MARCOM09 TomTom HD Traffic Widget

Beemway Client Case: TomTom HD Traffic Widget - Route to Success 3 juni ’09 Michiel Rademakers, Martin Voorzanger

TomTom in a nutshell
TomTom is the world’s leading
Provider of portable navigation devices!
A focused technology company delivering the most innovative, most easy to use and safest products
Founded in 1991, publicly listed in 2005
Active in more than 30 countries
45% market share in Europe, over 20% market share in the US
Group Revenue 2008 €1,75 billion

First to revolutionise routing: Introduction of unique technologies
Best traffic information  HD Traffic
Best maps  Map Share
Best routes  IQ Routes
Best routes Best maps Best traffic info

HD Traffic A new standard in Traffic Information
Traffic updates every 3 minutes, sent directly to your device
Covering all major, regional and urban roads
Highly accurate delay, travel and arrival times
Automated rerouting for alternative, quicker routes
2009 2009 Improving the driving experience with a unique and unrivalled traffic information service

HD Traffic on TomTom GO940

How does the user get traffic information? Radio Mobile TV Web PND Routes.tomtom.com Philips Net TV Tomtom.com/widgets Online marketing strategy: creating awareness by showcasing HD Traffic on different platforms and drive (recurrent) traffic to TomTom.com

Traffic viewer on tomtom.com www.tomtom.com/hdtraffic

Integrated in Route Planner http://routes.tomtom.com

Partnerships Philips HD Net TV http://startpagina.nl/verkeer

What is a Widget / Gadget?
A widget displays web content from external sources and can be embedded into a blog, social network site or other web pages.

User benefits
The TomTom HD Traffic widget allows users to:
Benefit from TomTom’s unique HD Traffic offering for free (real-time updates, delay time, coverage)
Receive the latest traffic information before you leave
Get HD Traffic information in their personal environment
Be able to personalise our service

Agency Selection:
Why Beemway?
Share button (2 clicks)
One update for all social networks / start pages / blogs
Pan European distribution through Beemway platform (soon USA)
Experience & Client cases
Analytics

Multi platform distribution: Web, Mobile, TV Reach Audience of millions with Beemway

TomTom HD Traffic Widget 1st TomTom Widget

Initial Planning
Launch: March 10 2009
Countries: UK, DE, FR, NL, CH
What we track:
Number of Installs
Usage - Views / Clicks
Traffic to tomtom.com (Unique Visitors, Returning Visitors)

Promotion / Seeding
Landing page
PR
Seeding at Forums / Communities
Newsletter
Promo boxes / Links TomTom.com
Google joint promotion (Adwords)

Joint promotion Google http://www.google.nl/intl/nl/landing/hdtraffic/

Landing page TomTom www.tomtom.com/widgets

Results: Over 200k installs, 3m page views! Average of 2,700 installs per day and continues to grow # 1 traffic widget in UK, FR, DE, NL, CH

What’s next? Sneak Preview

Visit the Beemway booth at IAM ’09 #9B39 [email_address] [email_address] [email_address]

MARCOM09 TomTom HD Traffic Widget

by Toogethr on Jun 04, 2009

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