“Mobile Marketing to the Youth Demograpic,” Hugh Jedwill

1. Mobile Youth
Opportunities

2. Mobile Marketing & Branding
Mobile Anthem
Mobile 101
Mobile Youth
Venus Case Study
Mobile 201*
Myths, Power, Vision
Conclusions

3. Mobile Anthem: At-a-glance
Mobile Anthem is a youth marketing agency specialized in
creating, implementing and analyzing marketing campaigns for
the mobile phone.
We tie brand marketing objectives and metrics to the emerging
Mobile Marketing industry.
Our brand, mobile, and business backgrounds provide you with
95 years of experience.
Our capabilities includes:
• CRM • Mobile Websites (WAP sites)
• Mobile coupons • Mobile ad placement
• SMS (Text) alerts/interactions • Ringtones, Wallpapers
• Mobile phone accessories • Location Based Services
(skins, mirrors, phone dangles) • Anthem SegmentationTM
• Anthem AmplificationTM

4. Mobile Marketing 101

5. Mobile 101: Overview
Mobile Marketing is any outreach to consumers
that engages them through their mobile phone
• iPhone Apps to mCommerce to branded
phone cases
• Stands on its own
• Extends the reach of any other marketing channel
Confusion in early stages
• Marketing Medium like TV, Internet
• More than just a website
or ringtone
• Like the Internet 15 years ago
• McD’s hompage in 1996

6. Mobile 101: Overview

7. Mobile 101: Opt-in
Mobile Marketing starts when a consumer OPTS-IN
• Text “CHI” to 234327 (ADIDAS) to win $1,000 and VIP access
• Automated response gives marketing message
• Consumer’s number is stored in CRM database
Builds trust and loyalty - Adidas (should) send useful content
Entertainment/news updates
Promotional messages
Ringtones, wallpapers
Links to WAP site
Sweeps, Vote, Quizzes
Drive purchase
Mobile Coupons
In-Store content
Thanks for becoming an adidas
Chicago VIP. Look out for your chance
to win $1000 and events at the Water
Tower Place Performance Store. Rply
END to stop mgs

8. Mobile Youth: Needs State Change
Navigate the shifting landscape of the Youth Market
• “Aspirational” brands “Conscious” brands
De-mystify mobile
• Equate mobile to specific brand metrics
Generate quantifiable impact
• ROI, sales, purchase intent, brand loyalty, awareness

9. Mobile Youth: Quick Facts
Generation Y is mobile, 76-83M1
1800
2nd determiner of teen social status
Calls
1350
8.6 average age of first mobile use2 Texts
41% can text blindfolded 900
50% open to marketing through phone 450
79% have mobile phones 0
<12 13-17 18-24 25-34 35-44
1,200 texts per month3 Q2 ‘08 avg/mn2
Hispanic & African-
American over-index
1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08

10. Mobile 101: Older Psychographic
Look at their mobile phone as a mini-computer
It’s just a fancy piece of electronics
Compare features
The more features, the better the phone
Sprint’s “Crime-deterrent” Superbowl commercial
http://www.youtube.com/watch?v=G4O4f6FKYyc

11. Mobile 101: Youth Psychographic
The phone is an extension of the person
Phones personalized with ringtones, wallpapers, skins, cases
It’s the connection to friends, family, the world
The easier it is to connect to people, the better the phone
T-Mobile’s Fav Five “Hot Friends” commercial
http://www.youtube.com/watch?v=ZUHT-p8svkc
–

12. Venus Case Study

13. Venus Case Study
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with 0.8M women and millions of impressions
Won the Silver Promo Marketing Award for Experience
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game

14. Venus: Sweeps
Create awareness
Similar poster for
mobile game

15. Venus: VenusBeach Mobile Game

16. Venus: Textual Flirting

17. Venus: Mobile Picture
“Hope u had a great
time at Spring Break!
Gillette Venus was
glad to be a part of it.
Go to
www.gillettevenus.co
m/sprinkbreak to pic
up ur photo. Use ur
cell# as the code.”

18. Venus Case Study
Learnings:
• All engagements become more powerful with CRM
• Promotional campaign should fold into the overall
marketing plan
Mobile Activation Objective Media Partners
VenusBeach Mobile awareness, brand Print
game loyalty
Textual Fling™ brand loyalty Experiential
Spring Break updates brand loyalty Experiential
Photo Anthem™ Anthem Internet, Experiential
Amplification™

19. Mobile 201: What are Companies Doing?
US Online Advertisers Who Plan to Invest in Mobile, 2008
4%4%
35% Dabble
No
24% Product Dependent
Invested Heavily
Big Part of Budget
33%
*iMedia Connection Poll, eMarketer, March 2008

20. Mobile 201: What are consumers doing?
Pictures, Games, Music, Video, Web, Email
82%
90%
47% 68%
38%
34%
31% 45%
28%
26%
Picture
Game Music
19% 23%
18%
Record Video
WAPsite
Email 0%
IM
Play Video
Mapping
18-29 30-49 50-64
Mobile Access to Data and Information 2008 – Pew Internet and American Life Project

21. Mobile 201: What are the youth doing?
TEENS COLLEGE
25 million 18 million
79% have phones 90% have phones
100% 100%
Smart
Regular
75% 75%
50% 50%
25% Texting
25%
Texting
Pictures Pictures
PIM Calendar
Ringtones Ringtones
Internet 0% Games 0%
Music Videos
Harris/CTIA - Teen Mobile Study, Sep. 2008 Harris/Alloy - College Explorer Study, Apr. 2008

22. Mobile 201: Type of Ads Wanted
0% 18% 35% 53% 70%
Specific Brand/Vendor
Favorite Restaurants
Sport, Entertnmt, Travel, etc
Coupons for Consumables
Time Driven
Teens 13-17 Adults 18+
Harris Interactive, May 2008

23. Mobile 201: Mobile WAP
28% of Teens browse the web
U.S. is now ahead of Britain with 29% of web traffic
0% 15% 30% 45% 60%
Email
Social Net
Weather
Directions
Sports
News
Harris/CTIA - Teen Mobile Study, Sep. 2008

24. Mobile 201: iPhone Apps
31+ million iPhones/iTouches sold in the U.S.
8% of college students own iPhones (3% PY)
22% expect to purchase an iPhone in 6 months*
1+ billion apps downloaded
70,000+ apps available
20% are free, make up 90% of downloads
Ad response is the same for iPhone, WAP, Text
Best place for branding
* Piper Jaffrey’s 16th Annual Taking Stock with Teens Study, Oct. 2008

25. Mobile 201: iPhone Consumer
The typical iPhone user is 30 years old, has a second phone,
technologically savvy, richer than average, and a prior Apple customer.
Age of iPhone User
30%
23%
15%
8%
0%
<18 18-21 22-25 26-30 31-40
41-50 51-60 61-70 71+
Rubicon Consulting, March 2008

26. Myths, Power, Vision
Mobile Marketing Myths
• If I create an iPhone app I’ve done mobile marketing
• If I put up a mobile website I’ve leveraged mobile
• All mobile can do is basic SMS/text sweepstakes
The Power of Mobile Marketing
• It connects your brands to your consumers
• Like the Internet
it is a new mass
medium platform
with interactivity...
• ...plus Anywhere,
Anytime, Always on

27. Myths, Power, Vision
The Vision
• 7th Mass Medium
• Reach your consumers, anytime, anywhere
• Know each person’s demo/psychographic profile
• Based on this deliver the right advertising message
• Maintain connection with content she finds
valuable
• Follow through to
purchase with mobile
coupon

28. Conclusions
Mobile brings unique benefits for your brand
• Anyone, Anywhere, Anytime, Always-on
• Personal: The phone is an extension of the person
• Big! From $0.9B in 2007 to $6.5B in 2012*
Mobile complements any marketing channel
• Interactive: Makes print, radio, OOH a 2-way communication
• Measurable: Like the Internet, but more
• Targeted: Opt-in = only the interested get the message
Mobile Anthem differentiates your brands
• Provides brand mktg, i.e. segmentation and amplification
• Consumer pocket: be with your consumers 24/7
• Access: activate when your brand is Top-of-Mind
Mobile is the language of the “Mobile Youth” market
* eMarketer, 2008

29. Get the Word Out

30. THANK YOU!
Hugh Jedwill
CEO/Founder
Text “anthem” to 41411
for business card
312.912.2837 (m)

31. Mobile Anthem: What we do
Connecting brands to the mobile youth
• MA is a full-service agency
• We are the Creative ideas, the campaign
• We execute through our tech partners
• Each campaign is personalized
• Start with your business objectives
• Learn about your brand equities
• Integrate mobile into your existing marketing mix
Delivering measurable results
• Everything is trackable in mobile
• P&G-ish focus on measuring against your objectives

32. Mobile Anthem: Unique Abilities
Anthem SegmentationTM
• Only MA can tell you the demo/psychographics of who you’re talking to. This lets you
customize your marketing to each consumer segment.
• RESULT: Laser-focused messaging means you deliver the right message to the right person
Anthem AmplificationTM
• Only MA can increase the effectiveness of your other marketing initiatives by purposely
directing your consumers to multiple touch points
• RESULT: Each additional touch point increases your chances of purchase
Mobile Mobile Creative Client-side MA
Experts Implem Talent branding Unique
entation experience Abilities
Mobile Anthem
Mobile Agency
Mobile Tech Co.

33. Mobile Anthem: Who we are
Privately-held company based in Illinois
Non-biased about mobile assets
(not pushing our solution, we’re making your solution)
Hugh, the mobile evangelist
11 years Kraft, P&G
Jason, the technologist
8 years in Telecommunications; Mocospace
Board of Advisors, a deep well
55 years in high tech, ad agencies, start-ups
Mobile partners, the industry leaders
CRM partner did Obama’s campaign
Music partner has leading mobile music service