Make Mobile Meaningful

Consumers Say 'Make Mobile Ads Relevant'
Consumers are more accepting of ads on their cell phone -- if they are relevant -- says a new report from mobile marketing company Enpocket.

In the study, some 78% of consumers said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64% would be willing to provide personal details if that data were analyzed to improve relevance of the ads. In addition, 58% of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages.

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VBRs & HALF-BAKED:

• Creating topic specific mobile text alerts allows consumers to hone in on information important to THEM
  
• Ideas for alert topics?
  Movie times
  Movie reviews
  CD release info
  New music alert
  Contest alerts
  Health/fitness tips
  School closings
  Sports scores
  Horoscopes
  Daily quote
  Weather
  Traffic alerts
  
• Review the MOBILE MARKETING one-sheet for ideas and pricing on a default mobile alerts package -- see DON for additional ideas!

Alltel 'My Circle' Huddles-up with NFL

From PromoXtra:
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Alltel Brings 'My Celebrity Circle' to NFL
Wireless phone provider Alltel is launching an integrated marketing campaign this month to tout its "My Circle" feature for users. The campaign includes a contest and celebrity endorsements by high-profile NFL receivers.

"My Circle" allows Alltel Wireless customers to get unlimited free calls to and from the 10 phone numbers that matter most to them any time of day or night. "My Circle" numbers can be any combination of wireless, home and office numbers located anywhere in the United States, regardless of local phone company or wireless carrier. These 10 numbers are in addition to customers' mobile-to-mobile calling community and do not require a special handset.
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You may recall seeing the clever Alltel television commercials incorporating lookalikes of spokespeople for each of the major cellular carriers in an effort to illustrate that Alltel's My Circle feature allows free calls to friends no matter which mobile service they use.

With Alltel's intent to promote this feature using NFL players, it certainly opens the door for advertising and promotional opportunities with The Fan.

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VBRs & HALF-BAKED:

• A campaign that uses all the on-air personalities to show they can use MyCircle no communicate matter which airshift they work.
• How about a college player based version of the same NFL campaign? Mary B. has a client that is trying to promote former-Buckeye players, perhaps the MyCircle extends to linking players no matter which year they played?
• This can also be applied to Mix -- what if the sports celebs were musicians? My Circle crosses barriers of different record labels? Signed vs. Unsigned artists?