Mogreet channels presidential election in multimedia launch

Camera phones have made multimedia messaging common. Mogreet, a mobile video messaging company, developed an infrastructure to tap into the market for the 15-second video message.

Objective: Camera phones have made multimedia messaging common. Mogreet, a mobile video messaging company, developed an infrastructure to tap into the market for the 15-second video message. It decided to tie its launch to the 2008 presidential campaign. "This election is really bringing out the youth vote," said James Citron, CEO of Mogreet. "We want to empower them to communicate in new ways. The one piece of equipment that they can't leave home without is their mobile, and now they can use it to communicate their views to the presidential candidates."

Idea: MoGreet fittingly launched on President's Day with the "Mogreet the Vote" campaign, a youth-targeted initiative that encourages voters between the ages of 18 and 29 to visit its Web site and send the presidential candidates messages with their thoughts about the campaign's major issues. "It's another way for [young voters] to make a difference without dramatically changing their behavior," Citron said. "We hope the candidates will react and see that this is the best way to communicate with young people."

Tools: In addition to the Web site, there is mogreetthevote.com, a microsite for issue-based video messages. The company is reaching out to established groups on MySpace, Facebook, and other social networking sites to drive traffic to the site. It will also contact influential bloggers for this demographic.

Measurement: Mogreet will track the number of messages sent to the presidential candidates and the issues candidates address.

Company:
Mogreet
Campaign: Mogreet the Vote
PR Team: Ericho Communications
Other marketing: Advertising
Launch: February 18
Budget: Undisclosed

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