Cingular takes a shot with its "Raising the Bar" photo campaign and contest.
With the abundance of advertisements and media exposure that bombards consumers daily, marketers continue to face the uphill battle of developing ad campaigns that successfully deliver their message.
Cingular Wireless responded to this challenge by implementing viral ad campaigns that integrate two of their core products and services -- cell phones and text messaging. Cingular, a joint venture between SBC Communications and BellSouth, is the largest wireless carrier in the United States, serving more than 50.4 million customers. Additionally, Cingular is the nation's largest voice and data network. Cingular is currently the only U.S. wireless provider to offer Rollover, which allows customers to apply their unused monthly minutes in later months.
Cingular's latest viral ad campaign, launched July 1, is centered on its invention of the blue signal bars. Cingular has teamed with Sony Ericsson and photographer Robert Clark for this user-generated ad campaign and sweepstakes. In this campaign, Cingular Wireless users are invited to send picture messages which depict an image of the five bars via Multimedia Message (MMS) to 52277-86964 ("5 Bars to Win") for a chance to win up to $50,000.
"Take a Shot"…Win Big
"We knew that our ALLOVER network would have people seeing 'More Bars in More Places,' but when people began sending us unsolicited photographs of 'bar raising scenarios,' it confirmed our brand was positively resonating with the American public," says Marc Lefar, chief marketing officer, Cingular Wireless. "It gave us the idea to create the 'Raising the Bar' Photo Contest and Sweepstakes, which rewards people for identifying with the Cingular brand and for using our wireless technology in their everyday lives."
Cingular offers many ways for its wireless users to win and get involved with this campaign, which will run through September 24, 2005:
- Cingular will award five $50 cash prizes weekly to randomly selected photo submissions
- Each week, a panel of judges will name a "Photo of the Week," and the winner will receive $500
- At the end of the promotion, Robert Clark will select the five finalists to be entered for the $50,000 grand prize, but the ultimate winner will be selected by Cingular customers who will vote for their favorite image via MMS
Cingular and Sony…a Winning Team
The "Raising the Bar" campaign is not the first partnership between Cingular Wireless and Sony Ericsson in a text message-based sweepstakes. In January 2005, the two companies joined forces, along with Sony Urban Music and rapper Xzibit, to sponsor a "Hip Hop SupaStar" contest that offered undiscovered artists a chance at fame. Artists submitted an original song, and after the 10 finalists were selected, the winner was chosen solely through votes via text messaging.
According to Frances Britchford, vice president of marketing for Sony Ericcson, "It's exciting to be a part of an innovative program that links technology and entertainment so seamlessly."
"With programs like Hip Hop SupaStar, we are leveraging the vast power of wireless text messaging to give people a real voice and a real choice. That's the beauty and tremendous potential behind wireless technology -- anytime, anywhere interactive access to the people and the events that matter most," says Jim Ryan, vice president, consumer data services, Cingular Wireless.
Xzibit and Clark…Big Names for a Big Idea
Just as Cingular incorporated a celebrity into its last successful viral ad campaign, it will once again capitalize on the fame of photographer Robert Clark to attract sweepstakes participants. Based in New York City, Clark is a freelance photographer who photographs for major magazines and publishing houses. Currently, he is finishing the Image America project for American PHOTO magazine. He has also just concluded a show at the Houston Museum of Fine Art.For the Cingular project, Clark traveled throughout America taking photographs using only a Sony Ericsson S710 camera phone, which is only available from Cingular Wireless.
The Race is On…"Quadruple Play" in the Lead
According to Adjoined Research, over 92 percent of consumers favor the idea of a single, integrated provider for their communication needs. These four major categories -- wireline, wireless, cable/satellite, and internet -- are termed the "quadruple play."
With an overwhelming majority of consumers in favor of the "quadruple play," the competition is fiercer than ever. Based on the results of Adjoined Research, consumers rate the Verizon Wireline-Wireless integrated approach as the top performing provider across all categories. However, Cingular remains the top performing provider for wireless communication alone.
In order to compete as aggressively as possible, Cingular has hired Atmosphere BBDO to launch its new "best shot" campaign. Atmosphere is the frontrunner in user-generated advertising. Atmosphere recently launched GE's "Imagination at Work Pen," which was a great success. With its "best shot" campaign, Cingular Wireless has high hopes the Atmosphere will execute a viral campaign to reinforce Cingular's core message of "service everywhere."