3UK leads the market-drive towards mobile viral video
September 5, 2005
3UK announced its partnership with Kontraband and Sceneworx to launch progressive viral content on its service. Over 3 million customers on the 3 network can dial a dedicated five digit short code to access content including virals, animations, home movies and funny ads.
Kontraband's popularity was first spawned over the Net, where its website content quickly attracted interest and gained a cult-following. 3 made the move to tap into popular culture and provide customers with up-to the minute content. By using innovative video shortcode technology, 3 customers can now view Kontraband's quirky content wherever they are.
By dialling the designated shortcode, 3's customers can view clips that have gained cult status on the Internet, like Kontraband's Ravenstoke Alaska campaign for Lynx, or the company's most popular viral for Poker Room.com which received 2.2 million hits online in just three weeks.
Graeme Oxby, 3 UK's Marketing Director: "Continuing as the 3G innovator, a move into viral content was a logical step for 3. The ability to send cutting-edge content on mobile will be very powerful and we envisage viral content and advertising will become a key marketing tool. We have a reputation for innovation and 3G leadership and will continue to set the agenda within the market."
Richard Spalding, Kontraband's MD and founding partner: "With 3 pioneering development over video mobile, they were the perfect platform to support our cutting-edge viral content. Viral advertising is set to offer significant opportunities for brands, and 3 has recognised this from the outset".
Damian Mulcock, CEO of video to mobile specialist SceneWorx: "Collaborating with 3 and Kontraband to take viral content to the video mobile generation is hugely important for SceneWorx. Our Video Short Code technology will enable an innovative approach to the interactive video experience; facilitate user generated content and viral send-to-a-friend capabilities."
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