March 27, 2007 at 12:14 pm · Authored by Ewan · Filed under MMS, Mobile, Mobile Marketing

Link: Netimperative - Mr Bean gets ‘snap happy’ mobile campaign

Magnet Harlequin’s mobile division, headed up by Scott Seaborn, has created a new solution called Snap Happy, which makes use of the film posters nationwide.

When the consumer sees a Mr Bean poster with the Snap Happy logo, they take a picture of  the  poster using their mobile phone and send it via MMS to Mr Bean’s special mobile  number  –  07786 200547.

The Snap Happy technology will automatically identify the type of phone they have and then offer them the appropriate free ring tones, wallpaper or video, all exclusively recorded by Mr Bean.

I think this is quite innovative. However I think it’s also a little bit limited in the context of effort. I’m concerned that taking a photo and then sending it to a long number isn’t quite as easy as texting ‘bean’ to 60300, for example.

It’s asking quite a bit from the end-user. However, that being said, it could well perform well. In particular, given the audience the Mr Bean movie is aimed at, it could get a ton of traffic.

You can find Magnet Harlequin here.