WiggleWireless fuses multiple branding initiatives into one mobile marketing
campaign, tracking the historic challenge of ultra marathoner Dean Karnazes.
San Diego, California Sept. 14, 2006 - WiggleWireless, a mobile media company
connecting mobile phone users to relevant and requested information, joins
forces with Cytomax, The North Face and Timex to track the radical journey of
Dean Karnazes as he attempts The North Face Endurance 50 (E50), 50 marathons in
the 50 United States within 50 consecutive days. Beginning September 17th,
WiggleWireless will offer fans and athletes alike the opportunity to monitor
Dean's 1,310-mile challenge with real-time updates delivered instantly to their
mobile phones.
The E50 campaign utilizes WiggleWireless' Mobile Media Portal, which joins
together Cytomax, The North Face and Timex while maintaining each unique brand
identity. The Mobile Media Portal employs brand infusion; discretely blending
brand messages with relevant content to create a one-to-one relationship
between consumers and WiggleWireless' brand partners.
WiggleWireless is making it possible for people to journey with Dean and
experience his highs and lows over the 50-day challenge. "Those who track Dean
on their mobile phones through WiggleWireless can expect to be intrigued,
entertained and inspired," said Jeff Pokonosky, President of WiggleWireless.
WiggleWireless, Cytomax, The North Face and Timex will give mobile participants
a front row seat at this most extreme endeavor.
Cytomax is the official performance drink for the E50 and has helped Dean
achieve many of his ultra-endurance running goals over the years. As the lead
sponsor of the mobile marketing campaign, Cytomax will report directly to
consumers on how Dean is doing each day and the latest behind-the-scenes
happenings with the event. Cytomax will provide daily insight on Dean's
hydration plan, recovery efforts each afternoon and the unpredictable things
that are bound to happen as the E50 runs across the country.
The North Face will provide information on Dean and The North Face Endurance 50
events, delivering relevant content on:
-
Dean's physical condition as he completes each marathon;
-
The Finish Line Festival at each event finish line location, including
highlights from each day's run and post-run event;
-
Dean's gear, including The North Face Arnuva 50 Boa and other apparel from The
North Face Endurance Collection.
"The North Face is the world's premier supplier of authentic, innovative, and
technically advanced outdoor apparel, equipment, and footwear," said Joe
Flannery, Vice President of Marketing, The North Face. "We are proud to partner
with a company like WiggleWireless that is dedicated to using wireless
technology to further integrated communications with our consumers in an
authentic and relevant way."
Timex will provide information on Dean's heart rate and run times during the
challenge to mobile phone users. "Over the course of 50 days, Dean will rely on
the accuracy and durability of the Timex Ironman( Triathlon( Bodylink( as he
withstands the ultimate test of endurance. We are excited to partner with
Wiggle Wireless to push our timely and relevant information through their
mobile delivery platform," said David Schlissel, Vice President, Sports, Health
& Fitness, Timex. For updates on Dean's progress during the Endurance 50,
log onto www.timextracker.com.
WiggleWireless delivers relevant, self selected information directly to mobile
phone users, wherever they are. Utilizing the most convenient and ubiquitous
device known to man, WiggleWireless gives users the freedom to step away from
the traditional information sources that tie them down. Users select the
information they want to receive and WiggleWireless delivers it as soon as it's
available, conveniently to their mobile phones. Based in San Diego,
WiggleWireless was founded in 2002 by Jeff Pokonosky. For more information on
the program, or to sign up to receive updates, visit WiggleWireless at
www.wigglewireless.com. All of WiggleWireless' mobile campaigns are
free to participants.
