In conjunction with mobile brand Telus's sponsorship of Canadian Idol, Toronto-based agency Taxi has launched a campaign that introduces us to the fictional character Ron Ronn, a 23-year-old aspiring singer/songwriter who was rejected by Idol.
On its dedicated Ron Ronn microsite, Taxi is unveiling ten brief webisodes every Monday following each Canadian Idol broadcast that highlight the character's (mis)adventures and his various uses of the Telus smartphone. On the homepage, visitors can also explore an illustrated landscape of Ron's world by moving their mouse in any direction. Take a stroll through hills, valleys and even a rainbow to find his best friend Mueller, who is hidden in twelve different areas of the page. Each Mueller found unlocks a different factoid about Ron (i.e. he loves dolphins), and by finding all twelve, one gets a free autographed jpeg of the wannabe pop star.
There are also wallpapers, a fake concert poster and original Ron tunes available for download as well as a pop-up menu that lets you further explore Telus smartphone features. Here, you can watch Ron Ronn and Mueller in action as they use the phone's GPS tool to get to an autograph session or Google to gain "perplexing knowledge."