Mobile Branding Opportunities

Mobile Marketing & BrandingMobile AnthemVenus Case StudyMobile 101CapabilitiesConclusions Index: Mobile 201

Mobile Anthem: At-a-glanceMobile Anthem is a youth marketing agency specialized in creating, implementing and analyzing marketing campaigns for the mobile phone.We tie brand marketing objectives and metrics to the emerging Mobile Marketing industry.Our brand, mobile, and business backgrounds provide you with 95 years of experience.Our capabilities includes:

• CRM• Mobile coupons• SMS (Text) alerts/interactions• Mobile phone accessories(skins, mirrors, phone dangles)

• Mobile Websites (WAP sites)• Mobile ad placement• Ringtones, Wallpapers• Location Based Services• Anthem SegmentationTM

• Anthem AmplificationTM

Mobile Anthem: Mission

Navigate the shifting landscape of the Youth Market• “Aspirational” brands “Conscious” brands

De-mystify mobile• Equate mobile to specific brand metrics

Generate quantifiable impact• ROI, sales, purchase intent, brand loyalty, awareness

Venus Case Study

Venus Case StudyGillette Venus Spring Break Campaign ‘06• Problem: Brand awareness for Venus dropped for college-aged females• Solution: Integrated Campaign including

Mobile, Internet, Print, Experiential, TV, and Sampling

• Results: Drove trial with 0.8M women and millions of impressions Won the Silver Promo Marketing Award for Experience

VenusBeach Mobile game

Photo Anthem™

Textual Flirting™

Venus Case StudyLearnings:

• All engagements become more powerful with CRM• Promotional campaign should fold into the overall

marketing plan

Mobile Activation Objective Media Partners

VenusBeach Mobile game

awareness, brand loyalty

Print

Textual Fling™ brand loyalty Experiential

Spring Break updates brand loyalty Experiential

Photo Anthem™ Anthem Amplification™

Internet, Experiential

Mobile 101

Mobile 101: OverviewMobile Marketing is any outreach to consumers that engages them through their mobile phone

• iPhone Apps to mCommerce to branded phone cases• Stands on its own• Extends the reach of any other marketing channel

Confusion in early stages• Marketing Medium like TV, Internet• More than just a website

or ringtone• Like the Internet 15 years ago• McD’s hompage in 1996

Mobile 101: Opt-inMobile Marketing starts when a consumer OPTS-IN

•Text “CHI” to 234327 (ADIDAS) to win $1,000 and VIP access•Automated response gives marketing message•Consumer’s number is stored in CRM database•Adidas (should) then sends useful content Entertainment/news updates Promotional messages Ringtones, wallpapers Links to WAP site Sweeps, Vote, Quizzes Mobile Coupons

•Builds trust and loyalty•Drives purchase

Thanks for becoming an adidas Chicago VIP. Look out for your chance to win $1000 and events at the Water Tower Place Performance Store. Rply END to stop mgs

Mobile 101: Mobile YouthGeneration Y is mobile, 76-83M1

2nd determiner of teen social status 8.6 average age of first mobile use2

41% can text blindfolded 50% open to marketing through phone 79% have mobile phones 1,200 texts per month3

Hispanic & African- American over-index

0

450

900

1350

1800

<12 13-17 18-24 25-34 35-44

CallsTexts

Q2 ‘08 avg/mn2

1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08

Mobile 101: Older PsychographicLook at their mobile phone as a mini-computerIt’s just a fancy piece of electronicsCompare featuresThe more features, the better the phoneSprint’s “Crime-deterrent” Superbowl commercial

http://www.youtube.com/watch?v=G4O4f6FKYyc

Mobile 101: Youth PsychographicThe phone is an extension of the personPhones personalized with ringtones, wallpapers, skins, casesIt’s the connection to friends, family, the worldThe easier it is to connect to people, the better the phoneT-Mobile’s Fav Five “Hot Friends” commercial

http://www.youtube.com/watch?v=ZUHT-p8svkc

–

Mobile 101: Myths, Power, VisionMobile Marketing Myths

• If I create an iPhone app I’ve done mobile marketing• If I put up a mobile website I’ve leveraged mobile• All mobile can do is basic SMS/text sweepstakes

The Power of Mobile Marketing• It connects your brands to your consumers• Like the Internet it is a new mass medium

platform with interactivity...• ...plus Anywhere, Anytime, Always on

The Vision• Reach your consumers,

anytime, anywhere• Know each person’s

demo/psychographic profile

• Based on this deliver the right advertising message

• Maintain connection with content she finds valuable• Follow through to purchase with mobile coupon

Mobile 101: MetricsMore measurable than InternetData on carrier and phone typeSegmentation possible by individualPurchase behavior trackable by individualSurvey studies easily executedAllows for actual ROIBehavioral tracking in development

Mobile Anthem Capabilities

Mobile Anthem: What we doConnecting brands to the mobile youth

• MA is a full-service agency• We are the Creative ideas, the campaign• We execute through our tech partners

• Each campaign is personalized• Start with your business objectives• Learn about your brand equities• Integrate mobile into your existing marketing mix

Delivering measurable results• Everything is trackable in mobile• P&G-ish focus on measuring against your objectives

Mobile Anthem: Unique Abilities

Mobile Experts

Mobile Implementation

Creative Talent

Client-side branding experience

MA Unique Abilities

Mobile Anthem

Mobile Agency

Mobile Tech Co.

Anthem SegmentationTM

• Only MA can tell you the demo/psychographics of who you’re talking to. This lets you customize your marketing to each consumer segment.

• RESULT: Laser-focused messaging means you deliver the right message to the right person

Anthem AmplificationTM

• Only MA can increase the effectiveness of your other marketing initiatives by purposely directing your consumers to multiple touch points

• RESULT: Each additional touch point increases your chances of purchase

Mobile Anthem: Who we arePrivately-held company based in IllinoisNon-biased about mobile assets (not pushing our solution, we’re making your solution)

Hugh, the mobile evangelist 11 years Kraft, P&G

Jason, the technologist 8 years in Telecommunications; Mocospace

Board of Advisors, a deep well 55 years in high tech, ad agencies, start-ups

Mobile partners, the industry leaders CRM partner did Obama’s campaign Music partner has leading mobile music service

ConclusionsMobile brings unique benefits for your brand

• Anyone, Anywhere, Anytime, Always-on• Personal: The phone is an extension of the person• Big! From $0.9B in 2007 to $6.5B in 2012*

Mobile complements any marketing channel• Interactive: Makes print, radio, OOH a 2-way communication• Measurable: Like the Internet, but more• Targeted: Opt-in = only the interested get the message

Mobile Anthem differentiates your brands• Provides brand mktg, i.e. segmentation and amplification• Consumer pocket: be with your consumers 24/7• Access: activate when your brand is Top-of-Mind

Mobile is the language of the “Mobile Youth” market

* eMarketer, 2008

THANK YOU!

Hugh JedwillCEO/FounderText “anthem” to 41411 for business card312.912.2837 (m)

Mobile 201: What are Companies Doing?

35%

33%

24%

4%4%DabbleNoProduct DependentInvested HeavilyBig Part of Budget

*iMedia Connection Poll, eMarketer, March 2008

US Online Advertisers Who Plan to Invest in Mobile, 2008

Mobile 201: What are consumers doing?

0%

23%

45%

68%

90%82%

47%38%

34%31%

28%26%

19%18%PictureGameMusic

Record VideoWAPsite

EmailIM

Play VideoMapping

18-29 30-49 50-64

Mobile Access to Data and Information 2008 – Pew Internet and American Life Project

Pictures, Games, Music, Video, Web, Email

Mobile 201: What are the youth doing?

0%

25%

50%

75%

100%

TextingPicturesCalendarRingtones

GamesVideos

COLLEGE18 million90% have phones

TEENS25 million79% have phones

0%

25%

50%

75%

100%

TextingPicturesPIMRingtones

InternetMusic

Harris/CTIA - Teen Mobile Study, Sep. 2008 Harris/Alloy - College Explorer Study, Apr. 2008

SmartRegular

Mobile 201: Type of Ads Wanted

0% 18% 35% 53% 70%Specific Brand/Vendor

Favorite Restaurants

Sport, Entertnmt, Travel, etc

Coupons for Consumables

Time Driven

Teens 13-17 Adults 18+

Harris Interactive, May 2008

Mobile 201: Mobile WAP28% of Teens browse the webU.S. is now ahead of Britain with 29% of web traffic

0% 15% 30% 45% 60%Email

Social Net

Weather

Directions

Sports

News

Harris/CTIA - Teen Mobile Study, Sep. 2008

Mobile 201: iPhone Apps31+ million iPhones/iTouches sold in the U.S.8% of college students own iPhones (3% PY)

22% expect to purchase an iPhone in 6 months*1+ billion apps downloaded

30,000+ apps available20% are free, make up 90% of downloads

Ad response is the same for iPhone, WAP, TextBest place for branding

* Piper Jaffrey’s 16th Annual Taking Stock with Teens Study, Oct. 2008

Mobile 201: iPhone ConsumerThe typical iPhone user is 30 years old, has a second phone, technologically savvy, richer than average, and a prior Apple customer.

Rubicon Consulting, March 2008

0%

8%

15%

23%

30%

<18 18-21 22-25 26-30 31-40 41-50 51-60 61-70 71+

Age of iPhone User