Wireless Watch for March 12, 2004

Setanta Brings Euro Sports Content to AT&T Users

AT&T Wireless teamed with Setanta Media, a European sports content provider, to launch mobile sports applications and products in the U.S.

The initial launch will consist of European Soccer, International Golf, F1 Racing, and International Rugby; and services include breaking news, scores and statistics, team and player profiles, feature stories and gossip. Color photos and images are also available on compatible handsets.

The apps will be delivered over AT&T Wireless’ mMode service. The engagement marks the first full-scale introduction of Setanta Media’s personalized mobile sports content to American sports fans, the companies said.

“Sport is a predominant factor in many people’s lives, and one that often is hard to stay in touch with in a personalized manner, particularly for fans of those sports which may primarily be played at a geographic distance,” said Setanta CEO Frank Cronin. “Working with AT&T Wireless allows us to provide American fans of European sports with in-depth, fun content that has been optimized for mobile users.”

UIP Taps Emap for big MMS Campaign in U.K.

Emap Advertising launched an MMS campaign in the U.K. for “Honey,” a new film by United International Pictures (UIP). Mobile technology provider Flytxt is providing the technology behind the campaign, which is running now.

An SMS message will be sent to the Kiss “Heysexy” database promoting the film and inviting fans to text in to enter a competition to attend an exclusive screening of the movie. Respondents with picture phones will then receive a free picture message to their phone.

“This significantly opens up new creative opportunities for the medium, which is advantageous for clients when marketing brands, as they can communicate the visual imagery within their campaign straight through to an audience’s mobile phone,” said Gillian Kennedy, commercial development director for Emap.

The campaign is part of a cross-media deal in which UIP tapped Emap to promote “Honey” across its brand portfolio.

MTV Pushes Popular Promo to Motorola Phones

MTV International is deploying some of its interactive content on Motorola handsets outside the U.S.

Wireless content, which is preloaded on new phones and available for download, includes a series of interactive games called Plastikulture and material from its Exquisite Corpse promotion, which won “Best Creative Promotion Campaign” at Resfest 2003. Exquisite Corpse wallpaper, screensavers, ringtones and video will be embedded onto Motorola handsets in Latin America, the Asian Pacific, Europe and the Middle East, and will be supported online through www.hellomoto.com.

The two companies last year launched a three-year global marketing alliance outside the U.S. It’s aimed at “radically accelerating the way people use and view their mobile phone.”

Audi Sponsors AvantGo “College Hoops” Channel

Audi renewed its sponsorship of AvantGo’s PDA-based College Hoops Channel this year. In its third year, the channel provides news and information on the NCAA Men’s Division 1 basketball tournament. Audi’s tourney-based marketing campaign also includes strategic print and TV ads.

SMS Radio Heat Continues

Adding to the recent run on radio-based SMS campaigns, ABC Radio and Telenor Mobile Interactive USA launched a cross-carrier premium text messaging service on Detroit station 93.1 DRQ.

The service runs on the station’s Man @ Large show, during which listeners are invited to vote on a chosen song becoming a “Hit” or “Miss” by sending either the text message DRQH (for a Hit) or DRQM (for a miss) from their mobile phones. The cost of sending a text vote is $0.50, plus standard text messaging rates. Final results from each day’s vote will be announced on air.

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