MTS pulls teens into an online love story
Manitoba Telecom Services wants teens to fall in love with its phone services through a Facebook video that pulls in content from users' feeds.
Manitoba Telecom Services (MTS) wants teens to fall in love - with its phone services that is.
Highlighting the brand’s ability to connect youth socially, Vancouver-based Dare and MTS are releasing a Facebook video that pulls in content from users’ feeds.
The video, using Facebook Connect, tells the story of a boy chasing a girl to a party, and switches perspectives whether the user is male or female, explains Rob Sweetman, ECD, Dare. The two-and-a-half-minute film asks 14- to 20-year-olds to log into their accounts and turn on their webcams, placing the viewer into the story through surface reflections (like mirrors or TV screens), while people at a fictional party interact with the user’s actual Facebook Timeline. The object of affection will comment on a user’s popular posts and images, while a text message is sent to a cellphone if the number is linked to the viewer’s profile. The video finishes off by linking to the idea of staying connected with MTS’s affordable data package plans.
“We hear a lot about how kids don’t want to be advertised to,” says Sweetman. “But if you can give them a unique experience that doesn’t feel like an ad, [and] talks to them on a very personal level, we think they will respond very well to that.”
“We wanted to talk to kids about ‘unlimited connections,’ because that’s everything at that age,” he says. “[We built] a story around that [to] demonstrate the unlimited data rather than just talking about it.”
The campaign, which launches mid-September, will be supported by a three-month promotional push over traditional media in Manitoba, such as TV, print and OOH (placed by Jungle Media). It will also be promoted digitally through banner ads and pre-roll, as well as through streaming channels, such as CTV.ca.