Britvic is to make mobile games a key plank of its new strategic approach to interactive marketing.
The major UK soft drinks company, which has the UK rights to Tango, Pepsi and Robinsons, has appointed interactive content specialist miranda to create and drive its mobile marketing and promotional activity.
The new mobile games push will apply to all Britvics UK brands, and miranda says they will be top of a list of new initiatives that will also run to scratchcards, loyalty reward schemes and branded content.
There is no news yet as to whether Britvics games will be free advergames, or full-priced mobile games, although the former seems far more likely.
Uncertainty around the Java-games business model doesnt seem to be extending to free advertising-funded games, which are increasingly being investigated as marketing tools by brand holders.
iPhone is also seeing interest from brands seeking a presence in consumer's pockets. Only last week BMW announced a deal with Artificial Life to produce an iPhone game based on its Z4 Roadster car, for instance.
As the mobile phone is the most personal of all consumer devices, it has become a key channel for us to target our customers," explained Denise Meek, digital marketing manager at Britvic UK.
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