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Samsung partners with Affle to launch a massive mobile ad campaign

The campaign titled ‘The Cricket Hub’ is launched to promote Samsung’s new Omnia W phone

BestMediaInfo Bureau | Delhi | March 27, 2012

Affle, Asia’s leading mobile media company and Samsung Mobile, a leading mobile phone manufacturer, have launched ‘The Cricket Hub’ – a unique, exciting & massive mobile marketing campaign for Samsung’s new Omnia W phone. As part of this campaign, Affle has created a branded mobile cricket destination ( on whichcricket fans can access unprecedented and unique cricket contentdeliveredwithin an innovative Samsung Omnia W Windows Phone experience.

The key highlights of this branded content campaign are the content and the user experience. The content is being created exclusively by Affle and its partners and includesvarious off-the-field facts, trivia, news bites, live score and exciting contests. The user experience is designed such that users when accessing ‘The Cricket Hub’ will experience it in Samsung Windows interfacehighlighting key product features of the Windows style design, which includes User Interface being built on the “Live Tiles” concept.

Commenting on this launch Sankalp Mehrotra, Regional Director, Business Development, Affle said, “Afflebelieves in pushing the limits of mobile innovationand we do so by creating unique mobile experiences to engage the mobile users. With the launch ofThe Cricket Hub, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action. What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significantgrowth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward.”

The Cricket Hub is a fine example of customising content delivery to highlight key product features.The integration of concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard”and blending of the Windows experience with sticky content are some of the salient features of the platform, which will encourage users to engage with the brand in a simulated environment.

Speaking on the occasion, Asim Warsi, Vice President, Samsung India, said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us toengage with themusing this platform. We saw Cricket Hub as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile.

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