Golden Gekko - It's all about mobile apps

About Golden gekko
"We provide the creative mobile content behind the banner, engaging consumers by delivering downloadable applications."
Founded in 2005 and profitable since 2007
Based in the UK with offices in Cambodia (development), Sweden, Spain and the U.S.
Working with media and digital agency partners across Europe and US

Golden Gekko – Top app developer
100+ mobile applications delivered in the last 12 months
Award winning apps for Unilever/Lynx, Perfetti, Absolut Vodka, Universal Pictures and more
Preferred app development partner to 200+ media agencies
Applications optimised and tested across 2000+ devices including Java, Symbian, Windows Mobile, iPhone, Android, Blackberry, LiMo, Palm Treo, Vodafone Widget and more
GG Mobile Media Engine enables rapid, scalable and cost efficient mobile app development

The Golden Gekko Product portfolio currently consists of 2 core platforms that all our products & services are based upon
Product portfolio
Projects delivered by GG
Mobile Brochure Creator
Mobile Data Collection
Developer
Platform (SDK)
Services
GG Mobile Media Engine – Java Framework optimised for over 2000+ devices
Platforms
GG Mobile Media Server – Operations platform to host, maintain and report usage on applications, mobile web sites and SMS services

Print/On-pack
Point of Sale
Events
Online
TV
Newspaper
Mobile Marketing is everywhere...
Radio
Outdoor
Mobile is rapidly being integrated into multi-channel marketing strategies
5

INSIGHT: Games and apps installed on the phone Have highest usage
Approx 8-10m apps are downloadedeverydaywhereof 2.3m foriPhone/iTouch

MOBILE APPLICATIONS MARKET
iPhone

1 Bn IPhone downloads in 9 months with over 30.000 apps available
Pangea generated $1.8 m in sales of its puzzle game Enigmo Jun to Dec 2008
20+ paid apps generated over 1 m dowloads (> $1 m each) in 2008
Apps in #1 position generate approx 50.000 downloads a day at a fee of $0.99
iPhone apps in top 10 generate at least 6.000 downloads a day at a fee of $0.99
Apple Appstore generated 60-100m USD first 9 months (30% rev share to Apple)

Other platforms (Java, Palm, Android, WM, Symbian, etc)

More than 4 Bn non-Iphone apps downloaded in 9 months from Carriers, Device manufacturers and independent app-stores in same markets with more than 50.000 apps available
10+ new app stores (Blackberry, Nokia Ovi, Samsung, etc) launched non-iPhone apps and rapidly increasing with all carriers launching appstores
90% of all devices worldwide support Java

Insights into paid APPS on iTUNEs
Top 10 paid apps on iTunes 2008
Koi Pond
Texas Hold’em
Moto Chaser
Cash Bandicoot: Nitro Kart 3d
Super Monkey Ball
Cro-Mag Rally
Enigmo
Pocket Guitar
Recorder
iBeer
Conclusions from analysis

If you want to make buckets of money as a developer, make entraining games.
Don't be greedy. You can easily make up for in volume what you lose in price.
Continue to improve and fix bugs over time to keep generating revenue.

INSIGHT: THE SIDE LOADING TREND
Consumer behaviour trends
Consumers are connecting their phones and music players to the PC to transfer music
Bluetooth is more and more widely used
iPhone app store a great success
Result
Explosive growth in app downloads with 250m+ app downloads worldwide every month

Case Studies

Lynx effect
Challenge
The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided about 20 ideas to start with.
Solution
Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.
Also include wallpapers and videos of how to use the service
Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading

Lynx effect
Result
The campaign received more awards and publicity than any mobile campaign before in the UK.
Over 150k downloads in the UK first three monthswith over 50% viral
Each customer has shared the application with 4+ other people
Click on image for video:
Awards
Creative Agency: BBH
Client: Unilever/Lynx

Best use of mobile in branding Global – MMA 2008
Best use of mobile in branding W Europe – MMA 2008
1 pencil at D&AD awards 2008

Air action Vigorsol - cippi
Background
Vigorsol’s advertising annually shocks and surprises
Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians.
Online viral campaign a huge success in Italy
Challenge
User generated content based on the online Cippi campaignwas already popping up for mobile.
The brief from BBH was to develop a fun mobile application based on the Cippi character.
Click on image for video!

Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading
Cippi supports more than 90% of the active phones on the European market.

Launched on the 21st of June 2007 in Italy
Far exceeded expectations with over 2m registered succesful downloads to date
80% of downloads through viral recommendations and communities.
Over 250.000 ringtones, video tones and animations downloaded
Shown on two Italian TV shows
Resulted in the launch of a mobisode series the following year
Awards
Creative Agency: BBH
Client: Perfetti van Melle

Best use of mobile – BIMA awards 2007
Immature application of the year award - 2007
Mobile agency of the years – Mobile Marketing Awards
Best use of mobile in branding nomination – MMA 2008

Absolut Drinks on the Mobile

Background
Absolut Vodka is world famous for their advertising
Objective to give customers a valuable tool to strengthen brand loyalty
Challenge
In Dec 2006 Golden Gekko was asked to deliver Absolut Drinks for the mobile to be offered as a VIP service to US customers in the spring of 2007

Absolut Mobile - Today
Key benefits:

Considered a service and not marketing
Works on 75% of mobile devices in US and 95% in Europe
Viral effect
Downloaded to the phone and used 3-4 times more than a mobile Internet site

Key features

1000 drink recipes
Home bar search
Random search
Top lists
Bartender mixer videos
Ringtones
Wallpapers
Bookmarking
Forward to a friend

Absolut Mobile - Results
100.000+ downloads of Absolut Drinks on the Mobile and 250k+ users
The service is still going strong and has been extended to a SMS drinks service and a mobile website
Absolut is now investing in an iPhone application as well
Awards
Agency: Great Works
Client: Absolut Vodka

Best use of mobile in branding North America – MMA 2008

Malibuisland Bowling
Client – Malibu Kahlua (USA)
Iphone and java based bowling game to promote Malibu’s two flavors: coconut and melon
FEATURES
Malibu branded bowling game
User bowls against Malibu bottles instead of pins
Modes for one and two players
Selection of the ball (coconut or melon)
Selection of game background (one of five)
Game launched and available in the USA and Canadian AppStore with over 500.000 downloads in the first month

Mini Openness
Client – Mini (UK)
Iphone based application to promote the launch of Mini R57 convertible
FEATURES
Mini convertible car show
Application determines user’s level of “openness” and recommends a suitable venue
Details, address, coordinates of the venue are shown
The application determines user’s position by GPS to provide the map and exact route to the venue
Application launched and available in the UK AppStore

Radio rock & theunborn

Client – Universal (UK)
Iphone based application to promote the “The Boat that Rocked ” movie
FEATURES
“Top Trumps” concept based game featuring movie characters
“Top Trumps” cards include character summary, character picture and features
A selection of single player mode (play against the application ) or two players mode
Movie trailer and movie stills gallery and sound clips

Application launched on 4 territories, localized versions available on the UK, German, Italian and USA AppStores.
http://tinyurl.com/bsoulo

Client – Universal (UK)
Iphone based application to promote “the Unborn” movie
FEATURES
Interactive movie poster, with hidden content
Possibility to wipe off the steam from the mirror, to reveal hidden, terrifying elements
“Horror trigger” a scary phonecall from the evil twin who delivers his message and hangs up
Production notes
Synopsis
Special release movie trailer and additional unique video
Movie stills gallery
Application launched in English and Spanish version in the UK and Spanish spoken territories’ AppStore http://tinyurl.com/ape524
TheUnborn

Chrimbell
Client – Ogilvy (UK)
Iphone based Christmas caroling application
FEATURES
Possibility to choose one of 3 different bells
Possibility to choose one of 5 different carols
While the user moves the application as if it was a bell, chimes can be heard which if done in correct tempo make up for the chosen carol
Single and multiplayer modes
Application available in AppStore worldwide. http://tinyurl.com/6re6wa

Client – Jack Daniel’s (ES)
Iphone based application promoting a series of JD’s Backstage parties
FEATURES
Possibility to take a “How much of a rock star you are” test
Possibility to choose one of 3 different instrument s (keyboard, drums and guitar)and jam with friends to create a iPhone rock band
Information about JD’s backstage parties in Spain
Application available in AppStore worldwide.
Jack daniel’sBackstage

Nokia N5800 Mobile Website
Background
Nokia wanted to do something out of the ordinary with the launch of the Nokia N5800 (Nokias first touch screen phone)
Solution
Fully graphical mobile website design optimised for higher end phones with a great experience including touch screen navigation
Simple landing page with videos, ringtones, music and phone images
Result
Over 100k to the mobile website during the campaign with users saying the campaign was innovative and demonstrating the N5800 experience

Other case studies
Quit Smoking Campaign
Sonet Movie-campaign
Mobile Quit-smoking-program for Novartis/Nicotinell promoted through the line incl TV-adverts in 4 countries winter 06/07 and in the UK January 2008
Viral campaign launched with Sonet Film in partnership with leading social network Playahead to promote the movie Du & Jag Oct 06. 80% of all downloads were viral distribution.

More screenshots from projects
Vodafone Champions League
Nicotext Microbooks
Kiwi Shoe-a-holic
Paramount - Disturbia
Playahead (2nd largest online community in Scandinavia)
Cadbury - Stimorol
Idol Manager 2007
Mobile Coupons, Swe

More screenshots from games
Classic bricks game customised by brand
Zombies launched in 2008
Triopsy puzzle game
Gisaku fighting game

Apps to download
To download some sample applications visit
From your mobile:
http://goldengekko.com/mob
iPhone applications from iTunes
The Unborn: http://tinyurl.com/ape524
The boat that Rocked: http://tinyurl.com/bsoulo
Chrimbell: http://tinyurl.com/6re6wa
Mobile examples from PC:
http://p.mobile9.com/goldengekko/gallery/

Key sucess factors

How to create a successful Mobile Marketing Campaign.
3. Deliver
4. Measure & Evaluate

Report results (also ongoing)
Tweak campaign ongoing
Get customer feedback
Recommendation on how to optimise and improve the next campaign
Reporting can include everything from page views, downloads and unique visitors to frequency of use, most popular parts of the service and much more.
App Builder Report
Number of successful downloads per day and month

2. Delivery method
1. Agree objective & scope

Campaign concept/scope
Measurable objectives
Integration with overall marketing mix
Segmentation, demographics and geographic
Mobile distribution strategy
Key milestones for delivery, evaluation, etc

Pilot campaign
Bespoke solution
(bigger budgets)
A.
Launch campaign
Existing GG Product
(medium budget)
B.

3-10 weeks delivery time depending on complexity, response times by client, iterations and customer feedback loops

Mobile App Builder
(low cost)
C.
Create and deploy a mobile brochure yourself in less than an hour through the GG Mobile App Builder

4 Steps to success
1
2
3
AWARENESS
ACTION/PURCHASE
ENGAGEMENT
4
FEEDBACK & ENCOURAGE LOYALTY

Drivingmobile marketing ROI
Transactions
Mobile coupons
Sample redemption
Digital service Sales
Information
Store finders
Productinfo
Mobile content: Videos, wallpapers
ROI
Interactivity
Games
Widgets
Quizes
Sweepstakes/Voting
User generated content
Display
BannerS, Links & Push SMS
engagement

Key success factors
Fun and/or relevant engaging campaigns deliver great results
Quality & Reliability including over 90% handset coverage
User experience and design – Wow factor (comparable to iphone or blackberry)
Distribution strategy (banners, viral, etc) to reach the target audience

THANK YOU!
Playmobile 2.0
GeoMe
Audi
Self-Care Avatar
Vodafone Spain
Ferrari Poker game
Burn / Coca Cola
Blog app