AvantGo positions itself as mobile-marketing expert

Recently acquired by Sybase subsidiary iAnywhere, AvantGo is a free service that delivers media- and brand-sponsored mobile Web sites to hand-held personal digital assistants and smart phones.

Recently acquired by Sybase subsidiary iAnywhere, AvantGo is a free service that delivers media- and brand-sponsored mobile Web sites to hand-held personal digital assistants and smart phones.

But with increased competition within the mobile and wireless marketplace, the brand needed a revitalization, says Crystal King, iAnywhere/AvantGo senior product marketing manager.

Strategy

Citigate Cunningham sought to reposition AvantGo as a leader within the mobile-marketing industry by highlighting the ways in which its content and content-delivery services provide significant business value to customers - particularly those "wanting to make a difference among the tech-savvy, 18- to 35-year-old market," King says.

Tactics

Cunningham began by identifying key online publications for byline article placement; the agency then crafted storylines centered around industry trends, including podcasting, RSS feeds, and advergaming. Pieces written by iAnywhere/AvantGo executives were presented as editorial, notes King, focused not on specific product promotion, but on leveraging AvantGo's expertise in the mobile-marketing field.

Results

By fostering relationships with each publication's editorial staff, Cunningham secured ongoing column placement in online outlets iMedia Connection and PDA Street. King says reporters now regularly seek mobile marketing-related commentary from iAnywhere/AvantGo executives. "Now they're coming to us," she says. "The brand has strengthened overall." The effort also increased marketing-partnership inquiries and heightened Web site traffic.

Future

Staff from iAnywhere/AvantGo will keep writing the recurring columns, and Cunningham will continue to identify other contributed-content opportunities.

PR Team: iAnywhere/AvantGo (Dublin, CA) and Citigate Cunningham (Cambridge, MA)

Campaign: AvantGo mobile awareness effort

Duration: January to December 2005

Budget: $10,000

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