Case Study FUTURLINK Calico
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FuturLink®. All rights reserved 2003-2008 Cálico Electrónico. Mobile Marketing campaign to promote the one-off screening of the Cálico Electrónico animated movie in cinemas on May 8th The campaign was developed in two steps: The first involved setting up a Bluetooth channel inside telephone booths throughout the streets of Barcelona and Madrid. The second utilized Wilico access points in the theater hall to retrie- ve feedback from the public. Cases studies Agency: FuturLink Advertiser: Nikodemo Animation Sector: Entertainment Campaign: Cálico Electrónico in Theaters Location: Madrid and Barcelona Spain Challenge Convincing pedestrians in Madrid and Barcelona to go to theaters on May 8th, 2008 then provide feedback on their experience. Solution The first step was to invite the public to go to theaters to watch Cálico Electrónico. In order to achieve this, a specific channel was chosen to communicate with nearby users. These were telephone boxes located in a circuit of the most central streets of Barcelona and Madrid. Fifteen boxes scattered around each city center invited passers-by to download the Cálico Electrónico trailer to their mobile phone via Bluetooth . The second step, on the day of the one-off screenings of the Cálico in theaters, the general public played an acting role in the event. In the theater halls, after watching the film, members of the audience recorded their opinions on video using their mobile phones then interacted with the Bluetooth access points to upload and store them. These videos were later uploaded to the Cálico Electrónico website. The FuturLink Mobile Marketing platform, created valuable, bidirectional interaction channels between Cálico and the fans. Results In only a week, 19,000 people downloaded the content from the campaign via Bluetooth . Cálico’s traditional distribution medium has always been the Internet. With the expansion of this communication channel the reach of the new campaign was much deeper. The user generated content added to a successful campaign via the convergence of mobile phones and the Internet. The public’s response surpassed the client’s expectations confirming the success of such interactive activities utilizing “user-generated content”.
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Convincing pedestrians in Madrid and Barcelona to go to theaters on May 8th, 2008 then provide feedback on their experience. The FuturLink Mobile Marketing platform, created valuable, bidirectional interaction channels between Cálico and the fans. Solution Results FuturLink®. All rights reserved 2003-2008
Transcript of Case Study FUTURLINK Calico
FuturLink®. All rights reserved 2003-2008
Cálico Electrónico. Mobile Marketing campaign to promote the one-off screening of the Cálico Electrónico animated movie in cinemas on May 8th
The campaign was developed in two steps: The first involved setting up a Bluetooth channel inside telephone booths throughout the streets of Barcelona and Madrid. The second utilized Wilico access points in the theater hall to retrie-ve feedback from the public.
Cases studies
Agency: FuturLink
Advertiser: Nikodemo Animation
Sector: Entertainment
Campaign: Cálico Electrónicoin Theaters
Location: Madrid and BarcelonaSpain
ChallengeConvincing pedestrians in Madrid and Barcelona to go to theaters on May 8th, 2008 then provide
feedback on their experience.
SolutionThe first step was to invite the public to go to theaters to watch Cálico Electrónico. In order to achieve
this, a specific channel was chosen to communicate with nearby users. These were telephone boxes
located in a circuit of the most central streets of Barcelona and Madrid. Fifteen boxes scattered around
each city center invited passers-by to download the Cálico Electrónico trailer to their mobile phone via
Bluetooth.
The second step, on the day of the one-o� screenings of the Cálico in theaters, the general public played
an acting role in the event. In the theater halls, after watching the film, members of the audience
recorded their opinions on video using their mobile phones then interacted with the Bluetooth access
points to upload and store them. These videos were later uploaded to the Cálico Electrónico website.
The FuturLink Mobile Marketing platform, created valuable, bidirectional interaction channels
between Cálico and the fans.
ResultsIn only a week, 19,000 people downloaded the content from the campaign via Bluetooth. Cálico’s traditional distribution medium has always been the
Internet. With the expansion of this communication channel the reach of the new campaign was much deeper.
The user generated content added to a successful campaign via the convergence of mobile phones and the Internet. The public’s response surpassed the
client’s expectations confirming the success of such interactive activities utilizing “user-generated content”.
