MyClick mobile visual search company plus Pepsi plus mobile marketing

Pepsi is tapping into China’s Generation Wow in innovative new ways by partnering with phone snap and click marketer, MyClick. Pepsi-Cola has launched its third Pepsi Creative Challenge as part of a 360-degree marketing campaign that will be supported across China on various traditional media, online, and via a breakthrough mobile marketing campaign using MyClick software. The promotion is targeted to Generation Wow consumers primarily in the 12-24 year old range.
How?
Voters are encouraged to download MyClick to vote instantly. The campaign is being supported with TV advertising and with a major presence at point of sale across a range of retail outlets as well as a host of media partners, including: Web, WAP, MMS and on-ground promotions.What about the mobile marketing?
Pepsi has issued a challenge for consumers to upload their photos along with their basic personal data (birth date, mobile number, nickname) on any of the six major portals, 163.com, xiaonei.com, taobao.com and 51.com, Poco.cn and iPartment. Winners will become the coveted PEPSI CREATIVE CHALLENGE STAR on all of Pepsi’s packaging to be featured during the Olympics on Pepsi cans.
What is MYClick?Its a mobile marketing mobile visual technology platform. Personal note add this name to the ever growing list of visual mobile search players.From the Press release“MyClick is revolutionizing the way advertisers interact with consumers. While SMS may be a way for person-to-person mobile marketing, there is a huge hurdle in terms of spontaneity as the consumer needs to get in to the messaging interface with cumbersome steps before accessing the information. With MyClick, the response is almost immediate, literally a click away,” added Mr. Tsang. “We’re confident with MyClick we can make even greater strides in maximizing the participation in Pepsi Creative Challenge. Studies clearly show that snap and click almost double the response rates compared to traditional SMS messaging,” added Mr. Tsang. “Bearing in mind, it is a lot more complicated to type in a URL on your phone. You are triple-tapping or even quadruple-tapping to get to a character. Once you go off the operator’s portal, typing a URL on a phone that doesn’t have a QWERTY keyboard is a difficult thing to do. It’s a hurdle to interaction. MyClick is lightning fast, and it places no burden on the network. It is the fastest and most efficient solution for tele-voting. Consumers will jump at incorporating MyClick functionality into their mobile phones.
What we think?
Simple and fun and the chance to get on a can of Pepsi? Love it. Also great way to get users to download applications at during and before sporting events.
BUT, I am not sure if I like the frames used by the company to guide people where to click. I think that the whole image should be clickable.

http://bluespotmedia.ning.com/