The world of marketing is being redefined with mobile phones. The old world methods of marketing just don't make sense. It needs a new order and new thinking. Marketers need to get rewired to do this form of marketing with mobiles!
A world of interactivity
• Initiate a phone call
• Trigger a return IVR call
• Download mobile content
• Automatically opt-in to an SMS
• Email database
• Go to a promotional mobile Internet site to learn more.
Adidas QR Tagging
• QR Codes turn your phone into a
bar code scanner used
everywhere in Japan and Korea.
• Adidas used these codes on retail
merchandise tags and clothing
• Potential customers could take a
photo of the color code on a
sleeve, and the handset would
then load up the brand’s WAP site
• Over the course of the test run,
60,000 people participated in the
Korean Adidas program, and
Adidas had over 2,000,000 page
What will your
Mass Messages to
• Download a template from
• Customise with your
Valentine message in
• Take a picture of it with
your cameraphone and
upload it back
• Send the SMS message to
Art meets mobile meets social media.
• SMS as graffiti.
• The idea is that you send in your
text message to the central
system and then the messages
are projected on to buildings
(interior or exterior) in specific
shapes or formats.
• The text messages appeared in
• Nike erected a large, interactive
billboard in Times Square.
• Passers-by could use their cell
phones to text in their own custom
design and receive a free pair of
• Individuals went nuts when they
saw their own shoes posted live on
the jumbotron in front of them.
• Nike gave away 3000 pairs
of shoes in this promotion
• Users were just as excited by their
design on the billboard as they
were by the free footwear
• Download and news service
• Major labels like Universal and
23 global network operators so
far covering 40 countries and a
potential of 690m subscribers.
Service rather than messages
Bluebook from 02
• Gone are the days when
upgrading your phone meant
losing your treasured text
messages and photos
• The account offers 1000 MB
of storage space for important
text messages, pictures or
video clips. Photos taken from
cameraphones can optionally
be opened up to be viewed
online by others and also sent
directly to Kodak for
from 42 Below
42 Below wanted to create an interactive mobile marketing campaign that
would support its quest to become the most talked about vodka brand
anywhere in the world including the hard to crack markets of London and New
Support the outdoor campaign running in the party hotspots of major global
Use the mobile channel to spread the 42 Below far and wide among the target
In the world’s first ever viral mobile video campaign, mischief makers were
able to spread stories of their 42 Below related misdemeanors far and wide;
downloading and forwarding animated stories, videos, ringtones and
screensavers to any mobile phone, anywhere in the world at any time.
The stories are made up of a series of icons, with each icon accompanied by
an appropriate (or inappropriate) sound. They can be downloaded from the
website, www.42belowstories.com, to any phone; their own, or a fellow
mischief makers. The user receives a link which opens the video or the
animated story, once it has played the user has the option of forwarding the
content to a friend. Users can also access a WAP page, where they can
browse the content, download screensavers and SMS alert tones, as well as
forwarding content to another person’s phone.
Adidas Real Madrid
• Reinforce adidas’ position as an innovator and technologically savvy
marketer by leveraging off sponsorship of the much hyped Real
Madrid tour of China and Japan by utilizing the 3G phone to connect
with the football-mad populous.
• Enabling viewers to “snack” on exclusive video footage on their
mobile phones of the tour, including highly sought after, exclusive
interviews of the 2 superstars–Beckham & Raul, the channel was
also used to launch the star-studded “Impossible Field” TVC.
The campaign surpassed any similar campaigns conducted on 3G by
over 200% (source Hutchison), this was due in large part to the
exclusive content & interviews filmed and produced specifically for
the mobile channel.
Trends on why brand
marketers have to
beyond just messaging!
Mobile web applications are the future
We are creators not consumers
(The power of user generated content)