Mobile marketing is making its presence known everywhere and anywhere; campaigns of all shapes and sizes are coming to your cell phone and will be here to stay. Whether it is wallpaper downloads, ring tones or other promotional items, mobile marketing is taking on the advertising world by storm.
With the annual Victoria’s Secret fashion show coming soon, the Angels have been in the media more often than not. This month, Victoria’s Secret now has its own branded mobile TV channel (Butcher 2008). Subscribers of Flo TV, a live television service that can be viewed through a mobile phone device, can watch a channel specifically dedicated to the fashion show. Advertising on Flo TV is similar to that of regular TV. “In some cases, it’s a blend of promotions and product advertising, and in other cases it’s a flow-through of the advertising just as it would exist on broadcast or cable,” (Butcher 2008).
This is an interesting concept, and it is the first I’ve really heard of it. It does make one wonder though – how much time do people actually spend on their cell phones where they would watch actual TV on them? Yes, this could be a welcome distraction during a long day at work, but to actually sit there and watch TV on your phone – that’s a bit of a stretch to imagine. However, Flo TV seems to be catching on and it’s definitely a convenient way for advertisers to send out their messages to cell phone users. Obviously, the people choose whether or not they want to watch, so messages will be received well – unlike traditional telemarketing.
So… do you want the angels to grace your cell phone? It’s a great concept, and while I’m not planning on becoming a mobile TV subscriber, I’m sure that many will find the idea appealing. The channels included in the lineup are CBS, CBS College Sports, CBS News, CNBC, Comedy Central, ESPN, Fox, Fox News, Fox Sports, MSNBC, MTV, NBC 2Go, NBC, NBC Sports, NBC News, NickToons and Nickelodeon (Butcher 2008). Great variety to entice people of all ages. I can see this taking off in the very near future, and expanding to reach all mobile carriers.
Butcher, Dan. Mobile Marketer. (2008) “Victoria’s Secret Ramps Up Mobile Presence”. Referenced November 28, 2008. http://www.mobilemarketer.com/cms/news/television/2166.html