Unilever aims to use mobile as its primary marketing channel within ten years, in a strategy that includes covering mobile data charges for those interacting with its brands.
The FMCG giant is paying for the mobile data charges incurred by people who download and use the mobile app for its Lynx Stream campaign in a bid to bolster reach.
The app lets users share photos and updates of a night out via their social networks. Unilever has struck a deal with Openmarket to minimise the cost for those using the app ... "
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