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Breathtaking Results From Mobile Safe Sex Marketing

6 October 2011

Breathtaking Results From Mobile Safe Sex Marketing

As smartphones look set to dominate the phone market, a New Zealand organisation is reporting unheard of rates in mobile traffic and is leading the way in developing mobile marketing for safe sex.

Get it On! is a condom promotion initiative specifically targeting gay and bisexual men, a market long understood to be early adopters and to have high rates of new technology use.

Figures recently released by Get it On! show that in the space of twelve months, mobile traffic to getiton.co.nz increased from 6.61% of total traffic to a staggering 56.28% as a result of highly effective marketing across seventeen key apps . Shaun Robinson, Executive Director of the New Zealand AIDS Foundation (NZAF), which houses Get it On! says, “As our mobile traffic increased after the website was developed, it was apparent the site could be enhanced to engage with even more mobile users. With mobile traffic consistently around 50%, we’ve launched a mobile version of the site this month and we expect the number of guys accessing the site from their phones to continue to be ground breaking”.

Get it On! aims to create a condom culture in New Zealand’s gay and bisexual men’s communities which have the highest rates of HIV diagnoses in New Zealand. Robinson says, “With the website showing such a high rate of mobile users, it was clear that to remain relevant Get it On! had to be seen around the apps and mobile sites our audience use to hook up. Targeted in-app banner placement made a massive difference in mobile traffic and enabled our safe sex messaging to appear in the virtual environments where guys meet. We want Get it On! to be as close to the action as possible.”

As internet dating sites have increased in popularity, safe sex messaging has increasingly moved online too. Some of the research behind the development of Get it On! reported that in the six months prior to being surveyed, around half of gay or bisexual men in New Zealand met a sexual partner online.


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