Client: Puma
Media Agency: ZenithOptimedia
Other Agencies: Phonevalley
Media Channel: Digital (Mobile & Internet)
Date: Sep. 2008 – Oct. 2008

Puma has gone mobile thanks the Shanghai GP with a campaign that integrated a mobile WAP site, in-game advertising, coupons and banners as well as search for the brand.

Mobile users were given the chance to compete in a mobile F1 car racing mobile game that could be downloaded from the Puma mobile internet site.

As well as being encouraged to record the best score on the game, users were given the chance to score more points with Puma’s gaming bonus system: players who submitted their scored by SMS or who forwarded the game to friends earned new points. Every week the top three players won Puma F1 branded merchandise including shoes, bags and hats.

A mobile voucher system was also developed whereby anyone who downloaded the mobile game was sent a Puma coupon that allowed them to redeem a mobile phone accessory in any Puma store.

The WAP site also provided a store locator function for users to find their nearest Puma retailer, as well as details on in-store promotions and personalized Puma F1 content such as mobile screensavers and wallpapers.

The promotion was advertised on banners and text links seen on three Chinese mobile portals – QQ, and – and SMS shortcodes are integrated in all Puma outdoor and print ads. When users texted the phrase ‘Puma F Wan’ to a short code they received a clickable SMS with a direct link to the Puma WAP site.


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