Mobile Marketing Awards Program 2009

Joshua MaaFounding Member and Board Director of MMA APACCo-Chairman of Global Mobile Advertising Committee

Each year, the Mobile Marketing Association (MMA) recognizes leaders and innovators in the mobile marketing industry and honors them at their Annual Awards Dinner & Ceremony. The winners, judged on strategy, execution, creativity and results, highlight mobile marketing industry successes from around the globe.

Trident FreshBest Mobile Display Campaign

You can “freeze” the screen of your iPhone!Simply blow into the microphone of Simply blow into the microphone of the device. the device. The screen will get a "cold end". The screen will get a "cold end". Thereafter, the user can use their Thereafter, the user can use their imagination to create the design you imagination to create the design you want. To delete, simply shake the want. To delete, simply shake the unit until it returns to normal.unit until it returns to normal.

Besides the default application, you Besides the default application, you can freeze the photos stored on the can freeze the photos stored on the device and then play with them. The device and then play with them. The application takes advantage of all the application takes advantage of all the options that the iPhone offers: options that the iPhone offers: integration with photo album, touch integration with photo album, touch screen to draw, erase and screen to draw, erase and accelerometer to blow into the accelerometer to blow into the microphone.microphone.

Pizza Hut iPhone AppBest Mobile Display CampaignBest Emerging Technology Campaign

ORDERORDER PIZZA ON PIZZA ON YOUR IPHONE!YOUR IPHONE!

SMS Delivery + Text Response Comments

Obama SMS Speech Excerpts Sent to Cairo and Ghana RegionsBest Mobile Messaging Campaign

"In addition to blogging, tweeting, and other forms of social media, people in all corners of the world can take out their cell phone and be 'heard' while

these events are taking place.

150+ Countries Represented in First-of-its-Kind SMS Campaign for President Obama Speech Highlights

"Good evening! Thanks for an sms of Obama speech. In my opinion its good speech if he will take it into action, especial to solve the problems of the Middle-East." Tanzania

Mobile Town Hall Without Borders

open, two-way mobile communicationsfrom global audiences

Connects Thousands Around the Worldduring Live Obama Cairo Speech

42Below: Because We CanBest Mobile Messaging Campaign

SMS + Live Show

CarefreeBest Mobile Messaging Campaign

UPS jobs -Problem SolvedBest Cross-Media Integration CampaignBest Mobile Campaign Overall

UPS jobs “Problem Solved” reached 4 million job seekers in one year, giving them an opportunity to see and hear what it’s like to work at UPS from actual UPSers, and the career opportunities awaiting them. It included employee videos of UPS employees, email, retention marketing, college recruitment, search engine

Optimization, job boards, search engine marketing, social media sites, radio,

cable television, text messaging, mobile marketing, and the newspaper. 30,000

responses came from mobile marketing alone.

Result - Over 345,000 interested job seekers have submitted

applications since January 2009, greatly reducing online recruitment marketing media costs.

- In the week of August 17 – August 23, 2009, a typically slow time to attract recruits, there were still over 80,000 page views of the UPSjobs-Problem Solved videos and there is no slowdown in sight.

TIM Father's Day: Gift ExpressBest Cross-Media Integration CampaignBest Mobile Campaign Overall

Pepsi Makes Your DayBest Multi-Channel Mobile CampaignMMA Industry Award for Innovation: Creativity

ESPN ScoreCenter MMA Industry Award for Innovation: Reach

ESPN ScoreCenter brings you - real time scores from over 500 sports leagues around the world. Stay on top of all the results you care about with one-tap access to your personalized set of scores. Never miss another goal, pitch, basket, try, touchdown or wicket. - the fastest and most reliable game details like plays, key stats, leaderboards, boxscores and scoring summaries.

Whether you follow the NFL or the Premier League, the ICC Champions League or MLB, NASCAR or Formula One, ScoreCenter offers the most comprehensive sports coverage available on your iPhone or iPod Touch.

Personalized scoreboards and live game details

Follow all your favorite teams

across sports with the new

myTeams card

Stay on top of the most important events with

exclusive ESPN programming on the

Top Events card

Text ALIVE Mobile DonationsMMA Industry Award for Innovation: Social Impact

Raise Money From TEXT Message Donations

The Text ALIVE Challenge,the first The Text ALIVE Challenge,the first nationwide, primetime mobile giving nationwide, primetime mobile giving initiative for the organization and the initiative for the organization and the U.S. wireless market, call to action U.S. wireless market, call to action during during Keys' May 13 appearance on Keys' May 13 appearance on "American Idol" raised $450,000 in "American Idol" raised $450,000 in $5 donations within minutes from $5 donations within minutes from more than 90,000 mobile donors more than 90,000 mobile donors contributing via cell phone. In total, contributing via cell phone. In total, the campaign raised $660,000 in the campaign raised $660,000 in micro-donations.micro-donations.

In a first for American Idol, and a departure from traditional fundraising methods,Keys asked Keys asked "American Idol" viewers to use "American Idol" viewers to use their mobile phones to give $5 their mobile phones to give $5 by sending the text message by sending the text message "ALIVE" to 90999.Seconds after "ALIVE" to 90999.Seconds after texting in, donors received a texting in, donors received a return message asking for return message asking for confirmation. Mobile donors confirmation. Mobile donors confirmed by replying "YES" via confirmed by replying "YES" via text message, adding a $5 text message, adding a $5 donation to their next phone bill. donation to their next phone bill.

The Text ALIVE Challenge targeted a younger The Text ALIVE Challenge targeted a younger demographic online, using various social demographic online, using various social networks (Twitter, YouTube, Facebook, Ning, networks (Twitter, YouTube, Facebook, Ning, etc) to engage supporters and solicit donations, etc) to engage supporters and solicit donations, giving users the ability to donate in ten seconds giving users the ability to donate in ten seconds without having to deal with credit cards. without having to deal with credit cards.

Fanta Stealth Sound SystemMMA Award for Overall Excellence

Fanta’s Stealth Sound System is based on a controversial technology known colloquially as Mosquito Teen Repellent, which was developed by Howard Stapleton a few years ago to deter teens from loitering outside London shops.

The idea was inspired by the ulta-The idea was inspired by the ulta-sonic alarms used to stop teenage sonic alarms used to stop teenage groups gathering - these play high-groups gathering - these play high-pitch sounds which only young pitch sounds which only young people can hear. When you get people can hear. When you get older you can't hear these sounds older you can't hear these sounds as your hearing naturally gets as your hearing naturally gets worse. It includes wolf-whistles, worse. It includes wolf-whistles, warnings, pssts and sound tags for warnings, pssts and sound tags for phrases like "cool", "uncool", and phrases like "cool", "uncool", and "let’s get out of here".  "let’s get out of here".  Ogilvy turned the technology Ogilvy turned the technology upside down. The mobile upside down. The mobile application invented, The Fanta application invented, The Fanta Stealth Sound System, allows the Stealth Sound System, allows the same teenagers to communicate same teenagers to communicate between themselves using between themselves using frequencies adults cannot hear. frequencies adults cannot hear.

THANK YOU !