ATLANTA-The Weather Channel Interactive announced plans for a mobile marketing campaign targeting wireless Web surfers.
The company said it plans to use a clickable banner ad for Aruba Tourism on its mobile Internet pages that will redirect users to an interactive information page. Surfers can also click a toll-free phone number that will initiate a call to the Aruba Tourism information center.
Third Screen Media’s new MADX Publisher technology is powering the campaign, which launches this month and complies with Mobile Marketing Association guidelines.
“The advances in mobile technology are answering consumers’ desire for control,” said Liz Daney of Fitzgerald+CO, which developed the ads. “By aligning the Aruba brand with mobile weather content, we are immediately showcasing the island as a destination in stark contrast to the dreary, cold weather here in the states in February.”
The campaign is the most recent announcement in what has been a flurry of mobile marketing activity in recent weeks. Publisher Simon & Schuster recently launched an effort to support Stephen King’s new novel, “Cell,” sending text messages to 100,000 mobile users and offering ringtones featuring King’s voice. Nike Inc. launched a text message-based custom training program for fitness buffs powered by WiggleWireless; Microsoft Corp., Proctor & Gamble and VISA USA are among others working to present their brand to consumers via wireless phones.
