A new mobile campaign to publicise the new look 90210 in the States has just launched. This is intriguing from a couple of perspectives – it’s still very rare in the UK to see $50,000 spends on mobile campaigns. Clients here are still hugely risk-adverse when it comes to any form of digital advertising and for the most part are still waiting to see other brands jump off the cliff first, so a lot of time needs to spent with them, selling it in. In 2008, it’s interesting to see that even a free trial of extremely targeted one to one advertising (thanks, Blyk!) is still not enough to change their minds.
From the looks of it, this 90210 campaign was quite smart – they’ve recognised the value of fully integrating in environments that their young adult target audience are regularly active in. And at only $50,000, this is a really cheap campaign tightly targeting the 13- 28 year old audience who is most likely to watch the show. The show’s website has taken this a step further allowing their audience to buy songs featured on their show through iTunes, hook up with the show on Last.fm and Facebook and hang out in a somewhat clunky virtual Beverly Hills.
Despite being a huge fan of the original show and doubting how good this new show is going to be, this campaign has definitely made me want to give it a little look in.
(Thanks to Media Planner Buyer daily for the tip!)