Macquarium: Experience: Case Studies

THE CHALLENGE: Build Partnership Program to Generate Advertising Revenue
Cellular telephone carriers compete aggressively for young adults. The 18-26 year old market segment is one of the fastest growing purchaser and user segments of mobile technologies. Win their business, marketers believe, and you may have a customer for life.

To strengthen its reach with this important audience, Cingular Wireless tapped Macquarium to create ShoutOut, a special portal for young adults.

THE SOLUTION: Design the Portal as Cool as the Audience It Seeks
Macquarium sought to maintain Cingular's branding strategy while appealing to the target market with a sense of excitement. To technically identify ShoutOut as a great destination for this age group, Macquarium developed a dynamic environment using Macromedia Flash and a variety of back-office technologies.

Key aspects of the user experience at ShoutOut include:

	An animated ShoutOut logo
	Promotions with the band Sugar Ray, Sony's film Spider-Man, and the Nokia Buzz Bands program
	Interactive, multiplayer games that can be played online or on mobile phones (with high scores listed on the site)
	An instant messaging feature
	Downloadable ring tones
	A "Be Sensible" guide to foster courteous, safe use of mobile phones

Macquarium's strategy was right on with Cingular's target market. As a popular and perpetually updated destination for a key demographic, ShoutOut helps Cingular gain a strong competitive advantage in the quest for young consumers.

Download the Cingular Youth case study in PDF format