Nike, Morrisons Become First Companies To Launch Weve Mobile Ads

Nike and U.K. supermarket chain Morrisons "will be the first brands to run mobile marketing campaigns simultaneously across the Vodafone, EE and O2 networks via the Weve joint venture," according to Matthew Chapman of MARKETING MAGAZINE. The brands "will run activity later this week spanning all three networks after Weve added Vodafone to its mobile advertising and commerce platform." The two companies "will be able to contact 15 million users via Weve, using location-based, text and video messages." Nike continues to trial innovations, and recently hired Burberry Social Media Dir Musa Tariq, "to develop its communications." Weve Launch CEO Nancy Cruickshank said she hoped to move mobile beyond a platform for "one-off" drives, and instead make it a platform for "ground-breaking, innovative and long-term campaigns" (MARKETING MAGAZINE, 2/5).