_This article is by Guest Contributor Kate Trgovac._
“Kraft Foods”:http://www.kraftfoods.com has created a collection of “100 classic summer recipes”:http://www.kraftfoods.com/kf/ff/ipod/ipod.html that can be downloaded and read on an “Apple iPod”:http://www.apple.ca/ipod. Using the “Notes” area of the iPod, users can browse recipes on grilling marinades made with Kraft’s Zesty Italian dressing or deserts with Kraft’s Jell-O and Cool Whip. This program is part of Kraft’s use of the mobile channel for marketing. Their future channels include PDAs, cell phones, and Blackberrys.
Category: Mobile
First there were blogs. Next, mobile marketing took off. The increasing popularity of moblogs shouldn’t come as much of a surprise.
This amalgamation of blogs and mobile marketing involves publishing blogs from a mobile device and often includes photos taken by camera phone. Moblogs may not seem particularly revolutionary at first glance (they appear, after all, virtually identical to traditional blogs), but some companies are finding them very useful where both promoting their marketing efforts and maintaining customer communication are concerned.
David Kines is Vice President of MuchMusic / MuchMoreMusic / MuchLOUD / MuchVibe / MuchMoreRetro / PunchMuch / Razer. I believe he has the longest business card in the world.
A driving force behind the distinctive Much style of live television, David has been key to the brand’s popularity within the ever-changing pop culture landscape. He took on the role of Vice President for MuchMusic and MuchMoreMusic in November 2000, and continues to develop and grow music and youth lifestyle brands for CHUM across multiple platforms – MuchLOUD (2001), MuchVibe (2001), MuchMoreRetro (2003), and in 2005 Razer and PunchMuch.
One Degree: Tell us about PunchMuch. What do viewers see on screen and in other media?
PunchMuch is North America’s first and only 24/7/365 all-request music video channel that uses wireless SMS technology for viewers to make their requests.
The enriched TV screen for the channel currently consists of 4 active areas:
- A live window where requested videos play.
- A bar along the bottom of the screen where a list of available music videos crawls, along with a 3-digit code for each video.
- The request leaders ranking. The top 4 most-requested videos are displayed along with the percentage of the total votes each has received.
- A live SMS chat window. This is active during certain hours of the day. It is manually moderated to ensure appropriate messages make it to air.
Viewers watch the channel or website (and soon their cell phones) to find out the 3-digit code for a music video they want to request. They then SMS that 3-digit code to a PunchMuch short-code. The request, a.k.a. vote, is instantly and automatically tabulated and reflected in the on-screen request leaders chart and the viewer receives a return SMS message confirming their request has been received. Three seconds before the end of the music video currently on-air, the software "freezes" the voting and picks the video with the most votes to play next. The video’s vote-count is reset to zero, though that doesn’t stop viewers from requesting it again and the video playing almost as soon as its first play is ended!
One Degree: It looks like you are thinking of mobile phones as the primary "backchannel". Will the Net play a supporting role or is it integral?
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