Soup, Mobile Phones, and Video Games

Yahoo! Finance: Young adults have a loyal attachment to mobile phones and a distinct passion for video games. Recognizing that, VIRTU MOBILE has used the Campbell’s® Soup at Hand® 3D Snowboarding game as an innovative way for Campbell Soup Company to promote Campbell’s Soup At Hand sippable soup to this elusive market segment.
Customized mobile games like the Soup at Hand 3D Snowboarding, which is licensed from Bonus.com, are the latest marketing trend used by advertisers to deliver mobile messages to a younger adult audience. This is a demographic group that does not typically make buying decisions based on traditional media like newspapers, TV and radio. The game, which incorporates the use of the product and the brand’s logo is downloaded from a Wireless Access Protocol (WAP) server to the mobile phone.
Players are challenged by the Soup At Hand 3D Snowboarding game to go down the slope and score points by doing tricks and while doing so, capture Soup at Hand cans in an effort to win added life to prolong the game’s longevity.
According to Joe Barone, president of VIRTU MOBILE, mobile game growth is growing rapidly and Ziff Davis projects there to be more than 100 million users by 2006. “We are pleased that Campbell’s had chosen us to help them target this market in an exciting, innovative fashion,” he comments. “We have developed a lively, fun way to send a powerful message about the product while reinforcing brand identity.”
To download the Soup At Hand 3D Snowboarding game or for more information about the game, visit www.sah-mobile.com.
VIRTU MOBILE Teams up with Campbell’s Soup at Hand to Reach Young Adults Through Mobile Games [Yahoo! Finance]