The mobile operator has launched a free Skype offer, giving users mobile access to the VOIP service with no top-up charges, hidden fees or line rental. Skype is only available on 3UK's 3G network, or on the iPhone when connected to wifi.
Alan Doyle, 3's director of integrated communications said all components of the campaign, which launches on Tuesday, will point users to 3's Facebook Friend Finder app, which helps users find their friends on Skype and add them to their phone's contact list.
In addition to the Facebook app, 3 has set up a Facebook fanpage, where it will post promotional work from the campaign, voxpops, and user generated videos.
It has also set up a similar Bebo profile page and will run a homepage takeover of the site.
Devised by Glue, the integrated campaign will see a TV ad, starring a 3 customer talking about their Skype experiences, demo videos of the Facebook app in action, and user generated videos of Skype of 3 users placed around the web.
3 will also run , a series of six soapbox sessions where cult figureheads of communities will talk with fellow Skype users about an issue close to their personal and collective heart.
According to Doyle the campaign marks the start of 3's assault on the UK mobile market, challenging government regulation that inhibits competition.
"We are challenging the regulatory framework, pulling down the barriers to competition which add to user's phone bills, such as roaming fees, and excessive download fees," he said.
_1.jpg)
.jpg)
