Throughout the 2007 F1 season on ITV1, fans will be prompted via the sponsorship bumpers to access the Honda WAP site, by texting the keyword "Honda" to the short code 63330.
While on the Wap site, users can order a brochure, book test drives, locate their nearest Honda dealer throughout the UK, request call-backs from the UK Honda Call Centre, and browse some of the Honda car range.
Content downloads available via the WAP site include ring tones, screen savers and wallpaper. Visuals of the Honda F1 Team, Rubens Barrichello and Jensen Button also available. Wallpaper will be updated regularly to reflect the latest Honda action in the F1 Grand Prix season. The Wap site also boasts an interactive online brochure, .
Barry Houlihan, managing director of Mobile Interactive Group, said: "The use of mobile internet sites is on the increase to deliver content and product information to consumers on the move. Brand owners across any number of categories can add value and demonstrate significant ROI by integrating mobile response mechanics into their traditional media."
Fans will also have the opportunity to enter a competition to win a tour of Honda's F1 headquarters, by inputting their email address and mobile number on the WAP site. The site is part of the new "Hondamentalism" activity, which launched on May 6 with the Wieden & Kennedy London TV spot and supporting , produced by Midas.
Hicklin Slade & Partners have come up with an approach that links the new brand activity with their lead generation brief, using press inserts; online banners; skyscrapers; a national Civic Type R launch mailing; and now with Mobile Interactive Group, the mobile channel.
Dan Thwaites, planning director at Hicklin Slade & Partners, said: "As media channels continue to fragment, marketers have to offer consumers a choice in how they spend time with a brand. We're finding that more and more often, mobile has to be part of that choice."
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