blog world nyc may2011 williams bigbrands

Barbara Williams Mobile Marketing Global Practice Leader - Microsoft

@2mobile3

Big Brands on Small Screens

will not help our campaign reach

its goals

Misperceptions Abound! is not scalable

is only apps

is a tech

audience play

is only big in

Japan is expensive

is only SMS and ringtones

is a long way

off is only social is too hard

all about Window Phone 7

is not critical to my business

is a consumer

play

a device only teenagers can’t

live without

crappy

advertising

anyway right?

Mobile is…

Is for brands with no budget

only works on

iPhone

http://www.flickr.com/photos/msakr/

Personal

http://www.flickr.com/photos/yourdon/

Local

http://www.flickr.com/photos/moriza/

Truly Mobile


Engaging


Connective


Entertaining

http://www.flickr.com/photos/moriza/

Untethered


Interactive

http://www.flickr.com/photos/virtualsugar/

Scalable


Ubiquitous

http://www.flickr.com/photos/whatleydude/

Immediate


1:1


1:few


Informative

Confidential

time

home

sleep

0 - 6

on

your

way

7-8 9 - 11

lunch

time

12-13

work/school

14 - 16

on

your

way

16-17

home

19 - 23

sleep

24

store on

your

way

18-19 17-18

MOBILE

tv

movies

dm

internet

books

tabloids

popular press

radio

billboards

tabloids

trade press

radio

internet

exhibitions

billboards

radio

billboards

free newspapers

newspaper

radio

tv

Mobile Connects Brands With

Consumers 24/7

Creating New Behaviors

Selling More Stuff

Getting Social

Going Viral

Relevant throughout the

purchase decision process

When users browse a website on a mobile phone the above

stated 4 steps of the purchase life cycle can be distinguished.

Search Conversion Where and how

to buy Service

I browse a website on

my mobile phone for..

22


Panelists:

Grace Clack, Jason Madhosingh,

Mike Ricci

Moderator: Barbara Williams

Jimmy Choo Ltd. Foursquare “Trainer Hunt”—London, England

WHO IS IT? Jimmy Choo Ltd is a British high-fashion company specializing in hand-made shoes and designer

hand bags.

WHO IS IT TARGETING? Trendy, fashionable women;

London women using Foursquare, Facebook & Twitter

HOW DID IT WORK? Jimmy Choo organized a real-time,

shoe treasure hunt throughout London using Foursquare—

requiring customers to check in to win the coveted pair of shoes before the location changed.

Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.

Jimmy Choo Ltd. Foursquare “Trainer Hunt”—London, England

Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.

Grace

Jason

MIke

Tohato’s “World’s Worst War” Online Game—Japan

WHO IS IT? Tohato is a Japanese snack

manufacturer, mostly known for its “Tyrant Habenero Burning Hot Hell” and “Satan Jorquia

Bazooka Deadly Hot” flavored chips

WHO IS IT TARGETING? Teenagers; snack consumers

with mobile phones; customers who like online gaming

HOW DID IT WORK? Tohato launched two spicy flavors of

potato chips simultaneously. Customers could purchase a package, scan the barcode on the back, and then be

entered into an online “war” game between the two brands

.

Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/

Tohato’s “World’s Worst War” Online Game—Japan

Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/

Grace

Jason

MIke

Subway “Daredevil Delivery” Drive to Store Game— China

http://youtu.be/I77UniWf00Y

Subway “Daredevil Delivery” Drive to Store Game— China

http://youtu.be/I77UniWf00Y

Grace

Jason

MIke

Nike’s “Quick is Deadly” Bluetooth Stopwatch Initiative—China

WHO IS IT? Nike, Inc. is an international

sportswear and sports equipment company. It is the largest athletic apparel and shoe supplier in the

world

WHO IS IT TARGETING? Chinese teenagers and young adults;

athletes

HOW DID IT WORK? Nike placed bluetooth-enabled

billboard ads around China for three weeks. As passersby approached,

they received a message telling them to run to the nearest Nike store.

Once the message was sent, a virtual stopwatch was activated and the fastest person to reach the store

received a free pair of running shoes

Source: http://i.bnet.com/blogs/nike-logo.gif.

Nike’s “Quick is Deadly” Bluetooth Stopwatch Initiative—China

Source: http://i.bnet.com/blogs/nike-logo.gif.

Grace

Jason

MIke


Panelists: Grace Clack, Jason Madhosingh, Mike Ricci

Moderator: Barbara Williams

Questions?

blog world nyc may2011 williams bigbrands

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