, "no", turned to FanDrive Media during its highly publicized imbroglio with some cable television systems over carriage space for the newly formed NFL Network.
Guided by the strategic goal of achieving immediate results that would send a message to the cable companies, the NFL
and its wirelss sports marketing partner FanDrive Media launched a six-week text messaging
effort in Dallas aimed at Cowboys fans, urging them to drop their cable system in favor of satellite television (which
did carry the NFL Network). The creative hook was conducting it via cell phone in the Cowboys" stadium and playing off
promts on stadium signage. The fledgling network offered customers who participated in the text messaging campaign financial
inducements to swqitch to satellite
2007-02-19
