The Future of Mobile

Pure Garage Campaign Generates Double-digit Clickthroughs

David Murphy

Mobile marketing agency Phonevalley and Warner Music collaborated on an engaging mobile campaign for the release of Warner Music’s ‘Very Best of Pure Garage’ album towards the end of 2008. The campaign was run in partnership with Zenith Optimedia.
From 29 November to 7 December, Phonevalley broadcast a ‘Pure Garage’ MMS to a targeted group of over 32,000 16-24 year old Blyk subscribers who had expressed an interest in dance music. The message encouraged them to enter a competition to win a Nokia mobile phone. They could also click on the MMS to download a ‘Pure Garage’ wallpaper for their phone. The campaign generated a clickthrough rate of 12.85%.