P&G brings soccer frenzy to mobile
Indonesia - FMCG giant Procter and Gamble (P&G) has launched a mobile marketing campaign in Indonesia targeting the young soccer fans in the market.
Together with Mediacom APAC and Affle, P&G has created a branded soccer mobile magazine titled ‘Laga Bintang'.
Laga Bintang provides a platform for P&G to connect with young Indonesian men through advertisements of its popular brands such as Gillette and Head & Shoulders while offering their favourite soccer content on.
The content will be sourced from Indonesia’s largest publisher Kompas.
According to Veronica Utami, marketing communications manager, P&G, Indonesia has a large number of young consumers who use hand phones for much more than just communications, making it imperative for brands to have a strong mobile presence and clear mobile marketing strategy.
"We believe that Laga Bintang activation combines the power of mobile technology & content with Indonesians passion for soccer. It will thus be a perfect platform for engaging the young Indonesians we are planning to target for our Gillette and Heads & Shoulders brands."
Laga Bintang will offer consumers the latest news and information in the world of soccer and will have a unique gamification based leaderboard section called Kontes. Kontes will be accessible via Affle's SMS2.0Live service and the Laga Bintang mobile site and application.
Users will award points to their favourite players or teams, predict goals and win weekly and monthly prizes like Gillette and Head Shoulders product hampers and a grand prize of a Samsung Galaxy phone per month.
Anuj Kumar, CEO, Affle, said: "Our teams in other Asian markets have had huge success with branded content initiatives and through this campaign we intend to bring this revolutionary mobile advertising activation format to Indonesia."
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