ESSEX, Conn.-Advertising executives Jim Hood and Wes Bray announced the formation of HipCricket L.L.C., a wireless marketing and event company targeting young mobile-phone users.
HipCricket is working with television and radio marketers to create permission-based, interactive, one-to-one programs uniting brands and consumers. The new company is currently running a national “Emmys Trivia Challenge” for the Academy of Arts & Sciences, encouraging fans to answer trivia questions during the next 10 days leading up to the awards show’s Sept. 19 broadcast.
“The mobile phone enables marketers to deliver their messages directly to the consumers’ hip pockets, via the medium consumers increasingly refer to as their primary communications and entertainment device,” said Hood. “At the same time, it allows marketers to compile an invaluable database that can be tapped in nearly endless, profitable ways.”
In other marketing news, Munich, Germany-based media firm 12snap AG announced it has taken over majority ownership of Swedish mobile marketer Lokomobil. 12snap hopes to tap into the entire Scandinavian market with the acquisition.
“Scandinavia provides the optimal platform for piloting and testing our latest applications,” 12snap Chief Executive Officer Michael Birkel said of the deal.
