Building a dialogue: how Birds Eye engaged with customers via mobile

Alex Meisl, Sponge

Birds Eye wanted to use mobile to engage customers in a high-profile prize draw campaign. Three customer segments were identified: ‘striving mums’ (aged under 44, C2D with children); ‘safety seekers’ (45-64, C1DE); and ‘great British cooks’ (65+, E).

Building a dialogue: how Birds Eye engaged with customers via mobile

Alex Meisl

Mobile. We've heard it all before. The start of a revolution, everyone's got one, four times as many mobiles as PCs, it'll be bigger than online.

Even so, we know why it isn't right for our brand or client. It's too complex, too dull, the screen is too small, it's just for kids, it's too expensive. In other words, I don't understand it and so I can't explain it to my client or the board with any confidence.

This is where the mobile industry has to hold...

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