Benjamin Li
Jul 29, 2011

China Telecom launches mobile LBS campaign with McCann Erickson

GUANGZHOU - McCann Erickson Guangming Guangzhou has developed a new campaign for China Telecom's Wifi service. It alligns with the client's sponsorship of the World Universidad competition in Shenzhen next month

McCann Guangzhou uses mobile LBS to boost China Telecom's WiFi services
McCann Guangzhou uses mobile LBS to boost China Telecom's WiFi services

This campaign integrates OOH, mobile location based services (LBS) and internet, and will be rolling out from 5 August.

James Yang, vice president of the agency explained that mobile LBS is the main component of this campaign. It will use the Digu platform. This is a local version of Foursquare and is proving very popular among Chinese university students, who like to ‘check in’ to get food and beverage discounts at specific locations.

China Telecom set up this ‘mission’ to ask Chinese youth to check Digu for its designated hotspots, where they can collect badges. Those who collect the most badges each week will have a chance to win Android mobile products from Samsung, HTC and Motorola.

Apart from mobile LBS, McCann is also using LED screens in five bus shelters in Shenzhen and Guangzhou. Names of the weekly winners of this campaign will appear on the LED screens from 5 August onwards, together with highlights from Shenzhen World Universidad.

McCann Guangzhou has been working on the China Telecom account for two years.

Source:
Campaign China

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.