Samsung, Koodo Mobile begin Mobile Moments campaign
By Adnews Staff
Samsung Electronics Canada of Mississauga and cellular service provider Koodo Mobile began a joint promotion in Toronto on Aug. 1 called "Mobile Moments." During the month-long campaign, promotional workers will distribute cards in that city encouraging Torontonians to submit "missed connection" text messages about people they saw but did not meet. The messages are posted to a website at MobileMoment.ca, where the intended recipient may see it and reply. Street posters are also being used to promote the initiative. The campaign was developed by Espresso Brand Infiltration of Toronto. "The idea of centering the strategy around the increasing number of missed connection posts here in Toronto appeared to be a fun way to reach Samsung and Koodo Mobile's target audience," said Jacquelyn Corbett Cyr, chief operating officer of the agency. "We saw an opportunity to design a program that not only allowed people to actively participate, but to enjoy connecting through replying, sharing with friends, or even just watching the whole thing unfold as a spectator. We're creating value for this segment by giving them a tool to play with a pretty fun concept. We're also hoping to create increasingly powerful associations between the concept of connection and two really strong mobile brands." The campaign will end on Aug. 28 with an event called the Mobile Moment Rendezvous, to which some users of the site will be invited.