Losers and lovers : mobile phone services advertising and the new media consumer/producer

Spurgeon, Christina L. (2005) Losers and lovers : mobile phone services advertising and the new media consumer/producer. Journal of Interactive Advertising, 5(2).

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How do advertising practices need to adapt and change in order to effectively engage new media consumers? Integration has been an important, overarching industry response in recent decades (Cappo 2003; Turow 1997). More recently, branded content has attracted a lot of attention as an integrated technique that is potentially well-suited to nationally and internationally recognized brands (Donaton 2004). This paper considers ‘conversational’ interaction with consumers as another technique that has been successfully used to market new media usage, most notably to drive consumer adoption of mobile phone data services. It also highlights the international significance of the mobile phone as an immensely popular new media platform, but one which has generally developed “under the radar‿ (Bond 1998) of much academic and trade literature.

Recent developments in new media and communication studies provide the theoretical basis for the typology of interactivity developed here. This typology outlines a continuum of interactivity. It provides a foundation for considering the way in which new media consumer input is being used in new media services advertising. This development is facilitated by the ‘conversational’ interactivity of new media such as the Internet and the mobile phone. Enabled by the flexibility of new media and communications networks, consumers can also now actively participate as producers of campaign materials. They can now be thought of as producers (Hartley 2004). Two case studies of recent successful advertising campaigns for mobile services are used as exemplars of the ways in which advertisers and agencies can actively seek out and make use of consumer creative input within an active campaign. Virgin Mobile Australia’s 2003 campaign for SMS services, which featured lovable loser ‘Warren’, is compared and contrasted with Hong Kong carrier CSL’s ‘Lovers’ campaigns of 2002 and 2003 for mobile data services.

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ID Code: 6745
Item Type: Journal Article
Refereed: Yes
Additional Information: For more information, please refer to the journal’s website (see hypertext link) or contact the author: c.spurgeon@qut.edu.au
Additional URLs:
Keywords: Advertising, new media, mobile phones, cell phones, consumers, producers, interactivity
ISSN: 1525-2019
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2005 Journal of Interactive Advertising
Deposited On: 28 Mar 2007 00:00
Last Modified: 29 Feb 2012 13:16

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