Sympatico:
Mobile Media Lab

Sympatico is the most trafficked online portal in Canada. They sell ad space on popular properties like The Orange where you’ll see exclusive live performances in intimate settings with hot current acts.

They have amazing resources for design, development, and content creation for digital media, including mobile. But in an economy focused on quarters, few marketers are aware of the potential of this new medium. Sympatico’s idea: Teach them.

How do you sell a burgeoning industry? Move it forward.

We collaborated with Sympatico to develop the Mobile Media Lab. A chance for eager category leading brands to learn about the mobile marketplace by defining it.

Framing

How can Sympatico create an experience that would provide learning when no case studies exist and research becomes outdated quickly?

Useful offering

For a flat fee, one category leading participant from each of 8 industries was offered:

• A first look at research on Canadian Mobile users’ online habits conducted exclusively for this event
• Interviews to ascertain their awareness of the space
• A mobile campaign
• A chance to become the subjects of the first mobile case studies in Canada
• A dynamic day of collaboration with mobile experts, Sympatico developers, and other category leaders in creative exercises and sessions designed to teach participants about the process, properties, and metrics that matter in this medium.
• A wrap report summarizing the aggregated key insights from all participant campaigns

Story

Sympatico will offer the facilities, mobile expertise and curriculum and we’ll learn together.

Touchpoints

• Sell-sheets
• Research presentation design
• Interviews
• Facilitation/participation in collaboration session
• Report design