365 runs UK’s first WAP campaign

Internet media owner 365 Corporation is running what it believes is the UK’s first full-scale WAP advertising campaign.

Internet media owner 365 Corporation is running what it believes is

the UK’s first full-scale WAP advertising campaign.



The ads, which are appearing on WAP-equipped phones and other devices

until 2 April, promote the Football365 WAP site - a spin-off from the

successful website of the same name.



The campaign has been put together by media buyer Media 21 and online

sales house 24/7. It features a text link that enables users to cross to

the Football365 site, where they can access content such as live

football scores and the latest club news - all while sitting in the pub

or on a train.



Andy Eymond, head of marketing at 365 Corporation, said: ’We’re always

keen to investigate innovative channels of communication. WAP forms a

key part of our content distribution strategy and we are delighted to be

involved in the development of this key platform.’



Media 21 director Rick Sareen said that while the campaign had not been

easy to create technically, the agency had ’learned a great deal about

how to make WAP work for us’. He added that Media 21 was planning more

WAP activity for its clients.



The Football365 campaign uses 24/7’s WAP ad serving technology, which

handles delivery, monitoring and control of WAP campaigns. Mark Nall,

24/7 sales director, said: ’Media 21 has demonstrated that it is one of

the most innovative companies in the UK, while 365 Corporation - like

ourselves -is doing pioneering work in the WAP field.’



WAP, or wireless application protocol, enables internet access via

mobile phones and other hand-held devices. Forrester Research estimates

that within a few years, mobile internet access will surpass access via

PC.



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