British International Motor Show Hires Glass to Help Roll Out First Ever Mobile Marketing Initiatives

Released on: April 23, 2008, 7:19 am

Press Release Author: Kelly-ann Witting

Industry: Media

Press Release Summary: The British International Motor Show, which will be held this
July, has appointed digital communications agency Glass to handle all mobile
activity for the event.

Press Release Body: Mobile technology will take the stage at the British
International Motor Show in July with the appointment of digital communications
agency Glass to handle all mobile activity for the event.

The appointment involves the delivery of a number of landmark mobile initiatives as
the event\'s organiser, International Motor Industry Events (IMIE), looks to mobile
for the first time to help improve the effectiveness and accountability of its
marketing activities.

As well as building a mobile internet site (offering rich content and free
downloads), Glass is developing a media response tracking tool that will enable IMIE
to calculate the return on investment of its media spend. One of its first
applications will be to test the effectiveness of prize competitions.

The Motor Show has over 200 media and promotional partners running competitions and
offers across offline and online channels to help publicise the event, taking place
at the ExCeL venue in London 23rdJuly-3rdAug and mobile texting will be one of the
key modes of entry.

Craig Massey, Glass\' head of mobile, explains, \"Because people will be entering the
competition via the media they use, we will be able to track the response rate for
each and every media partner and also individual publications. It will provide
brilliant marketing insight for future events.\"

IMIE will also use the technology to build on their customer database that can be
used for marketing to visitors via their mobiles before, during and after the event.

Elsewhere, Glass will be using mobile technology to help IMIE:

Manage traffic flow.
Visitors at the show will be sent instant messages to encourage them to visit less
busy areas of the auditorium as well as food, beverage and other retail locations.

Sell unsold ticket inventory just prior to the event.
Personalised promotional ticket offers will be sent to carefully selected groups of
individuals outside of IMIE\'s core customer databases.

Engage on a one-to-one basis with visitors to find out what day/s they are attending
the event and then using that information to entice them to attend the live music
events running alongside the show and featuring acts including UB40, Status Quo and

Kirsty Perkinson, Marketing Director at IMIE, says, \"To be pushing forward with so
many innovative mobile projects for the event this year is very exciting. For
exhibitors and other partners the mobile elements offer incredibly effective ways to
engage intimately with visitors, while for visitors they provide many new ways for
them to experience the event.\"

Notes to Editors

About Glass
Glass is a creatively-led digital communications agency, focused on connecting
brands with people living in a connected world.
Through consumer insight, Glass creates ideas that effectively engage people across
multiple platforms. Glass does this by designing, building and maintaining
attractive and persuasive dialogue, given an understanding of audience, business
context and client objectives.

Glass delivers work that contributes directly to brand success working across all
disciplines of digital media from websites, interactive advertising, email
marketing, search, mobile solutions and interactive television. Glass works directly
with brands, as well as alongside both media and creative agencies, creating a
variety of design and digital marketing solutions and campaigns.

Glass is an independent agency, co-founded in 2003, by Ben Hart and Kevin Eade.

Clients include:
Lloyds TSB, Panasonic, Pernod Ricard, The Diamond Trading Company, Allen and Overy,
San Miguel, Virgin Media and EDF Energy

Web Site:

Contact Details: Ben Hart, Partner, Glass
T: 870 872 2400

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