One of our recent branded content projects for Refresh Mobile goes live next week. We worked with MediaEdge CIA and Refresh to develop a branded Mobizine to promote the new Sony Ericsson Walkman phone - the W810i. The Mobizine is called "Soundtrack to your life" and features a wide range of music content which is updated daily.
Virtually anyone with a java or symbian enabled phone can download Mobizines and there is no cost to the user other than a few pence for the data charges on each update - and as the content is cached it can be read on the tube etc.
We're seeing the emergence of what is being called the thumb economy - where people are using their phones to create (sms & mms) and consume content in downtime - when traveling, waiting for people in the pub etc - and branded Mobizines are a great way for brands to connect with their consumers and build engagement.
And for the advertisers Refresh are able to provide a very high level of reporting, so its easy to measure the ROI.
As well as brokering the deal between MEC and Refresh, we facilitated the project, including bringing in Que Pasa to produce the excellent content.
You can experience a demo of the Mobizine by texting Mobi STYL 1 to 63333 ( and if you're outside the UK use 44 7624 806310). Bear in mind it's still in testing until the public launch next week, so you may experience some gremlins until then. Do let us know what you think.