The document discusses how mobile marketing can benefit big brands. It begins by debunking common misperceptions that mobile is only for small brands, certain platforms, or limited uses. The rest of the document emphasizes that mobile allows brands to connect with consumers in new ways. It highlights how mobile is personal, local, engaging, interactive and can be used at any time. Examples are then provided of how brands have used innovative mobile initiatives to increase engagement, drive sales or create viral buzz. The document concludes mobile marketing is relevant throughout the consumer purchase process and allows constant brand connection.

1. Big Brands on Small Screens
Barbara Williams
Mobile Marketing Global Practice Leader - Microsoft
@2mobile3

2. Misperceptions Abound!
is not scalable Is for brands with no budget
is too hard is a long way
is only social off
is only apps
a device only teenagers can’t
is only SMS and ringtones
live without
is a tech
Mobile is… only works on
iPhone
audience play crappy
is a consumer
advertising
anyway right? play
is only big in
all about Window Phone 7
Japan is expensive
is not critical to my business will not help our campaign reach
its goals

3. Personal
http://www.flickr.com/photos/msakr/

4. Local
http://www.flickr.com/photos/yourdon/

5. Truly Mobile
http://www.flickr.com/photos/moriza/

6. Engaging
http://www.flickr.com/photos/yourdon/

7. Connective
http://www.flickr.com/photos/yourdon/

8. Entertaining
http://www.flickr.com/photos/yourdon/

9. Untethered
http://www.flickr.com/photos/moriza/

10. Interactive
http://www.flickr.com/photos/yourdon/

11. Scalable
http://www.flickr.com/photos/virtualsugar/

12. Ubiquitous
http://www.flickr.com/photos/yourdon/

13. Immediate
http://www.flickr.com/photos/whatleydude/

14. 1:1
http://www.flickr.com/photos/yourdon/

15. 1:few
http://www.flickr.com/photos/yourdon/

16. Informative
http://www.flickr.com/photos/yourdon/

17. Mobile Connects Brands With
Consumers 24/7
home work/school store home
on on on
your lunch your your
sleep way time way way sleep
0 - 6 7-8 9 - 11 12-13 14 - 16 16-17 17-18 18-19 19 - 23 24
time
newspaper radio trade press radio tv
radio billboards radio billboards movies
tv free newspapers internet tabloids dm
exhibitions internet
billboards books
tabloids
popular press
MOBILE
Confidential

18. Creating New Behaviors

19. Selling More Stuff

20. Getting Social

21. Going Viral

22. Relevant throughout the
purchase decision process
I browse a website on
my mobile phone for..
Where and how
Search Conversion Service
to buy
When users browse a website on a mobile phone the above
stated 4 steps of the purchase life cycle can be distinguished.
22

23. Big Brands on Small Screens
Panelists:
Grace Clack, Jason Madhosingh,
Mike Ricci
Moderator: Barbara Williams

24. Jimmy Choo Ltd. Foursquare “Trainer
Hunt”—London, England
WHO IS IT?
Jimmy Choo Ltd is a British high-
fashion company specializing in
hand-made shoes and designer
hand bags.
WHO IS IT TARGETING?
Trendy, fashionable women;
London women using Foursquare,
Facebook & Twitter
HOW DID IT WORK?
Jimmy Choo organized a real-time,
shoe treasure hunt throughout
London using Foursquare—
requiring customers to check in to
win the coveted pair of shoes
before the location changed.
Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.

25. Jimmy Choo Ltd. Foursquare “Trainer
Hunt”—London, England
Grace
Jason
MIke
Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.

26. Tohato’s “World’s Worst War” Online
Game—Japan
WHO IS IT?
Tohato is a Japanese snack
manufacturer, mostly known for
its “Tyrant Habenero Burning
Hot Hell” and “Satan Jorquia
Bazooka Deadly Hot” flavored
chips
WHO IS IT TARGETING?
Teenagers; snack consumers
with mobile phones; customers
who like online gaming
HOW DID IT WORK?
Tohato launched two spicy flavors of
potato chips simultaneously. Customers
could purchase a package, scan the
barcode on the back, and then be
entered into an online “war” game
between the two brands
.
Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/

27. Tohato’s “World’s Worst War” Online
Game—Japan
Grace
Jason
MIke
Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/

28. Subway “Daredevil Delivery”
Drive to Store Game— China
http://youtu.be/I77UniWf00Y

29. Subway “Daredevil Delivery”
Drive to Store Game— China
http://youtu.be/I77UniWf00Y

30. Subway “Daredevil Delivery”
Drive to Store Game— China
Grace
Jason
MIke
http://youtu.be/I77UniWf00Y

31. Nike’s “Quick is Deadly” Bluetooth
Stopwatch Initiative—China
WHO IS IT?
Nike, Inc. is an international
sportswear and sports equipment
company. It is the largest athletic
apparel and shoe supplier in the
world
WHO IS IT TARGETING?
Chinese teenagers and young adults;
athletes
HOW DID IT WORK?
Nike placed bluetooth-enabled
billboard ads around China for three
weeks. As passersby approached,
they received a message telling them
to run to the nearest Nike store.
Once the message was sent, a virtual
stopwatch was activated and the
fastest person to reach the store
received a free pair of running shoes
Source: http://i.bnet.com/blogs/nike-logo.gif.

32. Nike’s “Quick is Deadly” Bluetooth
Stopwatch Initiative—China
Grace
Jason
MIke
Source: http://i.bnet.com/blogs/nike-logo.gif.

33. Big Brands on Small Screens
Questions?
Panelists:
Grace Clack, Jason Madhosingh, Mike Ricci
Moderator: Barbara Williams