Mentos Cube Campaign "Click and win a seaside trip" with image recognition technology

PR Log (Press Release) – Oct 09, 2008 – Van Melle AG (part of the Perfetti van Melle Group) has extended the ads for its chewing gum brand "Mentos Cube" with image recognition technology through kooaba AG with a mobile phone-based competition in various Swiss newspapers including "20 Minuten" and "Blick". With "Click and win a seaside trip", owners of mobile phones with a camera can win a travel voucher over 5,000 Swiss Francs or overnight stays at the Sporthotel Cube Savognin in Grisons, Switzerland. It's easy to participate: photograph the ad with the mobile phone's camera and send the picture to kooaba by MMS or E-mail. Confirmation of participation is sent immediately by SMS to the mobile phone free of charge. All winners will be notified by phone at the end of the campaign.

Kooaba not only realizes the recognition of the ad motif for Mentos but also provides the entire competition systematics. All participants may take part in the competition as many times as they like, thus increasing their chances of winning.

"The use of our technology is especially appealing to young target groups. The mobile phone is always everywhere, enabling people to communicate spontaneously and freely with the brand," according to kooaba Marketing & Sales Manager, Marc Steffen.

Mrs. Alba Nereo, Mentos/Van Melle AG Brand Communication Manager: "The brand Mentos is synonymous for young, innovative products and we also wish to demonstrate this with our campaigns. Kooaba's wide-ranging experience with interactive ad campaigns as well as their quick, uncomplicated project implementation convinced us. "The ad campaign will run in various Swiss newspapers in October 2008: "20 Minuten", "Blick", "Blick am Abend", "Le Matin Bleu" and "Top Deal". It will also be in the youth publications "Rockstar", "PartyNews" and "Vibrations".