Optism's 50 Best Mobile Marketing Campaigns

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Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.

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  • Might be time to update these, guys! We have shared some very recent stats on our own slideshare account, if you need some inspiration :)
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Optism's 50 Best Mobile Marketing Campaigns

  1. 1. The 50 BestMobile MarketingBrand Campaigns 2009 2010 2011 2012 www.optism.com 2013 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  2. 2. Starbucks: Multi-Channel Mobile Marketing• Multi-Channel Mobile Marketing in 2011/ 2012• Starbucks is one of the premier Mobile Marketers by offering many ways for consumers to connect with company, all while ensuring privacy and permission. Mobile Marketing Campaign.• Results: Starbucks is a leader in mobile payments, processing over 1 million mobile payments a week.Here is a sample of their mobile marketingcampaigns.• Multi-Channel Marketing• Mobile Payments• Mobile Apps• QR Codes 2 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  3. 3. Target + ShopKick: Mobile Rewards with KickBucks• Mobile Rewards App Partnership between Target and ShopKick.• Shoppers equipped with ShopKick on their iPhone or Android devices will be eligible to collect points, or “kicks,” as soon as they step foot in one of Target’s 1,764 stores.• Consumers can earn points by scanning various products in the store using the app, and then redeem those points for items such as Target gift cards, Facebook credits, dining gift certificates, iTunes downloads, charitable donations, etc.• Read More: http://dthin.gs/QeGesE 3 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  4. 4. Sephora: Driving Mobile Results with Website• Sephora Mobile Marketing Website• Sephora was chosen as the retailer with best mobile website from digital innovation think tank Prestige L2 of 100 prestige brands.• Sephora offers mobile apps for iPhone, iPad and Android with 70% of traffic comes from IOS and iPad App downloaded more than 2 million times.• Read more: http://bit.ly/Qd2kkG “Sephora has such a fantastically rich experience across their mobile site with things like GPS-enabled store locators, shopping list creators, order/history tracking and mobile exclusive offers.” said Erin O’Neil Schultz, head of industry, retail, at Google, Mountain View, CA. 4 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  5. 5. Nordstroms: Combining Mobile with Social• Nordstrom Mobile Advertising/Social Media Campaign in 2012.• Nordstrom’s used a mobile advertising campaign to drive social media engagement and to help consumer learn about its Rack brand. The mobile ads sent consumers to browse its Facebook, Twitter and Flipbook pages.• Read more here: http://bit.ly/Q6SCw6 5 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  6. 6. O2: Mobile Rewards with Priority Moments• O2 Priority Moments Mobile App and Rewards Campaign.• A mobile app available to O2 customers which provides local coupon offers and experiences that are relevant and redeemable wherever they are. The app offers 30 partners, including ODEON, Harvey Nichols, WH Smith and Zizzi.• Priority Moments is free, and O2 forecasts that the average consumer could save about 100 pounds month.• Results: Over 23 million O2 customers have used the app.• Read more: http://bit.ly/Q6W4qO 6 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  7. 7. Adidas and Optism: SMS Mobile Marketing• Mobile Marketing in Fall 2010• Adidas and Optism offered a mobile • Driving footfall to new campaign to drive foot flagship store Welcome to the street traffic to a new where originality lives and athletes, musicians, • Targeted to Sports and Originals store in skaters and more come together to show their Fashion lovers Egypt style. • Text sent just one day before Do you want an the weekend• Results: 35% invitation? 1=Yes 2=No • Leveraging Dialogue format Response Rate • Completely free to reply• Read more: http://bit.ly/qQgWJY 7 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  8. 8. USAID: Maternal Health Program via Mobile Device• Mobile Marketing Campaign May 2011• The U.S. Agency for International Development (USAID) started first mobile application: free health care information and tips to pregnant women and mothers via cell phone.• Secretary of State Hillary Clinton announced the formation of the Mobile Alliance for Maternal Action (MAMA)• Goal: Raise $10 million, direct services to women in Bangladesh, India and South Africa• Read more: http://bit.ly/mvhZ3Z 8 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  9. 9. Bristol Zoo Gardens: Celebrates the Royal Wedding • SMS Text Campaign in April 2011 • The Bristol Zoo Gardens gave away two tickets for the price of one ticket if mobile users texted wedding to 88802 “Thank you for texting Bristol Zoo. Show this text to get 241 entry during May 2011. Restrictions apply. View T&Cs www.bristolzoo.org.uk” • Read more: http://bit.ly/jZ9a3i 9 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  10. 10. Coca-Cola: Essence Music Festival and Coke Studio• Mobile Marketing Campaign in May 2011• The Essence Music Festival had 40,000 attendees in New Orleans. During the show, attendees were encouraged to text the keyword CELEBRATE then space followed by their first and last name to the short code 66937.• The company was giving away tickets to its BBQ event to the first 500 entries, as well as four VIP passes. The company found that in 30 seconds, 3,145 people pulled out their phones for a chance to win.• Results: 20% of users that engaged opted in for an ongoing connection with the brand and 16 % of the audience engaged with Coca-Cola digitally at the concert more than once.• Read more: http://bitly.com/gBdvlc 10 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  11. 11. Powermat: Mobile Rewards with MyTown• Mobile Marketing Sweepstakes in May 2010• Powermat, a mobile recharging company, offer virtual rewards at MyTown, virtual reality game with 3.3 million players.• Users were rewarded when players check in to real locations. The brand launched the first-ever sweepstakes on MyTown, offering virtual items when players checked in to a PowerMat retailer like Best Buy, Target or Bed, Bath and Beyond.• Campaign Results: PowerMat virtual goods garnered nearly 15 million interactions during the program. The clickthrough rate to PowerMat’s sweepstakes page was 1.8%, compared to an industry average of 0.1%. Players submitted more than 21,000 entries.• Read more: http://on.mash.to/oSi13x 11 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  12. 12. Gap & Visa: Mobile Coupons via SMS• Mobile SMS Text Campaign in November 2010• Gap Customers Can Now Get Discounts Via Text Message.• Gap and Visa have partnered for a program that sends offers for real- time discounts and promotions to consumers via text messages.• To redeem the offers, customers present the text message on their mobile device at nearby Gap locations.• Read more: http://on.mash.to/hAWaRr 12 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  13. 13. American Express, Foursquare and Austin, TX: Mobile Rewards• Mobile Marketing Loyalty Campaign started in March 2011• American Express and Austin, Texas where 60 merchants — including Whole Foods, Starwood Hotels and Stubb’s BBQ — are offering Foursquare users “spend $5, save $5″ rewards when they load the special and swipe their AmEx cards.• Participating merchants have posted “Austin Unlocked” window clings to highlight their participation, and Foursquare users need only register their American Express cards to unlock this new type of special — the Loyalty Special.• Read more: http://on.mash.to/pYPdOz 13 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  14. 14. Volkswagen, Tigo and Optism: SMS Mobile Marketing• Mobile Marketing Campaign from December 2010• Tigo, mobile carrier from Ghana, Volkswagen, the car maker and Optism teamed up to offer Tigo mobile subscribers the opportunity to learn about new auto arrivals in Ghana from Volkswagen dealers.• Universal Motors, the exclusive dealer for Volkswagen, was able to query the subscribers with offers and information.• The response rate was 30%.• Read more: http://bit.ly/mowaYj 14 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  15. 15. Glamour Magazine: Mobile Commerce SnapTag • “Glamour Magazine Mobile Commerce Issue Powered by SpyderLynk” USA/NA • CoverGirl, Zales, Colgate and Unilever are among the advertisers that implemented the mobile bar codes into their static ads. • Advertisers have gained more than 50,000 new followers and useful insights for future advertising efforts. • Read more http://bit.ly/Ul6TdW 15 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  16. 16. Redbox : Mobile SMS with 10 Days of Deals Promotion• Mobile SMS Campaign in June 2011• Redbox reaches 1.3M #SMS messages during #mobile promotion.• Consumers were encouraged to text the keyword DEALS to 727272 to receive a promo for 10 cents to $1.50 off a one-day rental.• According to Redbox, the promotion, was the most successful mobile sweepstakes it has ever run. The company offered consumers deals via the campaign - big or small.• Read more: http://bit.ly/mMhcIB 16 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  17. 17. Barclays Bank for Barclays Pingit• Mobile Commerce Campaign from Barclay’s Bank• Barclays bank launched Europes first money-sending service that allows UK current account customers to send and receive cash through their mobile phones.• As of Aug 2012, over 1M people have downloaded the app• Read more http://bit.ly/Q1ezzJ 17 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  18. 18. Chipotle Restaurants: SMS Mobile Marketing• Mobile Marketing Campaign in May 2011• “Gold” campaign to celebrate 18 years in business• Opt-in text message program, offers new part of their story w/ each following text.• Roughly 10 texts- last message being final opt-in for special offers delivered to mobile phone• Text Messaging CAN Tell a Story• Put the Customer in Control• Use Point-of-Purchase Marketing• Read more: http://bit.ly/jnxFsy 18 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  19. 19. Pepsi: Multi-Cultural Mobile Campaign• Mobil Marketing Campaign in Winter 2011• Pepsi claims 123,000 opt-ins in 10 weeks for multicultural mobile campaign, Familia de Campeones campaign, which led up to Super Bowl XLV• Launched mobile campaign in December, lasted eight weeks• Targeted Hispanic families- the first ever in- language mobile marketing campaign“• Via the mobile site, consumers were able to celebrate the Super Bowl XLV with a free customized poster, courtesy of Pepsi.• Read more: http://bit.ly/mniqw1 19 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  20. 20. Cornetto Ice Cream in Turkey: Experiential Mobile• Mobile advertising campaign in June 2010 • Campaign Results: Run for two weeks for two hours daily, Cornetto had more than 3• Winner of the 2010 Global Mobile Awards million unique views, 3,500 players, and was Turkey’s Cornetto Ice Cream, which instant word of mouth, creating major brand used a multi-player, interactive game awareness and trial for its ice cream. projected on a building in Taksim Istiklal • Read more: http://bit.ly/qxgm Avenue in Istanbul, Turkey, activated by mobile phones to promote its ice cream. 20 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  21. 21. Heineken: SMS Mobile Marketing with Blok Party Promtion• SMS Mobile Marketing Campaign from June 2009• Leveraged cross-media in-store advertising and cross-merchandising to promote sweepstakes• Heineken "Blok" Party Sweepstakes (text GREEN to 49737)• Win party for no more than 50 guests who are over 21. Value: $50,000• Winners get their download codes via SMS if they entered the sweepstakes using the channel• Two winners were selected at random• Read more: http://bit.ly/oD7i6 21 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  22. 22. McDonald’s: Mobile Advertising for McCafe Drink• Mobile Advertising Campaign• The Ad says “To the City That Knows a Good Remix.” -Across an array of platforms.• Tap on banner ad to learn more about company’s drink offerings.• Vote for their favorite McCafe, help decide which drink gets title.• In return: Free mobile wallpaper downloads, Find nearest McCafe though ZIP code• Read more: http://bit.ly/nHFfm1 22 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  23. 23. Nike: Mobile Advertising and Marketing in Times Square • Mobile Advertising Billboard in May 2005 • Interactive billboard in Times Square, New York City • Text a custom design to Nike, win free pair of shoes • Gave away 3,000 pairs • People seemed to be more interested in shoe designing than free shoes • Read more: http://bit.ly/TmiKIg and http://bit.ly/gF0Qh 23 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  24. 24. Dove: Mobile Campaign for Real Beauty• Mobile marketing Campaign in May 2010• “Campaign for Real Beauty” launched to encourage customers to think about “Real Beauty” in NYC and LA• People vote through mobile phones whether an image on billboard is beautiful or not.• Live count of votes displayed on billboards• Campaign Results: Extensive media coverage• Read more: http://bit.ly/pDRfWJ 24 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  25. 25. Tiffany : Targets Luxurious Ladies Via Smartphones • Mobile Marketing Campaign • Promote new product line to female consumers in 30s with iPhone or BlackBerry • To create excitement of new line, awareness of new stores in CA • Ultimately, generate product sales • Mobile site lets visitors find out about new store, get directions via Google Maps and click-to-call the store. • Read more: http://bit.ly/oOo5SV 25 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  26. 26. Snakes on a Plane Movie: Mobile Marketing • Mobile Marketing Campaign 2006 • Actor Samuel L. Jackson made over 1.5 million calls, shouting at people to see “Snakes on a Plane”. Partnered with VeriTalk • “Snakes on a Phone” Internet site enabling users to download and share ringtones, video clips, screensavers, and user-generated content • Immensely increased internet hype • Read more: http://bit.ly/12Bket 26 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  27. 27. Corona: SMS Campaign with Virtual DJ Beach Getaway • Corona teamed up with Mogreet and Grooveshark to create the “Virtual DJ Beach Getaway" promotion • Consumers host own parties with real- time song selection by Corona through mobile devices. • Host’s friends can request songs by texting host’s keyword to 94444 • Read more: http://bit.ly/j09wd2 “Corona Light expects that mobile will be a key component for promoting the DJ to Getaway campaign through the use of social media and mobile devices.” -James Citron, CEO of Mogreet, Los Angeles 27 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  28. 28. Wendys: Mobile Advertising for Wild Berry Shakes• Mobile Advertising Campaign July 2011• “Tap to Find a Wendy’s” Campaign to promote the company’s new Wild Berry Frosty shake and drives consumers to the nearest locations to try it• Mobile banner ads within Pandora’s iPhone app.• After consumers enter the information they are presented with a list of the nearest locations where they can click-to- call the restaurant or use the map feature to see the directions to the location.• “Wendy’s is using Pandora to align its brand with something timely and interesting.”• Read more: http://bit.ly/oOlvzh 28 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  29. 29. Blue Cross Blue Shield: Mobile App for Health Decisions• Mobile Web site June 2011• Blue Cross Blue Shield Helps Consumers Make Informed Health Decisions Via Mobile App• Goal of helping consumers make better health decisions• Part of larger mobile strategy- eventually include more apps as well as an SMS program• Read more: http://bit.ly/jjMBHE “If we get to you with the right information at the right time, we can help you take better care of your health” -Adriana Murillo, director of strategic development at Blue Cross Blue Shield Florida, Jacksonville, FL. 29 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  30. 30. Dell: Mobile Marketing for Vostro Model• Mobile Marketing Campaign with help of BuzzCity in April 2009• To promote its Vostro models; target laptop market in India• Three-week WAP-interaction- based text banner campaign• Results: Daily exposure to average of 71,308 consumers. Average CTR: 0.55 %• Read more: http://bit.ly/fBAlv 30 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  31. 31. Home Depot: Mobile App and Mobile Advertising • Ad units within Rotten Tomatoes Movie app • Mobile App makes it easy to find the perfect tool for customers • http://bit.ly/OpSRSs 31 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  32. 32. Philips & Weather Channel: Daylight Saving Campaign• Mobile campaign December 2010• Phillips ran a campaign within The Weather Channel’s mobile properties to let consumers learn more about its Wake-up Light for daylight savings• 5-day banner-ad campaign; countdown to daylight savings time• Read more: http://bit.ly/eDM9kb “The Weather Channel mobile platform is able to bring advertisers amazing scale and reach not offered by many digital publishers” -Sheila Buckley, senior VP of digital advertising sales at The Weather Channel, New York 32 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  33. 33. Art Show: Mobile QR Code Campaign• Mobile QR Code Campaign June 2011• First mobile enhanced art show in the North Carolina• QR codes: smart phone users can access artwork information during show• Smart phone users can download free scanning apps• Chose Mobile Marketing Max (in NC) to help• Read more: http://bit.ly/n9mAjW 33 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  34. 34. Burger King: Mobile Commerce• Mobile App June 2009• Burger King is letting consumers place orders and pay on iPhone (teamed with Gomobo and PointAbout)• Through NOW location-aware iPhone App• Tracks and saves order history; acts as a loyalty card by offering incentives and deals.• Results: orders placed via the application have been 25 % larger than in-store• Read more: http://bit.ly/Q6YxBr 34 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  35. 35. IKEA: Mobile Advertising Initiative• Mobile Campaign July 2011• Mobile banner ads within Pandora’s iPhone app• Consumers would choose yes or no on whether they would like to get a catalog, emails or text messages from the company• App drives consumers to locations, helps build email and SMS database• Read more: http://bit.ly/qaie6d “It is essential that the pages consumers are directed to are fully optimized for mobile” -Nick Taylor, CEO of Usablenet, New York. 35 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  36. 36. Wal-Mart: Mobile Advertising for Back-To-School Sales• Mobile Advertising Campaign in July 2011• Walmart Holiday Mobile Alerts via ShopSavvy’s AdOns platform program to build a database of mobile customers and increase sales.• Promise to deliver them early news of bargains in-store or online• Read more: http://bit.ly/oiUxBc 36 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  37. 37. Brookstone: Tests QR Codes To Drive In-Store, Catalog Sales• Mobile QR Codes June 2011• Campaign in 30 stores in NYC and catalogs: to provide consumers with product info. + increase sales• Popular scans: Tranquil Moments Sound Machine for Sleep and iPad or Drone Quadricopter related items• “QR code technology is growing quickly” ” -Don Eames, VP of stores at Brookstone in Merrimack, NH• Read more: http://bit.ly/mg4BXH 37 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  38. 38. Stop & Shop: Grocery Shopping via Mobile • Mobile Shopping App June 2011 • Stop and Shop, grocery store application enables iPhone users to check-in, receive targeted coupons, and check out • Presented with coupons/offers based on shopping history • Results: Through app, retailers: Increase the average basket size by 10% during each shopping trip and Cut shopping time by avg. of 13 mins • Read more http://bit.ly/NktdP2 38 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  39. 39. Renault: Phone-Less Facebook Checking• Mobile RFID Campaign April 2011• A promotion for Renault during the Amsterdam Motor Show in April• Attendees were given RFID-enabled cards that they could use to check in to pillars near Renault’s cars. Then, they could check in on Facebook and “like” various models.• Phone-less mobile Facebook access• Read more: http://on.mash.to/iBBZA9 39 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  40. 40. Diesel: Facebook Enabled QR Codes• Mobile QR Code Campaign • If you “liked” a product, you got a• A program by clothier Diesel offered discount on it, which seems like a fair phone-less access to Facebook using exchange for basically advertising the QR Codes item to all your Facebook friends.. • Linking QR codes to Facebook “likes.” • Read more: http://on.mash.to/iBBZA9 40 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  41. 41. Macys: Multi-Channel Mobile Marketing Campaigns• Multiple Mobile Marketing Campaigns• Macys is true innovator in mobile marketing with a 360-degree mobile marketing strategy that encompasses commerce, advertising, mobile apps and mobile Web.Here are a few of Macy’s initiatives. 1.Macy’s Backstage Pass program, brought the retailer’s celebrity designers and fashion authorities via QR codes and SMS. 2.Macy’s created a mobile app for its Thanksgiving Day parade. 3.Macy’s created the Believe campaign, to support the Make-A-Wish Foundation. Macy’s asked customers to mail their letters to Santa at Macy’s “Believe Stations” in-store. 41 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  42. 42. Coldwell Banker: “Branded Video” Mobile Advertising• Realtor Coldwell Banker promoted its iPad app in late May with a new Google ad format called “Branded Video” that featured a clickable video ad.• The ad, pictured above, appeared as a banner or as an interstitial before an app. Instead of just launching video, consumers had the option to click to see more.• Employing an innovative new ad format.• Read more: http://on.mash.to/iBBZA9 42 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  43. 43. Source Code Movie: Jake Gyllenhaal Movie Uses Mobile Tagging• Mobile Gaming Campaign• Summit Entertainment, the studio launching the Jake Gyllenhaal thriller, Source Code, will have a social media game called Source Code Mission that can be activated by Microsoft Tag technology within the movie poster.• That bit of code, which any smartphone can read, will lead to a game that takes 10 to 20 minutes and is based on the movie’s plot, which features Gyllenhaal returning to the scene of a bombing of a Chicago commuter train and trying to change the outcome.• Read more: http://on.mash.to/eJvucP 43 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  44. 44. InterContinental Hotels Group: Mobile Search Website • For InterContinental Hotels Group a mobile website has proven much more valuable than an app. • In the U.S., the mobile program added another feature: Click-to-Call from Google AdWords. Click-to-Call now accounts for 40% of IHG’s mobile web revenue globally. • Campaign Results: The push resulted in a 91% year-over-year increase in mobile search revenues, and traffic to the company’s mobile site jumps about 20% every month. • http://dthin.gs/NVkWj1 44 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  45. 45. Nestle: Mobile Campaign for Drumstick Ice Cream• Mobile Marketing Campaign• Nestle selected Check Points to power the mobile piece of its summer-long marketing campaign for the Dreyer’s and Edy’s Grand Ice Cream brands.• Consumers are encouraged to visit retail locations where Dreyer’s or Edy’s Ice Cream products are sold, fire up the application and scan featured Nestle products and learn more about them.• At certain locations, shoppers will be awarded a $4-off coupon at checkout to be redeemed at a future date, should they spend $12 on Dreyer’s products.• Read more: http://on.mash.to/kOEJO5 45 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  46. 46. BMW Germany: MMS Mobile Campaign To Drive Tire Sales• Mobile MMS Campaign April 2009 • There was no need to click through to a link, which is typical of most mobile• BMW sent a customized MMS advertising campaigns. The price of the message to new customers just tire, lists of dealerships in the area, before winter to remind them to picture and description of the tire were all included in the MMS. buy winter tires and to direct them to a BMW dealership to buy them. • Campaign Results: Achieved a 30 percent conversion rate. • Read more: http://bit.ly/8cwB 46 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  47. 47. Harley-Davidson: SMS Mobile Campaign Extends Brand Loyalty• Mobile Marketing Campaign January 2010• The Harley-Davidson dealerships were able to integrate mobile marketing and a social campaign by inviting new and existing customers to opt-in to a mobile text messaging club.• Customers receive updates via texts about special sales, events, and members-only deals.• They tracked significant growth. Most importantly, they saw a tremendous response almost immediately via mobile text messaging on sales and walk-in visitors to the stores.• Read more: http://bit.ly/nPgAb3 47 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  48. 48. General Electric: Mobile Marketing App Pushes Lighting Products• Mobile Marketing App• GE added a mobile application to an existing multichannel lighting push in an effort to boost the reach of its marketing endeavors.• The new iPhone application lets users snap pictures of indoor environments with their iPhone and apply different mood filters using a “GE Moodometer.”• Users can then access a bulb finder to determine which GE light bulbs will provide the dramatic lighting effects displayed by the application• Read more: http://bit.ly/bHhOwS 48 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  49. 49. Six Flags & Chrysler: SMS/ Multi-Channel Campaign• SMS Mobile Marketing Campaign August 2009• Six Flags Theme Parks and Chrysler have teamed up to offer consumers the chance to win a Jeep Wrangler.• Users can enter Six Flags 2010 Jeep Wrangler Sweepstakes via mobile, the Six Flags Web site, mail or at the theme park itself. The Wrangler is worth over $33,000.• Consumers can enter the promotion by texting the keyword JEEP to 39668• The target audience for the promotion is young adults, ages 18 and older• Read more: http://bit.ly/b6k4S 49 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  50. 50. Dunkin’ Donuts: Marries Coffee and Mobile• Interactive Mobile Advertising Campaign June 2010• Dunkin Dounuts is running in-app mobile banner ads within the New York Times iPhone application• Banner ad reads “What’s Your Coffee IQ?”• When consumers click on the banner ad, they are redirected to another page that features a question with four possible answers• Read more: http://bit.ly/j9K1Vl 50 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
  51. 51. North Face: Location Mobile for Outdoor Apparel • Mobile Marketing Campaign in February 2010 • The North Face rolled out its first- ever location-based mobile marketing campaign this month in New York, Boston, San Francisco and Seattle • Partnered with Placecast which sends text messages featuring product announcements and discount offers from the North Face with the goal of driving those consumers in-store • The clothing and equipment lines are catered towards the wilderness chic, climbers, mountaineers, skiers, snowboarders, hikers and endurance athletes • Read more: http://bit.ly/a7T0kw 51 COPYRIGHT © 2011 ALCATEL-LUCENT. ALL RIGHTS RESERVED. ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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