Mini SoLoMo: which industry best suits to SoLoMo?

09/01/12

Le Bris YannLeclerc MathildeDupont MaevaGodard Marie

SoLoMo: which kind of industry better suit to

SoLoMo?

Case study: Mini GameContext

In Stockholm, hunt and catch (picture) a Mini Countryman car

Download the App and find the Mini with your Iphone

When your are 50m away from the car, click on « Get away »

Geolocalization is updated according to everyone’s move, so you can see where your competitors are

Keep the virtual Mini in your phone during one week and win the Mini Countryman!

Real & Digital worlds merging into one!

Success

Entertaining, funny game: hunt Consumer gets involved: a prize to win More than 11,000 people participated Buzz & communication about the brand:

hundreds of thousands discussed the campaign in social media

90 countries followed the game on Mini website

Creation of new communities: « Mini evangelists »

Which industries better suit to SoLoMo than others?

Fast Food restaurants Multi-store retails Supermarkets Hotel groups Concert & events

=brands/groups targeting young people in big cities

What characteristics must be present to make a SoLoMo campaign a success?

Find the right people according to their preferences & desires

Offer an interesting benefit to the audience

Identify a relevant place context & define times according to the potential impact

Keep a simple focus: easy to use Be social & build relationships R4: Right people, right activities, right

places and right times

How can success be defined?

Number of people participating Communication, advertising, buzz on

social media (comments & likes on Facebook for example), presence on newspapers, creation of communities…

Revenue, increase of sales on the long-term

Can the concept be applied to the hospitality industry?

Yes, but only to big hotel groups, not to independent ones

Reason: several hotels involved in a potential game of geolocalization

Prize to win: voucher, hotel night Awareness of the event bec. more and

more people get informed about hotel offers and book online (smartphones & app)

Hotel industry: identify the consumer’s preferences according to the place he or she is