At the 2006 Annual Global MMA Mobile Marketing Awards this week, mobile campaigns from around the world were honored for their creativity, innovation, and leadership. I’m always asked to share case studies to provide insight into how a brand or an agency can enter the seemingly complex mobile world. So this week’s column will highlight some of the winning case studies from the MMA Awards.
Best Use of Mobile Marketing, Promotion (Australia)
Legion Interactive, an Australian mobile marketing agency, and its client, Zodiac, an Australian marketer of pool cleaners, wanted to increase product sales, drive warranty registration, and develop ongoing customer interaction. The program utilized stickers with unique codes on each product package. Consumers were required to submit via SMS (define) to claim cash back or other promotional merchandise. Advertising ran in traditional media and in stores, encouraging consumers to purchase the products.
When submitted, the unique codes not only facilitated the refunds but also provided product information. All entrants were placed into a drawing to win a car each week of the campaign. The campaign was highly successful and is a great example of how a mobile promotion can be used to generate sales and build brand awareness, even beyond mobile content or traditional consumer products.
Best Use of Mobile Marketing, Relationship-Building (U.S.)
SmartReply and its client, Meijer Supercenters, created a value-added opt-in service initiative where customers were alerted of upcoming gasoline price increases and given the opportunity to purchase gas before the increase took effect. Meijer promoted the program through receipt tape printouts, in-store announcements, metro radio, and its Web site. Customers registered for the program by calling a toll-free number or going to the site. Meijer would alert customers, via SMS notifications, at least two hours before the gas price at Meijer pumps increased. Meijer and SmartReply developed a program that encouraged ongoing consumer participation and interaction.
Best Use of Mobile Marketing, Product/Services Launch (U.K.)
R/GA and Nokia wanted to raise awareness of one of Nokia’s new Nseries high-concept line of multimedia devices and position the device as a multimedia computer, not merely a phone. To target Nokia’s audience, R/GA created 15 different interactive posters fitted with Bluetooth technology and placed them throughout the London Underground. The posters invited users to opt in to download images of neighborhood maps from “superfuture,” London’s online urban city guide, directly to their handsets by pointing their mobile device in the direction of the poster. Each of the 15 maps, which were tailored to highlight the local area around the specific station, would then be downloaded to the consumer’s mobile device within seconds. R/GA also made the content available to all phone models with Bluetooth capability, not only Nokia customers.
The traditionally static medium of outdoor boards was now creating dynamic interactions between consumers and their local area. R/GA and Nokia delivered an innovative new product launch by delivering a high value and relevant service, while helping consumers understand their device’s more advanced functionality.
Best Use of Mobile Marketing, Branding (Switzerland, U.S., Japan, New Zealand)
The Hyperfactory, a mobile agency, and Motorola wanted an innovative, interactive mobile campaign that would make the most of Motorola’s sponsorship of the Burton Open snowboarding championships. The target audience was the snowboarding competition’s competitors and spectators, males and females ages 18 to 30. The campaign used interactive kiosks on the ski hills that encouraged attendees to participate in interactive mobile experiences, including the chance to star in a snowboard jump on the screen, record a message, and create unique mobile screensavers and ring tones.
In addition, attendees could receive real-time information about the event by registering for a service that sent live, up-to-the-minute action photos and videos of jumps and wipeouts from the event, direct to their mobile devices. Attendees could also receive weather alerts and updates via SMS. The Motorola and Hyperfactory campaign demonstrates how a brand can build additional awareness and extend brand engagement from an event sponsorship by providing relevant event information and content.
- Best Use of Mobile Marketing, Cross-Media Integration: Mobile Dreams Factory and Vodafone (Spain)
- Best Use of Mobile Marketing, Direct Response: Mobiento Mobile Marketing and H&M (Sweden)
- Innovation: Single Touch Interactive (U.S.)
- Innovation for Creativity in Media: Enpocket and Vodafone (U.K.)
- Innovation Award for Creativity in Technology: Mobile Dreams Factory and CEPSA (Spain)
- Outstanding Individual Achievement: David Oberholzer, Verizon Wireless (U.S.)
- Overall Company Excellence: Procter & Gamble (Global)
For information on the MMA Awards program and to see more information and detailed case studies on each of the winners, please visit www.mmaglobal.com.
In my next column, I will continue the back-to-basics theme and focus on how to engage short codes to drive your mobile initiative.
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