Panel Discussion

Campaign Porsche Fragrances & Thierry Mugler

Cosmopolitan Sex and Love, Hair and Beauty, Style and Celebreties ”Click to wap to receive exclusive offers” Period 18.8-30.9.09 Impressions 31417 Clicks 3101 Click rate 9,87 %

Win free Fanta for a year! Fanta is running an outdoor campaig in combination with TV spots to promote new Fanta taste. ”Click to wap to join competition” Period 6-28.2.09 Impressions 6183 Clicks 569 Click rate 9,20 %

Adidas Marathon Tracker OBJECTIVES • Extend its sponsorship of the London Marathon • Help runners stay in touch with their supporters OVERVIEW • Create Java application for mobile Web that corresponds to radio-frequency identification chips in runners’ shoes • Non-competitors may access a specific runner’s unique code via application/online • Enable real-time tracking of – competitor’s progress – mapped location – average speed – projected finish time • Enable personalised messages to large digital displays via app • Access application via print banners inviting audience to text in to receive WAP link RESULTS • Over 500,000 people interacted with app • 2/3 of traffic generated directly from mobile handsets (1/3 from Web site) • Over 1 million people exposed to conversations about the Tracker via social media

Nike Zoom OBJECTIVES • Create buzz amongst public • Create interaction with target audience to increase brand awareness and drive sales OVERVIEW • Bluetooth enabled billboard ads appeared in Shanghai, Beijing and Guangzhou, as passersby approached they receieved a mobile message telling them to run to the nearest Nike store as http://mobileinc.co.uk/2009/06/i- fast as possible. love-nikes-mobile-marketing/ • A virtual stopwatch is activated the moment the person receieves the message, once they get to the store with their mobile the time is stopped. • Everyday the store gave away a pair of running shoes to the fastest person, their name also appeared on the billboard the next day http://www.youtube.com/watch? RESULTS • Across three cities in three weeks: 250 000 v=v8D3bePGcwo&feature=play Bluetooth messages delivered, 15 000 er_embedded participants and 63 pairs of Nike Zoom shoes awarded. • 1.7 billion online impressions, 19 million print impressions and 17 million OOH target audience impressions.

Panel Discussion

by James Cameron on Jan 22, 2010

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Panel Discussion — Presentation Transcript