Dear Friend,

These past few months have been an exciting time at 21 Communications. We have officially launched our new Guangzhou operation to support our emerging South China business. Click here to read more.

We've also worked with our clients to create several groundbreaking campaigns, including a landmark campaign for General Motors detailed below.

21 Communications Pioneers Mobile PR for GM

Future of mobile public relations unveiled at Beijing Auto Show

21 Communications launched an innovative mobile phone-based public relations platform for General Motors at the 2008 Beijing Auto Show. This mobile service opens a new media channel for GM China to communicate with journalists and car enthusiasts.

General Motors China leapt to the forefront of its industry by utilizing its new mobile platform at its premiere annual PR event, the 2008 Beijing Auto Show, which drew an estimated 600,000 people from all over the world. This prominent international event was the ideal setting to unveil the new mobile program.

“In China, mobile initiatives have emerged as an effective strategy for communicating targeted advertising and mass marketing campaigns. However, the public relations industry is still cultivating ways to create value by incorporating mobile into their campaigns. Digital integration is prompting a transformation of the PR landscape,” said David Turchetti, CEO of 21 Communications. “By merging event PR and mobile strategies, 21 Communications and GM are pioneering a new field. As the mobile PR industry emerges and evolves into a viable communication channel, GM’s innovative program will serve as a new model for the industry.”

21 Communications developed GM’s cutting-edge mobile platform to include mobile media kits, which offer information about GM’s hybrid technology and feature the company’s designs. The mobile PR platform will offer media easy access to the most up-to-date information by highlighting the latest from GM China headquarters.

The new platform includes an SMS alert function to update journalists about upcoming press conferences, new product launches and important exhibition events. Media, event participants, and the general public can also access GM’s mobile platform to take a GM car IQ challenge and download mobile videos and wallpapers.

“GM China’s new mobile platform showcases how corporate PR campaigns can utilize cutting-edge technology to expand reach to a much wider audience,” said Sophia Luan, Director of Public Affairs & Communications for General Motors China. “Mobile has also proven to be an effective channel for engaging our target market with personalized communications.”

The new GM mobile platform saw significant initial uptake during the Beijing Auto Show, effectively reaching and engaging media and car enthusiasts. The mobile platform recorded nearly 20 million ad impressions and 350,000 page views. Users downloaded about 12,000 videos and 5,000 wallpaper images from the mobile site. In addition, 27,000 participants entered the GM Car IQ Challenge.

“At large PR events, media receive overwhelming amounts of information, but few brands are able to cut through the clutter to reach their target audience,” said Turchetti. “Mobile PR helps brands overcome the background noise of an event setting and engages the media by putting the facts directly into the journalist’s pocket.”