Converge Weekly

in today’s day and age some industries stand out as pioneers in mobile marketing. One industry in particular is the sporting industry. Adidas, Niké and Puma are all very active in the mobile marketing space.
One campaign that can impress a person is the Pumas campaign for the Formula One race that took place in Shanghai, which is a natural extension of the Puma Ferrari footwear. The campaign was intended for building Pumas brand in China in a fun and unique way. The campaign included a mobile Internet site, a mobile game, coupons, banners and a search.

The core of the campaign a mobile car raising game called the “F-Wan” game (which sounds like F1 but means “Play” in China). The game could be downloaded from Pumas mobile site. Playing the game would earn consumers prices and points gaining them wall papers and mobile themes. The top players each week were awarded Puma merchandise such as shoes, bags and hats.
In order to drive traffic to the site Puma created a media plan across all available mobile channels in the Chinese markets, sms short codes on all print ads and search portals.

Puma also wanted to create a good return on investments, so Puma sent MMS coupon for a mobile accessory to each person that downloaded the game. The mobile site contained a store finder and local promotions.