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Vodafone Delivers V8 Content |
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Written by Adam Gosling
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Tuesday, 27 February 2007 |
Vodafone is going all out on the range of content available in line with its sponsorship of V8 super car drivers, Craig Lowndes and Jamie Whincup. The carrier has announced a suite of 'TeamVodafone' mobile phone content including a game, ringtones, screensavers - even mobisodes!
Craig Lowndes will feature in the mobisodes taking viewers behind-the-scenes at the Triple 8 workshop, on the road and even at home with their families. The mobisodes, which are free to download and are updated monthly. The first mobisode introduces the Triple 8 Race Engineering team as Lowndes conducts a full workshop tour.
Lowndes expects the content will be a huge hit with fans: “There is so much to discover about the world of V8 Supercars beyond the track and Vodafone live! with 3G is a fantastic place for fans to learn more about TeamVodafone,” he said.
The new dedicated channel will also feature all the latest V8 news, including the season schedule, driver interviews, pre and post race commentary, race results, test footage and championship standings. And behind the scenes action in the pits will be streamed live from every motor race this season.
The TeamVodafone Racing mobile game will test the skills of any V8 fan who wants to see how it feels to race a TeamVodafone Ford Falcon BF around the track the game download is A$5. The rest of the content is available for a monthly subscription of A$8 under the News & Sports pack, with the first month free.
Vodafone has joined forces with the team’s official handset partner, Sony Ericsson, to launch a special edition Sony Ericsson K800i TeamVodafone handset. “The Sony Ericsson K800i TeamVodafone handset gives fans access to all the exclusive content on Vodafone live!, so they can get their fix of V8 entertainment on the move,” said John Casey, Chief Marketing Officer Vodafone Australia.
The Sony Ericsson K800i TeamVodafone handset includes pre-loaded content and a TeamVodafone lanyard. It will be available exclusively on track during the V8 Supercars series at the TeamVodafone merchandise store, for the discounted price of A$0 on a 24 month A$49 Maxi Cap contract.
The local content is a far cry from earlier this month when Vodafone announced it was going to trial content from the United Kingdom. THe carrier announced it was running pilot tests for the hugely popular British soap mobiseries.
Teaming up with FoneStarz Media, and Lime Pictures, producers of the Hollyoaks drama, the pilot is being run in Australia ahead of what could be a world first. Holyoakes has been so enormously successful in the UK it is believed it will be the first programme to migrate from mobile to a traditional TV platform.
Holyoakes, a fast paced drama about the lives of young adults in northern England, was watched by over three million viewers per episode in the UK.
Dave Moreau, chief executive officer, FoneStarz said: “We’re delighted to be a part of such a unique project and facilitate the launch of Hollyoaks on Vodafone live! Piloting the show on Vodafone live! is an innovative way of engaging with the show’s target audience of young adults and introducing the Hollyoaks brand to Australia.
“Vodafone’s mobile TV customer experience is second to none, and we’re confident that the show will generate significant interest on Vodafone live! with 3G, to build a strong following in Australia which will allow Lime Pictures to move the show onto the traditional TV platform. The 3G Mobile TV offering will be complemented by wallpapers, animations, ringtones and a range of made for mobile video messages featuring cast members.”
According to Keith O’Brien, head of content, Vodafone Australia: “We’ve invested significant global and local resources to pioneer the mobile TV space. We launched Australia’s first homegrown madefor-mobile TV episodes in late 2005, with a show called Random Place. More recently, we announced the availability of Australia’s biggest mobile TV and music line-up, making Vodafone live! with 3G the ultimate destination to feed your passion for entertainment on the move.
“With the introduction of Hollyoaks, we’re taking mobile TV to the next level – offering customers the opportunity to see a top-rating, international TV show exclusively on Vodafone live! with 3G.”
In addition to reaching over 3 million viewers per TV episode, the Hollyoaks website has 570,000 unique users and records over 38 million page impressions per month.
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