Fear of being stung by expensive data roaming charges means that people don’t use their mobiles when they’re abroad. Which is silly – because the mobile internet was made for holidays. You can check out where’s good to go, use maps to find your way – and of course upload photos to Facebook to make your mates jealous. Three’s Euro Internet Pass means that you can do all this for a flat fee of £5 a day. This integrated on-and offline campaign inspired customers to get into the spirit of things, incentivised them to purchase – and got them to share their experiences with the Three community.
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