Puma leverages mobile, getting people "together everywhere"

MediaPost reported yesterday on Puma's mobile campaign "Together Everywhere." The campaign acts on the concept that when it comes to mobile marketing, the campaign has to both give something valuable to the consumer, and use the platform for what it specifically offers. Banner advertising on a WAP site isn't as innovative or potentially effective as something that leverage's mobile's specific features. In this case, Puma gives Europeans watching the Union of European Football Associations Euro 2008 games the opportunity to conference call up to 10 different friends for free, getting everyone on the call together. This move not only ensures broad reach, but positive brand association.