Here are some most popularly known mobile marketing campaigns run across the world. Learn about what works in the mobile first economy like India. Learn about campaigns across the globe using mobile marketing.

1. Mobile Marketing Case Studies

2. What is Mobile Marketing?
Mobile marketing is the interactive multichannel promotion of
products or services for mobile phones and devices, smartphones and
networks.
Mobile marketing channels are diverse and include technology, trade
shows or billboards.

3. Important Stats
• 73% of people always have their mobile device with them. (Facebook research).
• People pick up their mobile devices 150 to 200 times a day. (Forrester)
• Mobile sessions average 177 minutes per day. (Google data)
• Apps account for 89% of mobile media time, with the other 11% spent on websites. (Smart
Insights)
• Over 50% of smartphone users grab their smartphone immediately after waking up.
(ExpressPigeon, 2014)

4. Attempts to Optimize for Mobile

5. Mobile Channels & Technologies Used

6. App Marketing
Type of Campaigns:
• Incent
• Non Incent

7. Popular Campaigns

8. Starbucks
• About 21% of Starbucks transactions are done via mobile app, with an
estimated 11 million people currently signed up to the Starbucks
mobile application.
• How?
• Free stuff
• Loyalty program
• Notifications
• Personalization
• Mobile order & pay

9. PayTm
• Paytm partnered with Pepsi to offer a free recharge on Paytm with
the purchase of select Pepsi products. The campaign was advertised
in a television commercial featuring the popular Indian actor, Ranbir
Kapoor, and was larger than the company's previous advertising
efforts in terms of both scale and brand visibility.
• The mobile component of the campaign included: mobile banner
advertising, app install pushes, app notifications, and advertising with
search engine optimization on Paytm sites, as well as third party sites.

10. Levi’s in China
• Levi’s partnered with China’s top music app for youths, Tencent’s QQ
Music, which had 200 million users. Harnessing QQ’s backend data, Levi’s
selected its targets’ favorite songs that best embodied its brand spirit.
• On QQ Music, Chinese millennials chose an image to customize with their
own original statement and could then share it on WeChat. Every message
became an individual story.
• Levi’s even invited China’s youths to star in their own Levi’s poster, striking
a pose to show their originality. Scanning a QR code on their mobile
phones made these sharable socially with an original message, just like on
the QQ music app. Interactive outdoor ads also called to metro passengers
and guided newly empowered young fans to Levi’s stores.
• Details: http://www.mmaglobal.com/case-study-
hub/case_studies/view/46650

11. Aquafina Smart Bottle Cap
• Aquafina launched its campaign with a 360-degree interactive video promoting its 421 formula.
The video highlighted the side effects of neglecting to consume water on a daily basis and
provided viewers with facts about water intake. At the end of the video, viewers were encouraged
to follow Aquafina’s 421 formula with the help of its 421 Smart Cap. With a simple twist of the
cap, consumers set a reminder to drink water every hour.
• The 360-degree video was amplified across Facebook and YouTube. All of the digital media budget
was planned on mobile to create awareness about the campaign.
• Aquafina’s 360-degree video was launched on mobile social media channels, where users could
fully experience the innovative storytelling that highlighted the impact which their habits had on
their daily life. Key influencers were leveraged to engage with the targeted audience and talk
about the video story on social platforms.

12. Nike’s Da da ding
• Nike created “Da Da Ding,” a powerful song and music video by rapper Gizzle and producer
Gener8ion featuring a squad of everyday female athletes. “Da Da Ding” audio debuted on
Mumbai’s top radio station, Radio One. The track was made discoverable on top music apps.
• The International Indian Film Academy Awards, Bollywood’s equivalent of the Oscars, launched
the “Da Da Ding” video. Leading actress Deepika Padukone, who comes from a family of
acclaimed athletes, is featured in the video and gave a heartfelt speech at the awards on how
sports had personally shaped her life before playing the video in entirety.
• “Da Da Ding” was promoted along with top Bollywood YouTube videos to help drive organic views
due to the track’s growing popularity. On mobile, Nike monitored social conversations mentioning
“Da Da Ding” with an opportunity re-target those users with Nike+ app communication to start
their own fitness journey.
• As searches for Nike’s squad of female athletes grew, Nike collaborated with top women’s lifestyle
brands to create stories around each of them.

13. Mountain Dew’s “Naam Bante Hai, Risk Se”
• Mountain Dew wanted its fans to do their best and overcome their fears. Mindshare knew that in rural
areas, celebrities are not as influential as people’s peers.
• Choosing four local heroes, Mindshare highlighted how they exemplified Mountain Dew’s brand values of
overcoming fears and succeeding against adversity. The stories were ones that everyone could relate to: real
life, real stories. They resonated strongly with the audience, and the agency amplified them in the media.
• A lead story was the tale of Arunima, who following the loss of her leg decided to climb Mount Everest. With
this story as a lead, the brand put out a call for more inspirational stories via Mountain Dew’s Facebook
page, Twitter account and Web site. There also was also print, radio and mobile ads.
• Throughout this process, we captured the imagination with a “NaamBanteHain RiskSe” hashtag, meaning:
“Taking on risk to create a mark in history.”
• As the entries rolled in, Mountain Dew created videos around some of best. These included high school
student Shital Mahajan skydiving over the North Pole (642,319 views), Satyendra Verma jumping off a 450-ft
building in Delhi (744,977 views) and five software engineers who quit their jobs to form Ghost Ryders, a
motorcycle stunt-riding team (5,592,608 views).
• The agency used OutBound Dialers (OBD) to disseminate audio stories, which push messaging to all types of
phones, and don’t require data. It also used Rocketalk, a mobile-only open social network that’s hugely
popular in rural areas of India, where audiences interact with each other around interests.
• Other solutions included VUCLIP, a mobile-only video platform, used to seed brand stories and target
audiences based on their locations and interests.

14. Penguin Books
• The idea was to give readers a voice on social media, bringing digital readers back to hardback
and paperback books. To achieve this goal, Penguin developed a wearable bookmark that sends a
tweet to readers to remind them to return to their books every time more than a week goes by
without their opening them.
• The wearable bookmark is equipped with a timer, a light sensor on the bottom and a
nanocomputer with a wifi chip on the top. Every time the book is closed, the sensor detects the
blackout and starts a countdown. If the book isn’t opened after a week passes, the nanocomputer
logs onto a wifi network and sends a tweet to the reader featuring excerpts from the book. Since
social media in Brazil is mainly accessed via smartphones -- close to 80 percent of all social media
access -- the tweets reached readers right in their pockets. The bookmark kept sending new
tweets until the book was opened again.
• With no media spend, Penguin created a strategy focused on creative activation, accomplishing
big results with free media and coverage. Ultimately, the message crossed borders and spread
across the world.

15. Current Barriers to Mobile Success