1. MOBILE CHAPTERS 1 2 3 4 Mobile Landscape Overview of recent statistics on mobile industry Mobile Trends Highlights current and upcoming trends for mobile Mobile Case Studies Featured case studies for each trend Mobile Roadmap Template guide/summary of mobile development
3. STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE SMS ‘ Short Message Service’ or text messaging – A brand can include a call-to-action on their traditional media prompting consumers to text-in and participate in a Campaign Walkers’ ‘Win an iPod’ campaign : Consumers text-in an entry code found in packets to enter – winners notified via SMS text MMS ‘ Multimedia Message Service’ – Allows people to share images and video over a mobile network BMW’s ‘Snow Tyres Reminder’ Campaign: Custom MMS messages sent to consumers before winter reminding them to buy snow tyre s MOBILE SITE A website that is compatible with all mobile platforms where consumers can download content (videos, wallpapers, ringtones), access and provide information and initiate calls Warner Bros. I Am Legend Campaign : Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club
4. STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE GAMES Games designed for mobile devices – can be branded Rexona’s ‘Detective Stripes’ Campaign: Mobile banner ads sent consumers to a mobile site to download Detective Stripes Game, other content APPLICATIONS Mobile Apps, or special purpose software applications written to run on mobile phones (iPhone apps have gotten the most press but the majority of devices support applications) BMW’s ‘Snow Tyres Reminder’ Campaign: Custom MMS messages sent to consumers before winter reminding them to buy snow tyres VOUCHERING TICKETING Mobile vouchers that can be redeemed in-store – a consumer texts-in and is sent back a voucher (Redemption issues in many markets since the retailer needs specific hardware to validate the voucher) Warner Bros. I Am Legend Campaign: Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club
5. STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE LOCATION-BASED SERVICES Mobile service, application or advertising that can identify a consumer’s location Carlsberg’s ‘Where’s the Party’ Campaign: Mobile application based on GPS service connected to consumer’s social network sites so they could track parties, friends IMAGE RECOGNITION The ability of a system or mobile device to recognize an image and respond in some way Vodafone’s ‘Shoot and Score’ Campaign: Enabled consumers to ‘take penalty’ by taking a photo of the goal area they wanted to score in – image recognition technology enabled reply showing goalkeeper saving or missing ball AUGMENTED REALITY ‘ AR’ is a live, direct or indirect view of a physical, real-world environment whose elements are merged with, augmented by, virtual mobile-generated imagery, creating a mixed reality Nike’s ‘New Reality Campaign: Secret codes plastered around Hong Kong invited consumers to download a mobile app to view T90 soccer boots and ball in 3D on their mobile device
24. DIOR Perfume (Print ad + web) Source: Cherrypicks Displaying TVC + 3D Animation on the Print AD by augmented reality http://beauty.dior.com/int/en/woman/woman-fragrance/layout-fullscreen/miss-diorcherie- 2010.html
25. TISSOT (Web+ Kiosk) Source: Cherrypicks Placing Augmented Reality application into a window outside Selfridges department store, allowing consumers to try on Tissot’s virtual T-Touch collection while standing in Oxford Street .
Editor's Notes
Sources Mobile Marketing- Some Best practices to being converations (Ogilvy Interactive) Mobile Marketing- Marketing Analytics ppt. (Ogilvy) The Mobile Marketing Handbook (Joule, Unilever, Mindshare)
