5th Finger, the global authority on mobile marketing, today announced the key role it is playing in promoting the 42nd International Children’s Games (ICG) being hosted in San Francisco, July 10th through the 15th.
As part of an integrated promotional campaign being spearheaded by the ICG organization’s marketing partner, Grey Advertising, 5th Finger has implemented a mobile campaign aimed at driving awareness of and attendance to the games.
“5th Finger is delighted to work with the organizers hosting these games; a first for San Francisco, and only the second time the U.S. has hosted in the 40 year history of the Games,” said Campbell Corfe, CEO of 5th Finger. “To be involved in such an event is a rare privilege – many of the experiences and friendships shared by the 1,200 participating young athletes from 42 countries around the world, will resonate globally for years to come.”
Working with Grey and the ICG, the 5th Finger team has created several engagement elements driven through its mobile platform. Prompted to text the code 95294 to the key word KIDS, each user will have access to information about the Games on their mobile device, as well as downloadable Games wallpaper. In addition, users will be able to access daily statistics from the Games being held at multiple venues throughout the city – Golden Gate Park, the University of San Francisco, San Francisco State University and AT&T Park.
“The International Children’s Games are unique in that it is the only global, youth athletic event combining sports, educational programs and peace-motivated cultural exchange. To have it hosted in such a multi-cultural city such as San Francisco is exciting,” commented G. Bradford Solso, San Francisco ICG Chairman. “It was important for us to bring together a top tier team to promote this important event.”
“At Grey we are constantly looking for innovative ways to engage with our audience. We found 5th Finger to be creative and resourceful and they have proved to be a strategic part of the campaign,” said Kari Seitz, SVP and Director of Connection Planning at GreySF.
The International Children’s Games is the largest multi-sport international youth games and is a recognized member of the International Olympic Committee.
About 5th Finger
5th Finger is the global authority on mobile marketing, offering a highly evolved, strategic approach and an advanced technology platform that delivers measurable results to marketers and brands.
5th Finger’s team delivers deep expertise across many industry sectors, including FMCG/Beverages, Media/TV and Live Events, as well as a fresh, innovative approach and industry-leading analysis and reporting capabilities.
The company is a proven, trusted partner for North America’s leading interactive agencies and helps the world’s biggest brands increase the overall value of their integrated marketing spend across diverse media channels and geographic boundaries.
Originally founded in Sydney, Australia in 1999, where it was acquired by ninemsn, 5th Finger is now established independently in North America, headquartered in San Francisco and with an office in New York.
For more details, please visit http://www.5thfinger.com.
About the 42nd International Children’s Games
Scheduled for July 10-15, 2008 the 42nd International Children’s Games in San Francisco will bring an estimated 2,000 coaches and athletes (12-15 years of age) from 84 cities and 42 countries from around the world to participate. Endorsed by the International Olympic Committee, the International Children’s Games is a premier global, youth athletic event that combines sports and educational programs, cultural exchange opportunities and economic development. The games serve as a vehicle to promote alliances, friendships and common understanding among children around the world and have done so since 1968.
For more details on the San Francisco International Children’s Games visit http://www.sficg2008.com.
Contacts:
Emelyne Interior,
+1 415-992-4400
5thfinger@lewispr.com
