Orange unveils new marketing tool for brands

Orange has revealed details of Orange Shots, a service which it argues will ‘transform mobile advertising as we know it’.

Tuesday, 26 January 2010

Orange Shots enables brands to engage and interact directly with targetted segments of Orange’s customer base. The initiative will allow participating brands to create rich, creative, engaging and fun mobile advertising campaigns targeted towards customers’ interests and preferences.

Working with brands directly relevant to the customer audience, Orange Shots aims to help these companies to benefit from real time conversations with customers, offering a highly targeted audience base with no wastage and an opportunity to build an engaging and enduring relationship with customers.

The service works across SMS and MMS mobile platforms, encouraging customers to message back and give views and opinions. In addition to offers, customers will also receive a variety of benefits, including exclusive news and gossip, amusing and entertaining content, film and games previews, and up to date sports information.

Orange Shots will be commercially available from 1st February via Unanimis in the UK, powered by Blyk. It will initially be available to brands who want to interact with an audience of 100,000 customers from part of Orange’s Pay As You Go Monkey customer base.

Discussing the initiative, Marc Overton, vice president of wholesale, business development and partnerships at Orange UK, comments: “Orange Shots will transform mobile advertising as we know it. It’s a win-win for brands, as well as our customers, with advertisers continually seeking new and innovative ways to engage with consumers, and our customers getting rewarded with access to exclusive, interactive content and offers, knowing that they’re tailored specifically to them and their interests.”

Alex Rahaman, director of mobile at Unanimis UK adds: “Unanimis is excited to be selling such a dynamic, high response product that will open the way for brands to interact and build enduring relationships with an engaged audience. Agencies will also benefit from the experience of Blyk, whose innovative technology has built a reputable name for them within the industry”.

Since September, Orange has been testing Orange Shots extensively with its own content and brands including 4Music, Ubisoft, COI and Snickers. Over time the service will be available to Orange’s entire mobile customer base, giving brands the opportunity to engage with a variety of specific demographic segments.

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