Absolute’s iAd up for award
Absolute Radio's innovative iAd campaign has been shortlisted for a Marketing Society award.
It's up against brands including IBM, Nokia and Waitrose in the Mobile Marketing category, despite only launching on the Apple platform in December.
The Absolute campaign was used to promote the station's Rock N Roll Football offering and was one of the first brands to launch on iAd's network in Europe. The campaign offered iPhone and iPod Touch users 'an interactive and playful demonstration of what happens when football and music collide,' with two interactive games, exclusive video content and the station's in depth Live Scores app which gives real-time access to the latest football scores and live commentary.
Absolute Radio say early research shows that the campaign helped raise unprompted awareness of the station by 10 percent between December and March, and that their iAd has been getting better than average tap-through rates for the platform.
Judges in the Marketing Society Awards for Excellence said: "A tougher economy and closer scrutiny of marketing spend by brands have led to the bar being raised on both effectiveness and creativity." Absolute will find out if they've won on 6th June.