Myne

Tell Australia what you think at allofaus!

We recently launched a unique new programme for client Qantas - called allofaus.

Allofaus is a project designed to discover what makes Australia great...Is it our culture? Is it our people? Is it our determined spirit? Or is it something else entirely? It's a question with no single answer and a discussion that every Australian is invited to be a part of.

The AllofAus website is the home for this content and the programme leads up to a magazine keepsake in newspapers across Australia in the last week of July.

In addition to the website, submissions can also be made via SMS or M-site which also features celebrity video content.

The advertising campaign makes extensive use of Mobile activation tactics through SMS and QR codes and a multi-carrier mobile advertising buy drives additional traffic through the zero-rated M-site.

Be sure to check out the content visualisations on the website - these allow you to filter submissions to get different views of the data. Very cool (or at least we think so!)

Tooheys - Charting New Territory

Myne's latest launch is a mobilisation programme for Toohey's Extra Dry grass roots music programme, UncharTED.

The programme, developed in conjunction with our friends at Holler, Peer Group and Sony BMG, features a rich mobile destination site which streams music and video content for up to fifty participating bands.

The site is free to browse for just about anyone in Australia benefitting from a market first zero-rating deal first put together by Myne for Lion Nathan's 6beers of separation campaign.

Mobile voting has also been integrated, allowing real-time voting over WAP and SMS.

And the bands themselves are getting mobile - each being issued with a unique SMS keyword and QR code for self-promotion purposes.

To see the site visit http://uncharted.mobi from your mobile or scan the code below. If you don't have a code reader visit the mobile site and click on the code section at the bottom of the  page... this will help you find a reader for your phone.

Get voting!

6 degrees (make that 6 beers) of separation

Lion Nathan's latest campaign for Toohey's Extra Dry (TED) launched recently.  6 beers of separation is the brainchild of creative agency BMF and digital agency Holler (along with host of other specialists). Myne's role was in defining the mobile strategy and producing the mobile experience.

The idea behind 'six beers' is centred around the 6 degrees of separation notion. TED is creating a  programme to test the theory that we are less than 6 beers away from our personal heroes. It's a great idea for a piece of branded entertainment and plays out over a myriad of channels and touchpoints.

Check out the manifesto video and sign-up here.

Visit the mobile site - scan the code or go to http://6beersofseparation.mobi