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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.