Three: Holiday spam

This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.

Three: Holiday spam

Martin Beverley, Nick Exford and Alex Blacklock

Campaign details

Brand owner: Hutchinson 3GLead agency: Wieden+KennedyBrand: ThreeCountry: United KingdomIndustry: Call services and accessories, Fixed line providers, General service providers, Internet service providers, Mobile and cell handsets, Mobile providersChannels used: Cinema, Earned media, buzz, Events and experiential, Games and competitions, Internet - display, Internet - microsites, Magazines - business, trade, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionMedia budget: 3 - 5 million

Executive summary


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