The launch pairs Puma with McCann, which developed the digital campaign; Phonevalley‚s owner Publicis Groupe and media buyer Zenith China.
The game, titled Wan‚ ('play'‚ in Mandarin) allows audiences to race virtual F1 cars around a track hosted on Puma‚s international mobile site. Users win prizes such as F1 hats, bags and Puma sneakers by earning points gained by submitting their racing scores via SMS messages to Puma‚s database and by forwarding the game to their friends.
The site also features a Puma store location-finder function plus F1 mobile wallpapers and merchandise.
The campaign will be promoted via banners and text-link advertisements on popular Chinese mobile portals QQ, 3g.cn and Kong.net, as well as SMS alerts and print ads.
The game, titled Wan‚ ('play'‚ in Mandarin) allows audiences to race virtual F1 cars around a track hosted on Puma‚s international mobile site. Users win prizes such as F1 hats, bags and Puma sneakers by earning points gained by submitting their racing scores via SMS messages to Puma‚s database and by forwarding the game to their friends.
The site also features a Puma store location-finder function plus F1 mobile wallpapers and merchandise.
The campaign will be promoted via banners and text-link advertisements on popular Chinese mobile portals QQ, 3g.cn and Kong.net, as well as SMS alerts and print ads.
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