Reliance Mobile today announced that a Ad-funded video marketing campaign between Reliance GSM customers in India resulted in 301,000 downloads in the first 10 days. The free mobile video service was launched last month by 3rd Space a global provider.
Reliance Communications launched the mobile marketing campaign with Sony during the October Diwali celebrations in India, sending 700,000 SMS text messages to a cross-section of its GSM and CDMA mobile subscriber-base over ten days. The result was an unprecedented 43% conversion rate with some 30,000 recipients per day following the embedded text link to browse the Reliance mobile internet site and download an average of two free videos.
The videos, between 2 and 3.5 minutes long and featuring international fashion shows along with Bollywood concerts and film clips, were all pre-rolled by a 15 second advertisement for Sony BraviaTV.
“The introduction of our ad-funded service with 3rd Space has proven the viability of future mobile marketing campaigns, bringing together popular video content and major advertising brands in India,” said Mr. Krishna Durbha, Head of Value Added Services at Reliance Communications.