mkodo to provide mobile messaging for Turner channels
March 2003. mkodo has been appointed by Turner Broadcasting System Europe to provide the mobile messaging capabilities for its CNX, Cartoon Network, and Boomerang brands in 2003.
Turner will work with mkodo on integrated campaigns for new channel CNX, targeting the 18-34 yr multi-channel male audience, as well as with established brands - Cartoon Network and Boomerang, where Turner will work with mkodo, to extend the viewer's experience and further increase brand loyalty among under 16's.
To date Cartoon Network's mobile marketing campaigns have provided viewers with the ability to vote, talk to characters, enter competitions, and purchase ring-tones and logos using text messaging over mobile phones, as well as giving them the opportunity to participate interactively in the Toontext club. mkodo provided the mobile applications and services for each of these campaigns.
mkodo has designed its Intelligent Mobile Platform (IMP) to handle the issues and regulations involved in marketing to under 16s, Cartoon Network's primary audience. Stuart Godfree, executive director of mkodo comments, "We take a responsible approach to mobile marketing activities and we have made sure that we have a rounded understanding of the mobile applications business, from technologies and business models to legal and data protection issues." The company is registered under the Data Protection Act and is the only mobile applications and services provider to subscribe to the telephone preference service.
He continues, "When we provided the service that enabled Cartoon Network viewers to vote for their favourite cartoon by text message, for example, all voters were sent a follow up text, which invited them to send in their date of birth to register to receive further texts. Voters were then sent down different paths based upon whether they were under or over sixteen years of age, in order that Cartoon Network could obtain parental consent where relevant."
Mobile messaging continues to be an important part of Turner's communication mix. "The mobile marketing campaigns run last year have further enhanced our database, currently standing at more than 60,000 members. With accurate and up-to-date information we are able to build relationships and brand loyalty with our audience. We are looking forward to further building on this in campaigns throughout 2003," says Richard Kilgarriff, Vice President and Director of Channels.
