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Orange hands over control to mobile marketing brand advertisers

Orange hands over control to mobile marketing brand advertisers

Orange is rolling out a new mobile advertising service that enables brands to engage and interact directly with targeted segments of Orange’s customer base.

Launching with full service commercial offers from February 1, 2010, Orange Shots will initially be available to brands who want to interact with an audience of 100,000 customers from part of Orange’s Pay As You Go ‘Monkey’ customer base.

New profiles and customer segments will quickly follow, matching Orange’s ambition to significantly grow this audience.

Orange Shots will enable participating brands, to create rich, creative, engaging and fun mobile advertising campaigns targeted towards customers’ interests and preferences.

Working with brands directly relevant to the customer audience, Orange Shots will allow these companies to benefit from real time conversation with customers happy to hear from them and an opportunity to build an engaging and enduring relationship with customers as they get to know more about their profiles and interests.
 
The tool also aims to offer high response rates, strong returns on investment and great viral potential.

The interactive Orange Shots service works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions.

In addition to offers, customers will also receive a variety of benefits, including exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information.

Orange Shots has been in trial since September 2009 with brands including 4Music, Ubisoft, COI and Snickers.

According to Orange they found it to provide a higher conversion rate than any other media, offering response rates of between 21-39%.

“Orange Shots will transform mobile advertising as we know it. It’s a win-win for brands, as well as our customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that they’re tailored specifically to them and their interests,” said VP of Wholesale, Business Development and Partnerships, Orange UK, Marc Overton.

Orange plans to make Orange Shots, powered by Blyk Media, available to its entire mobile customer base over time, giving brands the opportunity to engage with a variety of specific demographic segments.

AJR
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