Mobile Marketing Case Study


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Mobile Marketing Case Study

  1. 1. World’s Worst War Campaign (Case)<br />Prof. Alberto Benbunan<br />Emerging Media<br />Instituto de Empresas Business School, Madrid, Spain.<br />By MDMK2010 Team A:<br />ANNE CAMILLE BIANCHI-MIRASOLE - LEONARDO BITTAN – GONZALO DE LA MATA – RAHUL NAMBIAR - ELENA IBAÑEZ – FILIPE ANDRE GOMES<br />
  2. 2. What was World’s Worst War all about?<br />The “World’s Worst War” is a mobile campaign that ran in Japan to launch a line of spicy new snack foods. It engaged with its audience through very fun kinds of interactivity elements and viral features that translated into a well-rounded communication tactic<br />Tohato is a Japanese maker of snack foods, they introduced two new spicy snacks. <br />Their market is a youth audience<br />The name of the snacks were<br /> “Tyrant Habanero - Burning Hell Hot“<br /> and his arch enemy <br />“Satan Jorquia - Bazooka Deadly Hot”<br />World’s Worst War was a multi-player game that was played on both, on mobile devices and on the Internet<br />
  3. 3. How did it work?<br />The player buys one of the two snacks to choose his masters<br />With the access code on the package he/she joins the online army of his/her chosen masters<br />The player chooses his/her battlefield from 31 spots<br />Battles occur everyday at 4 am<br />Users recruited friends in order to grow their network in a pyramid scheme model<br />The more friends they found to play the game improved their grade and made them more powerful<br />Players were informed via SMS about battles updates and different types of alters<br />
  4. 4. 1. Do you think that the phone was used as a tool of interaction or as a medium in this campaign?<br />
  5. 5. Both!<br />Medium<br />Tool of Interaction<br />Tohato used mobile phone technology to promote its products with the game<br />Its audience used mobile phones to spread the word among their friends<br />Tohato used mobile phones to communicate with its audience (see next column’s SMS point)<br />Mobile phones were required to be able to participate through either QR codes or peer referrals<br />Mobile phones were used to play the game<br />Mobile phones were used to grow players’ networks (recruitment)<br />SMS were used to keep users up to date with game events and alerts<br />
  6. 6. 2. Which factors affect this campaign?<br />Based on Factors Affecting the use of Mobile Marketing by Ramin Vatanparast and Mahsa Asil<br />
  7. 7. Factors and The Use of Mobile Advertising<br />Consumer<br />Device<br />Privacy<br />Interface<br />Purpose<br />Interactivity<br />Performance<br />Intelligence<br />Use of Mobile Advertising<br />Message<br />Media<br />Content<br />Price<br />Credibility<br />Process<br />Customization<br />Policy<br />
  8. 8. Consumer<br />Performance<br />In order to participate users did not have to buy the product <br />Since users could recruit others through their phones, Tohato increased its reach beyond those exposed to advertisement or the need to access a QR code on their product<br />Increment on response rate through peer influence<br />Users met on social networks to develop strategies<br />Privacy<br />The audience were savvy on the topic of mobile usage, which allows them to understand privacy settings on their phones<br />User did not find the initiative intrusive<br />Purpose<br />Users perceived the game as an opportunity to gratify needs of <br />Information (about the product)<br />Knowledge (about the game)<br />Social acceptance (among other players)<br />
  9. 9. Message<br />Customization<br />SMS were relevant for each participant as it informed them about battles within their network<br />Users could customize their avatars <br />Control over selection of their spots of choice on the battlefield<br />Content<br />Relevant content is king on mobile advertising (information about their game and network via SMS)<br />Communication messages and structure were adapted to mobile devices – short and sweet!<br />Entertainment was key for the selected audience<br />Credibility<br />Online presence helped to increase trust<br />Peers recommendations allow other users to feel more secure about the initiative<br />Users adoption to mobile technologies was not a trust barrier to enter the market<br />
  10. 10. Device<br />Intelligence<br />The game was designed to allow<br />Communication among brand and others users<br />Collaboration<br />Strategies and recruitment<br />Information sharing <br />SMS alerts<br />The use of SMS was crucial as it is massively standardized<br />Recognition of users networks allowed alerts to be relevant for the players<br />Interface<br />Reliable and user friendly interface lead to ease of use and desire to keep playing and even promote the games among peers<br />Online platforms expanded the game for further more rich experience<br />SMS were concise <br />Interactivity<br />The game was designed to allow two-way communication (user-game)<br />It also allowed users to recruit other members via their mobile (recruitment)<br />
  11. 11. Media<br />Price<br />User recognized benefits by playing the game that over-weighted the real cost of the interaction<br />Users with good performance were rewarded with wallpapers and other mobile elements <br />Viral effect decreases production/media cost while it increases reach and conversion rates<br />No information about incentives or discount for acquiring the product were found<br />Process<br />The campaign had a <br />Campaign strategy<br />The design was based on the brand<br />Data access and interaction management plan<br />Found their target audience through a well-suited communication channel<br />Policy<br />Opt-in (QR and friends referral)<br />Clear statements about security and trust<br />Online properties supporting the initiative<br />
  12. 12. 3. Why do you think that the campaign was a success?<br />
  13. 13. Major elements of success<br />Opt-in<br />Pyramid scheme<br />Social interaction allowed and highly promotedrecruitments and rewards for best performers<br />Communication channel of choice to reach the audience<br />SMS as a mean to keep users engaged<br />Understanding of both, the device differences as well as users expectations of mobile advertisement<br />Customization and selection power by users<br />Game concept fit users preferences and habits<br />
  14. 14. Success Inside-out<br />
  15. 15. Thanks… 11/23/2009<br />LetsPlay Now!<br /><br />