Media 21, 365 Corporation and 24/7 Media, Inc have partnered to create the first UK advertising campaign for WAP devices. The four-week campaign for Football365 marks a break through for WAP applications. It is the first time an ad has been used to drive traffic between WAP content sites and across different WAP networks.
The campaign, which is aimed at football fans of UK club football, runs in three countries on WAP services Sunpoint ( http://wap.sunpoint.net/ ) in Finland, Krak ( http://wap.krak.dk/ ) in Denmark and Fonedata ( http://www.fonedata.com/wap/index.wml ) in the UK, until 2nd April. It features a served WAP text link which enables users to cross networks and seamlessly access one of the UK's first WAP content sites - Football365 ( http://wap.football365.com ).
Created by 365 Corporation, the site features football news and information from the Football365.com website, which has been redesigned and reconfigured for WAP devices. Users clicking the ad-link, are re-directed to the site by 24/7 Media's WAP ad server where they can access a selection of content such as live football scores and the latest club news.
Andy Eymond, Head of Marketing, 365 Corporation, said: "We are always keen to investigate new and innovative channels of communication to the consumer. WAP already forms a key part of our content distribution strategy and we are delighted to be involved in the development of this key platform of the future."
Rick Sareen, Director, Media 21, said: "We are delighted that 365 Corporation was as keen to do this as us. Whilst it has not been easy to make it happen due to technical issues, we have all learnt a great deal about how to make WAP work for us and we will be doing more activity through this and other emerging platforms for 365 and our other clients."
The campaign is part of an international programme to trial different types of executions on the world's first WAP ad serving solution. Developed by 24/7 Media, it incorporates ad serving, management and reporting capabilities allowing delivery, monitoring and control of WAP campaigns. Initial results will be analysed for campaign effectiveness and system reliability before the service is made widely available worldwide. 24/7 Media is handling all aspects of creation, testing, hosting and reporting for the UK campaign.
Mark Nall, UK Sales Director, 24/7 Media, said: "Media21 has demonstrated that it is one of the most innovative interactive agencies in the UK, while 365 Corporation, like 24/7 Media, is doing pioneering work in the WAP field. It is therefore fitting that highly popular Football365 should be the first UK brand to advertise through WAP, in a deal put together by Media 21. Together, we are not only leading the way in the WAP arena but also proving beyond a shadow of a doubt that we are amongst the cutting edge organisations in Europe."
Forrester estimates that around 90% of large web players in Europe are already building or planning WAP interfaces to their content. The use of WAP enabled phones is also rapidly expanding and it is predicted that, within a few years, mobile Internet access will surpass Internet access via PC. 24/7 Media estimates that, by the year 2003, there will be more than half a billion users with mobile internet-enabled devices.
About 24/7 Media
Reaching nearly 60 percent of all online users in the United States, 24/7 Media Inc. is one of the largest Internet media and technology companies. Through its worldwide online advertising and direct marketing networks, 24/7 Media provides a full suite of interactive marketing solutions and services for online, broadband and wireless devices. Products and services include 24/7 Network; 24/7 Media Technology Solutions (24/7 Connect for Network and Advertisers/Publishers and e.merge); 24/7 Mail, houses a permission based database with over 20 million names under management; AwardTrack, a third-party, private label loyalty reward online points program; and IMAKE, a full-service software development and systems integration company focusing on niche products and custom software development specialising in information technology consulting services and financial services and solutions. Based in New York, 24/7 Media Inc. has offices in 49 cities in 29 countries. For more information, please visit http://www.247media.com.
About Media 21
Media21 is one of the UK's leading online media agencies. They are involved across a variety of interactive platforms, providing advertising and consultancy services to major corporates. The current client list includes BOL.com, QXL.com, VNU, Blue Square, Chateau Online, Channel 4 and others.
About 365 Corporation
For a synopsis on 365corp, please visit http://www.365corp.com
SOURCE 24/7 Media