Direct News: 3 backs TV work with 'sampling'

Mobile phone network 3 is to embark on a summer-long direct marketing drive to promote its brand strapline, 'We like to play'.

The activity has been devised by WCRS and its digital division, Meme, and will include sampling, giving consumers the chance to play games and try out the mobile phones at shopping centres and railway stations.

There will also be an online campaign, with the aim of driving traffic to 3's entertainment site, www.welcometo planet3.com.

The work will support 3's TV campaign and promote the fact that users of the network can play games and watch music, film and sports clips.

Poster ads featuring 3's Critters characters will support the activity.