Mobile marketing case studies

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Case Study One:
Red Cross

Goal – was to raise as much money as possible for those affected by the devastation in Haiti. In a recent campaign the Red Cross was able to raise $5,000,000 for Haiti. This was done by making use of text messaging. It is estimated that there are 270 million people in the United States alone that own a cell phone!
The fund raising drive was set up in a simple way. All people had to do to help out was text “Haiti” to 90999 and a $10 donation was automatically made. It was simple but very effective and nobody had to go out of their way to make a donation.
To date this has been the most effective SMS campaign done by any charitable organization. Even though the concept was simple the Red Cross needed help to put their campaign into place.
Getting a five digit short code like ‘Haiti’ is not cheap, some of these numbers can cost up to $12,000! They then needed to put an effective marketing campaign into place. Luckily for the Red Cross they had the backing of Michelle Obama and the NFL. It is known that text messages get opened by the majority of people and this is the one component that makes SMS campaigns so successful. You know that your message will be opened and read.
The reason why this campaign worked so well was due to the nature of the text message. People had seen the devastation in Haiti and when asked
responded by helping. The message was simply a way to donate money, there was no writing a cheque or going to a local bank. It was all done via
people’s cell phones. Quick and easy!
Plus the majority of cell phone users are younger and held current jobs.
People from all walks of life were made aware of the severity of the situation. Reaching so many people from diverse backgrounds found those that had the money to donate.

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Mobile marketing case studies

  1. 1. Case Study One:Red CrossGoal – was to raise as much money as possible for those affected by thedevastation in Haiti.In a recent campaign the Red Cross was able to raise $5,000,000 for Haiti.This was done by making use of text messaging. It is estimated that thereare 270 million people in the United States alone that own a cell phone!The fund raising drive was set up in a simple way. All people had to do tohelp out was text “Haiti” to 90999 and a $10 donation was automaticallymade. It was simple but very effective and nobody had to go out of theirway to make a donation.To date this has been the most effective SMS campaign done by anycharitable organization. Even though the concept was simple the RedCross needed help to put their campaign into place.Getting a five digit short code like ‘Haiti’ is not cheap, some of thesenumbers can cost up to $12,000! They then needed to put an effectivemarketing campaign into place. Luckily for the Red Cross they had thebacking of Michelle Obama and the NFL.It is known that text messages get opened by the majority of people andthis is the one component that makes SMS campaigns so successful. Youknow that your message will be opened and read.The reason why this campaign worked so well was due to the nature of thetext message. People had seen the devastation in Haiti and when askedresponded by helping. The message was simply a way to donate money,there was no writing a cheque or going to a local bank. It was all done viapeople’s cell phones. Quick and easy!
  2. 2. Plus the majority of cell phone users are younger and held current jobs.People from all walks of life were made aware of the severity of thesituation. Reaching so many people from diverse backgrounds found thosethat had the money to donate.
  3. 3. Case Study TwoBarack Obama CampaignGoal – to identify new voters and persuadable votersIt is well known that most elections are won by fewer than 10 percentagepoints. So the name of the game is to develop a way to find that 5 to 10percent of people that can help you swing the vote. This is exactly whatPresident Obama did in his last campaign.The smartest thing about using a text messaging campaign was thatObama was connecting with the young people of the country. Many ofwhom had not yet even registered to vote.The SMS campaign was used in various ways: • To remind people to get registered to vote, people were asked to provide their zip codes • State by State reminders for people with details of their cut off dates • Reminded voters that they can mail in their ballots • Invited people to local campaign events • Sent reminders to vote on Election DayThe results of this campaign were that most people who registered toreceive election announcements were under 40. This is the age groupwhich is harder to reach but by using a tool which they already ownedinformation could be delivered on a regular basis.Potential voters were not inundated with unwanted phone calls at all hoursof the day or night. SMS messages can be sent at any time and read at theuser’s convenience.
  4. 4. What this means for the future is that SMS could prove to be a verypowerful political tool. The only downside to this is the cost of sendingmessages to possibly millions of people regularly.
  5. 5. Case Study ThreeBritish Airways Mobile App CampaignGoal – to promote their Executive Club mobile applicationBritish Airways recently wanted to promote their Executive Club mobileapp. This app allowed members to manage their account and reservations,plus access real time flight information all from their mobile devices.The mobile campaign was to target members of the Loyalty Club and getthem to download this application. The results of this campaign was that250,000 downloads of this app were done by members.British Airways decided to run a mobile email campaign to reach theirmembers. For this type of campaign to be successful the email had to beoptimized. This was done by using an email template that suited the user’smost common device. But it had to be viewable if opened through anothermethod.Research showed BA that travellers prefer to receive offers and informationvia emails over any other delivery method. The mobile email allowed usersto access their inbox no matter where they were travelling on any givenday.When registering for the Loyalty Club members stated which devices theymost commonly used Blackberry, Iphones, Android phones and PC’s. Thisway the marketing team knew they had to deliver content that was viewableon a small screen.The email was targeted and to the point. Someone with an iphone wouldreceive information about a new app that would allow them to scan theirtickets versus printing them out. It showed examples of what the app coulddo. • Find arrival and departure times
  6. 6. • Check flight status • Perform Check ins • Find travel news from British AirwaysThe features would vary depending upon the device it was being viewedon. With a target of 125,000 downloads this campaign more than doubledthe expectations of British Airways.
  7. 7. Case Study FourPepsiCoGoal: to help streamline busy the lives of busy females by offering them amobile app.Pepsi first came out with their mobile app to help promote their Propelbrand of sports drink. This has now been streamlined into a shopping appthat is directly aimed at the busy woman aged 25 to 49. This person isgenerally a busy mom who has to go to work and run errands throughoutthe day. She is also health conscious and concerned about what her andher family eat and drink.The mobile app is based on the Google Maps system and allows the userto enter all their daily chores and tasks. This includes going to the grocerystore, the gym, picking up the kids from school and going to after schoolactivities.The mobile app works on your iphone and suggests the easiest route to getto your next appointment. What the app does is to notify the young womanof new stores and products that might be in the area. At the same time it isshowing her how the Propel brand of drinks can fit into her busy schedule.To market this effectively Pepsi combined forces with local businesses insix major categories. • Travel • Well being • Food • Home • Shopping • Organize
  8. 8. Pepsi is helping woman organize and cope with their busy lives. While thisapp is being helpful the underlying message from Pepsi is that Propel canhelp make your life more manageable.For the future Pepsi is looking into using bar code advertising as well asadditional mobile marketing to enhance their branding and reach morecustomers.
  9. 9. Case Study FiveGeneral Motors – ChevyGoal: to build awareness for their two new vehicles the Chevy Volt and theChevy Cruze.Recently Chevy was the sponsor for the South by Southwest Festival inAustin, Texas. Their problem was that neither of the two new cars wereavailable at this show. Both of these cars were being used as the test bedfor mobile marketing.Chevy hooked up with a geo based firm called Gowalla and decided to testhow people would interact with different brands.As people arrived at the Austin airport, they had to be Gowalla users, theyreceived a message from Chevy welcoming them to the area. Chevyrandomly chose users to receive a free ride in a Chevy vehicle.Chevy also set up walking tours of Austin and users who checked in atcertain points could get a reward. The reward would be given to them at thefestival. This way the user had a reason to visit Chevy once inside thefestival.Outside the festival Chevy parked Corvettes and Camaros which peoplecould take for a test drive. As the festival hosted events around Austin thisprovided people with a method of getting to each location.Chevy set up the Chevy Volt Recharge lounge which allowed people torecharge their personal devices. This was an easy way for users torecharge their laptops, cell phones and iPods.In addition Chevy had pre production models of both the Chevy Cruze andVolt. They applied QR codes on the outside of both cars. When scannedthe code took the user to a website that showed the features and benefitsof the new cars.
  10. 10. In all there were 15 codes that could be scanned. Each one highlighteddifferent features. One bar code would reveal the life remaining in thebattery of the Volt. This QR marketing program allowed interested users toopt in to receive further information on these cars. This way Chevy wasn’tbombarding them with marketing advertisements.The results of this campaign were that 40 people completed the walkingtour and 75 prizes were redeemed at the festival. Chevy had the secondhighest number of check-ins at the show at 730.Chevy used this whole experience as a learning case. When visitorsrealized that Chevy wasn’t out to sell them cars but to educate them theirresponse and interaction rates increased.They found that by having models of cars that wouldn’t be available foranother six months they generated a huge amount of buzz. The ChevyCruze and Volt had 13,000 tweets that mentioned them in a period of ninedays.For the future Chevy plans to commit 30% of its budget to mobile marketingalong with using more social marketing.

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