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In a bold approach the UK gambling group Ladbrokes is adding to its marketing plan for the Grand National horse race taking place this weekend. It will be taking over the busy home page of the Planet 3 mobile portal for 24 hours. It seems that the book-making giant is really eager to extend its cross-platform presence for the UK's largest single sports betting event.
The campaign, which is booked by the mobile agency inside, comes hot on the heels of Ladbrokes' first bout of mobile display advertising, which took place last week in the run-up to the Cheltenham Festival.
Planet 3, which was launched in 2005, is owned by Hutchison Whampoa of Hong Kong, and according to CEO Bob Fuller, it is “not a telco, not a media company, not a technology company, but a combination of all three.”
Fuller further claimed that Planet 3 was the embodiment of convergence, the long-anticipated coming together of the entertainment and telecom industries. As Britain’s first “third generation” or 3G mobile company, Planet 3 had more experience, and more understanding of what customers want, than its larger rivals, he said. He added that ITV and Sky believe that mobile is the future of media, and the BBC is moving in that direction.
In time the device that will put all this entertainment into the hands of consumers “...won’t be the iPod, it won’t be a portable games console . . . it will be the mobile phone”, says Fuller confidently.
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