AT&T and handset partner Motorola return for another season, the 10th, as the official wireless sponsor of American idol.
Its activation is built around the umbrella idea of the brand connecting wireless customers to their favourite Idol moments directly from their mobile phones.
So campaign elements include ‘Vote Number Reminder’, ‘Idol Text Chat’, ‘Idol Trivia’ and unlimited text-voting during the voting window after each show (standard text-messaging rates apply).
On the competition front, kicking off in mid January, AT&T is hosting its biggest Idol sweepstakes ever: a chance to win the grand prize of $10m. There are, of course, many other useful and fun prizes awarded throughout the season – including a Motorola Bravo.
There are multiple participation routes, including texting “WIN” to “4004,” or scanning a picture of an AT&T barcode with your mobile phone. To get the AT&T Code Scanner simply text “SCAN” to “72267”.
Creative is also driving viewers online to visit www.americanidol.com/mobile for more chances to win and to learn more about the sweepstakes and other AT&T Idol elements.
As ever in the USA, there is no necessary purchase/payment/text necessary to enter the competition which is open to legal US and Puerto Rican residents who are 18 years or older at time of entry.
Comment:
The umbrella idea behind this sponsorship activation is fairly ubiquitous in the mobile industry. After all, isn’t ‘connecting people’ what all brands from BT to Nokia have been doing for decades?
However, the individual constituents of the campaigns are textbook examples of contemporary sponsorship activation trends. After all, the vote reminder function is ‘useful’, the chat facility creates a branded platform for ‘C2C interaction’ and the trivia facility is ‘entertaining’ (for some at least).
The wide range of ‘paths to entry’ for the competition’ suggests a brand bending over backwards to make it as easy to participate as possible.
All good signs.
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