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Welcome
     to




 Presented by:
Holistic Mobile Planning
      Creating & Executing Cross-Channel Mobile
      Strategy in Today‟s Fragmented World



Trevor Hamilton
RVP, Velti Media
thamilton@velti.com
@Trevorham01
Agenda

•   Some mind-blowing mobile stats & ecosystem update

•   Major fragmentation

•   The need for a holistic, multi-channel approach

•   Review of multichannel mobile media formats

•   Case studies

•   Key takeaways
Mobile Ecosystem Update
“Consumers are voting with their time, with their
passions, and moving into a media space where
marketers are simply uncomfortable following
them…”

-IAB President Randall Rothenberg
10 Incredible Mobile Marketing Statistics

1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush.
(Mobile Marketing Association Asia, 2011)

2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the
average person to respond to a text message. (CTIA.org, 2011)

3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)

4) 91% of all smart phone users have their phone within arm‟s reach 24/7 – (Morgan Stanley, 2012)

5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)

6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a
lost phone. (Unisys, 2012)

7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in
one month. (Mobile Marketer, 2012)

8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)

9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012)

10) 52% of all mobile ads result in a phone call. (xAd, 2012)
Was Third Screen, now the First Screen




Source – Microsoft 2012
Mobile is a Major
    Social Platform




Source – Microsoft 2012
MLA Sessions Presentation
MLA Sessions Presentation
US Mobile Landscape
    Two year expected growth 2012 – 2014




*Source – eMarketer 2012
End Result = FRAGMENTATION
A Multichannel Approach Is
Imperative to Mobile’s
Success
5 Key Points for a Multichannel Approach:


1) Social Media, SMS, Mobile Advertising and QR codes complement each other, so
companies must identify what channels best drive user engagement.

2) Offering consumers relevant mobile experiences that are consistent across
consumer touch points and that are delivered in rich formats is expected

3) Mobile as the glue between traditional media and digital channels to drive broader
awareness, stronger engagement, and better ad conversion.

4) Consumer behavior is changing daily! Consumers now check out brand
competitors while they are in retail locations. (i.e “Showrooming”)

5) Consumers expect a seamless experience across all channels, particularly with
new, more powerful devices capable of more
To Plan a Holistic Mobile Strategy, Marketers Must:


1) Research to understand top target audiences and determine the best
   engagement channels

2) Exercise “Mobile Readiness” – Mobilized assets, optimized sites,
   snackable video, analog media integration, on-pack promotions

3) Define what success looks like and build in measurement routines to
   evaluate which mobile channels realize the strongest ROI

4) Ensure that your multichannel strategy sustains brand value over time, even
   if a specific campaign‟s timeline passes.

5) Optimize based off of performance and practice long-term planning




   RESULT = CONSUMER LOYALTY
Review of Select Multi-Channel Mobile Formats

                               SMS

                               On Pack Promotions

                               QR Codes

                               Mobile Web & Apps

                               Mobile Advertising

                               Mobile Search

                               Location Based Services

                               True Multi/Cross Channel
SMS – Why SMS?
SMS – Why SMS?
MLA Sessions Presentation
Multichannel Engagement with SMS
MLA Sessions Presentation
MLA Sessions Presentation
Other Types of Messaging

MMS – Sending pictures & video
SMS Push Marketing
Other Types of Messaging

Push Notifications – In app messaging
Other Types of Messaging
IP Messaging -
Key Planning & Tracking Tools for Messaging:


A mobile or push notification platform capable of:

•   Connected to a capable aggregator

•   Keyword management

•   Stable, easy-to-use API that integrates into the backend system of the brand

•   Pre-built message campaign templates that incorporate best practices by
    industry

•   Comprehensive reporting allowing cross-channel analysis for user flow
    tracking and KPI evaluation across all media
On Pack Promotions – Why On Pack?


1) It‟s valuable real estate that the brand is already
   paying for

2) Every impression is 100% targeted and viewed

3) A great way to extend brand objectives

4) A great way to influence purchase intent at POP
On-Pack Promotions


Colgate wanted to drive product sales and consumer engagement for their
“Max White” toothpaste brand, and mobile was the channel of choice!
Specialty packaging was created for the promotion that featured instant win
prizes and for iPhones, iPads, and a final draw for a Toyota car.
The promotion resulted in a 12% lift in sales in the region during the time
the campaign was live.
On-Pack Promotions


Taco Bell‟s Unlock the Box Promotion Will Give Away 5,000 Playstation® Vitas

User instructed to Text Unique Code in Box to Short Code to see if they won.

Drove 1.3 million code redemptions and over 75,000 entries into mobile marketing
alerts over 6 week promotion
QR Codes – Why QR Codes?



• Great way to add an interactive dimension to analog media

• 22% of the Fortune 50 are placing QR codes in magazines, or at any
  convenient location to deliver relevant content to smartphone users.

• Brands saw 30X more scans „11 holidays compared to „10.

• New report out by Nellymoser demonstrating QR Codes beat out direct
  mail in driving response 6.4% to 4.3%

• Jury is still out for long-term utilization – may be usurped by new tech.
QR Codes – Use Cases:
QR Code Activation

Give Consumers the Information needed to Make an Informed Decision via mobile

Also leads to Showrooming
Key Planning & Tracking Tools for QR:


A QR Code Generator & Management System:

•   24/7 URL Management

•   Has companion mobile landing page development tool

• Self service tools to create, customize and promote

•   Real time dashboard of campaign performance activity

• Robust analytics on a cross-media basis
Mobile Web – Why?

Huge Scale! 121.9 million US monthly users of the
mobile internet & 1.2 billion globally!


                                        Per Comscore, 40% of
                                        iPhone owners reported
                                        browsing the web more
                                        often on their phones
                                        than on their PCs
Mobile Web – Why?

Potential lost opportunity and lost revenue!
Mobile Website Usability Rules to Live By!

   Mobile optimize your site
   Understand your audience
   Make your mobile site accessible
   Keep it Simple & clear
   Use Iconography
   Test, optimize and test again
   Provide link to main site
   Bear in mind connectivity (EDGE,3G,4G)

Smartphone adoption and HTML5 have changed EVERYTHING!
Understanding Your Audience
• Brands need to understand the natural human behaviors of their users

• Each audience member, even if they own identical devices use them
  differently. Especially when you take into consideration:

     Time of day
     Content type
         mCommerce
         Banking/payments
         Video
         Games
     Location




The usability of the site has to evolve with what your users want from you
Smartphone Utilization




  *Source O2 June 2012
Optimized Mobile Site Example
Key Development Tools for Mobile Web & Web Apps:


A self or managed service platform :

•   Innovative HTML5 creation

•   Pre built templates and video transcoding tools

•   Automated features with drag-and-drop interface enabling rapid deployment

•   Widget components for site/app add-ons

•   Comprehensive reporting with live site analysis enabling real-time optimization
Mobile Display Examples
Integrated Mobile Rich Media
MLA Sessions Presentation
MLA Sessions Presentation
MLA Sessions Presentation
Mobile Advertising Effectiveness
Key Tools for mobile ad serving & tracking:

1) Ad Serving

    •   Proven 3rd party ad server with real-time conversion tracking
    •   Real-time reporting UI
    •   Creative-level placement analysis
    •   Single source for counting & reporting
    •   Real time reporting dashboard




2) Analytics tools beyond ad serving

    • Predictive analytics
    • Consumer modeling
    • Brand studies
MLA Sessions Presentation
MLA Sessions Presentation
MLA Sessions Presentation
MLA Sessions Presentation
Key Takeaways:
1) The mobile platform is burgeoning with opportunity, and brands have to get
   organized to capitalize.

2) All media formats can be complemented by mobile and companies must
   research and identify what channels best drive user engagement

3) Consumer behavior is evolving at a rapid pace. Brands need to provide a
   seamless experience across all media

4) Brands need to understand the psychology of their users and provide relevant
   experiences based off of that composition

5) Plan and buy your mobile strategy in a holistic manner that delivers utility and
   benefit for the consumer at every step, and evolve as things change

6) Highly consider working with trusted providers who can offer cross-channel
   solutions with unified analytics
ITS BEEN A PLEASURE!
  thamilton@velti.com
Mobile Social Media

          The Real Marketing Opportunities

David Berkowitz
VP Emerging Media, 360i
david.berkowitz@360i.com
@dberkowitz
www.about.me/dberkowitz
Brought to you by 360iU
Surveying the landscape



360iU – Learn. Do. Teach.                 Proprietary & Confidential
US mobile phone usage heavily
            social
Smartphone users are obsessed
      with mobile social
US mobile social network users
  growing, led by Facebook
Few surprises in top social
networks accessed via mobile




                           Source: Adobe
Social activity similar on PCs
       & smartphones
Mobile social media strategy



360iU – Learn. Do. Teach.           Proprietary & Confidential
The social strategic lens
            Goals


        Arsenal


            Rules


        Value
Social in the context of other digital
             marketing
Mobile social advertising strategy:
          Best practices
• Use mobile social to expand reach of
  paid/earned social programs
• Beyond adding reach, look for potential
  integration points
• Mobile only for specific audience groups
• Test copy & targeting
• Track separately
Facebook


360iU – Learn. Do. Teach.              Proprietary & Confidential
Facebook mobile penetration
       nears 60%
5 in 6 FB mobile users in North
     America, Europe, Asia
Zuck on Mobile
"People underestimate how well we are
doing in mobile. We already see that mobile
users are more likely to be daily active users
than desktop user.“
- Mark Zuckerberg, September 2012
Facebook now has sponsored
posts in the mobile News Feed
Create Facebook posts designed
          for mobile




                       Source: Celtra
Twitter


360iU – Learn. Do. Teach.             Proprietary & Confidential
Twitter keeps on growing
Twitter advertising: USA! USA!
Twitter can integrate with other
      kinds of mobile ads
What are we sharing on Twitter?
LocalResponse ad model based
     heavily around Twitter
Social TV = Twittervision: Kimmel
gets 60K tweets in <3m at Emmys
3 ways mobile social media
           is changing us
1. How we share our world
2. How we shop
3. How we connect in person
How we share
Pew: 45% post photos online
Instagram: hashtags worth
  (almost) a billion bucks
Brands play with photo tags
         (in bed)
Viddy: Instagram for video
Southwest Airlines runs Viddy
          contest
Pinterest: nominally mobile today,
     massively mobile soon
GoldRun helps digital imaginations
            run wild
Hipstamatic adds W cameras
Is audio the next frontier?
Cinemagram blends photo & video
Google‟s Project Glass:
Mobile = wearable, pervasive
DVF sports Glass at Fashion Week
How we shop
Smartphone users keep their
  phones active in stores
Weekend afternoons are prime
  time for retail check-ins
The new Foursquare: friendly tips
    and messaging followers
7 types of Foursquare specials
4sq less creepy than proximity
networks, more clear on value
Social commerce all Wrapp‟ed up
Kraft „Endorses‟ mobile social
          shopping
Tide Stain Brain taps the
       community
Charmin‟s Sit or Squat helps
  people find restrooms
How we connect
  in person
Wendr helps people plan to be
        more social
GrubWithUs finds common ground
           for dining
Social beer-branded app takes
       over South Africa
McDonald‟s brings pong to screens
      small and massive
Smirnoff personalizes bottle
          service
Harry‟s Bar (Singapore) creates
 digital messages on a bottle
Key takeaways
1) Mobile social media is here. In a big way. It‟s huge.
2) As we adapt to it and it to us, our behavior changes.
3) As behavior changes, there are new ways to reach
   these consumers.
4) Meet the immediate needs of your target audience.
5) Prioritize opportunities where there‟s a clear value
   exchange between your brand and consumers.
6) Constantly learn from your targeted consumers.
7) Embrace change.
Talk amongst yourselves.

Foursquare is neither a
numeral nor a
quadrilateral. Discuss.
Thanks
David Berkowitz
VP Emerging Media, 360i
• david.berkowitz@360i.com
• blog.360i.com / @360i
• MarketersStudio.com / @dberkowitz
• www.about.me/dberkowitz
PLANNING
MOBILE
CREATIVE
Putting Mobile First


Theo Skye
Executive Creative Director
THEO SKYE
 Executive Creative Director


Reach out directly with questions, comments, and ideas.


        linkedin.com/theoskye

        theo.skye@medialets.com

        @theoskye




NEW YORK | LONDON | CHICAGO | LOS ANGELES
MLA Sessions Presentation
MLA Sessions Presentation
MOBILE CREATIVE
SHOULD BE RICH
Today’s mobile device experience is rich.
Mobile ad creative should therefore be rich.
Mobile audiences want and expect rich,
seamless usability that not only facilitates,
but enhances their experience.

                           …srsly?
CAMPAIGNS
WITHOUT GREAT
CREATIVE SUCK
Plain and simple...

There is no easier way to waste a media budget
than to run ineffective, sub-par creative.

1. Better creative gets better campaign results.
2. Better campaign results make budgets grow.
3. Growing budgets gets you raises and promotions.
BUT WHAT
IS GREAT
CREATIVE?
Great creative...
•   is the end user interface of the campaign; it must be usable
•   generates brand awareness
•   communicates meaningful sales points
•   supports the brand‟s business objectives
•   invokes an emotional connection between audience and brand
•   affects changes in audience consideration that lead to
    marketplace action.
GREATE
CREATIVE IS
NO ACCIDENT
Pretty takes time.™

Creative teams must be armed with knowledge
and reasonable timelines.
MOBILE CREATIVE IS
STILL CHALLENGING
Specific challenges for creatives:
•   Learning about new and fragmented ad formats, specs, and sizes
•   Reporting capabilities and discrepancies
•   Understanding of specific creative capabilities – what works well?
•   Large variety of devices and screen sizes to grapple with
•   Multiple Creative APIs to code for (MRAID, ORMMA, Proprietary SDKs,
    Web)
•   Lack of HTML5 production tools (Adobe Edge Animate recently released)
•   Orientation-awareness in ad units (one ad, two layouts)
•   New interaction methods to contemplate (shake, tilt, swipe, pinch, etc.)
•   Most creatives still have little-to-no experience in mobile!

It all harkens back to the Flash plugin landscape in the 1990’s.
MOBILE HAS NEW AND
UNIQUE AD FORMATS
Similar to desktop, but with important nuances.
• Banners
    • Tap to web, tap to call, tap to download app, tap to video, etc.
• Expandable banners
    • Expandable Panel as a “growable” banner
    • Expandable Panel as a separate “overlay”
• Interstitials
    • Overlay interstitials
    • Swipeable interstitials (between-page banners)
• Emerging formats such as responsive ad units
   • One ad creative for multiple placements and screen sizes
    (Windows 8)
FRAGMENTATION OF
CREATIVE APIs
Creative APIs are the JavaScript code inside
ad creative that makes an ad expand, dismiss
(and much more) in mobile apps.
• MRAID
   • Maintained by the IAB
   • Version 2.0 just released.
   • This is the standard that pubs should be implementing in their apps.
• ORMMA
   • Was maintained by a consortium of vendors and publishers
   • Had early traction, but is now starting to wane in usage
• Proprietary SDKs
   • Some vendors and publishers have (foolishly) paved their own road.
• Mobile Web
   • Don‟t need to use any standard creative API.
MOBILE ADS ARE
BORN PREGNANT
A single ad execution can multiply!
EXECUTION   AD SIZES   PLATFORMS   CREATIVE APIs

                                           MRAID
                                           ORMMA
                                                        One execution.
                       iOS                 Mobile Web   So many ads to
            Size #1                        MRAID        build traffic &
                                           ORMMA        report on!0
                       Android             Mobile Web

Execution                                  MRAID
                                           ORMMA
                       iOS                 Mobile Web

            Size #2                        MRAID
                                           ORMMA
                       Android             Mobile Web
KP
        M           ID
          ED
              IA       EF
                 PL        IN
          CR         A N IT IO
 CR           EA        NI          N
      EA         TI         NG
CL       TI         VE           &
            VE
   IE
      NT        CO
                        TE          B
                            AM UY
         FE         NC                    IN
             ED         EP BRI               G
                 BA         T         EF
                                          IN
CL
   IE
          CR        CK UAL
                                    IZ       G
              EA        /A
      NT                   PP          AT
         FE TIV                RO         IO
             ED       E                      N
                 BA      DE VAL
         CR         CK SIG
                                                                                                                   TIMELINES


 CL
     IE      EA         /A         N
        NT      TI         PP
                   VE          RO
           FE          PR          V
               ED          OD AL
                  BA
                      CK UCT
                                                                                                                   ARE LONGER



                          /A          I
                   VE        PP O N
                                 RO
                                         0


                       ND
                           OR         VA
       PR        PU                      L
           OD        BL         QA
               UC       IS
                                                  3-6 WEEKS




                           HE
                   TI
                      ON       R
                                  QA
                          FI
                  T          XE
                                 S
                                                                                                                   MOBILE CREATIVE




           L A RAF                  F
              UN         FI
                  CH        CK ROM
                                IN
                       &                     QA
                         VE G
                              RI
                                 FI
                                    CA
                                        TI
                                          ON
                                                              Factor 3-6 weeks from creative kickoff to go-live.
BUT THINGS ARE
IMPROVING FAST
The industry is moving quickly to standardize
Many parties are working toward achieving creative
standardization:
•The IAB: MRAID 2.0 Creative API
•The MMA: Standardizing ad sizes and ad measurement
    •Starting to enforce on-device impression counting
    •Only count impression when ad is
    visible for > 1-second
•Publishers: Seeing the wisdom of standardizing ad units
•The Big Four: Initiatives such as Vivaki’s Pool are jump
starting innovation
•Agencies: Media planners & creatives are getting more
mobile-savvy
•Vendors: Empowering and improving implementations
WHAT YOU
CAN DO
You can help to make mobile creative
be all that it can be.
START AT
THE BEGINNING
The stage must be set for great mobile creative
before the creative team is looped in.
1                  2                3               4                 5
Design media       The brand’s      The ways that   Gather detailed   Reasonable
plans to           specific         brand goals     ad specs at       timelines
minimize           campaign         will be         least before      should be
overall creative   goals should     measured        the creative      provided for
level of effort    be effectively   should be       design and        creatives to get
and reduce         communicated.    documented.     production        great work
production                                          work begins.      done.
costs.
DESIGN MEDIA PLANS
TO MINIMIZE OVERALL
CREATIVE LOE
Media planners!
Creative success begins with you!
1.Minimize the total number of unique ad sizes on the plan.
2.Minimize total creative APIs (MRAID, ORMMA, proprietary SDK, mobile
web?)
    • Limit plans to placements that use only one or two unique Creative APIs.
3.Consider not just placement dimensions, but the specifics of placements.
    • Dimensions of the expandable view?
    • Orientation-aware ad (banner and/or expandable)?
    • Swipeable ad?
    • Will the placement accommodate a specific creative requirement?
4.Usually only mobile ad serving vendors will have this information.
    • Work with a vendor that can help refine the media plan.
INFORM CREATIVES
ABOUT BRAND GOALS
Strategists!
Creative success begins with you!
Creatives should be given the basic information
about why the brand is running a given campaign.

When creatives have this information, they can
design better performing executions.
DEFINE HOW BRAND
GOALS WILL BE
MEASURED
Analysts!
Creative success begins with you!
Let the creatives know the metrics that define a successful outcome.
• Define and prioritize KPIs
• Strategists & Business Analysts should write the concise story that
  they want to deliver to the brand client at the end of a campaign
  before media planning and creative work even begins.
• Get the client to approve the narrative
• Share the narrative story with everyone, especially the creatives.
GATHER DETAILED
AD SPECS BEFORE
CREATIVE WORK
BEGINS
Publishers & Vendors!
Creative success begins with you!
Creatives need to fully understand the end user experience of ad placements to
create the most appropriate and best performing concepts.
• Orientation-aware ads? How do they work?
• Auto-expand? Auto-dismiss?
• Animation time limits?
• Swipe actions allowed?
• Creative APIs?
• What is the actual end user experience in all use cases?
KP
        M           ID
          ED
              IA       EF
                 PL        IN
          CR         A N IT IO
 CR           EA        NI          N
      EA         TI         NG
CL       TI         VE           &
            VE
   IE
      NT        CO
                        TE          B
                            AM UY
         FE         NC                    IN
             ED         EP BRI               G
                 BA         T         EF
                                          IN
CL
   IE
          CR        CK UAL
                                    IZ       G
              EA        /A
      NT                   PP          AT
         FE TIV                RO         IO
             ED       E                      N
                 BA      DE VAL
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 CL
     IE      EA         /A         N
        NT      TI         PP
                   VE          RO
           FE          PR          V
               ED          OD AL
                  BA
                      CK UCT
                          /A          I
                   VE        PP O N
                                 RO
                                         0



                       ND
                           OR         VA
       PR        PU                      L
           OD        BL         QA
               UC       IS
                                                  3-6 WEEKS




                           HE
                   TI          R
                                                                                                 CREATIVE WORK
                                                                                                 DON’T RUSH THE




                      ON          QA
                          FI
                  T          XE
                                 S
                                                              Cool it now. Pretty takes time.™




           L A RAF                  F
              UN         FI
                  CH        CK ROM
                                IN
                       &                     QA
                         VE G
                              RI
                                 FI
                                    CA
                                        TI
                                          ON
LET’S
GROW THIS
Mobile ad spend needs to increase to
keep pace with user behavior.
FASTEST GROWING
MEDIA CHANNEL EVER
ANTICIPATE DIGITAL
DISPLAY CONVERGENCE



                                   Desktop
                                   & Mobile
                                   Merge
                    2014 : $6.5B

           2013 : $4.4B

  2012 : $2.6B            Mobile
BUT MOBILE AD SPEND
DOESN’T REFLECT
TIME SPENT

               But brands need
               to know that
               mobile media
               will work for
               them before
               budgets will
               increase.
LEARN TO GROW
Learn is a verb. Do it.
Your mobile campaign is the lab.
Even if direct KPIs are somewhat vague, a story of success can be crafted.

1. Run A/B tests within creative        2. Run Brand Studies
 • Call to action variations             •   Insight Express
 • Design characteristics such as        •   Dynamic Logic
   color, imagery, animation.            •   KN Dimestore
 • Also helps to avoid creative          •   comScore
   fatigue with visual and copy
   variety


When brands have evidence that something works
better they’ll do more of what works in the future.
USE YOUR
VENDORS
Mobile vendors have a lot to offer,
and it is in their interests to do so.
Use your mobile vendors for:
• Benchmarks: to help justify a plan and results before and after a
  campaigns
• Creative Services: to fill any gaps in creative knowledge or
  resources, jump start the creative AOR, and sell-through a concept:
    • Ideation
    • Mockups
    • Production
• Media Planning Assistance: to reach the right audience while
  avoiding budget-busting fragmentation

Ask and you shall receive.
THANK YOU
Theo Skye
Executive Creative Director
Reach out directly with questions, comments, and ideas.


        linkedin.com/theoskye

        theo.skye@medialets.com

        @theoskye




NEW YORK | LONDON | CHICAGO | LOS ANGELES

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MLA Sessions Presentation

  • 1. Welcome to Presented by:
  • 2. Holistic Mobile Planning Creating & Executing Cross-Channel Mobile Strategy in Today‟s Fragmented World Trevor Hamilton RVP, Velti Media thamilton@velti.com @Trevorham01
  • 3. Agenda • Some mind-blowing mobile stats & ecosystem update • Major fragmentation • The need for a holistic, multi-channel approach • Review of multichannel mobile media formats • Case studies • Key takeaways
  • 4. Mobile Ecosystem Update “Consumers are voting with their time, with their passions, and moving into a media space where marketers are simply uncomfortable following them…” -IAB President Randall Rothenberg
  • 5. 10 Incredible Mobile Marketing Statistics 1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011) 2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011) 3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012) 4) 91% of all smart phone users have their phone within arm‟s reach 24/7 – (Morgan Stanley, 2012) 5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012) 6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012) 7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012) 8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012) 9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012) 10) 52% of all mobile ads result in a phone call. (xAd, 2012)
  • 6. Was Third Screen, now the First Screen Source – Microsoft 2012
  • 7. Mobile is a Major Social Platform Source – Microsoft 2012
  • 10. US Mobile Landscape Two year expected growth 2012 – 2014 *Source – eMarketer 2012
  • 11. End Result = FRAGMENTATION
  • 12. A Multichannel Approach Is Imperative to Mobile’s Success
  • 13. 5 Key Points for a Multichannel Approach: 1) Social Media, SMS, Mobile Advertising and QR codes complement each other, so companies must identify what channels best drive user engagement. 2) Offering consumers relevant mobile experiences that are consistent across consumer touch points and that are delivered in rich formats is expected 3) Mobile as the glue between traditional media and digital channels to drive broader awareness, stronger engagement, and better ad conversion. 4) Consumer behavior is changing daily! Consumers now check out brand competitors while they are in retail locations. (i.e “Showrooming”) 5) Consumers expect a seamless experience across all channels, particularly with new, more powerful devices capable of more
  • 14. To Plan a Holistic Mobile Strategy, Marketers Must: 1) Research to understand top target audiences and determine the best engagement channels 2) Exercise “Mobile Readiness” – Mobilized assets, optimized sites, snackable video, analog media integration, on-pack promotions 3) Define what success looks like and build in measurement routines to evaluate which mobile channels realize the strongest ROI 4) Ensure that your multichannel strategy sustains brand value over time, even if a specific campaign‟s timeline passes. 5) Optimize based off of performance and practice long-term planning RESULT = CONSUMER LOYALTY
  • 15. Review of Select Multi-Channel Mobile Formats SMS On Pack Promotions QR Codes Mobile Web & Apps Mobile Advertising Mobile Search Location Based Services True Multi/Cross Channel
  • 16. SMS – Why SMS?
  • 17. SMS – Why SMS?
  • 22. Other Types of Messaging MMS – Sending pictures & video
  • 24. Other Types of Messaging Push Notifications – In app messaging
  • 25. Other Types of Messaging IP Messaging -
  • 26. Key Planning & Tracking Tools for Messaging: A mobile or push notification platform capable of: • Connected to a capable aggregator • Keyword management • Stable, easy-to-use API that integrates into the backend system of the brand • Pre-built message campaign templates that incorporate best practices by industry • Comprehensive reporting allowing cross-channel analysis for user flow tracking and KPI evaluation across all media
  • 27. On Pack Promotions – Why On Pack? 1) It‟s valuable real estate that the brand is already paying for 2) Every impression is 100% targeted and viewed 3) A great way to extend brand objectives 4) A great way to influence purchase intent at POP
  • 28. On-Pack Promotions Colgate wanted to drive product sales and consumer engagement for their “Max White” toothpaste brand, and mobile was the channel of choice! Specialty packaging was created for the promotion that featured instant win prizes and for iPhones, iPads, and a final draw for a Toyota car. The promotion resulted in a 12% lift in sales in the region during the time the campaign was live.
  • 29. On-Pack Promotions Taco Bell‟s Unlock the Box Promotion Will Give Away 5,000 Playstation® Vitas User instructed to Text Unique Code in Box to Short Code to see if they won. Drove 1.3 million code redemptions and over 75,000 entries into mobile marketing alerts over 6 week promotion
  • 30. QR Codes – Why QR Codes? • Great way to add an interactive dimension to analog media • 22% of the Fortune 50 are placing QR codes in magazines, or at any convenient location to deliver relevant content to smartphone users. • Brands saw 30X more scans „11 holidays compared to „10. • New report out by Nellymoser demonstrating QR Codes beat out direct mail in driving response 6.4% to 4.3% • Jury is still out for long-term utilization – may be usurped by new tech.
  • 31. QR Codes – Use Cases:
  • 32. QR Code Activation Give Consumers the Information needed to Make an Informed Decision via mobile Also leads to Showrooming
  • 33. Key Planning & Tracking Tools for QR: A QR Code Generator & Management System: • 24/7 URL Management • Has companion mobile landing page development tool • Self service tools to create, customize and promote • Real time dashboard of campaign performance activity • Robust analytics on a cross-media basis
  • 34. Mobile Web – Why? Huge Scale! 121.9 million US monthly users of the mobile internet & 1.2 billion globally! Per Comscore, 40% of iPhone owners reported browsing the web more often on their phones than on their PCs
  • 35. Mobile Web – Why? Potential lost opportunity and lost revenue!
  • 36. Mobile Website Usability Rules to Live By!  Mobile optimize your site  Understand your audience  Make your mobile site accessible  Keep it Simple & clear  Use Iconography  Test, optimize and test again  Provide link to main site  Bear in mind connectivity (EDGE,3G,4G) Smartphone adoption and HTML5 have changed EVERYTHING!
  • 37. Understanding Your Audience • Brands need to understand the natural human behaviors of their users • Each audience member, even if they own identical devices use them differently. Especially when you take into consideration:  Time of day  Content type  mCommerce  Banking/payments  Video  Games  Location The usability of the site has to evolve with what your users want from you
  • 38. Smartphone Utilization *Source O2 June 2012
  • 40. Key Development Tools for Mobile Web & Web Apps: A self or managed service platform : • Innovative HTML5 creation • Pre built templates and video transcoding tools • Automated features with drag-and-drop interface enabling rapid deployment • Widget components for site/app add-ons • Comprehensive reporting with live site analysis enabling real-time optimization
  • 47. Key Tools for mobile ad serving & tracking: 1) Ad Serving • Proven 3rd party ad server with real-time conversion tracking • Real-time reporting UI • Creative-level placement analysis • Single source for counting & reporting • Real time reporting dashboard 2) Analytics tools beyond ad serving • Predictive analytics • Consumer modeling • Brand studies
  • 52. Key Takeaways: 1) The mobile platform is burgeoning with opportunity, and brands have to get organized to capitalize. 2) All media formats can be complemented by mobile and companies must research and identify what channels best drive user engagement 3) Consumer behavior is evolving at a rapid pace. Brands need to provide a seamless experience across all media 4) Brands need to understand the psychology of their users and provide relevant experiences based off of that composition 5) Plan and buy your mobile strategy in a holistic manner that delivers utility and benefit for the consumer at every step, and evolve as things change 6) Highly consider working with trusted providers who can offer cross-channel solutions with unified analytics
  • 53. ITS BEEN A PLEASURE! thamilton@velti.com
  • 54. Mobile Social Media The Real Marketing Opportunities David Berkowitz VP Emerging Media, 360i david.berkowitz@360i.com @dberkowitz www.about.me/dberkowitz
  • 55. Brought to you by 360iU
  • 56. Surveying the landscape 360iU – Learn. Do. Teach. Proprietary & Confidential
  • 57. US mobile phone usage heavily social
  • 58. Smartphone users are obsessed with mobile social
  • 59. US mobile social network users growing, led by Facebook
  • 60. Few surprises in top social networks accessed via mobile Source: Adobe
  • 61. Social activity similar on PCs & smartphones
  • 62. Mobile social media strategy 360iU – Learn. Do. Teach. Proprietary & Confidential
  • 63. The social strategic lens Goals Arsenal Rules Value
  • 64. Social in the context of other digital marketing
  • 65. Mobile social advertising strategy: Best practices • Use mobile social to expand reach of paid/earned social programs • Beyond adding reach, look for potential integration points • Mobile only for specific audience groups • Test copy & targeting • Track separately
  • 66. Facebook 360iU – Learn. Do. Teach. Proprietary & Confidential
  • 68. 5 in 6 FB mobile users in North America, Europe, Asia
  • 69. Zuck on Mobile "People underestimate how well we are doing in mobile. We already see that mobile users are more likely to be daily active users than desktop user.“ - Mark Zuckerberg, September 2012
  • 70. Facebook now has sponsored posts in the mobile News Feed
  • 71. Create Facebook posts designed for mobile Source: Celtra
  • 72. Twitter 360iU – Learn. Do. Teach. Proprietary & Confidential
  • 73. Twitter keeps on growing
  • 75. Twitter can integrate with other kinds of mobile ads
  • 76. What are we sharing on Twitter?
  • 77. LocalResponse ad model based heavily around Twitter
  • 78. Social TV = Twittervision: Kimmel gets 60K tweets in <3m at Emmys
  • 79. 3 ways mobile social media is changing us 1. How we share our world 2. How we shop 3. How we connect in person
  • 81. Pew: 45% post photos online
  • 82. Instagram: hashtags worth (almost) a billion bucks
  • 83. Brands play with photo tags (in bed)
  • 85. Southwest Airlines runs Viddy contest
  • 86. Pinterest: nominally mobile today, massively mobile soon
  • 87. GoldRun helps digital imaginations run wild
  • 89. Is audio the next frontier?
  • 91. Google‟s Project Glass: Mobile = wearable, pervasive
  • 92. DVF sports Glass at Fashion Week
  • 94. Smartphone users keep their phones active in stores
  • 95. Weekend afternoons are prime time for retail check-ins
  • 96. The new Foursquare: friendly tips and messaging followers
  • 97. 7 types of Foursquare specials
  • 98. 4sq less creepy than proximity networks, more clear on value
  • 99. Social commerce all Wrapp‟ed up
  • 100. Kraft „Endorses‟ mobile social shopping
  • 101. Tide Stain Brain taps the community
  • 102. Charmin‟s Sit or Squat helps people find restrooms
  • 103. How we connect in person
  • 104. Wendr helps people plan to be more social
  • 105. GrubWithUs finds common ground for dining
  • 106. Social beer-branded app takes over South Africa
  • 107. McDonald‟s brings pong to screens small and massive
  • 109. Harry‟s Bar (Singapore) creates digital messages on a bottle
  • 110. Key takeaways 1) Mobile social media is here. In a big way. It‟s huge. 2) As we adapt to it and it to us, our behavior changes. 3) As behavior changes, there are new ways to reach these consumers. 4) Meet the immediate needs of your target audience. 5) Prioritize opportunities where there‟s a clear value exchange between your brand and consumers. 6) Constantly learn from your targeted consumers. 7) Embrace change.
  • 111. Talk amongst yourselves. Foursquare is neither a numeral nor a quadrilateral. Discuss.
  • 112. Thanks David Berkowitz VP Emerging Media, 360i • david.berkowitz@360i.com • blog.360i.com / @360i • MarketersStudio.com / @dberkowitz • www.about.me/dberkowitz
  • 113. PLANNING MOBILE CREATIVE Putting Mobile First Theo Skye Executive Creative Director
  • 114. THEO SKYE Executive Creative Director Reach out directly with questions, comments, and ideas. linkedin.com/theoskye theo.skye@medialets.com @theoskye NEW YORK | LONDON | CHICAGO | LOS ANGELES
  • 117. MOBILE CREATIVE SHOULD BE RICH Today’s mobile device experience is rich. Mobile ad creative should therefore be rich. Mobile audiences want and expect rich, seamless usability that not only facilitates, but enhances their experience. …srsly?
  • 118. CAMPAIGNS WITHOUT GREAT CREATIVE SUCK Plain and simple... There is no easier way to waste a media budget than to run ineffective, sub-par creative. 1. Better creative gets better campaign results. 2. Better campaign results make budgets grow. 3. Growing budgets gets you raises and promotions.
  • 119. BUT WHAT IS GREAT CREATIVE? Great creative... • is the end user interface of the campaign; it must be usable • generates brand awareness • communicates meaningful sales points • supports the brand‟s business objectives • invokes an emotional connection between audience and brand • affects changes in audience consideration that lead to marketplace action.
  • 120. GREATE CREATIVE IS NO ACCIDENT Pretty takes time.™ Creative teams must be armed with knowledge and reasonable timelines.
  • 121. MOBILE CREATIVE IS STILL CHALLENGING Specific challenges for creatives: • Learning about new and fragmented ad formats, specs, and sizes • Reporting capabilities and discrepancies • Understanding of specific creative capabilities – what works well? • Large variety of devices and screen sizes to grapple with • Multiple Creative APIs to code for (MRAID, ORMMA, Proprietary SDKs, Web) • Lack of HTML5 production tools (Adobe Edge Animate recently released) • Orientation-awareness in ad units (one ad, two layouts) • New interaction methods to contemplate (shake, tilt, swipe, pinch, etc.) • Most creatives still have little-to-no experience in mobile! It all harkens back to the Flash plugin landscape in the 1990’s.
  • 122. MOBILE HAS NEW AND UNIQUE AD FORMATS Similar to desktop, but with important nuances. • Banners • Tap to web, tap to call, tap to download app, tap to video, etc. • Expandable banners • Expandable Panel as a “growable” banner • Expandable Panel as a separate “overlay” • Interstitials • Overlay interstitials • Swipeable interstitials (between-page banners) • Emerging formats such as responsive ad units • One ad creative for multiple placements and screen sizes (Windows 8)
  • 123. FRAGMENTATION OF CREATIVE APIs Creative APIs are the JavaScript code inside ad creative that makes an ad expand, dismiss (and much more) in mobile apps. • MRAID • Maintained by the IAB • Version 2.0 just released. • This is the standard that pubs should be implementing in their apps. • ORMMA • Was maintained by a consortium of vendors and publishers • Had early traction, but is now starting to wane in usage • Proprietary SDKs • Some vendors and publishers have (foolishly) paved their own road. • Mobile Web • Don‟t need to use any standard creative API.
  • 124. MOBILE ADS ARE BORN PREGNANT A single ad execution can multiply! EXECUTION AD SIZES PLATFORMS CREATIVE APIs MRAID ORMMA One execution. iOS Mobile Web So many ads to Size #1 MRAID build traffic & ORMMA report on!0 Android Mobile Web Execution MRAID ORMMA iOS Mobile Web Size #2 MRAID ORMMA Android Mobile Web
  • 125. KP M ID ED IA EF PL IN CR A N IT IO CR EA NI N EA TI NG CL TI VE & VE IE NT CO TE B AM UY FE NC IN ED EP BRI G BA T EF IN CL IE CR CK UAL IZ G EA /A NT PP AT FE TIV RO IO ED E N BA DE VAL CR CK SIG TIMELINES CL IE EA /A N NT TI PP VE RO FE PR V ED OD AL BA CK UCT ARE LONGER /A I VE PP O N RO 0 ND OR VA PR PU L OD BL QA UC IS 3-6 WEEKS HE TI ON R QA FI T XE S MOBILE CREATIVE L A RAF F UN FI CH CK ROM IN & QA VE G RI FI CA TI ON Factor 3-6 weeks from creative kickoff to go-live.
  • 126. BUT THINGS ARE IMPROVING FAST The industry is moving quickly to standardize Many parties are working toward achieving creative standardization: •The IAB: MRAID 2.0 Creative API •The MMA: Standardizing ad sizes and ad measurement •Starting to enforce on-device impression counting •Only count impression when ad is visible for > 1-second •Publishers: Seeing the wisdom of standardizing ad units •The Big Four: Initiatives such as Vivaki’s Pool are jump starting innovation •Agencies: Media planners & creatives are getting more mobile-savvy •Vendors: Empowering and improving implementations
  • 127. WHAT YOU CAN DO You can help to make mobile creative be all that it can be.
  • 128. START AT THE BEGINNING The stage must be set for great mobile creative before the creative team is looped in. 1 2 3 4 5 Design media The brand’s The ways that Gather detailed Reasonable plans to specific brand goals ad specs at timelines minimize campaign will be least before should be overall creative goals should measured the creative provided for level of effort be effectively should be design and creatives to get and reduce communicated. documented. production great work production work begins. done. costs.
  • 129. DESIGN MEDIA PLANS TO MINIMIZE OVERALL CREATIVE LOE Media planners! Creative success begins with you! 1.Minimize the total number of unique ad sizes on the plan. 2.Minimize total creative APIs (MRAID, ORMMA, proprietary SDK, mobile web?) • Limit plans to placements that use only one or two unique Creative APIs. 3.Consider not just placement dimensions, but the specifics of placements. • Dimensions of the expandable view? • Orientation-aware ad (banner and/or expandable)? • Swipeable ad? • Will the placement accommodate a specific creative requirement? 4.Usually only mobile ad serving vendors will have this information. • Work with a vendor that can help refine the media plan.
  • 130. INFORM CREATIVES ABOUT BRAND GOALS Strategists! Creative success begins with you! Creatives should be given the basic information about why the brand is running a given campaign. When creatives have this information, they can design better performing executions.
  • 131. DEFINE HOW BRAND GOALS WILL BE MEASURED Analysts! Creative success begins with you! Let the creatives know the metrics that define a successful outcome. • Define and prioritize KPIs • Strategists & Business Analysts should write the concise story that they want to deliver to the brand client at the end of a campaign before media planning and creative work even begins. • Get the client to approve the narrative • Share the narrative story with everyone, especially the creatives.
  • 132. GATHER DETAILED AD SPECS BEFORE CREATIVE WORK BEGINS Publishers & Vendors! Creative success begins with you! Creatives need to fully understand the end user experience of ad placements to create the most appropriate and best performing concepts. • Orientation-aware ads? How do they work? • Auto-expand? Auto-dismiss? • Animation time limits? • Swipe actions allowed? • Creative APIs? • What is the actual end user experience in all use cases?
  • 133. KP M ID ED IA EF PL IN CR A N IT IO CR EA NI N EA TI NG CL TI VE & VE IE NT CO TE B AM UY FE NC IN ED EP BRI G BA T EF IN CL IE CR CK UAL IZ G EA /A NT PP AT FE TIV RO IO ED E N BA DE VAL CR CK SIG CL IE EA /A N NT TI PP VE RO FE PR V ED OD AL BA CK UCT /A I VE PP O N RO 0 ND OR VA PR PU L OD BL QA UC IS 3-6 WEEKS HE TI R CREATIVE WORK DON’T RUSH THE ON QA FI T XE S Cool it now. Pretty takes time.™ L A RAF F UN FI CH CK ROM IN & QA VE G RI FI CA TI ON
  • 134. LET’S GROW THIS Mobile ad spend needs to increase to keep pace with user behavior.
  • 136. ANTICIPATE DIGITAL DISPLAY CONVERGENCE Desktop & Mobile Merge 2014 : $6.5B 2013 : $4.4B 2012 : $2.6B Mobile
  • 137. BUT MOBILE AD SPEND DOESN’T REFLECT TIME SPENT But brands need to know that mobile media will work for them before budgets will increase.
  • 138. LEARN TO GROW Learn is a verb. Do it. Your mobile campaign is the lab. Even if direct KPIs are somewhat vague, a story of success can be crafted. 1. Run A/B tests within creative 2. Run Brand Studies • Call to action variations • Insight Express • Design characteristics such as • Dynamic Logic color, imagery, animation. • KN Dimestore • Also helps to avoid creative • comScore fatigue with visual and copy variety When brands have evidence that something works better they’ll do more of what works in the future.
  • 139. USE YOUR VENDORS Mobile vendors have a lot to offer, and it is in their interests to do so. Use your mobile vendors for: • Benchmarks: to help justify a plan and results before and after a campaigns • Creative Services: to fill any gaps in creative knowledge or resources, jump start the creative AOR, and sell-through a concept: • Ideation • Mockups • Production • Media Planning Assistance: to reach the right audience while avoiding budget-busting fragmentation Ask and you shall receive.
  • 140. THANK YOU Theo Skye Executive Creative Director Reach out directly with questions, comments, and ideas. linkedin.com/theoskye theo.skye@medialets.com @theoskye NEW YORK | LONDON | CHICAGO | LOS ANGELES

Editor's Notes

  1. Overview of the social ecosystemHow big is the marketing opportunityClose look at major players: Facebook, TwitterWhere mobile social marketing fits in with broader mobile, digital, and traditional marketing plansHow mobile social marketing relates to location-based marketing - and key areas where it differsShopper marketing: where mobile social media fits in with in-store marketing to turn browsers into buyers and customers into advocatesHow to tap content, games, and entertainment to spread mobile word of mouthExamples of marketers using mobile social media effectivelyMoving beyond FB &amp; Twitter: what are the emerging social players that will matter for marketers in the next 6-12 months
  2. http://www.emarketer.com/Article.aspx?R=1009247&amp;ecid=a6506033675d47f881651943c21c5ed4
  3. http://blogs.adobe.com/digitalmarketing/digital-marketing/mobile/adobe-mobile-consumer-survey-2012-what-you-need-to-know/Social media and mobile accessFace­book is the dom­i­nant social net­work accessed via mobile at 85%, fol­lowed by Twit­ter at 35%, and Google+ at 21%.A major­ity of brands pro­vide mobile-optimized expe­ri­ences for offers that are launched from their Face­book fan pages via mobile devices.Over 87% of young and mid­dle age groups access social media via mobile devices.
  4. - http://www.thinkwithgoogle.com/mobileplanet/en/
  5. http://www.socialbakers.com/blog/814-facebook-mobile-hits-543-million-users-update/
  6. http://www.socialbakers.com/blog/814-facebook-mobile-hits-543-million-users-update/
  7. http://adage.com/article/digital/facebook-ceo-concedes-missteps-world-underestimating-mobile-opportunity/237145Image: http://www.topnews.in/people/mark-zuckerberg
  8. http://venturebeat.com/2012/02/29/facebooks-mobile-ads/
  9. Celtra: http://www.celtra.com/rich_media_post_for_facebook
  10. Mention another movie clientPaid Search/Local/FandangoBidding against theater keywords (ie AMC, Lowes) with the theater name automatically inserted into our ad headlineFandango will be creating dynamic pages for the users to click through to.On those pages, users will be able to purchase tickets and Google/Fandango will be able to track those purchases, allowing us to determine ROI.
  11. http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/http://www.diffbot.com/
  12. www.localresponse.comDisclosure: I’m an advisor
  13. Fallon - https://twitter.com/jimmykimmel/status/250040308950253568Lostremote - http://www.lostremote.com/2012/09/23/tracy-morgan-stunt-during-emmys-ignites-25000-tweets/
  14. How we share our world
  15. Pew http://pewinternet.org/~/media//Files/Reports/2012/PIP_OnlineLifeinPictures.pdfhttp://pewinternet.org/Reports/2012/Online-Pictures.aspx
  16. http://www.adidas.com/campaigns/WomensLookBook/Content/Instagram?strCountry_adidascom=nl&amp;headerType=discreet
  17. Sealy: http://www.sealy.com/mattress-brands/sealy-posturepedic/sealy%20in%20bed%20mobile%20app.aspx
  18. http://viddy.com/
  19. Free ticketshttp://mashable.com/2012/06/15/brands-marketing-viddy/http://www.blogsouthwest.com/blog/contest-alert-southwest-sundance-viddy-challenge
  20. www.goldrungo.com
  21. App: www.hipstamatic.comContest: http://community.hipstamatic.com/contests/82
  22. http://cinemagr.am/show/13458584http://nbcolympics.tumblr.com/post/28869869699/created-with-cinemagr-am
  23. - Can change mobile social gaming, even UGC contestsDVF Fashion Week - https://www.youtube.com/watch?v=30Pjl31cyDY
  24. Shopping activities of smartphone usersthe reporthttp://feedproxy.google.com/~r/Mashable/~3/a67JVyf8Qb8/?utm_source=feedburner&amp;utm_medium=emailhttp://mashable.com/2012/08/22/mobile-trends-ecommerce
  25. http://www.forbes.com/sites/jjcolao/2012/09/20/among-top-retailers-wal-mart-dominates-mobile-check-ins/
  26. Source: Foursquare
  27. http://www.readwriteweb.com/archives/the_eye_test_determining_what_problems_ambient_loc.phphttp://demo.tracx.com/sxswinfographic/Highlight - http://www.businessinsider.com/why-i-deleted-the-creepiest-app-in-the-world-and-then-decided-i-needed-it-back-2012-3
  28. www.wrapp.com
  29. Endorse blog - http://blog.endorse.com/2012/09/22/how-social-offers-work-earn-more-cash-back-when-you-share/
  30. http://itunes.apple.com/us/app/tide-stain-brain/id335693703?mt=8http://www.adverblog.com/2009/11/13/housekeeping-goes-social-and-mobile/
  31. - www.wendr.com
  32. - www.grubwithus.com
  33. http://www.youtube.com/watch?v=etmzOOtNCIk&amp;feature=player_embedded
  34. McDonald’s Pick ‘n Playhttp://www.youtube.com/watch?v=7u0ij9D5S4Yhttp://www.digitalbuzzblog.com/mcdonalds-interactive-pick-n-play-billboard/
  35. Smirnoff app: http://itunes.apple.com/us/app/smirnoff-message-and-a-bottle/id480033180?mt=8
  36. PSFK: http://www.psfk.com/2012/09/dating-qr-code-beer-bottles.htmlVideo: http://www.youtube.com/watch?v=Dj_OC00qgUQ&amp;feature=player_embedded
  37. http://en.wikipedia.org/wiki/File:Coffee_talk.JPG