国外手机讲义课件

LeveragingthepowerofMobileMarketingforbrandsMobileMonday,Mumbai9thApril2007

THENEXTITERATIONAbout2.4billionmobilephoneshavebeensoldaroundtheworldlastyear,andgloballytherearemoremobilephonesthanPCs.

Source:GSMWorld“Worldwideover

350billiontextmessages,areexchangedacross

theworld’smobilenetworks

everymonth”

Source:GSMWorldMobilereaches

where

othermedia

cannot!Feb2007MobileSubscriberdata–203mn10million

GPRSusers?!“…About15percentofthemobilephonesubscriberbaseinIndia(140millionusers)isontheGPRSplatformthatenablessuchapplications…".Source:TheHindu“Mobileisalreadyaplatform,buttheconsensuswasthatleveragingthepoweroftheweb,integratingwebservicesintothemobilemediumisthefutureofmobile.”

Mobile2.0Conference

Unlearn!‘Just-in-Case’marketing&communicationUnlearn!

Makeproducts‘Just-in-case’customersmightneedit!

Unlearn!

‘Just-in-case’theconsumerisinterestedtobuyUnlearn!

‘Just-in-case’thecustomerneedstheproduct

Theproblemwithtraditionaladvertisingisthatit'sa"disconnected"processLearn!‘Just-in-time’marketingContextualmessaging‘When-you-want’messaging‘Overttocovert’messaging‘seek&collaborate’communicationMovefrom‘communication’to‘conversation’contextLearn!immediacyLearn!personalization

Learn!Movingbeyond‘textandresponse’campaigns

AworldofinteractivityInitiateaphonecallTriggerareturnIVRcallDownloadmobilecontentAutomaticallyopt-intoanSMSEmaildatabaseGotoapromotionalmobileInternetsitetolearnmore.Source:iLoopMobileCasesofImaginAction™AdidasQRTagging

QRCodesturnyourphoneintoabarcodescannerusedeverywhereinJapanandKorea.Adidasusedthesecodesonretailmerchandisetagsandclothingimprints.Potentialcustomerscouldtakeaphotoofthecolorcodeonasleeve,andthehandsetwouldthenloadupthebrand’sWAPsiteOverthecourseofthetestrun,60,000peopleparticipatedintheKoreanAdidasprogram,andAdidashadover2,000,000pageviews.Whatwillyourmessagebe?

MassMessagestocustomizedmessagesDownloadatemplatefromawebsiteCustomisewithyourValentinemessageinhand-writingTakeapictureofitwithyourcameraphoneanduploaditbackSendtheSMSmessagetoyourfriendArtmeetsmobilemeetssocialmedia.SMSasgraffiti.Theideaisthatyousendinyourtextmessagetothecentralsystemandthenthemessagesareprojectedontobuildings(interiororexterior)inspecificshapesorformats.Thetextmessagesappearedinspeechbubbles.

NikeID

Nikeerectedalarge,interactivebillboardinTimesSquare.Passers-bycouldusetheircellphonestotextintheirowncustomdesignandreceiveafreepairofNikeIDs.Individualswentnutswhentheysawtheirownshoespostedliveonthejumbotroninfrontofthem.Nikegaveaway3000pairsofshoesinthispromotionUserswerejustasexcitedbytheirdesignonthebillboardastheywerebythefreefootwearDownloadandnewsservicecalledMusicstation.MajorlabelslikeUniversaland23globalnetworkoperatorssofarcovering40countriesandapotentialof690msubscribers.

ServiceratherthanmessagesServiceratherthanmessagesBluebookfrom02GonearethedayswhenupgradingyourphonemeantlosingyourtreasuredtextmessagesandphotosTheaccountoffers1000MBofstoragespaceforimportanttextmessages,picturesorvideoclips.PhotostakenfromcameraphonescanoptionallybeopeneduptobeviewedonlinebyothersandalsosentdirectlytoKodakforprinting.Mobilemischief

from42Below

Background:

42BelowwantedtocreateaninteractivemobilemarketingcampaignthatwouldsupportitsquesttobecomethemosttalkedaboutvodkabrandanywhereintheworldincludingthehardtocrackmarketsofLondonandNewYork.

Objectives:

Supporttheoutdoorcampaignrunninginthepartyhotspotsofmajorglobalcities Usethemobilechanneltospreadthe42BelowfarandwideamongthetargetaudienceSolution:

Intheworld’sfirsteverviralmobilevideocampaign,mischiefmakerswereabletospreadstoriesoftheir42Belowrelatedmisdemeanorsfarandwide;downloadingandforwardinganimatedstories,videos,ringtonesandscreensaverstoanymobilephone,anywhereintheworldatanytime.

Thestoriesaremadeupofaseriesoficons,witheachiconaccompaniedbyanappropriate(orinappropriate)sound.Theycanbedownloadedfromthewebsite,,toanyphone;theirown,orafellowmischiefmakers.Theuserreceivesalinkwhichopensthevideoortheanimatedstory,onceithasplayedtheuserhastheoptionofforwardingthecontenttoafriend.UserscanalsoaccessaWAPpage,wheretheycanbrowsethecontent,downloadscreensaversandSMSalerttones,aswellasforwardingcontenttoanotherperson’sphone.

AdidasRealMadrid

ChinaTourReinforceadidas’positionasaninnovatorandtechnologicallysavvymarketerbyleveragingoffsponsorshipofthemuchhypedRealMadridtourofChinaandJapanbyutilizingthe3Gphonetoconnectwiththefootball-madpopulous.Enablingviewersto“snack”onexclusivevideofootageontheirmobilephonesofthetour,includinghighlysoughtafter,exclusiveinterviewsofthe2superstars–Beckham&Raul,thechannelwasalsousedtolaunchthestar-studded“ImpossibleField”TVC.Results Thecampaignsurpassedanysimilarcampaignsconductedon3Gbyover200%(sourceHutchison),thiswasdueinlargeparttotheexclusivecontent&interviewsfilmedandproducedspecificallyforthemobilechannel.Tr