Puma, one of the world’s largest sports brands, has launched the “Together Everywhere” promotion, which they are calling the largest mobile marketing project of all time.
The promotion will run simultaneously in thirteen countries and will unite supporters of the sixteen national teams at Euro 2008 in real time. According to Puma, “The idea is that every time their team scores, Puma will call registered fans and teleconference them with friends, wherever they are.”
On the web side of things, their mobile Internet site – pumafootball.com – is set up to allow fans to register for “Puma goal alerts” and invite up to ten of their fellow sorts fanatic friends. Jumping on the ubiquitous ringtone bandwagon, there will also be a “special ringtone for each country supported” that can then be assigned to future calls from the sports brand.
A special discount voucher will eventually be sent via mobile channels to fans registered for the ‘Together Everywhere’ program after Euro 2008 is over. The discount is good for merchandise on the Puma website.
At present, the Puma campaign is being supported by mobile banner ads, and a WAP push short code. The sports brand worked with Phonevalley, TouchWorks, Zed Digital, Zenith Optimedia and BEAM Interactive to design and implement the campaign.