Download - Mobile app part 3
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MOBILE CHAPTERS
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Mobile Landscape
Overview of recent statistics on mobile industry
Mobile Trends
Highlights current and upcoming trends for mobile
Mobile Case Studies
Featured case studies for each trend
Mobile Roadmap
Template guide/summary of mobile development
MOBILE SOLUTIONS
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STRENGTHS
TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE
SMS
‘Short Message Service’ or text messaging – A brand can include a call-to-action on their traditional media prompting consumers to text-in and participate in a Campaign
Walkers’ ‘Win aniPod’ campaign:Consumers text-in an entry code found in packets to enter – winners notified via SMS text
MMS‘Multimedia MessageService’ – Allows people to share images and video over a mobile network
BMW’s ‘Snow TyresReminder’ Campaign:Custom MMS messagessent to consumers before winter reminding them to buy snow tyres
MOBILE SITE
A website that is compatible with all mobile platforms where consumers can download content (videos, wallpapers, ringtones),access and provideinformation and initiate calls
Warner Bros. I AmLegend Campaign:Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club
Source: The Mobile Marketing Handbook
TYPES OF MOBILE SOLUTIONS
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STRENGTHS
TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE
GAMES
Games designed for mobiledevices – can be branded
Rexona’s ‘DetectiveStripes’ Campaign:Mobile banner ads sentconsumers to a mobile site to download Detective Stripes Game, other content
APPLICATIONS
Mobile Apps, or special purpose software applications written to runon mobile phones (iPhoneapps have gotten the mostpress but the majority ofdevices support applications)
BMW’s ‘Snow TyresReminder’ Campaign:Custom MMS messagessent to consumers before winter reminding them to buy snow tyres
VOUCHERINGTICKETING
Mobile vouchers that can beredeemed in-store – aconsumer texts-in and issent back a voucher(Redemption issues in manymarkets since the retailerneeds specific hardware tovalidate the voucher)
Warner Bros. I AmLegend Campaign:Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club
Source: The Mobile Marketing Handbook
TYPES OF MOBILE SOLUTIONS
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STRENGTHS
TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE
LOCATION-BASED SERVICES
Mobile service, applicationor advertising that canidentify a consumer’slocation
Carlsberg’s ‘Where’sthe Party’ Campaign:Mobile application basedon GPS service connectedto consumer’s socialnetwork sites so theycould track parties, friends
IMAGERECOGNITION
The ability of a system ormobile device to recognizean image and respond insome way
Vodafone’s ‘Shootand Score’ Campaign:Enabled consumers to ‘take penalty’ by taking a photo of the goal area they wanted to score in – image recognition technology enabled reply showing goalkeeper saving or missing ball
AUGMENTED REALITY
‘AR’ is a live, direct orindirect view of a physical,real-world environmentwhose elements are mergedwith, augmented by, virtualmobile-generated imagery,creating a mixed reality
Nike’s ‘New RealityCampaign:Secret codes plasteredaround Hong Kong invitedconsumers to download amobile app to view T90soccer boots and ball in3D on their mobile device
Source: The Mobile Marketing Handbook
TYPES OF MOBILE SOLUTIONS
APPLICATIONS
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The Marriot Annapolis
Users can scroll through a picture menu to find what they want quickly
Easy to browse for local attractions and then
Unique features like awake-up and housekeeping requests
Integrating Mobile Applications
• Almost everything you would want to know about the hotel is included
• Presentation is simple, engaging and ergonomic
• Ideally this would be a great mobile engagement for every hotel, but this app only works for one hotel
The App has a huge range of features:
•Watch a short video about the hotel
•Book a room/check reward points
•Restaurant and room service menus
•Schedule housekeeping and wake-up calls
•Send e-mails/feedback to the concierge
•Maps and tourism advice for the nearby area
•Connect with the hotel’s Facebook and Twitter accounts
•Arrange transportation (soon: flight information)
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MTR Journey Planner and AR Browser
Hong Kong iPhone AppStore overall #1 and Transportation category #1
• iPhone, Android
• include journey planner with detailed
route results
• search MTR shops and Point of
Interests (POI)
• AR browser for out of station POI
• Exit Tag for each POI
• Integrate with MTR Forum and MTR
Club
• Advertising-enabled
Source: Cherrypicks
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Hang Seng Stock Quote and FX Trading
Hong Kong iPhone Appstore overall #2 and Finance category #1
•Stock trading (iPhone)
•For trading users
•Real-time backend
• FX/Gold Quote
• Fast, clear, and easy-to-use
• My portfolio
• Portrait and landscape mode
• Personalization functions such as lucky
color
Source: Cherrypicks
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Reebok “Run Easy”
Goal
– Dispel the myth – “no pain, no gain”
– Encourage consumers to “run easy”
Tools
– Mobile opportunity to upload pictures and videos
– Online component to view running trails and read blog posts
– OOH posters and billboards
– TV ads depicting athletes chatting as they run
Results
– 4 countries
– 50K mobile responses
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Nike “PhotoiD”
Goal:- Promote new NikeiD service in Europe - Engage consumers while on-the-go
Solution:- Allow consumers to take pictures on phone,
send to Nike, and receive a custom wallpaper- Included: mobile, TV, print, online and OOH
Result:- 9 European countries
- TBA
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Puma “Together Everywhere”
Goal:
– Unite friends in Europe
– Encourage brand engagement
Mobile Tools
– Free teleconferencing among friends
– Country-specific ringtones
– Mobile coupons (post-game)
– Mobile TV channel
Results:
– 13 European countries
– TBA
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Land Rover
Background:– Land Rover wanted to increase brand affinity from affluent individuals in the
NYC metro. An SMS campaign was launched to target professionals that received business news alerts. A second campaign mobile banner campaign was launched to generate leads. Both campaigns were live for two-weeks.
Goals: – Reach business professionals with $130K+ HHI in NYC metro– Drive to WAP site– Generate leads for NYC dealerships
Results:– 12MM impressions– Over 500K visits to site– CTR: 1.46%
Economics: – 88% conversion on video plays– 3 % conversion on click-to-call– 9% conversion on dealer locator feature– 16% conversion for wallpaper downloads– 1% conversion for email sign-ups
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Toyota – FJ Cruiser
Goal
- Promote the one-year anniversary of the FJ Cruiser; Experiment with mobile marketing; Incorporate mobile into a nontraditional campaign: micro site, banners, videos, mobile
Result
- Video plays: 600K- Impressions: 2.1MM- Visits: 150K- CTR: 7.8%- Downloads: 50K
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Pepsi
Background:
– Leading up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative. Pepsi became the first to incorporate video into its campaign.
Goals:
– Generate entries in the Super Bowl Tickets 4 Life sweeps
– Drive participation in Pepsi Super Can Contest (win jewel encrusted can), supporting launch of 15 new can designs
– Extend Pepsi brand through wallpaper and video downloads of new can designs
– Drive viewers of Pepsi-sponsored Super Bowl video updates on Sprint Power View
• Results:
– 9 million impressions
– CTR of 4.5%
SOCIAL
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Jimmy Choo
Brands are using location-networking•Loyal customers will attend brand events•Brands can reward their best customers•Brands can create very engaging experiences with these tools
Foursquare (Location-based service)• Jimmy Choo teamed up with Four Squared to
create “Jimmy Choo Trainer Hunt”.• This campaign connected people in the offline and
online arena to learn about the Jimmy Choo brand lifestyle
• Over 1000 people joined the hunt• Anyone who could catch the wandering pair of
Jimmy Choo trainers could keep them• Allowed the brand to provide more information
about their brand, promote new product line and gain more attention than traditional advertising
• Engages consumers with the brand and lead them to do things that is both valuable for themselves and the brand
ADVERTISING
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Essenuals
Makes Print, TV and Outdoor Media Interactive • Two way dialogue: interact immediately through text to provide feedback, request call back, find out more information, request a coupon/sample or find the nearest shop selling a particular product
• ESSENUALS included a call-to-action on outdoor adverts in bus-stops and on phone booths asking consumers to text “HAIR” to 67777 to find the nearest essenuals salon, get details about services and a 20% voucher
Results: over 1000 consumers requested
vouchers which they received back via text
message
The response rate for this campaign was an
impressive 7% for all adults aged 15-35, with 25% of
consumers clicking the link for more information
Source: The Mobile Marketing Handbook
M-COUPON/VOUCHER
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Park n Shop
View Special Offers anddownload coupon
Coupon with Barcodesaved in My Coupon Book
AUGMENTED REALITY
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Sony Ericsson World Cup FIFA 2010
Source: Cherrypicks
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DIOR Perfume (Print ad + web)
Source: Cherrypicks
Displaying TVC + 3D
Animation on the Print AD by
augmented reality
http://beauty.dior.com/int/en/woman/woman-fragrance/layout-fullscreen/miss-diorcherie-2010.html
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TISSOT (Web+ Kiosk)
Source: Cherrypicks
Placing Augmented Reality application into a window outside Selfridges department store, allowing consumers to try on Tissot’s virtual T-Touch collection while standing in Oxford Street.