Colgate-Palmolive breaks unique mobile campaign for deodorant

By Giselle Tsirulnik

June 12, 2009

The Speed Stick mobile site

Colgate-Palmolive's Speed Stick brand has launched a campaign that combines mobile marketing with the social networking interests of targeted consumers.

Speed Stick is using Augme Mobile's mobile marketing platform to provide its targeted audience more information on the product. Additionally, the campaign lets consumer create mobile marketing campaigns to drive traffic to their social networking pages.

"The goal of the campaign was to reach out to Speed Stick's target demographic and show them how to use 2D codes to interact with traditional media," said Anthony Iacovone, chief strategy officer at Augme Mobile, New York.

"Speed Stick was looking to educate consumers and let them know that they could tie digital assets to any traditional media," he said.

Colgate-Palmolive is a brand specializes in dental care, personal care, home care and pet nutrition. Speed Stick is Colgate-Palmolive's brand of deodorant and antiperspirant that comes in stick form.

Register for Speed Stick content

Augme Mobile provides brands with an integrated mobile marketing platform that uses SMS, 2D codes, image recognition and audio detection technologies as a suite of consumer interaction and engagement mechanisms.

For the Speed Stick campaign, Augme Mobile integrated SMS and 2D code technology, mobile Web experience and PC Internet.

2D codes, two-dimensional matrix patterns that store information similar to an URL, are the centerpiece for this viral program.

A 2D code is incorporated into consumer "Event Cards" that are distributed in fitness centers and at special events.

The information on the card directs consumers to text the keyword SPEED to short code 87415.

Consumers that text in get a message back with a link to the Speed Stick mobile Web site, which Augme Mobile created to format appropriately on nearly every mobile phone.

The mobile page offers consumers a link to quickly download a 2D code reader for their particular phone, and then scan the 2D code to receive additional information on Speed Stick.

The mobile page also gives consumers the option to receive information via email on how to generate their own 2D code through a new Speed Stick Web-based portal.

Through this site, users create a personal 2D code just like the one used by Speed Stick and link their code to any social networking profile.

Consumers share their code with friends and social networking contacts, and then watch the Web portal as it posts the "Most Scanned Codes" among all users.

"This campaign lets consumers know that by slapping a sticker with a call to action on a wall, they can get people to connect to their social networking sites," Mr. Iacovone said. "This is just another way to get a consumer to relate to the brand."

Comments on "Colgate-Palmolive breaks unique mobile campaign for deodorant"

1. Kevin Planovsky says:

   June 12, 2009 at 2:34pm

   I like the creativity, but I am afraid that here in the States 2D barcoding is not yet widely enough accepted for this campaign to be simple and accessible for the mass audience.
   
   Mobile campaigns need two elements to be successful on a broad scale: 1) Keep it simple and easy to participate, and 2) Leverage technology that everyone is familiar with.
   
   Great idea, but ultimately limited by the technology which will limit the response and success.
   
   -Kevin

2. street stylz says:

   June 12, 2009 at 1:18pm

   The NeoReader works wonderfully on their 2D codes. Download it free for the iPhone, Blackberry and other mobile devices!