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one2free expands with mobile engagement

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As a core part of a new strategy to ‘funify’ Hong Kong and engage the highly mobile and consumer market, CSL has launched a long-term mobile platform for its one2free brand looking to “transform Hong Kong into a playground”.Created by TBWA\Hong Kong, ‘Playground' gives users access to bite sized games, hidden surprises throughout the city accessed by image and sound scanning, status badges, play credits to share and use, redeemable rewards and a million dollars worth of bonus giveaways.The new platform aims to "build a marketing dominant brand via personal engagement platform that everybody can freely access everyday," according to Mark Liversidge, chief Marketing Officer at CSL."Mobile games and mobile social platform is highly dominating HK market. Mobile is now the primary personal channel to connect with consumers where 70% of mobile owners play mobile games nowadays."Our brand strategy is designed to build up more connection with our costumers and to public" says one2free. The new platform is highly interactive with users where they can get instant rewards by picking up tokens from the app and Facebook, scanning in sounds, status badges and QR codes.The new app is integrated with Facebook where customers can share game results on to get tokens for rewards."This will help raising awareness and publicity gain on2free new platform," Liversidge added.Apart from ads on TV, in print and digital, out-of-home and street events including special ‘Playground' Zones have been built in all one2free stores.The free app is available for both IOS and Android devices. Further elements will soon be added in the second phase, they include treasure hunts, AR activity and multi-player fun.

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