To create a viral commotion about their new mobile money transfer service, build a mobile database, and target the mass market, Western Union became an official sponsor of the World Music Awards. Sparks recommended getting 1 billion viewers in 160 countries to light up their phones at the same time using a lighter app.

At the specified time, the performer on stage would light his mobile, encouraging the audience and world to follow suit. By tapping your mobile lighter screen, with the Sonic lighter app, you can see where people are lighting up on a map of the world.

Western Union mobile money transfers would be given as prizes to lots of lucky winners who downloaded and lit the app at the right time to encourage product trial.

Music downloads to lighter app users were also on the menu.

Those who downloaded the app were added to the mobile database to receive future mobile offers.

Western Union mobile money transfer & The World Music Awards




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