Deutsche Post starts first Mobilpoint campaign
Interactive posters facilitate direct customer contact via SMSBonn, 09/27/2005, 11:30 AM CEST
With the new dialog marketing medium MOBILEPOINT, Deutsche Post is now offering its business customers the possibility of direct customer contact via SMS messaging with the help of modern mobile communications technology.
MOBILEPOINT will first be implemented throughout Germany for the start of the sale of the newest Harry Potter volume "Harry Potter und der Halbblutprinz" and its accompanying advertising campaign from September 27 to October 3. On behalf of the publishing company Weltbild and in exclusive partnership with Deutsche Eisenbahn-Reklame, 600 interactive City-Light-Posters will be displayed in train stations. A small round MOBILEPOINT transponder is built into these Harry Potter posters, through which customers can participate in a contest through their mobile phones. Customers are directed by the poster to activate the infrared interface on their mobile phones. After a few seconds they receive a five-digit lucky number via SMS, which they can use to participate in a Weltbild sweepstakes. First prize is 4,000 euros for a trip to England on the trail of Harry Potter.
As an exclusive sales partner of the Swedish manufacturer Accinity, Deutsche Post is now making MOBILEPOINT available for dialog marketing campaigns to its customers. The direct customer contact and reaction in immediate surroundings offers advantages to both sides. Customers receive a desired service and receive further advertisements that are tailored specifically to their interests.
Depending on the campaign, Deutsche Post will offer MOBILEPOINT as a complete system with an advertisement, as well as individual transponders that the customer can be built into the advertising surface. In addition to an SMS message, it is also possible for MOBILEPOINT to send mobile phone users an MMS, a ringtone download, or an SMS credit.