XL Marketing Trends
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The Trends Reshaping Marketing: a 2009 Fall Report from moosylvania.com. Insights on Mobile, Digital Video, Social Networking, Organic SEO, Word Of Mouth, Product Placement, Shopper Marketing, ...

The Trends Reshaping Marketing: a 2009 Fall Report from moosylvania.com. Insights on Mobile, Digital Video, Social Networking, Organic SEO, Word Of Mouth, Product Placement, Shopper Marketing, Holistic Branding.

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XL Marketing Trends XL Marketing Trends Document Transcript

  • I NSIGHTS VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 Specializing in Digital, Branding & Promotions XL MARKETING TRENDS | The Trends Reshaping Marketing OVERVIEW forth the most dramatic shifts in We have studied best practices, marketing ever recorded. forecasts, and industry statistics and Technology’s rate of change, and That’s why Moosylvania has utilized our globally-ranked research improved methods of measurement conducted primary and secondary facility to survey the industry to and accountability, all heightened research to simplify and summarize identify the Top 10 XL Marketing by a recession and expected slow where clients should be focused Trends that are shaping the way to moderate 3% cumulative annual as they resume planning to move consumers and businesses find, growth in the general economy over forward. learn about, buy and build loyalty for the next five years, are bringing products and services over the next decade. This report provides insight into each growth trend and provides real examples for context around the discussion. For the super-high growth segments like mobile, we have numerous examples and are also providing a resource tool for brand marketers to access, that provides a regular update of market activity on an on-going basis. Interestingly, just as we were finalizing this report, the private equity firm Veronis Suhler Stevenson (VSS) released their 23rd annual U.S. Communications Industry 1
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions In spite of negative trends, the media industry is expected to be the third-fastest- growing economic sector over the next five years … almost Forecast. The company looks at none of that growth is advertising and texting (33%), total communications spending from forecast to come from and e-mail and in-game consumers and businesses, and it advertisements (18.5%). includes traditional and new media shrinking The report notes that 2008 was the along with information providers to traditional media. first time in the history of modern businesses, trade shows, education electronic communication during and training, making its analysis on which consumers spent more time of the most comprehensive of all with media they paid for, like books In spite of negative trends, the media analysis. or cable television, than with ad- media industry is expected to be For 2009, VSS expects U.S. the third-fastest-growing economic supported media, like broadcast advertising to end up declining 7.6- sector over the next five years, after television and radio. percent, with a 1-percent decline to mining and construction. Almost Taking all of this into consideration, follow in 2010 and expected growth none of that growth is forecasted and other interesting highlights, in 2011 - 2013. to come from shrinking traditional statistics and case studies along the The segments forecasted to decline media. way, we invite you to examine our most rapidly in 2009, according to Instead, it will be drawn from areas report and reach out to us with your the estimates, are newspapers (down like Internet and mobile devices questions, thoughts and perspective. 18.7 percent, to $35.5 billion); with a 10.2% compound annual consumer magazines (down 14.8 growth rate from 2008 to 2013, percent, to $11 billion); radio (down Best, branded entertainment at 9.3% and 11.7 percent, to $15.8 billion); and word-of-mouth marketing and public RODNEY MASON, CMO broadcast television (down 10.1 relations at 9.2%. 314.644.7987 percent, to $43.0 billion). RODNEY@MOOSYLVANIA.CO M The fastest-growing forecast areas in The firm expects a few sectors to the report include paid interactive HTTP://MOOSYLVANIA.COM / increase their advertising dollars television gaming and advertising CONTACT.ASPX this year, including mobile (up 18.1 (42.6%), mobile advertising and AND CHECK US OUT ON TW I T T E R percent, to $1.3 billion) and the content tied to broadcast television TWITTER.COM/MOOSYLVAN I A O R Internet (up 9.2 percent, to (35.5%), Internet and mobile home TWITTER.COM/RODMOOSE $23.8 billion). video downloads (34.4%), mobile 2
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions Herein are Moosylvania’s top 10 XL Marketing Trends that will reshape communications now and well into the next decade. This list was generated through primary and secondary research, including key facts and statistics we will share in the report, along with industry surveys conducted by our globally-ranked research facility. It is categorized, weighed and measured based on overall growth, impact on the market and ability to maximize spend vs. return. The Top 10 XL Marketing Trends ranked in order of priority are: 1. Mobile GPS – Geo based messaging, Bluetooth – Acknowledgement of presence, Snap Tag/Bar Code – Interactivity, Augmented Reality – Providing on the spot alternative and overlaid views and Digital Video – Real time live feeds and on-demand. 2. Digital Video TV everywhere, Web TV, Pay-per-view, Mobile, Klickable, Real-time live feeds, On-demand, Augmented Reality overlays and Hologram videos 3. Social Networking Twitter – What are you talking about? Facebook – Adding Value, Linked-in Groups, News Share Communities, Location-based Communities, Bloggers, Ratings and Reviews and Wikis 4. Organic SEO Embedded content in natural, reputable, third-party-links trumps Paid Search and Web rankings. How to grow more offsite SEO for your brand. 5. Word Of Mouth Building ambassadors through experiential incentives to share with friends and family. 6. Product Placement e-Publishing via Kindle and other devices, In Game, Video (as TV leaps to web and phone, completely different integration opportunities) and Augmented Reality. 7. Shopper Marketing Retailers embrace solution-based selling to build traffic and raise average basket ring. 8. PR Keeping the word out and spinning the spin to add heightened digital velocity. 9. Website Mission control and the epicenter of your marketing universe. 10. Holistic Branding Every touch point delivering a reason to believe. 3
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions Consumer Snapshot – The Way We Were It’s easy to see why, A SNAPSHOT of where lower for everyday products. consumers were just a few years above and beyond ago helps anchor a foundation The opinion formed on the website is of understanding around digital technology adoption, the most influential driver to in-store influence and creates a good starting online research purchase that a marketer controls. point for determining where we Consumers’ overall opinion and are headed. While the research continues to grow trust in a brand is based primarily proved what we know today to be in importance for on a website’s relevance and visual true about digital influence, it design. That means, it’s more wasn’t acknowledged or embraced, consumers. important than ever to provide the and even at this moment is just right tools and information that can becoming widely accepted in be shared electronically, and to also marketing circles. research products online. Just over make sure the overall design of your half of prospective customers visit a website is appealing to customers, According to a 2007 study by the product website when considering a purchase. This number skews higher especially when compared to your IBM Institute of Business Value, for high involvement purchases and closest competitors. 75-percent of all retail shoppers More importantly, 42-percent of Websites are the Single Greatest Source online consumers report they have changed their minds about the brand of Influence for Online Consumers when they were going to buy based on web making Shopping Decisions exploration, as reported in AOL’s RE SP O ND E N TS Brand New World report in 2007. That report also found online research is the #1 way customers make informed purchase decisions, as 76-percent feel more empowered E E H R N D G IA R E D D D D G IT R IN E E T A A A A A LO IN O D TO C T U S and better informed as a result of S G E T V B S IO R T N O TA R B W E /M N E O T E -S E E M E D K W E L O A LU E P W A IN R the Internet. Think about the retail S S F /C /N D H W R W A S O F T C E M IL E IN E E U R L D IN environment with bigger stores, fewer E N eN A O A A R L Y M E Z S O E R S A T W O clerks, overwhelming selection and G G A E M T product information overload. It’s A C easy to see why, above and beyond DOUBLECLICK TOUCHPOINTS IV, 2006 SURVEY QUESTION: “THINKING ABOUT YOUR MOST RECENT PURCHASE, technology adoption, online research HOW DID YOU FIRST HEAR… / HOW DID YOU FURTHER LEARN ABOUT continues to grow in importance for THIS PRODUCT/SERVICE?” consumers. 4
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions EXAMPLE: Buying a washing machine P R E - I N T E RNET D I S C U SS I O N WITH DISCUSSION WITH SEARS $ PURC H AS E SEARS PA RT N E R PARTNER + DECISION STORE WHIRLPOOL W I T H I N T ERNET GOOGLE CHEAP D I S C U SS I O N GOOGLE WHIRLPOOL WASHING WITH MACHINE PA RT N E R $ PUR C H AS E YAHOO SITES DISCUSSION WITH SEARS SEARS ONLIN E PEERS SEARS ONLINE STORE DEC I S I O N ONLINE OFFLINE ONLINE SO WHAT DOES or did the product opinion research on-line. mobile to be the most influential purchase path look like? For high As the recession set in and medium as it pertains to purchase. involvement purchases, consumers newspaper circulation has gone are conducting their purchase down, coupons that are e-mailed, Take the mobile spin and add research via discussions with trusted texted, posted on blogs, linked another significant migration to what family and peers on-line and off – to banners, and other electronic we have identified as “E-Versioning” researching through opinion posts formats, have grown exponentially. of traditional media – or the and boards in the blogosphere and morphing of existing traditional using comparison tools found on Rapid technological changes are media into digital formats – and independent non-biased sites and spinning the new digital decision you find the customer has an branded websites. model on its head with advanced extraordinarily powerful advertising interactivity and location-based filter that delivers instant “truth and For lower involvement products, identification. All digital influence information” directly to their hand at brands that make connections to trends are beginning to shift. This a moment's notice. influencers, adding value with easy- migration will continue well over the to-use tools to make comparisons next 10 years as the web and mobile Conventional media is still a and encourage educated decisions become one and the same. significant and important part of the that can be shared with others, are overall marketing mix, especially pulling ahead. For the U.S. market, mobile will take from an awareness standpoint. But over as the #1 way people access alone, it no longer works. What As an example, right now, we’ve the web by 2010. What’s beginning follows are XL Marketing Trends that found through our studies that to take shape is a migration to will reshape the future of marketing over 2/3 of all consumers we have true and meaningful, geo-based, and, together with conventional surveyed make a list before they go behavioral relevance. That is why media, will change the marketing to the grocery store, and this list top investment analysts and our landscape over the next 10 years. is heavily influenced by price and independent research are forecasting 5
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions Mobile – Anticipated Spending THE SMART PHONE will “If you simply implement mobile into e-Marketer’s forecast for mobile become the #1 way US consumers your existing marketing initiatives so marketing expenditures for the next access the web by the end of 2010. those people who want to interact five years projects growth of more The math to conclude this is simple. with you via mobile can, then you than five times over the $648M Cell phones outnumber computers will see results.” spent in 2008. This projection 3 to 1. Smart phone penetration is includes mobile message advertising, already in the double digits in the “User-driven systems are the future display advertising and search. US, 20% and growing at the time of mobile marketing. Effectively But that’s only half the story on this document is being written, and marketing on mobile devices expenditures. only needs to equal 34% to surpass will require that developers take computers. Best Buy conducted advantage of the unique qualities As consumers begin to use mobile a survey in 2009 that found 40% of the mobile platform, like location more and more to access the of all non-smart phone customers based services and two-way internet, it is imperative marketers intend to purchase one within the communication.” have a mobile strategy for where next year. the lines are blurred. Simple things “An interesting question and like developing a mobile version of Combine that with the fact that even more interesting timing. We your website because Google Ad wireless phones in general have are evaluating mobile for our Word buys include mobile search much greater use incidence than a business now.” (whether you specify them to or not), computer, as they are always on and acknowledging that e-mail is read always with consumers, and it’s easy “We are mostly seeing B2C rather both from computers and handheld, to see why mobile marketing than B2B and definite interest from and being relevant for digital content is quickly becoming a game- some clients on mobile apps.” to be experienced on handhelds are changing medium. all immediate fixes most marketers have yet to address. Marketers believe The Future Of Mobile is here and now. We surveyed the marketing industry and asked, “Will your marketing initiatives include Mobile and, if so, do you see the budget growing or contracting over the next year?” We received a resounding, “yes!” - mobile will be included and budgets are growing. Some interesting verbatims from our study that speak to where mobile is now and in the near future include: 6
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions Office Depot distributes coupons via e-mail. But try to redeem one from your handheld, as we did in our retailer mobile audit. You might find a store manager refusing to redeem the coupon because there isn’t a system in place for mobile coupons, even though the coupon is why the customer came into the store and it is shown to the manager in an e-mail on an smart phone screen. 7
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions Comscore’s look at changes in mobile expenditures between May 2008 and April 2009 shows a variety of varying industries migrating to mobile. The big climbers are personal care products, apparel, accessories and luxury goods and movies. 8
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions “I can pull up by the curb, I can make it on the road, Goin’ mobile I can stop in any street And talk with people that we meet Goin’ mobile Keep me moving,” – Pete Townsend, The Who Moving is what makes mobile The real energy driving smart phone The Moosylvania marketing different from any other demand is the combination of: Smart Phone Qualitative medium. It’s the actual connection between click and brick. Movement 1. Simplified interfaces, Study of Smart Phone means you have the opportunity to Users found: communicate with your audience when 2. Information always with you at your they are in the right location and frame fingertips and 1. Over half have more than 10+ Apps of mind to make a purchase. Mobile on their phone, holds the greatest chance for impulse 3. GPS location-based capabilities. purchases and is why mobile is proving 2. More than half will not pay more to be the most granular direct-response We conducted a survey representing than $5 for an App, but a surprising tool in the marketing arsenal. smart phone users across the country 8% would pay more than $10 in various ages, usage and another 8% would pay So mobile’s significance cannot be types and age groups more than $20, ignored. But where do you begin? to find out the kind Accessing the web via phone is of Apps smart phone 3. Over 2/3 prefer Apps to Browser different than accessing it with the users choose and computer. In this discussion, we will actually use. 4. Facebook is easily the most used touch on immediate mobile marketing and most popular of all Apps. opportunities and where things are headed in the next few years. 9
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions HOW MANY Apps do have on your WHAT ENTICES YOU to download smart phone? an App? • 54% had more than 10 – 54% A few common comments - • 46% had less than 10 – 46% • 27% had 30+ – When I realize it will make whatever I am doing • 16% had 20-29 faster and easier. • 10.5% had 10 – 19 – …functionality and convenience, and also what people are tweeting regarding that application. WHAT WOULD YOU PAY for an App – …if it satisfy my needs exactly. you like? – Realistic usability… • 11% wouldn’t pay – It must make my life easier and make it faster to • 11% less than a dollar retrieve info I want. • 43.2% less than $5 – If I think it will be very useful or entertaining. • 19% less than $10 For me, it's probably mostly about entertainment. • 8% less than $20 • 8% more than $20 – How fun it is. – Its use to me and function. DOWNLOAD an App or Browser for – How relevant it is to my routine. Mobile Site? – Recommendations and reviews from • 67.6% prefer Apps vs. 32.4% for Browser trusted sources… WHAT IS YOUR favorite application that HOW DID YOU HEAR about Apps you have used on your smartphone, you use? and why? • App Store – 65% • Friends – 60% • News, sports, weather, location and Facebook topped • Reviews on Internet – 32% the list. • Ads on TV or Internet – 8% • Special Interests – music was tops, followed by • Other 18.9% games and a variety of other options WHAT IS THE APPLICATION you use most often? • Facebook won resoundingly, followed by e-mail and maps 10
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions I Want My Mobile TV! MOBILE VIDEO AND TV are so There are a lot of examples here, We offer the Tracker to brand marketers big, we save this discussion for XL but all the better, we’ve created an who want to stay abreast of the latest Trends Chapter 2, which covers the addendum to this report we call “The trends in mobile. To access visit us #2 XL Trend, Digital Video. Moosylvania Mobile Marketing Tracker” online at http://www.moosylvania.com/ that provides weekly updates for best insights.aspx But, now that we understand where in class programs. Currently the review the consumer was and where the has over 160 total fresh programs current numbers and projections are and growing. leading, let’s look at the explosion MOBILE CASE STUDY of mobile marketing ideas coming from every corner of the world. There Warner Brothers – WAP, Bluetooth experience are many tools that make mobile an BLUE TOOTH BASED PROMOTION - UK outstanding marketing platform. The six characteristics that make mobile “The Hangover” campaign, delivered via our top XL Marketing Trend are: a Bluetooth enabled network featured the film's trailer and was sent to mobile 1. GPS – Geo based messaging phones via Bluetooth over a one-week period. Consumers that walked into the 2. Bluetooth – Acknowledgement of proximity of a Bluetooth-enabled “pod” presence were sent an alert on their mobile screen asking if they would like to download a 3. Snap Tag/Bar Code – Interactivity trailer for “The Hangover.” They could then download an application to their 4. Augmented Reality – Providing on the phone, where they selected what type of spot alternative and overlayed views content they wanted to see. 5. Digital Video – Real time live feeds A Bluetooth-enabled network included kiosks in 85-percent of Britain’s and on-demand. cinema chains, the top 15 largest shopping malls in Britain, and a network of more than 500 clubs and bars, as well as Premiership Football 6. Text messaging – Direct Club stadiums. communication. Consumer activity was measured in bar locations of the network and The following case studies provide top verified by ABCe to the industry-agreed standards and metrics agreed by line examples of leading edge mobile JICWEBS. programs that are proving mobile is more than just a viable tool of the Confidential measurements included an audit for the campaign that was future, it’s already delivering results based on unique Bluetooth devices that successfully accepted the trailer; now. Immediately following these case Bluetooth downloads, which tracked the number of times the trailer was studies is a brief discussion around the downloaded; and exposed Bluetooth devices, which counted the number of 700 Mhz spectrum and the impact it devices detected during the campaign period. will have on the mobility with it’s much greater bandwidth and reach. 11
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Barcode Tagging – Japan, U.S., Western Europe TAGGING WITH PHONE CAMERAS Spyderlink allows customers in the U.S. to take pictures with their phones of special logos and bar codes for informational and promotional messaging. The process, which is new in the U.S., is widely used in Japan to identify everything from price checks to food content and time-specified, in-store redeemable coupons. In Japan, barcodes are used for a variety of information including identifying food origin and content. Spyderlink drives promotional messages and offers Barcodes are used in video on TV and the in the U.S. to phones. web in France to access further content and information. 12
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Deal Chime - U.S. REPLACES THE FSI Deal Chime mobile App and website replace the FSI with a mix of alternative out-of-home and social media to reach 10x the audience for the same cost as a standard FSI, while delivering greater flexibility in mobile coupon messaging. Consumers can find deals based on their specified distance from their current proximity. Coupons include map to specific retail locations and can be customized by location, retailer, time of day, etc. Moosylvania developed Deal Chime in conjunction with alternative out-of-home specialists, MacDonald Media, electronic media specialist, Media Partner Group and leading data measurement and management agency, hawkeye. 13
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Armani Exchange – Global in 26 Countries MOBILE AD CAMPAIGN The campaign built on Armani's existing Text A/X initiative, which allows people to opt-in from the desktop Internet to receive text messages about new collection arrivals, exclusive offers, A|X events, and mobile downloads. The new A|X mobile advertising campaign was designed to leverage and drive consumers to a specially designed mobile website where they can sign up for Text A|X, find stores near them, watch videos, see images of the new 2009 Spring lines, and read the A|X Styletraxx blog. The engaging iPhone text, banner and canvas ads highlighted the most current design collections. The iPhone accounted for one-third of mobile Web traffic worldwide and half in the U.S. 14
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Nestlé Cozi – U.S. FAMILY ORGANIZER TOOL Cozi is a free service available on mobile and online that helps busy families organize and simplify their daily lives. The service is now available at http://www.nestlefamily.com and is a branding tool for Nestlé. With Cozi, shopping lists are available whenever and wherever consumers need them. Consumers can upload their shopping and to-do lists. When they need the lists they can call Cozi toll-free from any mobile phone to have their schedule or grocery list read or texted to them. Families can easily collaborate on things by sending a grocery, shopping, or to-do list, or even the day's appointments, to themselves and other members of the family via mobile. Users can get appointment reminders by text and email. Consumers can even sync their calendars with Microsoft Outlook. 15
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Unilever's AXE – U.S. MOBILE FLASH The campaign utilized new Greystripe technology that translates Flash applications into formats that can run on the iPhone. The AXE “Dirty Night Determinator” experience was created to support the launch of the AXE Detailer Shower Tool. Axe is using the iPhone to reach 18-34 year old male demographic, which is especially prevalent amongst iPhone users and mobile gamers. What started as an online Flash game, where the users interact with the ad to calculate how “dirty” their night will get, migrated to mobile with a Greystripe technology that can convert Flash apps into a combination of java and html to run on the iPhone, and provide an experience similar to Flash. 16
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Universal Studios – U.S. BLUE RAY DVD INTERACTION Universal Studios turned Apple’s iPhone into a remote control, allowing consumers to control content on their Internet- and Wi-Fi-connected Blu-ray players via their handset. The company is delivering a variety of iPhone and iPod touch-enabled features on its Blu-ray releases. This functionality launched in Apple's App Store on July 28, coinciding with the 2-Disc Special Edition Blu-ray release of the box-office smash “Fast & Furious.” Blu-ray is a next-generation optical disc format developed to enable recording, rewriting and playback of high- definition (HD) video, as well as storing large amounts of data. The format offers more than five times the storage capacity of traditional DVDs and can hold up to 25 GB on a single-layer disc and 50 GB on a dual-layer disc. Consumers are also able to access bonus content found on their Blu-ray disc and download it into their iPhone and iPod touch to watch features on-the-go, use the devices as a virtual remote to control their Blu-ray disc features and access additional detailed information about the film and its cast while watching the movie. The platform is also set up to integrate with social networking applications and sites such as Facebook and Twitter to let users update their friends about movie- related activities. With iPhone or iPod touch in hand, Blu-ray viewers can use their devices' touch screens to control 360-degree views of the Fast & Furious’ supercharged street-racers and instantly punch up exclusive technical specs for the film's high-tech cars. 17
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Envivio – U.S. TV ON THE SMART PHONE iLiveTV is available now for iPhone users and a private demonstration can be found at www.envivio.com/solutions/ilivetv.php. Envivio iLiveTV gives subscribers all of the time-shifting and on-demand capability they expect at home, but makes it available anytime, anywhere on the iPhone. Since iLiveTV supports the advanced capabilities of the iPhone OS 3.0’s new mobile video format, it can adapt to available bandwidth, optimize full screen video playback and increase battery life. iLiveTV comes readily equipped with all the software necessary to deliver protected video from standard Web servers. MOBILE CASE STUDY Audi of America – U.S. iPHONE GAME TO SELL DISTINCT OWN-ABLE DIFFERENTIATOR Using the iPhone’s accelerometer, players experience one of the world’s most notorious races, the 24 hours of Le Mans. Racers compete against the clock and opposing race cars. The plot centers on the 2008 duel between upstart Peugeot and the Audi teams that had won seven of the previous 24 Hours of Le Mans competitions. NFL Films helped with the storytelling, behind-the- scenes access. 18
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Molson Coors – UK PROXIMITY CONTESTS Molson Coors ran a Bluetooth-based proximity-marketing coupon campaign in the UK to drive traffic into bars and encourage more people to try its Carling brand beer. A pub quiz application, delivered via Bluetooth across a network of pubs in Britain, prompted patrons to enable Bluetooth on their mobile phones to take a branded quiz for a chance to win a free pint of Carling beer. Bluetooth, text and rich media were combined to send content such as wallpapers, video clips, games, music clips, vouchers and links directly to consumers’ mobile phones. If consumers answered a certain number of questions correctly, they received a voucher via SMS for a free pint of Carling beer. In the first two weeks, the campaign achieved a 9.4-percent redemption rate. Pubs also saw an increase in foot traffic during non-peak times to redeem their vouchers. MOBILE CASE STUDY Heineken – Brazil iPHONE APPS Heineken is targeting young adults in Brazil with a free application for the iPhone and iPod touch. The app includes a GPS-enabled Bar Finder and a Party Maker, which provides detailed instructions for planning a social event. Using Google Maps features, The Bar Finder helps find the nearest bar selling Heineken. Consumers can find the bar by type – restaurant, pub, night club, etc. – choosing from a menu, then generating the most direct route to get there from the current location. A list of taxi services and a calculator that determines the appropriate amount of Heineken and ice necessary for a specific party are included. 19
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Best Buy - U.S. MOBILE ADVERTISING WITHIN MSNBC APP Best Buy is running mobile advertising within the new msnbc.com application for the iPhone and iPod touch. Ads encourage consumers to click for the deal of the day or be linked to Best Buy’s Twitter feed. The App offers the same content as msnbc.com. The application incorporates a nav dial that users can tap to access the news topics that best fit their interests along with NBC News, MSNBC cable shows, blogs and Twitter streams straight from their mobile phones. User settings make it possible to scan and scroll through content, play and pause video, choose and read news stories, and tweet articles or follow tweets from NBC News and MSNBC cable anchors. 20
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Hardee’s – U.S. MOBILE AD SUPPORTED PROMOTION Hardee’s asked consumers to think of names for its new miniature biscuits product via a promotion centered on mobile advertising. The Hardee’s campaign delivered geo-targeted advertising across sites and applications frequented by males 18 - 49. Banner ads were run on a collection of social networking, entertainment, sports and lifestyle mobile properties. The mobile-optimized Web site NameOurHoles.com collected suggested names for the biscuit holes, as well as other user profile data such as zip code, email and phone number. The data was transmitted to the website database, where the suggested name was inserted into television spots. Consumers could opt-in to Hardee’s CRM program from the landing page. The mobile site also featured rich media such as videos of the TV spots, viral branded mobile greeting cards sent person-to-person, site forwarding and product information. 21
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Harper Collins – U.S. CONNECT PRINT WITH PHONE Harper Collins linked print and digital content through a mobile marketing campaign with the book releases of L.A. Candy and The Amanda Project, along with the paperback release of the best-seller, Freakonomics. The product leverages digital channels such as 2D bar codes, mobile sites, social networking features, mobile video and SMS to allow a direct connection between book publishers and on-the- go readers. The campaign has “watch it,” “send it,” and “read it” features all in a very compact site. The Amanda Project is an interactive series that is available as a printed book, complemented by an online adventure and will also incorporate codes to extend the reader’s experience. Users can download the free application from http://m.harpercollins. com to their smart phone and scan the 2D bar code with the camera in their mobile phone. The codes can be found on the back of book jackets and on other select marketing materials. They will link the user to a mobile site with exclusive content on the author and the book. No matter where users are, they can read a Q&A with the author, share the new site with their friends via SMS and access video content. 22
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Doritos/PepsiCo’s Frito-Lay – U.S. TEXT-BASED PROMO Doritos Blast Zone enabled consumers to text to enter for a series of prizes that get more intense as the promotion goes on. The consumers text keyword BLAST to short code CHIPS (24477) to enter the Blast Zone promotion. The program is supported with radio ad with the mobile call-to-action. Prizes include: • Xbox-related prizes • Free Doritos products • Chance to attend NASCAR driving school • Fly in a MIG fighter aircraft • Fly in the Vomit Comet, a plane that replicates zero gravity. 23
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Hyatt Hotels & Resorts – U.S. MOBILE RESERVATIONS AND CHECK-IN Microsoft’s Bing powers Verizon Wireless mobile search. If consumers search for Hyatt and click on the result, they will be redirected to Hyatt’s mobile website. With Verizon Wireless, Hyatt can reach 86 million subscribers, and is taking advantage of Verizon inventory for this particular initiative, getting consumers to book rooms and check in and out using their mobile phone. The program is designed to provide customers with a faster and more convenient way to find Hyatt hotels, book rooms, view and change reservations, check in or out, receive special promotions and access general information on-the-go when using the carrier’s Mobile Web service. The synergy between mobile search and mobile display showed similar results, with mobile display experiencing a 350-percent lift in ad recall and a 125-percent increase in brand recall through the inclusion of mobile search ads. 24
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY VH1 – U.S. LIVE REAL-TIME CONNECTIVITY WITH BROADCAST SHOW With its “Watch and Discuss Live Chat” application, VH1 lets TV viewers use their mobile phone to chat in real time with friends, fans and celebrities while watching TV programming. TV viewers can use the product to ask a question of a show’s host or a reality show cast-off to gain a behind-the-scenes perspective on the show as they watch it. MOBILE CASE STUDY Schlage – U.S. MOBILE ADS AND DEMO APP Schlage’s integrated marketing campaign for its Link System, a product that uses wireless technology to allow consumers to monitor door locks and provide remote access from any computer or mobile phone device with Internet access, includes mobile ads on Yahoo and MSN. Once clicked, the application opens to fill the screen to provide a demonstration. The application works as if the user already owns the service, showing them how to unlock doors or adjust thermostat and lighting settings. 25
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Coldwell Banker – U.S. INTEGRATION WITH OUT-OF-HOME Coldwell Banker Real Estate hosted an interactive billboard in New York’s Times Square that displays requested home listings in real time. The billboard is part of a larger program the company has been implementing to provide interactive and engaging ways for people to search listings, find brokers and learn about local communities when and where they want to. The billboard asked people to text the word “homes” and any zip code to a promotional text code. Within moments, the highest-, median- and lowest-priced properties in that area were displayed. Coldwell Banker also sent a text to the phone with a link to more information. Coldwell Banker launched a customized online platform for iPhone users specifically designed for smaller screens to make it easier to search for real estate listing while on the road. The platform includes a home-value estimator and search functions to find a home and agent. And through a partnership with YouTube and Google, the Coldwell Banker on Location Channel debuted in May and is populated by brokers and sales associates. The number of videos on the channel has grown to 3,000, after launching with 300 pre- populated videos. 26
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY American Airlines – U.S. MOBILE WEBSITE LAUNCH PROMOTION American Airlines teamed up with Nokia to run a sweepstakes to promote the airline’s new website, AA.com, available on mobile devices. The sweeps was found at http://www.AA.com/promo where visitors could learn about the mobile-friendly website, which launched in 2009. There, people entered the “On the Move” Sweepstakes for a chance to win a trip or Nokia N95 phones, among other prizes. The site also included a game, which asked players to help one of two characters, Frank and Fran, get to the airport on time using AA.com mobile. The game included three scenarios asking people to navigate through piles of e-mail, dodge open door meetings and avoid coworkers trying to intercept them on their way out of the door. At the end of each segment, the site offered information about different features of AA.com mobile. Visitors to the mobile version of AA.com using any Web-enabled mobile device were entered for a grand-prize of 100,000 miles. People could earn up to three additional sweepstakes entries by sending the details to a friend. 27
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Victoria’s Secret – U.S. PERSONAL PURCHASES Mobile is considered a highly personal medium, and Victoria’s Secret tapped into that with a mobile e-commerce site and a text-message campaign to promote the site. Users can shop the Victoria’s Secret catalog that is available on the retailer’s main Web site or in print by entering an item number into a “Catalogue Quick Order” box. Once they’ve located the item they want, they can then buy it securely over the mobile site and check the status of their shipments. In a recent survey, Harris Interactive found 45% of those polled consider shopping by mobile phone to be “somewhat safe.” But that confidence rose among the 18-34 age group, 59% of whom found mobile shopping “somewhat safe,” compared to 34% of those over 54. Users can also purchase gift cards from the site, either on plastic or in an e-card form that can then be e-mailed to a recipient and used for online purchases. Mobile customers can opt-in to receive notice of new products, special offers and promotions either via e-mail or text message. They can also sign up for alerts without going to the mobile site by texting START to the short code 26435 (ANGEL). 28
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Hallmark – U.S. MOBILE GREETINGS Hallmark Mobile Greetings is a mobile application downloadable to handsets, from which users can send – for 99-cents – a Hallmark greeting card message, where recipients click on a "next" button to get to the inside card. The mobile cards are intended to go beyond what might be considered traditional text messaging. It’s taking the words and adding an emotion to them. MOBILE CASE STUDY Vegas – U.S. MOBILE SEARCH CAMPAIGN AND WEB SITE Vegas.com has seen ad click-through rates as high as 20-percent for their iPhone and Android search ad campaign and attributes solid conversion rates for the Vegas.com campaign to the mobile platform. Search ads appear next to search results on iPhones, Palm Pre and devices running the Android operating system. The campaign targets consumers looking to book travel to Las Vegas. The major advantage to using this type of search campaign is the entire website serves up to consumers looking for information about Vegas. The campaign first launched in 2008 on the iPhone to raise awareness for services. 29
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Nike – U.S. RUNNER PERSONAL TRAINER Nike introduced its new Nike+ SportBand and a mobile site designed to give runners Nike+ data and access to other runners wherever and whenever they need it. The Nike+ SportBand gives runners real-time performance feedback on their distance, pace, time and calories burned with just a glance at their wrist. Nike also redefined the online running experience by giving users access to their Nike+ accounts right from their mobile phones. The Nike+ SportBand features a new screen with a white background to enhance visibility and a welded seal to improve water resistance. Runners who enjoy listening to music may continue to hear their run details through the Apple iPod nano, iTouch or iPhone systems. Runners sync their runs with the Nike+ mobile site in order to check their progress via mobile. 30
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Time Inc. / Sports Illustrated – U.S. 2-D TAGGING MOBILE TECHNOLOGY Time Inc.’s Sports Illustrated allowed its readers to get a sampling of the SI swimsuit pictures delivered to their mobile phone via multimedia messaging. Readers of Sports Illustrated’s June 29, 2009 Swimsuit Vault issue could take and send a picture of a 2D bar code to receive the photo spread, which includes between seven and 14 pictures delivered via a single MMS, depending on their phone's capabilities. The mobile technology delivers optimized multimedia content to both smart phones and standard feature phones. Every participant's camera phone works instantly, without having to download a code-reading application or incurring the costs of accessing the mobile Web without a data plan. The creative in the return message is optimized for every handset on the market, based on the requesting phone's technology requirements, media player and screen size, which allows marketers to return high-quality, optimized creative to every participant requesting content. 31
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY GM's Chevrolet Spark – India BLUETOOTH MARKETING CAMPAIGN During the Chevrolet campaign, which ran over a single weekend, existing BluFi infrastructure in the well-known mall in Bangalore was converted into a “Chevy Zone” that delivered 11,000 downloads to consumers' phones. Chevy Spark LPG cars were exhibited in a Bangalore mall that were enabled with Bluetooth transmitters. Posters and banners around the mall and stickers on the car were used to educate consumers about the activity. Customers who switched on their mobile Bluetooth and accepted messages from GM could download wallpapers, car details, specifications in animated format and details about dealerships selling General Motors vehicles. Consumers in other parts of the mall who had activated the Bluetooth feature on their handset received a message about the car prompting them to check it out in the exhibition area. 32
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions MOBILE CASE STUDY Layar – The Netherlands AUGMENTED REALITY Layar allows viewers to point their Android video Other augmented reality tools that work in similar phone where they are physically located and overlay fashion include: information on top of their view. Point your video phone TwitARound – U.S. in the neighborhood you’re in to find homes for sale, This allows Twitter users to identify proximity of where apartments for rent, the closest restaurants or bars. the people they Twit with are located and interact with them. TwittARound hasn’t made it into the iPhone App Store yet; the iPhone SDK doesn’t provide public APIs for manipulating live video yet. Nearest Tube – UK Provides overlays from the video viewer to find the Nearest Tube Stop (subway stations) in London, all prioritized by location with specific details about each. TAT Augmented ID - U.S. This App uses Flickr facial recognition technology to identify a person’s face and pull up the online profile they have preselected and contact info. Wikitude – Austria Point the mobile camera at an object or location and get a resulting display of information related to the objects in view. The latest version includes socially- aware geo-tagging where you can log in with an existing Facebook, Twitter, Google, or Yahoo account and add location-based information that other users will be able to access later at that same spot. YouTube Video of Layar Demonstration 33
  • VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS Moosylvania I NSIGHTS Specializing in Digital, Branding & Promotions 700 Mhz MOBILE HAS TREMENDOUS most advanced interactive forms. bandwidth on the horizon. 4G Look for that to come to fruition is now being launched in select within the next 5 years. markets which will improve current speeds and challenges with the U.S. There’s always more! Mobile Web. One option for much There are more than 160 mobile greater bandwidth in the U.S. is examples on the “Moosylvania the 700Mhz spectrum vacated by Mobile Marketing Tracker” that is television broadcasters when they updated weekly. We offer access to moved to HD this year. The Federal this engine to brand marketers who government auctioned off the want to stay abreast of the latest spectrum last year and the reported trends in mobile. To access visit highest bidders were AT&T, Verizon, us online at http://moosylvania. Google and Craig McCaw – the com/Insights.aspx and request your founder of Nextel who has his own password. While there you will also consortium in Seattle rumored to be Federal Government would approve find chapters 2-6 of “XL Marketing partnering with Sprint. the ability for consumers to choose Trends” when they are released their access provider at a moment's sequentially in 2009 and several of What will happen when 700 Mhz other white papers we’ve generated. notice, and all devices would allow is unleashed? The Internet will the switching to a new access Questions, thoughts or suggestions be omni-present – with access provider instantly. reach me at: pretty much everywhere at speeds that can deliver seamless two way RODNEY MASON, CMO live video streaming. The Obama What this ultimately would lead 314.644.7987 administration is cautiously to is pretty much everyone with a RODNEY@MOOSYLVANIA.CO M probing the industry to understand mobile device would have two way HTTP://MOOSYLVANIA.COM/ the immediate and long term video communication access at CONTACT.ASPX implications of the 700 Mhz release, unprecedented speeds for virtually AND CHECK US OUT ON TW I T T E R as it is a tremendous game changer little to no charge. This sounds great TWITTER.COM/MOOSYLVAN I A O R that could eliminate large industries for consumers. But what happens TWITTER.COM/RODMOOSE overnight if unleashed without to the infrastructure if there are no a plan. revenues to support it? For example, Google requested Eventually a solution will come to and was granted, that if a bid of pass, the Genii will escape the bottle more than $4B came in from a and communication will change in SPECIALIZING DIGITAL, BRANDING AND PROMOTIONS ways like you’ve never seen it in its IN single party for the spectrum, the SPECIALIZING IN DIGITAL, BRANDING AND PROMOTIONS Moosylvania is “The Great State of Design” where insights are Hatched in our globally ranked research facility and nurtured by experts in the fields of Digital, Branding and Promotions. Great design is more than the extraordinary composition of creative elements; it is a process of originating and developing a concept from insights and a carefully constructed strategy – all designed to achieve measurable results. ©20 0 9 M O OSY LVA N I A T H E G R E AT STAT E O F D E S I G N All rights reserved. No part of this work may be reproduced without express written permission of Moosylvania Marketing. 34