London, 02/06/ 2010:
Mobile operator Three UK and full mobile solution provider YOC today revealed that the Favourites application has driven 26,000 views of the new Iron Man 2 trailer in just 10 days. Paramount Pictures’ decision to use the Favourites application, which is present on all new Three UK phones, as part of an integrated campaign to promote the new film resulted in 28,686 clicks, and more than 26,000 trailer views. The sponsored Iron Man link was engaged 481,572 times, representing a click through rate of 1.55%, and exposing 86,413 users to over 1.8m page impressions.
The Favourites application comes preloaded to appear on the home screen and provides the user with easy access to their most used mobile services. Users are guided towards download sites and mobile web pages for tools such as Facebook, Google, Skype, Yahoo!, YouTube and Windows Live Messenger. YOC works with Three to insert sponsored links into this application, providing brands with access to Three’s unique user demographic.
“The Paramount team wanted to drive trailer views in their target demographic for the release of Iron Man 2,” said Neil Andrews, Head of Media Sales and Content Services at Three UK. “Favourites provided the reach and targeting they needed to get results. To ensure the best user experience, YOC built and hosted a landing page which automatically detected the most suitable video format for each handset. The response from users was astounding – Favourites quickly became the most successful mobile element of the Iron Man 2 campaign.”
“We’ve found the app to be an enormously successful vehicle for brands to drive engagement through a rich media experience,” said Christian Louca, Managing Director, YOC UK. “The booming use of mobile phones for Internet access as well as the sophistication of mobile devices has seen advertisers flock to the medium, providing Three UK with a highly valuable new revenue stream. Favourites delivers the best of both worlds in high usage and a fantastic user experience with proven results. We’re excited about the future and look forward to working with more brands to deliver them real return.”
In addition to the highly successful Iron Man 2 campaign, Three UK and YOC are also working with other major brands such as Walkers and BBC Radio 1.
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About Three UK: 3 is a communications company focused on bringing the benefits of the internet to mobile communications. We offer attractive pricing and give our customers the widest choice of ways to stay connected at home or abroad. To do this we’re building the UK’s best high-speed mobile broadband network. Three UK is a member of the HWL group of 3G companies, which include 3G operations in Australia, Austria, Denmark, Hong Kong, Ireland, Israel, Italy, Macau and Sweden.
Three facts about 3:
- 3 launched the UK’s first 3G network offering national coverage for calls and texts, and has over 91% population coverage for 3G services. As we consolidate our radio access network with T-Mobile we expect to reach almost complete UK population coverage for 3G by the end of 2010.
- 3 has over 4.4 million active customers in the UK and over 20 million worldwide.
- 3 was the first operator to enable free voice over internet calling with Skype and the first to launch a dedicated Skype-enabled mobile phone, the 3 Skypephone.
About The YOC Group:
YOC Group is one of Europe’s leading full service providers of mobile advertising, mobile marketing and mobile internet services. YOC Group’s mobile services span an extremely broad client base across global brands, media owners, social networking businesses, mobile phone manufacturers and networks, retailers and financial service providers. YOC Group employs over 180 employees across the UK, Germany, France, Spain, Austria and Belgium. Clients include: Coca-Cola, News International, Mercedes-Benz, Nike, Kraft Foods, Walt Disney Studio Motion Pictures, Motorola, BILD, Guardian Media Group, IDG Media, Haymarket Consumer Media, and Bacardi Global Brands.
For more information about the YOC Group, please visit http://en.group.yoc.com/
For more information, please contact:
Jen Hibberd or Robert Haslam
Mi liberty Ltd
P: +44 20 7751 4444