As the only authorized wireless marketing partner of China Mobile, Fractalist owns the exclusive agent right for advertising on the home page and the front pages of all the channels of Monternet, the biggest WAP portal in China. This kind of monopolizing resource brings endless customers to it. Chen Chang, the investment president of Fractalist, told the journalists that at present the customers of fast consumables and autos have the most interest in the mobile advertising and what they do is not just a simple banner ad, but “What we emphasize more is to integrate the marketing solution and provide users with healthy and efficient information through legal channels.
Fractalist, for instance, once provided an interactive marketing program for “M-done”, a sport drink of Robust: Fractalist developed an interactive mobile phone SMS game called “Challenging Jet Lee” featuring Jet Lee, who was the speaker of M-done at that time. Every bottle of “M-done” has a unique code on its body, and only when the consumers sent the code first, can they play the interactive game with the platform later. It’s said that there was a consumer who bought over 800 bottles of M-done for the game. “At last several hundreds of thousands more of bottles were sold”, Chen Chang said. Compared with the traditional marketing methods, this kind of method does not only have clear promotion results but the improved income from communications might be also considered as an “unexpected result”.
The features of portability and interaction at any time enable mobile phones to fill in the gaps in marketing,” the Senior Marketing VP of Fractalist China Inc. (hereinafter referred to as “Fractalist”) Chen Zhongyi thinks that, “However, although the former marketing that only depends on sending SMS could remind consumers, it was just the initial phase.” Fractalist made the advertisement song of Yili yoghourt as a ringtone, which can be applied for free in 24 provinces. At the same time, a piece of explanation was inserted in the TV advertisement to tell the consumers that the ringtone of the advertisement song can be applied for free.
“Sound identification is becoming an important aspect of distinguishing the image of the company, now the popular business of color ringtone can be used as a new marketing model.” Chen Zhongyi told the reporter that more than one million people have downloaded this advertisement song within two months. Assuming that everyone answers the phone 5 times every day, there will be 5 million people listening to the ringtone of Yili every day.
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