Product:
The Grid is a location-based mobile social network.
The brief:
Cow needed to develop a PR campaign that:
- Showcased location-based functionality in a way that was simplistic and intriguing
- Enticed people to want to try out the mobile social network for themselves
What we did:
We created Mobikasi, SA’s first geo-tagged mobile documentary, focused on the youth of Soweto. The 25-minute film was split up into 25 one-minute segments – divided into five categories: culture, social, music, party and spaces – and geo-tagged to the location where it was shot, illustrating The Grid’s mapping capabilities. The story was sold into all relevant print, online and broadcast media.
The Results:
- A marked increase in registrations activity on The Grid
- Mobikasi received extensive national and international media coverage.
- We created more than 10 million Opportunities to See (or OTS).
PR results included:
- 18 print stories
- 84 online pieces
- 4 radio features
- 5 television mentions and features
We used pay-per-click mobile advertising to drive traffic to Mobikasi on The Grid. More than a year on, Mobikasi is still the group on the Grid with the most members – an illustration of how the campaign resonated with the Grid’s target audience.
Finalist: Loerie – Best Digital Campaign
Winner: Bookmarks – Mobile Marketing, Best in show
