Glu Mobile has announced plans to launch Jamaican Bobsled in time for the 2006 Winter Olympics, based on the 1988 efforts of the Jamaican Bobsled team which were immortalized in the film Cool Runnings.
What stands out in this article are the following paragraphs:
Glu also got a call from the Jamaicans. They, too, wanted to pursue a mutually beneficial marketing partnership.
“It was one of those serendipitous moments,” Braff says. “We just felt their brand and personality captures the spirit of the Olympics.”
At first I thought the article was refering to the Jamaican people as a whole, but now I reckon it was the Bobsled team that specifically contacted them. Still, I thought it was an interesting way to improve the brand of a nation, either because it’s got a bad rep in other countries or because it has a specific image it wants to export. For example, Jamaica has a certain image involving tropics, music and fashion (at least where I come from).
Many countries already spend a lot of money advertising their attractions to gain tourists (I know Australia does)…why not advertise through mobile content?
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