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Top Mobile Viral Marketing Campaigns presented at MediaPro

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“The most successful viral marketing campaigns in mobile history” provides three great case studies including Lynx, Cippi and Malibu Bowling of mobile viral marketing campaigns that truly worked and …

“The most successful viral marketing campaigns in mobile history” provides three great case studies including Lynx, Cippi and Malibu Bowling of mobile viral marketing campaigns that truly worked and what the success criteria were.

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  • The presentation will cover:Short intro GG – 3 slidesApp insights -3 slides3 case studies for Lynx, Malibu and CippiCritical success factors for a viral campaignEngagement – social sharing (physical and virtual)Widely distributed - appstoresApp needs to work on all platforms (so you can share with anyone even if they dont have an iPhone/android = 20% of the population)
  • Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. Vigorsol’s advertising annually shocks and surprisesDistributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloadingSupported on 80% of all mobile phones in EuropeVigorsol’s advertising annually shocks and surprises
  • Stats on sharing of brand experiences from Arla

Transcript

  • 1. “The most successful viral apps in Mobile history”
    20 Oct 2010
  • 2. AGENDA
    Introducing Golden Gekko
    Mobile App Insights
    3 Case Studies
    Key Success Factors
  • 3. CROSS PLATFORM SPECIALISTS SINCE 2005 WITH TOP 10 APPS IN ALL APP STORE CATEGORIES
  • 4. Golden Gekko employs +75 people providing global brands with +140 apps last 12 months. More than 100 brands and agencies have put their trust in us over the years.
  • 5. MOBILE APP INSIGHTS
  • 6. APP STORE DOWNLOADS
    iPhonepassed 5.000.000.000downloads (June 2010)
    Last billion took 2 months = 16.700.000/day
    Androidpassed 1.000.000.000 downloads in July 2010
    Ovi Storeis doing 1.700.000downloads daily
    BlackBerryAppWorld1.000.000daily downloads
    from 20.000.000 registered users
    iPaddid 35.000.000app downloads in first 65 days
    GetJardoes 3.000.000daily downloads
  • 7. SMARTPHONE OWNERS USING APPS (UK)
  • 8. THEY HAVE AN APP
    The average Britishsmartphoneownerdownloads15apps totheirhandset, keeps12of them, and uses5 every day
  • 9. CASE STUDIES
  • 10. 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 which were then enhanced over time.
    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.
    • 11. Also include wallpapers and videos of how to use the service
    • 12. Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading
  • Lynx Effect
    50% viral
  • 13. VIGORSOL AIR ACTION
    Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading.
    80% viral
  • 14. VIGORSOL AIR ACTION
    Winner of three international awards.
    Mobile Agency of the year 2008
    Best use of mobile in branding 2008
    Facts:
    • Launched June 2007 in Italy
    • 15. Far exceeded expectations with over 4m registered downloads to date
    • 16. Over 250.000 ringtones, video tones and animations downloaded
    • 17. Shown on two Italian TV shows
    • 18. Resulted in the launch of a mobisode series the following year
    Best use of mobile – BIMA awards 2007
    Immature Application Of The Year Award 2007
  • 19. Malibu ISLAND BOWLING
    Client – Malibu Kahlua (USA)
    IPhone and java based bowling game to promote Malibu’s two flavors, coconut and melon.
    Game launched and available in the USA and Canadian AppStore with over 5m downloads
    80% of users played multiplayer with a friend promoting the game further
    Features:
    • Malibu branded bowling game
    • 20. User bowls against Malibu bottles instead of pins
    • 21. Modes for one and two players
    • 22. Selection of the ball (coconut or melon)
    • 23. Selection of game background (one of five)
  • Sharing the experience
    “Sharing the physical experience together is just as important as sharing in the virtual world.”
    • Entertaining experience together
    • 24. Multi-player games
    • 25. Useful information
  • Making it easy to Share
    Make sure there is as little as possible preventing the user from sharing.
    • Clear what is shared
    • 26. Integrate with phone experience (contacts, Facebook, etc..)
    • 27. Meaningful to share
  • Available ON all DEVICES…
    Worldwide Smartphone Sales to End Users by Operating System in 2Q10
    The app must work on my friends phone for me to share!
    Mobile web as fallback.
  • 28. ...AND ALL APP STORES
  • 29. Summary Key success factors
    Prerequisites
    Fun, relevant and/or useful
    Quality & Reliability – works on all devices
    User experience and design
    Distribution strategy (appstores, banners, viral, Radio, Outdoor, etc) to reach the target audience
    Interactive
    Social
    Sense of Being Connected
    Open Dialogue
    Practical & Safe
    5 key success factors for driving consumer engagement
  • 30. THANK YOU!