Britvic appoints mirada to drive mobile related campaigns

29 January 2009

Leading UK soft drinks company Britvic has chosen content interaction & transaction specialist, mirada, to drive its mobile marketing and promotional activity.

As Britvic's preferred technology partner for mobile campaigns, mirada will work in partnership with Britvic's appointed creative agencies to deliver compelling new ways for consumers to interact with Britvic's brands, which include Tango, Robinsons and Pepsi through an exclusive bottling agreement with PepsiCo.

mirada is the European cross-platform interactive leader enabling brands to interact with consumers across digital TV, Internet and mobile. The partnership with Britvic will see mirada provide a wide range of cost-effective mobile solutions for on-pack promotions that will develop beyond traditional ‘text-to-win' campaigns including mobile games and scratchcards.

mirada will work with all of the creative agencies on Britvic's roster, playing a key role in the planning and implementation of mobile-based campaigns. The company will use its interactive expertise to enhance that of Britvic's existing creative agencies and integrate mobile marketing techniques into an increased number of projects.

Denise Meek, digital marketing manager at Britvic UK, said: "We recognise the need to provide consumers with new and innovative ways to interact with our brands; we also recognise that we need to have a multiplatform presence to engage with the fragmented consumer audience. With mirada's knowledge and expertise of the multiplatform environment we now have the ability to follow our audience as it moves away from traditional forms of marketing and advertising, to interact with other platforms such as mobile. As the mobile phone is the most personal of all consumer devices, it has become a key channel for us to target our customers."

Matt Cotton, director of new media marketing at mirada, said: "Britvic is taking an innovative approach to advertising and marketing, to ensure its brands remain fresh and exciting to consumers. We aim to develop the mobile element of Britvic's marketing strategy, to allow closer interaction with the consumer and expand the multi-platform approach across Britvic's portfolio of leading brands. We are delighted to be working with Britvic and hope to introduce a number of new elements to encourage consumer engagement, including mobile games, scratchcards, loyalty reward schemes and branded portal content".

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For further information please contact:
K Simon or Matt Humphries at Babel PR for mirada
T: +44 (0) 20 7434 5550
E: Mirada@babelpr.com