Cobra enters world of phone apps

27 April, 2009

Cobra Beer has become the latest drinks brand to embrace downloadable phone applications as a marketing tool.

The brand has launched iBanter, an application featuring 200 jokes from up-and-coming stand-up comics.

It is available exclusively from the iTunes store and is compatible with the Apple iPhone and iPod Touch.

The free app features between 10 and 25 jokes from the young comedians who auditioned to take part in the project, which will be released on a weekly basis in “joke packs” until the end of May.

Cobra communications manager Adam Barriball said: “Digital is such an important media for our core 18- to 34-year-old target audience so it was hugely important that our plans were innovative and engaging.”

Cobra isn’t the first beer company to enter the world of phone applications. A virtual Carling “iPint” is already available as a free i-Phone application.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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