Automobile maker Skoda is running a mobile campaign to promote its new Fabia car to Chinese consumers.

Skoda is using MyClick's image-matching marketing platform. Chinese consumers just snap a picture of the Fabia logo and text it to 106631111.

"The strategy behind this campaign is to demonstrate innovation as they differentiate their brand in the marketplace," said Kevin Cohen, senior advisor for MyClick, Atlanta. "They are using the MyClick platform to promote action between the brand and consumers."

The Skoda Fabia is a supermini car manufactured by Czech manufacturer Skoda. It is based on the Volkswagen platform. Fabia is equipped with include dual front air bags, alloy wheels, parking sensors, ABS, MSR and Dual Rate-Brake Assist, auxiliary audio input, electric sunroof and dual tone interiors.

The Fabia campaign targets Chinese consumers ages 18-30.

Once users MMS the photo to the short code, they get a link to the Skoda Fabia WAP page.

The Fabia WAP give site visitors the latest product and road show details, test drive booking, MV and video clip downloads and ringtone customization as well as other fun and entertaining information.

Instead of entering Web site addresses, mobile phone subscribers can simplify the process by using MyClick. It is said to benefit subscribers while establishing interaction between users and brands.

Through one-on-one communication with end users, the automaker can reach its target customers and understand their needs right away and have access to demographic information to establish the customer database.

This isn't the first time that MyClick has helped Skoda.

Shanghai Volkswagen-Skoda tapped MyClick for a mobile campaign in China before.

Volkswagen used MyClick's service to reach out to prospective Skoda consumers to improve its service quality. The Sino-German auto joint venture placed a call-to-action on its Web site asking people to take a picture of the Skoda logo and send that picture via SMS to a short code.

The consumer was then sent a page where he or she can schedule a test drive in their area (see story).

For the Fabia campaign, Skoda is using the mobile WAP site to deliver a unique brand experience to consumers on their mobile devices.

MyClick's image recognition technology allows Skoda to reach end users with instant services wherever they are and build up its user base.

Soft drink giant Pepsi tapped MyClick to help with the mobile aspect of its Pepsi Creative Challenge in China, also supported on various other traditional media.

Targeting consumers ages 12-24, Pepsi has issued a challenge for them to upload photos along with basic information, such as birth date, mobile number and nickname. Consumers then cast their votes via mobile (see story).

"The reason mobile fits is because Skoda's target demographic is very comfortable with interacting with brands on mobile," Mr. Cohen said. "Mobile and MMS is the No.1 way for brands and marketers to reach customers directly."