LONDON-U.K. mobile operator MmO2 has partnered with mobile marketing firm Enpocket to launch a series of advertising trials using multimedia messaging service.
Enpocket’s MMS Insight service is a research program that allows testing of a variety of MMS campaigns, including photos, music, colors, logos and animation. It will be trialed to selected, opted-in, O2 MMS users with a view to better understand how content and advertising can work together in MMS.
O2 hopes the research will give marketers a detailed understanding of how MMS marketing should best be employed for its brand and how it integrates into traditional and digital media campaigns.
“Enpocket and O2 have worked together since 2001 to provide brands with leading-edge understanding of how mobile delivers as a marketing medium. MMS Insight extends this lead by helping brands understand the next significant step in the rapid evolution of the medium,” said Laurence Alexander, chief executive officer of O2 online.
Four major brands, including Coke and Cadbury, have already signed up for the trials.
