Tuesday 13 May 2008
Shoot for the moon
Natalie Apostolou
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| The “Check out what people are doing” campaign. | | |
STW’s Moon Group has launched an experiential interactive digital campaign to showcase the new LG Viewty 5-megapixel camera phone.
Branded ‘Check out what people are doing’ at www.whatisviewty.com.au, the campaign uses ambient teams at high-profile cultural events to educate people about the handset, and drive them to the website where they can enter the promotion and find out more information.
Promotional teams armed with the LG handset are out in field capturing footage of people at selected events such as the F1 Grand Prix, Quicksilver Pro and other cultural events until the end of June. Users driven to the website can enter a competition to create a compelling slow motion video, the winner of which wins an around-the-world trip for two valued at $21,000.
Owners of a Viewty handset have the added advantage of being able to enter the competition at any time by uploading their videos directly to the website.
The site features a gallery of entries and site users are able to vote for their favourite entries, send to their friends via email, post the URL to external sites and submit to MySpace, Facebook, del.icio.us, Digg and StumbleUpon.
The campaign follows an ATL campaign in February by Singleton Ogilvy Mather consisting of TV, print and street furniture. The online competition component will be supported by a national PR campaign by Burson Marsteller and banner advertising by Moon Group. DM
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