Festival’s mobile app is the Cat’s pyjamas

25 May 2009

A mobile app called the CatNAV, which aims to help festival-goers at this year’s Carlsberg Cat Laughs Comedy Festival find their way around, has been developed by Return2Sender and is the first of its kind for a drinks brand in Ireland.

‘CatNAV’ (pictured) allows users to download a mini guide to the festival including maps and line-ups. Carlsberg Cat Laughs festival-goers can personalise their experience by selecting events that they want to receive alerts for. Users can also access live mobile Twitter feeds.

To tie in with the above-the-line advertising campaign, a mini sound board has been developed by Return2Sender, where users can select various types of laughter and sound effects to create their own comedy.

The Carlsberg CatNAV mobile app has been supported above and below the line, online, and also with mobile advertising on RTE mobile and on 3.

“This mobile app really raises the bar for mobile, both in Ireland but also internationally,” explained Return2Sender managing director, Donald Douglas.

“Mobile and mobile web present a massive marketing opportunity for brands, and as Ireland’s leading mobile marketing agency we continue to innovate with applications and services that engage and excite consumers.

 “The Carlsberg CatNAV mobile app is an excellent example of a truly integrated mobile experience. It is a great fit with the Carlsberg brand personality and syncs with all the different elements of the campaign.

“This also really works for me personally because even if you’re not going to Kilkenny, you can still get a mobile Carlsberg comedy experience in the palm of your hand via mobile Twitter and the chance to make your own comedy,” Douglas added.

By John Kennedy