UNILEVER LAUNCHES BRAND-SPECIFIC MOBILE SITE FOR POT NOODLE.A UK-based Unilever brand is getting what's billed as the personal care giant's first dedicated mobile web site.
According to Brand Republic, Pot Noodle - which I take to be a packaged noodle meal - will be the subject of potnoodle.mobi, a new site that offers branded entertainment, including ringtones (think "Moussaka Rap"), wallpapers, and more.
One offering: a short film called "Tipping Pot," which describes its plot thusly:
"Who needs Argentineans and a massive budget when you've got a flatulent drunk and some old shopping trolleys?"
It's unclear if that's a dig at Argentineans, whom the Brits went to war with in the 1980s. But either way, it's clearly meant to bring something different to a noodle brand.
Apparently the launch is getting support from The Sun, which is sending videos via Bluetooth at Cineworld and other movie theaters.
Unilever has always been a leader in mobile marketing - and in fact, since I posted this, at least one reader has pointed to Unilever's sedateens.mobi as an earlier brand-specific mobile site, in that case a social network site for a hair care product).
As for the Pot Noodles site, it's kind of funny to think of packaged noodles having enough of my attention for me to bother going to any website - mobile or otherwise - to download a branded ringtone or wallpaper. But in many nations, this is a primary way of interacting with the brand.
In fact, as I talk about in BRANDING UNBOUND the book, Unilever and others have long placed short codes on packaging so that shoppers can use their mobile phones to instantly get recipes or menu ideas.
I think adding that kind of capability here could make this particular mobile offering more useful to its target audience.
http://maverix.typepad.com/brandingunbound/2008/06/unilever-launch.html
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