Issued by: Brandscape


The brief from Aspen Pharmaceuticals was to add new value to consumer interactions that would enhance the VIP Playground experience by delivering branded rich media content and instant win prizes directly to the audiences mobile phones, building further hype around the Playboy/Playgirl deodorant brand and tangible consumer contact.

“The chemistry was amazing. Everyone who attended a VIP Playground event wanted to get the branded mobile content on their phones and stand a chance of winning great prizes,” said Gordon Parkin, Creative Director, Brandscape Marketing.

Promoters with wearable Hypertags® moved through the crowds delivering four Playboy deodorant and four Playgirl deodorant wallpapers, two ringtones and four levels of prizes.

For each of these consumer-requested downloads Playboy and Playgirl deodorant can be sure that the consumer stopped, interacted with the promotional staff and downloaded Playboy or Playgirl deodorant content that they could save to their phone.

Typically this type of campaign enjoys a considerable viral effect, as consumers tell their friends about the campaign message and about the ability to download free Playboy and Playgirl deodorant content.

Playboy and Playgirl deodorant also benefited from the exposure generated by highly visible promotional staff at the events provided by The Sound Syndicate.

Damian Hardy, MD, Brandscape Marketing, commented, “Hypertag® is unique, as it is highly visible, simple to use and is the only compact, promoter wearable device that communicates via Bluetooth and infrared. Interactions are fully measurable on several data levels giving brands and promotional companies full disclosure on the effectiveness of their activations.”

Jeanne de Power of Sound Media, the activations company for Playboy and Playgirl deodorant added that it was “a first time for our promotional team. Promoters found it easy to use and even easier to interact with the consumer due to the unique nature of this promotion. The red glowing wearable Hypertag® was often closely followed by a group of beach and club goers trying to get their hands on the funky content and even better prizes. We look forward to dealing with Brandscape in future events as it produces fantastic results.”

Deryn Barker, Brand Manager for Playboy and Playgirl deodorants at Aspen Pharmacare commented: “We were delighted with the results of the campaign and the high level of service provided by Brandscape and Sound Syndicate. By deploying Playboy and Playgirl promoters with wearable Hypertags® at the VIP Playground events we created a truly lasting and rewarding interactive consumer experience that is fully measurable and accountable. This is exactly the sort of engaging brand experience that our consumers are seeking and in a highly competitive market it is key to achieve stand out, not only to be different, but to be relevant in our target market's lifestyle. Our consumers are tech-savvy individuals and the mobile phone is their preferred way to communicate and express themselves, this makes the use of Hypertag® an invaluable addition in the delivery of our brand marketing strategy.”

Brandscape Marketing solutions using Hypertag® prove that the combination of promoters with wearable Hypertags® adds real, tangible value to the consumer experience and the longevity of the consumers' exposure to the brand.

Brand marketing is no longer a spectator sport, it's now a contact sport.

Visit our PRESS OFFICE: Brandscape Proximity Marketing Solutions offers marketers a personal way of communicating to individuals by delivering rich media content directly to their mobile phones, starting a permission-based experience that rewards and brings brands to life.- more....

[11 Feb 2008 17:19]

SEND TO A FRIEND  |   PRINT