Converge Weekly

Briabe Media has developed an innovative mobile media buy Zhena’s Gypsy Tea. The idea is to develop a mobile site in three weeks to handle the click-throughs. The main stream thought was to address the youthful female target audience and break free of the clutter of traditional media channels.

They found that a high percentage of women play mobile games on their phones and Gypsy Tea jumped at the chance to try in-game advertising with one of the largest mobile carriers in the US. The mobile banner ad placement was between levels in Roller CosterCoaster Rush, the mobile roller-coaster game for Motorola Razr and SLVR phones. The game’s target audience matched Zhena’s Gypsy Tea’s perfectly: women between 24 and 40. Keeping everything in mind firstly a website was developed that aimed at four major points: Introduction to Zhena’s Gypsy Tea, Where consumers could purchase it from, Offer a sampler tin and sign up for the newsletter!

The second detail that they focused on was the banner ad’s that were placed on other sites! The banner offered details of the newsletter signup and games that were available for the target audience to play.

With the development of the .mobi allowed developers feel the simpler of dealing with a single domain for both desktop and mobile web, along with the fact that from the user’s perspective, .mobi is the obvious choice!