Sports Illustrated Swimsuit Issue Mobile Case Study

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To handle millions of fans, Sports Illustrated needed a mobile partner that understands how to build engaging mobile experiences that work on the broadest range of mobile phones.

Nellymoser’s design and creative services team produced the mobile user experiences for Sports Illustrated. While SI controlled all creative content, Nellymoser’s experts adapted the work for the small screen and the touch experience. It had to be a positive experience and easy to use for a wide variety of audiences.

The entire mobile campaign was hosted on the robust Nellymoser Mobile Engagement Platform. It detects the phone, network, and speed in real-time to create the best possible presentation on virtually any mobile device, including Apple’s iPhone, BlackBerry, Windows Mobile and Android smartphone devices.

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Sports Illustrated Swimsuit Issue Mobile Case Study

  1. 1. TMWe turn action codes into mobile engagement on any mobile phone.Sports Illustrated 2011 Swimsuit IssueAction Code Campaigns Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515
  2. 2. TMImportance of SI Swimsuit Issue • Issue accounts for 7% of SI’s annual ad revenue ▫ $40m of $572m in 2010 ad revenue ▫ 2011 issue had 90 ad pages ▫ 30% increase over last year • Newsstand sales are 10x-15x the volume of other SI issues • SI.COM/swimsuit in 2010 ▫ 11m unique visitors in first week ▫ 280m page views ▫ 100m video plays Source: TheWrap.com Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 2
  3. 3. TMMajor Pre-Release Mobile Campaign Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 3
  4. 4. TMUnique Mobile Video To Capture Immediate Interest Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 4
  5. 5. TMSocial Media Engagement – Facebook “Like” Facebook “Like” Now Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 5
  6. 6. TMDownload App For Ongoing Engagement Goes Directly To The Apple App Store or Android Market For On-Going Interactions Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6
  7. 7. TMDirect Mobile Commerce Link Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 7
  8. 8. TMFacebook Share From The Mobile Phone Nellymoser Includes A Video Player So That All Facebook Friends Can Watch The Video Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 8
  9. 9. TMPre-Release Summary Video Facebook Like App Store Download Mobile Commerce Facebook Share Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 9
  10. 10. TM“In Book” Campaigns • Three Editorial Campaigns ▫ Bonus Videos ▫ Model Search For 2010 ▫ Mobile App Promotion • One Sponsored Campaign ▫ Nissan Model vs. Model Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 10
  11. 11. TMCampaign 1: Bonus Videos Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 11
  12. 12. TMFirst Link: Unique Video Content High quality video that adds to the magazine content. Followed By A Call To Action Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 12
  13. 13. TMSecond Link: Download Mobile App Goes Directly To The Android Market or Apple App Store For On-Going Interactions Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 13
  14. 14. TMCampaign 1: Summary Video App Store / Market Download Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 14
  15. 15. TMCampaign 2: Vote For New Talent Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 15
  16. 16. TMFirst Link: Select A Video High quality engaging content that brings the reader closer to the magazine. Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 16
  17. 17. TMSecond Link: Vote Readers can interact with and influence the content of the magazine. Increases the relationship. Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 17
  18. 18. TMThird Link: Download App Goes Directly To The Apple App Store or Android Market For On-Going Interactions Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 18
  19. 19. TMFourth Link: Sponsor Video Funny sponsor video creates engaging opportunity, without feeling like “another ad” Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 19
  20. 20. TMFifth Link: Sponsor Goes to sponsor’s mobile site. Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 20
  21. 21. TMCampaign 2: Summary Video Playlist Vote App Store Download Video External Site Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 21
  22. 22. TMCampaign 3: Mobile Image In The Ad Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 22
  23. 23. TMTwo Links Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 23
  24. 24. TMNissan Model vs. Model Four Page Spread Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 24
  25. 25. TMScan To Video. One of four randomly selected funny videos is played. Followed By More Engagement… Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 25
  26. 26. TM“Post Roll” Keeps Engagement Going Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 26
  27. 27. TMNellymoser Capabilities Used By SI• High quality video• High quality video playlists• High quality video with “post roll”• Random video playback (for more “play agains”)• Facebook, Twitter and Email sharing• Facebook “Like”• Mobile Commerce• App downloads directly to the device• Voting• Link to corporate site Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 27
  28. 28. TMTry Nellymoser On Your Own Phone Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 28
  29. 29. TMWe turn action codes into mobile engagement on any mobile phone.Thank you. Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515

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