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Major sporting tournaments are usually accompanied by major branding campaigns. With two such events scheduled for 2012, I expect mobile to come into its own as a marketing medium.

I’ve just come back from a conference where Orange revealed itself as a pan-European partner with UEFA for the Euro 2012 tournament next year (nma.co.uk 19 January 2011). The deal includes Orange and UEFA launching a co-branded mobile app. This will be made available across Europe but is unlikely to be directed specifically at fans travelling to the event co-hosted in Poland and Ukraine.

However, the announcement did prompt me to ponder the opportunities for location-based marketing posed by such events.

Over a million people are expected to descend upon the Euro 2012 tournament, many of whom will be laden with cash but not necessarily the knowledge of where to spend it. This automatically makes them prime targets for any marketing campaigns. But with such a diverse audience, marketers are posed with the problem of what language to begin communicating in.

With mobile, they can adjust campaigns to more accurately predict the best language to use, in theory. If an operator can devise the country of origin of a roaming customer, then it could theoretically tailor any commercial messaging to the appropriate language. For instance, Orange’s Polish unit TP could work out that a user is originally from the UK and send them a message in English.

When it comes to consent, an operator can send an opt-in text message similar to the roaming charges alert received when passengers land.

UK agencies should start asking the mobile operators if all this is technically possible and, if not, why? Such micro-targetting is likely to win over clients, especially as the London Olympics draw nearer.


Published 20 January, 2011 by NMA Staff

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