SMS against the inhibition threshold
Gauloises has commissioned Activemobile Media to implement the Blue Spot mobile communication campaign. The promotional concept is featured at student events.
Gauloises commissioned the Goldbach subsidiary Activemobile Media to implement an SMS service that allows students to send each other anonymous SMS messages as part of parties for the Blue Spot promotion. Each user receives a nickname and is photographed, according to the Activemobile press release. Following the party, the new members will be published on the Lignebleue.ch website. Members can also send each other text messages on this site. The concept consists on the one hand of the SMS service and a dedicated website. On the other hand, a Blue Spot Lounge is set up at each party, to which only students who register with Blue Spot in advance have access. Users are identified by a blue wristband. This signals to all party visitors that the respective student can be reached via SMS and that their nickname and photo are published on the Blue Spot board. The SMS service allows students looking for contact to make a first step towards others and thus reduce the inhibition threshold.
