Engaging customers through Mobile

Canadian Landscape Canada's wireless carriers now offer coverage to more than 98 per cent of Canadians. More than 19 million Canadians are mobile phone customers. Two-thirds of Canadian households have access to a wireless phone 4.3 Billion text messages were sent in 2006 – nearly three times more than 2005! Adoption is as high as 80% in urban markets Email is for old people!

Canada's wireless carriers now offer coverage to more than 98 per cent of Canadians.

More than 19 million Canadians are mobile phone customers.

Two-thirds of Canadian households have access to a wireless phone

4.3 Billion text messages were sent in 2006 – nearly three times more than 2005!

Adoption is as high as 80% in urban markets

Email is for old people!

Mobile Marketing is part of your marketing mix MESSAGING SMS Shortcode/Marketing SMS Service Updates/IVR SMS On Demand Alerts SMS Voting/Surveys SMS Games/InfoMedia Revenue Share Models DOWNLOADING Mobile Content/Audio/Video Mobile Car Build/Comparison Mobile Maintenance/Service Log Mobile Loyalty/Gaming Mobile vehicle brochures Revenue Share Models BROWSING Mobile Dealer Locator Mobile Content/Audio/Video Mobile Channels/Portals Mobile Blogs/RSS Feeds Mobile brand websites Revenue Share Models VOICE *FORD Concierge IVR Alerts Ford Fone Airtime Bundles Private Label Devices Ford Fone MVNO Revenue Share Models Ford Fone Alert: Send Odometer Reading for New Service Update by Replying with number of KMs to this message. ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both. One (1) Ticket Toronto Traffic: QEW E Moving Very Good Up to Ford Drive ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both.

MESSAGING

SMS Shortcode/Marketing

SMS Service Updates/IVR

SMS On Demand Alerts

SMS Voting/Surveys

SMS Games/InfoMedia

Revenue Share Models

DOWNLOADING

Mobile Content/Audio/Video

Mobile Car Build/Comparison

Mobile Maintenance/Service Log

Mobile Loyalty/Gaming

Mobile vehicle brochures

Revenue Share Models

BROWSING

Mobile Dealer Locator

Mobile Content/Audio/Video

Mobile Channels/Portals

Mobile Blogs/RSS Feeds

Mobile brand websites

Revenue Share Models

VOICE

*FORD Concierge

IVR Alerts

Ford Fone Airtime Bundles

Private Label Devices

Ford Fone MVNO

Revenue Share Models

FOC 2007 Mobile Objectives Primary Objectives: Extend new model experience Engage potential customers Amplify Branded Events Secondary Objectives: Validate whether a “Mobile” communication program can increase product awareness and engagement Drive opt-ins for further Ford of Canada campaigns Position Ford of Canada as an innovator

Primary Objectives:

Extend new model experience

Engage potential customers

Amplify Branded Events

Secondary Objectives:

Validate whether a “Mobile” communication program can increase product awareness and engagement

Drive opt-ins for further Ford of Canada campaigns

Position Ford of Canada as an innovator

The Strategy Go beyond “text to win” to create true engagement using the Mobile channel at Ford of Canada events Leverage Mobile browse (dotmobi) and SMS as engagement enablers

Go beyond “text to win” to create true engagement using the Mobile channel at Ford of Canada events

Leverage Mobile browse (dotmobi) and SMS as engagement enablers

Request for call back How it worked: SMS for IVR call back Seeing call to action, consumer sends SMS with vehicle name to shortcode Consumer gets callback from IVR system within seconds IVR provides vehicle spec and detail information TO: 36722 ( fordca) Edge

How it worked:

SMS for IVR call back

Seeing call to action, consumer sends SMS with vehicle name to shortcode

Consumer gets callback from IVR system within seconds

IVR provides vehicle spec and detail information

Request a brochure How it Worked – TXT for brochure Seeing call-to-action, customer texts “Focus” and their email address to “fordca” to learn more about vehicle Consumer gets SMS back confirming request Consumer gets email within minutes that includes thank you message and PDF file of the vehicle brochure they requested TO: 36722 ( fordca) Focus phil@hotmail.com FROM: Ford of Canada Thank you! Your 2008 Focus brochure has been sent to phil@hotmail.com Visit fordca.mobi to learn more about the all new 2008 Ford Focus

How it Worked –

TXT for brochure

Seeing call-to-action, customer texts “Focus” and their email address to “fordca” to learn more about vehicle

Consumer gets SMS back confirming request

Consumer gets email within minutes that includes thank you message and PDF file of the vehicle brochure they requested

Mobile Browse How it worked – Mobile browse site Browse selected vehicles and review images, specifications, and MSRP Consumers can request brochure using mobile form Consumers can find a dealer using mobile dealer locator feature Download video and wallpaper Compatible across all mobile devices

How it worked –

Mobile browse site

Browse selected vehicles and review images, specifications, and MSRP

Consumers can request brochure using mobile form

Consumers can find a dealer using mobile dealer locator feature

Download video and wallpaper

Compatible across all mobile devices

Questions?

Thank you! Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing [email_address] SMS to 416-729-4268 http://burningthebacon.com (web) http://feedm8.com/burning (mobile)