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Telstra launches new experiential push aimed at youth market

Telstra has launched a campaign aimed at getting young consumers involved in a chase to ‘catch’ people on the streets to win a ticket to a free music party in Sydney and Melbourne.

Created by DDB, Naked Communications and Mango, the “Party Catchers” campaign saw 30 people recruited from Sydney to attend a music party in Melbourne, as well 30 from Melbourne to attend the Sydney party.

Each recruit will walk the streets of the city they’re visiting on May 1 and will be giving away three tickets to a person and two of their friends.

In total there will be 180 tickets given away across both cities, with Los Valentinos, Matt Van Schie and a yet-to-be named international act playing at the Sydney event and Miami Horror, Space Invadas and Snob Scrilla performing in Melbourne.

In order to find one of these recruits on the streets, people are being driven to the Party Catchers website to download an application onto their mobiles which will turn their phone into a tracking device to find where all the ticket holders are located.

When the person tracks one of the recruits down, they will receive three free tickets to the party to be held that same day.

Telstra has partnered with Nokia and Novotel as part of the campaign which is being driven through MySpace and Facebook.

It is the third marketing push the telco has launched this year aimed at the 18-24 year old demographic.

In February it launched “Cabbie-Oke” in conjunction with XBox where people were given a free cab ride in exchange for them singing karaoke.

It similarly launched “Free Run” where people were surprised with a free cab ride. The telco gave away over 3,000 free rides worth a total of over $56,000 in free meter fares.

Chantal Walker, Telstra director brands advertising and digital, told Mumbrella: “Telstra wasn’t really talking to the youth market in a language they could understand, so it was about changing the way it interacted with them and huge component of this is social media.”

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