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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
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