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Vodafone in 'radical' marketing campaign

Vodafone unveiled a "radical break" from its usual diet of sporting sponsorship yesterday by pledging to focus more on social media-driven events.

The drive by the mobile phone giant will target examples of first-time accomplishments inspired by its technology, from world-first events to those centred on the ambitions of individuals.

The Firsts strategy seeks direct interaction with its more than 400 million customers.

The new approach will kick off in London on New Year's Eve with what Vodafone claims will be the world's first multi-sensory fireworks event, in partnership with food scientists from Bompas & Parr.

Those unable to attend will be able to join the experience with a free augmented-reality smartphone app.

Vodafone brand director Barbara Haase said: "Firsts represents a radical break with almost a quarter of a century of Vodafone-branded badged sponsorship.

"The concept is simple: we know that our technology can enable and inspire people to do something amazing for the first time, from making their first call to sharing their first video."

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