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

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

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

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.