Behind the Buzz - digital and interactive advertising and marketing

Digitivity and How to Cell

by Rachel on September 20th, 2007

Jamie Goldblatt, Chairman, Mobstar Media

• founded in 2005, with intention to use mobile as a new channel for content
• on 90 global operators - 1billion people
• own stuff, also other content creative. mobile marketing
• Audio , video mobisodes, graphics, games
• we turn this content and turn them into mobile marketing campaigns.
• 6 Cs of creative content - current, cute, cool, comedy, countries, crude
• Current: Occasions - talk like a pirate day.halloween etc etc send animated messages. downloads increase by about 50% at occasions. Short messages. Personal time sensitive messages are good - tgif, thank god I god paid. I’m premenstrual! Includes, ,news, politics and celebrities. Doing vote messages - animated candidates for 2008 US election. Debate for 2008 - multiplatform. 3min satirical debate weekly on broadcast, engage to phone, to vote etc.
• Cute: cute animals outsell everything else. we decided to create a mobisode series around this. most popular one - a cute dog. we worked with Battersea dogs home to adopt a dog via your mobile phone and you donate at the same time. Donate 3 pounds, get a photo, video thankyou, ringtown and adoption cert - all for phone. for the older generation (18-35) ;)
• Cool: Virgin V festival. Mobile lighter flame! A virtual lighter for concerts. You got a V festival mobile survival kit - mood illuminators, locators. Miami Vice mobisode: Mann edited the scripts, animated episodes. Creating a lot more. A great way for new talent to be seen worldwide. Rimmel campaign in the UK. We created phonewear - mobile is a reflection of you and your personality. Rimmel can and built on this. A number was in a TV ad - phone a number -get told to text to a shortcode, got free Rimmel screensaver. You got a silver image - or a ‘gold’ crown - drive you to the MySpace page, with a code, to win 25GBP of goodies. On day 1, had 1000 calls and a 50% conversion rate No other ads.. (only a few days old). Massive revenue opps for screensavers. We charge $5 do 100k/month. Mobile Fan sites: artists, get music content, screensavers etc
• Comedy content - big sellers. Best selling video ring tone - plays a tune via a trumpet in the arse. Create similar things for TV shows - Deal or No Deal - had a mobile game which is good but other content was not working. It was not funny. Worked with Noel Edmunds and created a ringtone rap. very good.
• Countries: Australia best seller: barry the hairdresser - Camp Compliments. New voices are strong on mobile.
• Crude: putting a young lady with boobs in a dollar bill; using bouncing bottoms are great. Girls in pint glasses are big in the UK. Bitch on anything sells really well. Sometimes we can do amazing creative..but often it’s the simple things that sell well..put ‘I am a Sex god’ on a static wallpaper and it flies out. We created a mobisode series and it moved onto the onto Russian TV - the Adventures of Wankboy. (OK..you have to find this! it’s very, very funny). On UK, the Adventures of Diarrheoa Girl is a favourite.
• Most of we find sells has a lot of above together. In various elements
• A fantastic new platform to communicate with your audience - and a revenue opportunity

Q: taking trad ads and translating them? How have you do this? A: a lot of brands are quite scared. Competitions and stuff are really easy. Screensavers, ringtones etc are easy to work with. We have the James Bond theme tune is being recreated for a ringtone by the original composer (Monty Norman). You can do complex or easy - not all can download or have the capability, keep it simple where needed. New tech is always being pushed, but the existing stuff has not been stretched.

Q: country differences UK to US A: every countries have different formats. Operators do not make it easy. In US with Sprint we are doing a lot of interesting stuff. There are ways round it, we learnt with our experience. The US is 3 years behind

Q: geolocated? A: not quite yet, working on it.

Q: do you create? or in collaboration? A: we create, or work with partners, or we advise.

Q: Live action? A: yes, creating the first blockbuster for mobile at the moment (can’t talk much yet)

Tags: mobstar, mobile, mobisodes

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POSTED IN: Mobile Marketing