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MindMatics promotes T-Mobile on mobile Internet
Second project phase of the “Electronic Beats” portal begins with a QR Code campaign and mobile ads


Munich, 01 September 2008 – From September, the mobile portal of the international music community program “Electronic Beats” from T-Mobile will be marketed using a QR Code campaign and mobile advertising. Following the successful mobile Internet launch in April of the WAP portal developed by MindMatics and aimed at the target group 18-29 year-olds, through an integrated campaign users will now be guided to the portals www.electronicbeats.net and www.electronicbeats.mobi.

The campaign combines both digital and classic marketing components: via so-called QR Codes communicated through the Electronic Beats magazine and event-specific flyers, interested users can call up the mobile portal on their mobile phone regardless of time and place and read music news, CD reviews and other themes relating to Electronic Beats. Users only need to install the reader software required to read the codes onto their mobile phone once. The campaign is then actively marketed with Electronic Beats visuals via display ads. Delivery of the Electronic Beats portal will be in a form optimised to current mobile phone formats, for example the 3G version of the Apple iPhone.

“Via the mobile Internet we will be specifically reaching an extremely homogenous target group with special interests in music”, declared Ralf Lülsdorf, Head of Music Sponsoring at T-Mobile International. He also stated that “the response to date proves that the combination of conventional advertising media with digital channels awakens a high degree of interest, particularly in terms of music loving and simultaneously innovative customers, and significantly extends the market reach for this target group.”

About MindMatics:
MindMatics AG is one of the leading providers in Europe for the development and implementation of mobile services. A full service provider, MindMatics is divided into three business units: mobile messaging and payment, mobile Internet and mobile marketing. More than 500 companies throughout Europe use MindMatics to implement their mobile services. Our customers include, amongst others, Unilever, T-Mobile, Volkswagen, Electronic Arts, Konami, Vodafone, Procter & Gamble, ProSieben and Ferrero. MindMatics AG was established in March 2000 and employs over 130 staff at their offices in Munich, Cologne, Vienna, London and Los Angeles.

Electronic Beats:
is an international music community program from T-Mobile dedicated to advanced music, life and style. A “who`s who” of the scene can be found at Electronic Beats festivals in European metropoles like Berlin, Vienna and Prague. Internationally established media such as the Electronic Beats magazine or “Slices” DVD are published quarterly and provide exciting news and features. In addition to a webradio, www.electronicbeats.net also provides up-to-date information on artists, events, CD releases and travel as well as exclusive Electronic Beats content.

Contact person for enquiries
Stefanie Katrin Fehse
Director of Corporate Communications
MindMatics AG
Marcel-Breuer-Str. 18
D-80807 Munich
Tel.: +49 89 322986-582
Fax: +49 89 322986-570
Email: stefanie.fehse@mindmatics.de
www.mindmatics.de


Publisher Contact Information:

MindMatics AG
+49 89 322986-582
stefanie.fehse@mindmatics.de

Company profile of MindMatics AG
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