Adverts for the recently launched toothpaste and toothbrush range will be the first to air on the service and the first ad delivered each day for the first four days.
Blyk is a mobile virtual network operator aimed at 16-24 year olds, which leases capacity from mobile network Orange. When users subscribe, they opt-in to a sophisticated profiling system. Member profiling will enable Max Fresh to build a dialogue with its core youth audience and monitor the impact of the campaign in real time, so the brand can adjust activity accordingly.
The creative ad formats will allow Max Fresh to raise awareness about the new toothbrush and toothpaste range, and highlight other brand initiatives. These include an ongoing partnership with E.MusicTV to find the UK's fresh new music talent, and a prize draw where consumers can text a shortcode to win prizes courtesy of Max Fresh.
Colgate Max Fresh brand manager, Alex Mead commented: "We are continuously looking at ways to interact with our core audience and are excited to be the first advertiser to work with Blyk. The mobile media channel enables us to connect with our consumers and build an emotional dialogue with them to ensure all our communication is relevant."
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