Mobile Sports Group Automotive Case Studies


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Mobile Sports Group Automotive Case Studies

  1. 1. GMC mobile search effort results in 44% lift in purchase intentThere are fundamental differences between mobile search and PC search. The most obviousdifference is the context that mobile brings. PC searchers are at their desk and mobile searchersare in the car, on the go or even in a store.Mobile technology advances, and features such as touch screen, voice search, location data andvisual camera search really change the playing field. But there are constraints as well. Screen size,battery life, processor speed, memory and network bandwidth are constraints.Another difference between PC and mobile search is the time it takes a consumer to begin andcomplete their search for specific information. Mobile consumers tend to act quickly. Mobilesearch usage is more local and commerce related, than the PC searchers. Retailers need to usemobile search to connect consumers to price comparison information, product information,anything to help move a consumer through the purchase funnel. Mobile search needs to helpconsumers make decisions.With GMC Terrain, the brand wanted to increase brand favorability and purchase intent. The brandran behavioral targeted banners. Mobile media was also placed on LSN mobile. The campaignresulted in a 44 percent lift in purchase intent.Also, the banners were seen by 1 million unique users resulting in 77 percent of those usersexpressing interest in purchasing a GMC terrain. Contact Mobile Sports Group – (770) 753-1477 or
  2. 2. Volvo Launches S60 on MobileVolvo achieved significant brand lift and engagement through mobile display & video ads. Volvowanted to invoke passion and buzz around the launch of its new S60 sedan. The auto brandaspired to showcase the sedan as an edgy lifestyle vehicle that consumers would feel proud toown and excited to drive.To promote the S60, the Volvo team ran an extensive mobile branding campaign. The Volvo teamtargeted smartphone owners, a demographic that was more likely to have higher householdincomes and more likely to be in the market for a vehicle like the S60. The Volvo team used acombination of banners and interactive video ads to engage consumers while they were browsingmobile content on their phones.The interactive video ads showcased a fast-paced 30-second video of the S60 and allowed users tobrowse additional images of the car and even visit the site, all without taking the user out of thevideo ad and the original content that he was browsing. From the mobile ads, consumers coulddirect themselves to the S60’s mobile optimized site where they could engage deeper with thebrand. Consumer Interactions on Video Ad and Mobile Site Volvo achieved significant brand liftand engagement through mobile display & video ads.Volvo Results:According to the research that tracked the branding impact of the campaign, Volvo achievedsignificant lift across all brand metrics:+240% in brand favorability+88% in purchase intent+78% in recommendation intentThese successes also expanded the Volvo team’s approach to mobile advertising. Prior to thiscampaign, the client envisioned mobile primarily as a direct response channel. Since then, Volvonow views mobile as a branding mainstay and have added mobile to several upcoming brandingand engagement programs. Contact Mobile Sports Group – (770) 753-1477 or
  3. 3. Kia claims mobile advertising outperforms traditional Web campaignsEvery time KIA executes an advertisement through mobile, the performance always seems tooutperform the standards and norms for desktops. Kia and competitors making big mobile pushThe automotive sector has been quick to adopt leading-edge marketing strategies in the mobilespace. Kia has been busy advertising in the mobile space in the past year, the company has beenrefining its mobile advertising strategy as it has learned more about the space.Kia started by using ad banner networks, and were two to three times more successful than withtraditional Web site display pages. The company says that it has enjoyed success using mobileadvertising. It claims a 1-2 percent click through rates using mobile ad banners, as compared to.08-.3 percent click through rates with traditional display banners.Beyond the above-average metrics, a big motivation for Kia to increase its mobile presence hasbeen to reach demographics that otherwise might not engage with its brand. The great thing forKia is that the product they have coming out is reaching a whole new audience that is reallyengaging with Kia Motors for the first time, Kia has a really heavy reliance on digital, social andmobile media to reach that audience.In Kia budgets, they are rushing towards increasing mobile spend by a substantial amount year-over-year. The 2010 the social, digital and mobile budget was increased by 39 percent. Contact Mobile Sports Group – (770) 753-1477 or
  4. 4. Mazda celebrates 40th year in North America with sweepstakes to build mobile databaseTo celebrate the 40th anniversary of its entry in the North American market, Japanese automakerMazda Motor Corp. ran a text-to-win sweepstakes to engage consumers and build a mobiledatabase.Mazda venture into the mobile world started late in2010 with their first promotion and willcontinue with mobile campaigns in 2011. Mazda target demographic has indicated to us that theywant to stay in contact in a multimedia way via email and smartphone technology.To keep those customers within the Mazda family, they need to be talking to them in the way theywant to be talked to—customer convenience is the catch phrase, as a customer, I’d rather becontacted via email or text message to understand what’s going on with my vehicle.Driving emotional engagement, Mobile drives after-sales, while automobile sales are the lifebloodof the industry, the after-sales market can be lucrative. Mazda is creating various marketing andadvertising after-sales programs designed to help Mazda maintain customer relationships andbuild brand loyalty. Mazda has been steadily growing its email distribution list, and based on itsefforts in the last year had tripled its email database.With a history of campaigns using traditional and digital media, this year Mazda decided tointegrate mobile into its multichannel mix in order to broaden the reach of its campaigns andoffer customers more ways to communicate with its dealers. The Mazda team has multiple goals:drive new revenue from existing owners, educate customers about after-sales service, establishan on-going dialog, demonstrate their attention to environmental issues and show theirunderstanding that customers want the option to communicate in lots of different ways, includingvia the mobile channel.The main objectives of the mobile campaign were to increase service business at dealerships and,number two, increase service loyalty through a positive ownership experience. Mazda wants tocommunicate with its customers using the channels they prefer, and mobile is an obvious choice. Contact Mobile Sports Group – (770) 753-1477 or
  5. 5. Chevy pushes consumers to dealerships via mobile adsGeneral Motors Co.’s Chevrolet is running targeted mobile banner ads to drive consumers todealerships. Chevy is running the mobile ads, the ads help consumers pick their ideal car from alineup of Chevy’s models.The mobile banner ad promotes Chevy’s Cruze line. Once consumers click on the ad, they areredirected to a mobile landing page that helps them find nearby dealerships. Consumers can entertheir zip codes to find nearby deals Additionally, consumers can browse product information andaccess exclusive offers. To find a Chevy dealership, users can either use the device’s GPS-enabledtechnology or enter their ZIP code. Additionally, users can view specific offers on models basedon their location.By tapping into mobile banner ads, Chevy is solidifying its mobile presence, whether it is withapps, mobile sites or advertisements. I see a larger play in mobile for the automotive industryoverall happening more in 2012; we have observed over this past year that the large carcompanies are really tagging mobile as an afterthought to their overall Print, TV, Radio, and PCcampaigns, they will realize I believe as we run through 2012 that the mobile is as much a stand-alone vertical as is Print, TV, Radio and PC. Contact Mobile Sports Group – (770) 753-1477 or
  6. 6. Infiniti revs up March Madness mobile initiatives to reach affluent hoops fansNissan Motor Co. Ltd.’s Infiniti is using mobile to activate its corporate partnership with the NCAA,ESPN, Sports Illustrated, CBS Sports and Turner Sports, NCAA Men’s Basketball and the 2011 NCAADivision I Men’s Basketball Championship.The automaker is sponsoring the “Round by Round Coaches vs. Cancer” bracket game’s “Bracket Challenge.” Fan participation will drive Infiniti’s donation of up to$500,000 to Coaches vs. Cancer, a collaboration between the American Cancer Society and theNational Association of Basketball Coaches that empowers coaches, their teams and communitiesto join the fight against cancer.Infiniti targets affluent adults 25-54, the NCAA Tournament viewership has a high index foraffluent consumers, and the Infiniti target audience tends to be early-adopters of technology.There are two main objectives of the Infiniti/NCAA partnership: driving awareness andengagement. Infiniti mobile campaigns have targeted smartphone users for the past couple ofyears. The brand extended advertising campaigns to the iPad as soon as there were opportunitiesavailable.The size/scale of the audience with the NCAA Men’s College March Madness Tournament is idealfor creating awareness for our all new Infiniti M Hybrid, at the same time, the scope of thetournament is all about engaged consumers. Mobile is one of the most important tools forconsumers to get up-to-the-minute scores, information and to check their brackets, Mobile isalways in the media mix when launching an Infiniti.The mobile plan for the Infiniti M Hybrid is expected to have roughly 79 million impressionsagainst the intended target audience. Infiniti will have 100 percent ownership of the bracketsection within the ESPN Bracket Bound application for the iPhone and Android. All mobile creativewill feature the all-new M Hybrid and will drive to the vehicle landing page for M Hybrid Contact Mobile Sports Group – (770) 753-1477 or
  7. 7. OdoClub SMS ads result in 35% increase in revenueOdoClub ads running SMS advertising have resulted in a 30 percent increase in membership. Thecompany’s initial text message advertising campaign achieved its goal for generating usersubscriptions and increased dealership sign ups. Besides the 30 percent increase in membership,the campaign achieved its objective for new dealership sign ups, resulting in a 35 percent increasein revenue.The text message advertising campaign is not only a great way for them to grow membershipbase, but it also allows them to communicate constantly with their members.OdoClub is a loyalty program that allows drivers to convert accumulated points from driving intocash. Members can earn points for every mile they drive and redeem those points for discountsagainst goods and services offered by participating dealerships. TexTango is an app for BlackBerryand Android devices that gives users incentives to text. Advertisers are able to place messageswithin the texts, engaging consumers via interactive mobile messaging.Advertising was targeted toward 17-49 year-olds and the creative units were rotated frequently tocreate higher impact. A mobile app, short code messages and QR codes were created and tiedinto the print and on-location marketing collateral. For lead generation, mobile-friendly landingpages were also created.Increasingly consumers are opting for text messaging as a form of communication with theirfavorite brands. It is important that companies engage in SMS marketing to stay relevant in theeyes of their mobile audience. According to Nielsen, people between the ages of 12-17 send andreceive more than 3,300 text messages per month.Those between the ages of 18-25 send and receive approximately 1,800 text messages monthly,and the 25-35 age group sends and receives 600, while 35-45 year-olds are at around 300.Additionally, more than 75 billion texts are sent each month in the United States and on average95 percent of those messages are opened and read by the recipient within 15 minutes of receivingit, Nielsen found. These numbers are proof of the effectiveness that SMS can have as anadvertising medium.SMS certainly proved to be effective for OdoClub. In fact, OdoClub’s SMS ads saw a 12 percentresponse rate and averaged click-through rates of about 5-7 percent. Contact Mobile Sports Group – (770) 753-1477 or
  8. 8. Lincoln amplifies multichannel holiday campaign with mobile adsLincoln is using holiday-themed mobile advertisements to promote new models of its MKZ sedan.The mobile ads are part of Lincoln’s larger “Wish List Event” campaign, which also includes Weband broadcast components.Mobile is no longer a fringe ad buy that reaches a small percentage of a target demographic,shopping for a new car is an active, outdoor experience that compliments the benefits of mobileperfectly.The Lincoln mobile banner ad reads, “Get more than you wished for.” Users can tap on the ad tobring up a landing page that is divided into four categories – dealers, offers, inventory andcompare. Consumers can learn more about the MKZ car, including information about itsdimensions, powertrain and safety.The ad includes a video section where prospective car buyers can watch a clip that explains themain features of the vehicle. Users can also locate nearby dealers by using the devices GPS or bytyping in their ZIP code to find particular cars. Consumers can also contact dealers for pricing andto check for car availability.Additionally, consumers can view local offers and check to see if a car is available at theirdealership. Users can also select another Lincoln model to see how specific features from the MKZstack up to the companys other offerings.Mobile has historically been an outlet for auto manufacturers, especially with its local focus. Byletting consumers search a dealership’s inventory for a car, it helps consumers narrow down caroptions quickly. “Google recently reported that 77 percent of consumers surveyed use mobilewhile shopping and is used by consumers who want information in the moment. Contact Mobile Sports Group – (770) 753-1477 or
  9. 9. Chevy Test Drive with Mobile Ad CampaignGeneral Motors Chevrolet is showing off its Sonic car model via mobile ads that gives users aninside look at its features. Chevy is using the mobile ads as part of a broader campaign to marketthe sedan and hatch cars to a tech-savvy group of consumers.Mobile test drive: The Chevy banner ads read, “Introducing the lively all-new Chevy Sonic” andencourage users to tap to learn more. When users tap on the mobile ad, they are taken to Chevy’smobile site where the landing page promotes the Sonic car. Contact Mobile Sports Group – (770) 753-1477 or
  10. 10. Automotive brands increasingly rely on mobile to drive salesFor many successful car dealers, mobile devices have made buying and selling cars simpler. Awhopping 38 percent of car searches for a vehicle are done from mobile phones.Why is it imperative for automotive companies to have a souped-up presence on mobile? Becausethats where the people are. Sometime in the next few years at most, more people will access theInternet via a mobile device versus a desktop/laptop PC, this will have tremendous implicationsfor every business digital marketing strategy.About 90 percent of car shoppers worldwide end up at a dealership only after researchingonline. Accordingly, auto manufacturers and dealerships have focused their Web resources toattract customers for the sale. Mobile devices are particularly useful when designing customerexperiences that keep customers coming back throughout the vehicle life cycle. A well-developedmultichannel approach is a starting point for a customer-dealer relationship that extends beyondthe purchase.On a mobile device, ongoing interactions become easy and convenient: service alerts,maintenance scheduling, lease status are prime candidates for mobile-enabled tasks. If acustomer is on the road and in need of repairs, locating the nearest dealership or service center iscritical. By keeping in touch and readily accessible throughout the vehicles’ life, manufacturersand dealerships build relationships with customers who will be more likely to return for the nextpurchase.More than 23 percent of all auto shoppers use mobile during the car buying process, and more40 percent of mobile searches occur when the person is standing on the dealer lot. Alsoimportant to note is that 95 percent of those who receive a text message will open the message,even promotional text messages. Mobile shoppers are rated 300 percent more likely to buy within60 days compared to other shoppers.Mobile apps are a silo technology, and the vast majority of apps, something over 90 percent,are not used 20 days after theyre downloaded, businesses in general benefit more from themobile Web route as development costs are lower, the market size is bigger and they are mucheasier for search engines to find. Contact Mobile Sports Group – (770) 753-1477 or
  11. 11. Auto manufacturers should be paying attention to mobile: GoogleConsumers are increasingly using mobile devices to shop for a new car, according to new datafrom Google. The path to purchase for auto vehicles remains the same, with consumers becomingaware of brands, researching the cars they are interested in and, finally, making a purchase.However, what is changing is the means consumers are using to conduct these activities, withmobile playing an important role, according to a recent study from Google.13 million people will fall in love with a new car this year, most people are open to buying a carfrom one of several manufacturers. Mobile users who are close to making an auto purchase oftenuse their mobile devices to compare makes, models, reviews and pricing. They also pull up mapsto locate the dealer with the best offer.There are several examples of how consumers are using mobile to shop for automobiles. Forexample, during the Super Bowl, data mobile queries on “Chrysler” increased 102 percent whenChrysler ran its TV commercial during the game. Additionally, eBay sells 2,000 cars each week onmobile. Much of the activity is occurring on dealers’ lots, between July and October 2010, 40percent of AutoTrader’s users accessed AutoTrader Mobile on a dealer forecourt to research a car.In January, the number increased to 45 percent of users.Google also points to a recent campaign run by Volvo which targeted smartphone owners withbanners ads and interactive video ads. The campaign was to promote the new S60 car. Volvo sawa significant lift from the effort including a more than 240 percent increase in brand favorability.Google research also shows that 33 percent of consumers went to manufacturers’ Web sites toshop for autos, with 55 percent comparing features and 44 percent checking out prices. For automanufacturers and dealers, all this data points to the importance of having a mobile optimizedWeb site. This will make it easy for consumers considering a new car to conduct research viamobile.It is also important to provide the ability to configure a car and schedule test drives in mobile,using local ad targeting can also help shoppers find the closest dealer. Dont just test drive mobileas a “nice to have” add-on, it’s where consumers are, and it requires your attention if you don’twant to be left in the dust. Contact Mobile Sports Group – (770) 753-1477 or
  12. 12. 21% of Consumers who view auto content access it dailyAmong consumers who view auto content on their phone, 31 percent access the content once aweek and 21 percent access the content almost every day, according to a new report byMillennial Media.The auto industry has embraced mobile advertising and marketers have been rewarded with hugeresults. Auto has consistently been among the top 10 global verticals. Millennial found thatbesides product launches, auto advertisers are also trying to increase overall brand awareness,and reach consumers who may not currently be in the market for a new car.Sustained in-market presence and brand awareness was the campaign goal for 19 percent of allauto campaigns, additionally, auto brands are using mobile to drive local consumers intodealerships or to the auto brand’s mobile site. Compared to all other advertisers, automotiveadvertisers implemented site search, dealer and store locator and view map actions in theirmobile ads at much higher rates.Using mobile to reach local consumers is one of the major trends we’ve seen in the industry thisyear, and auto is one of the key verticals to leverage. National auto advertisers are implementingEmail & SMS specific targeting to drive local traffic to individual dealerships.The report found that mobile auto consumers skew young and male. The leading age group is 18to 34, and the audience is 68 percent male and 32 percent female. In addition 34 percent ofmobile auto consumers are in the $100,000-plus annual income bracket – seven percentagepoints higher than the overall mobile audience.Additionally, supporting product launches or releases such as new car models was the topcampaign goal for auto advertisers. Advertising the launch/release of a new car model was thetop campaign goal for auto marketers, and made up 35 percent of all campaigns.Advertisers also use mobile to engage consumers who may not be directly in the market for a newcar though, and a significant number of campaigns on our network had the goal of increasingbrand awareness. Contact Mobile Sports Group – (770) 753-1477 or