Word: cupfuls
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...things other than voice calls, such as text messaging, downloading songs and games, and accessing the Internet. By 2010, 70 million Asians are expected to be watching videos and TV programs on handsets. All of these activities give advertisers fresh options for reaching audiences. During soccer's World Cup last summer, for example, Adidas used real-time scores, highlight reels and games to lure thousands of fans to a website set up for mobile-phone access. "Our target audience was males ages 17 to 25," says Marcus Spurrell, Adidas regional new-media manager for Asia. "Their mobiles are always...
...ringtones. "The click-through rates were unbelievable," says BMW marketing manager Alan Yang. "It's the most effective brand-building tool we've tried." To promote its bB minivan in Japan, Toyota offered concert tickets to those who took snapshots of the vehicle with camera phones. For the World Cup, Adidas fielded a game that allowed players to pimp digital sneakers on their handsets...
...Over a cup of tea at Sydney's Wharf Theater, Brendan Cowell is talking about the time he gave up drinking for 11 months in 2005. "And I didn't even have one of those brandy chocolates," says the 30-year-old playwright and actor, his laconic bearing becoming increasingly animated. "I didn't have a drop, because I favor a couple of drinks, and my whole world just changed in the most beautiful fashion and in the strangest and darkest as well." Around this time in the interview, Cowell's hand accidentally clips the tape recorder, sending a pair...
...hard to worry too much about India's early exit in light of the other big news from the cup: the murder of Pakistan coach Bob Woolmer. But in India, where people have been eagerly anticipating this event since, well, since the last one ended four years ago, the poor performance has been cause for despair even - or perhaps especially - amongst those for whom despair has become a way of life. So far, save a few demonstrators holding up signs calling on the coach Greg Chappell or the captain Rahul Dravid to resign, and a few cases where pictures...
...None may be more depressed, however, than advertisers. South Asian television rights and the ad revenue generated by the coverage here accounts for close to 80% of the game's global turnover. But with India and Pakistan out of the Cup, audience size is expected to plummet. Advertisers are already demanding rebates on air time purchased on the assumption India would make it to the next round. "It is a crisis," Bharat Patel, chairman of multinational Procter and Gamble told the Times of India. "It's a house on fire situation. If the channel wants to consider a long-term...