Case Study: McDonald LBS Mobile Ad - "Cheese Burger for 1 EURO"

McDonald's Finland wanted to test the impact of a location-targeted mobile ad campaign on driving foot traffic into their locations. The goal of the campaign was to entice mobile-connected consumers to come to a nearby McDonald's restaurant.

Together with NAVTEQ, the leading provider of map, traffic, and location data, McDonald's demonstrated that location-based advertising is a powerful means of converting a mere passer-by to a paying in-store customer.

Enabled by NAVTEQ LocationPoint™ Advertising, McDonald's delivered location-relevant mobile ads to users of Nokia Ovi Maps when they were within five miles of any of McDonald's 82 restaurants in Finland. The ad campaign promoted a McDonald's cheese burger for 1 euro, resulting in a solid, measurable ROI, a 7% click-thru rate. Consumers clicked on the ads to see promotion details and receive directions to the nearest store location. Of users who clicked through, 39% selected the click-to-navigate option which offered "drive to" or "walk to" navigation to the nearest McDonald's location.

Source: Navteq Media

Expert says....

What is the successful example of Mobile Marketing?

THINK about it, and WATCH it!!!

The Trend of Mobile Marketing

What will be the top mobile apps of the future? In a report released by research firm Gartner, that answer is “money transfer.” Here’s the full top 10 mobile app types of the future, according to Gartner:

1. Money Transfer




2. Location-Based Services




3. Mobile Search




4. Mobile Browsing




5. Mobile Health Monitoring




6. Mobile Payment




7. Near Field Communication Services




8. Mobile Advertising




9. Mobile Instant Messaging




10. Mobile Music

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Here is a video of roundtable discussion, the topic is "The Opportunities, The Challenges and the lesson well learning in Mobile Marketing Space".

Source: Mobile Marketing Watch

Gartner

Case Study: Armani Exchange

Armani Exchange worked with its agency Media Kitchen and AdMob to launch the company’s first mobile advertising campaign to promote its AX Armani Exchange Spring 2009 collection. The goal of the campaign was to raise awareness of the new spring line, drive opt-ins to the brand’s text messaging program, and use the innovative iPhone environment to continue building the relationship this premium brand has with its high HHI and tech-savvy customers.

AdMob helped AX create a mobile Web site designed specifically for the iPhone environment.

The mobile site included multiple possible actions consumers could take including watching video content, using a store locator, viewing a product gallery with photos of the Spring 2009 line, reading the AX Styletraxx blog content, or opting to sign up for Text AX (Armani Exchange’s text messaging program). Consumers could also buy clothes directly from the mobile site.

AdMob drove traffic to this new mobile site with engaging iPhone banner and text ads targeted to Entertainment, Lifestyle, and Music apps and sites in the AdMob network.

Source: Mobile Marketing Association

Common Tools

Do you know what are the tools of Mobile Marketing? Let's share some of the ideas as below:

Location-based services (LBS)

LBS are services that exploit knowledge about where a mobile device user is located. It is divided into 2 kinds: push and pull approach. Nowadays, it is common applied in advertising, called location-based advertising (LBA). It uses location-tracking technology in mobile network to target customer with location-specific advertising on their mobile devices...More...




Mobile Application

Mobile application is the process by which applications are developed for handles devices such as personal digital assistants, enterprise digital assistants or mobile phones. These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores and other mobile software distribution platforms...More...

Quick Response Code (QR Code)

It is a two-dimensional code generates from text or URL, which directs people to retrieve resources like specific information, video clip, e-coupon etc., by using the QR decoder.This decoder basically is an application installed to a mobile device with camera lens, decoding the bar code through the scan process in high speed...More...

Short Message Service (SMS)

SMS is available on digital GSM networks allowing text messages of up to 140 English characters to be sent and received via the network to a mobile phone, or from the Internet, using a so-called "SMS gateway" website. If the phone is powered off or out of range, messages are stored in the network and are delivered at the next opportunity...More...

Case Study: Reebok Rides The High Waves of IPL (mkhoj)

To leverage the brand association with high profile Indian Premier League (IPL), Reebok, the global sports and lifestyle brand, capitalized on the festivity by being the official sponsor for four IPL teams. Reebok also decided to tap into the mobile advertising channel to increase the sales of its IPL merchandise like the IPL jersey. Reebok chose its trusted partner mKhoj to design and run the new campaign.


The campaign, primarily targeted at increasing the purchase of IPL merchandise, had to maintain the brand image of creativity and innovation.

Campaign Goals

• Create the buzz about the campaign and initiate accelerating publicity




• Drive purchase intent

Solution

• Assisted in the creation of the WAP site




• Maintained focus on keeping the WAP site interesting to the users by providing content




• Downloads like wallpapers, functionality like being able to locate nearest store etc.




• Devised methods to drive up the engagement. E.g. Refer a Friend, Send Wallpapers, Gift a Jersey etc.




• Reebok ads were also placed on WAP sites with primarily cricket, sports and youth oriented traffic like sports sites, social networks, entertainment portals etc.

Highlight – Gift a Jersey

• While there were many highlights in this campaign, the center stage was occupied by the Gift a Jersey feature.

The audience mainly comprised of young users and hence involvement of the audience was kept in focus. Wallpapers of jerseys were created and provided for download. These jerseys provided ways to drive up the level of interaction. Users could send these jerseys to friends as gifts or could show their support to their teams by sending around the team jersey. The target audience took to this new idea with high zeal and the jerseys were sent from user to user thus creating the buzz factor around the campaign.

Source: Mobile Marketing Association

Introduction to Mobile Marketing

Part 1

Part 2

Case Studies in HK: The Guinness Passport to The Greatness (2008)

The Hong Kong Sevens is a 3-day rugby tournament that takes place each year. Guinness is a major sponsor of the tournament, and they were looking for a way to extend the consumers engagement with the brand beyond the time in the stadium.

The result was the innovative mobile marketing application Guinness Passport to Greatness, that won the 2008 MMA award for “Best Use of Mobile Marketing”. It featured an interactive guide to the tournament, plus information about Hong Kong nightlife, and could even speak Cantonese!

Here is a video overview of the application and the campaign that also gives you some of the flavor of the Hong Kong Rugby Sevens tournament.

What is Mobile Marketing

Mobile marketing can refer to one of two categories of marketing. First, a relatively modern one, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, a more traditional definition, is meant to describe marketing in a moving fashion e.g.technology road shows or moving billboards.

Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication” or “distribution of any kind of promotional or advertising messages to customer through wireless networks”. In addition, mobile marketing can be defined as “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders".

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Let's enjoy a video about the Definition of Mobile Marketing from iLoop Mobile.



Source: Wikipedia