The document proposes a mobile advertising campaign called "Make a Pause" Treasure Hunt for Twix. QR codes showing idyllic destination images would be displayed around London. Scanning all codes from a destination would enter users to win a trip there. The first 5 people to complete destinations win. Users upload scanned images to a microsite to track completion. Rewards like warm/cold hints keep users engaged. The campaign aims to demonstrate Twix supports pausing and sharing positive experiences with friends could increase brand perception and sales. QR code scanning is fast and accessible on most phones to enable participation.

1. Advertising by mobile

2. History of mobile advertising 1980’s Cellular phones appeared commercially in the mass market. Phone functionality was limited to dialing, and voice input/output. 1990’s The second generation of mobile telecoms (so-called 2G) appeared in Finland with a digital technology that introduced data services, like SMS. 1994 The first person-to-person SMS text message was sent in Finland in December 1994. 2000 The first case of advertising appeared on a mobile phone, when a Finnish news provider offered free news headlines via SMS, sponsored by advertising. 2000 The world's first conference to discuss mobile advertising was held in London, sponsored by the current Mobile Marketing Association. Rapid experimentation in mobile advertising and mobile marketing.

3. Since then,Mobile advertising… Has became an independent field and advertising media. Has been largely explored by companies. Has becoming more established and growing fast, specially for iPhone. Almost all publisher of larger Online Sites offer their own Mobile Site, iPhoneApp’s and dedicated Mobile Advertising formats. It has even become a concern how to improve mobile advertising. Ex:

4. Now Companies fighting for beating each other in mobile advertising. Mobile advertising has become so important that established rules have been created to measure it and is seen and used as a prime tool to reach consumers.

5. Predictions Wireless access on the underground which will lead to an increase of people using their mobile for data. Boris Johnson, the mayor of London, has pledged to enable wireless access across the network by the 2012 Olympics. Commuters with a WiFi-enabled smartphone, will be able to read travel information for free. Other services require a subscription to BT’s Openzone, which is bundled with mobile contracts with O2, Tesco Mobile, Vodafone and Orange. Source: Financial Times

6. Experimentation with Rich Media will increase Why? Rich media ads offer more in-app interactivity via video, sound, gaming, and so on. Aesthetic value will attract advertisers and ad creators. With the growing adoption of smartphones as the device of choice, rich media is the natural progression towards more engaging ads. Backup- Engagement rates “engagement rates in mobile blow away the best of online rich media, and engagement times in mobile rival those of television [advertising].” Example: engagement rates as high as 33% on rich media ads, with rates consistently hitting above 20%. The worst scenery: simple, expandable ads reach 6-7% engagement rates, which is still high when compared to other advertising options in mobile and online. Source:mashable website. Eric Litman, CEO of Medialets,

7. The growth of mobile video Why? Explosion of Internet video consumption. It is assumed that mobile video will also be largely adopted in the coming years. The number of mobile video viewers in the U.S.will grow nearly 48 million by 2013 and increase further in 2014. Source eMarketer’s forecasts. By 2013, video will be so widely adopted that it will be a significant driver of mobile data usage — occupying an estimated 66% of mobile traffic. Source Cisco forecasting..

8. Three different mobile campaigns Corona “Win a beach getaway” Cornetto Reebok- “You got rondo’d”.

9. Corona“Win a Beach getaway” What is it about? Full screen invitation on consumers mobile phone to “get a glimpse of your beach getaway.” Then, a blank Polaroid style photograph appeared Consumers were asked to shake their phone in order to develop the picture. There were also further options to watch a video about the vacation, and of course to enter the contest.

10. Important factor about it The ad is inserted seamlessly into the consumer experience. For example, the ad runs in-between levels of a mobile game. The consumer finishes one level, interacts with the ad, and then goes straight back to their game with no interruption.

11. About it… Verysimple Focusontheinteractiveexperience. Game. The ad is inserted seamlessly into the consumer experience. Individual experience.

12. Cornetto

13. What is it about? What is it? Outdoor, multi-player, mobile enabled game. Where? Big and crowded Square in Istambul, use the front of a building to project a game: ‘pac man’ type game. How it worked A special number was projected onto the building wall, which consumers could dial to be connected to the game. A system welcomed them and explained the game. Each player was assigned a different color character on the “screen”. The objective was to move the character around and catch 3 Cornetto ice cream cones in less than 45 seconds. • Players controlled their characters simply by using the keys of their phone - 2 for up, 4 for left, 5 for down, 6 for right. A “mobile joy stick”. If you were able to catch three cones, then your player got a big heart on the screen, and you received an SMS with a coupon that you could redeem for a real Cornetto at the event bar.

14. Special about it… Cornettopositioning Cornettoice creams can act as an icebreaker and maybe even help you overcome shyness. So does the campaign since it’s public. Event Not inserted in the consumers experience Pre campaign Public. Communal experience rather than private-multiplayer. People who don’t play it, can see it. On average over 100 per hour played the game, and close to 3 million people saw the project in action. Association of mobile and another media-dependent on another media. Not only mobile campaign Competition element involved. Open event Time based- the game itself ran for 15 evenings, two hours each evening in the summer of 2010.

15. Reebok“You got Rondo’d”

16. What is it? 2008 The boston Celtics reached the NBA FINAL for the first time in 20 years. Key moment for basketball history: ancient rivalry between Celtics and theLakers. Reebok. Celebrate that john rondo, a Reebok sponsored athlete, was playing the game and a key player for the Celtics. Creative key for the thinking. Concept “U got Rondo ‘d” 1-People signed up in a digital platform to each of the games and the finals. 2- Whenever rondo performed, a signature moved and a virtual button was pushed that automatically triggered calls to thousand of mobile phones. 3- All over the US phones rang out with the ring tone “you got rondo’d” whenever he made a greate play. 4-Pick up the phone- instant messages from ex celtic legends providing instant pay-off for the consumer in real time as they watched the game unfold.

17. Why different? Better? The media is the message. Ringtone. Mobile phone played the main role in the campaign. Use of mobile in order to express a bigger message and not for the sake of it. Created a “claim”, “expression” that is now used all over the basketball community. Picked in an event/situation that already existed, that already got much attention and introduced mobile to enhance people’s experience of the situation, rather than the opposite, example Cornetto: creating a situation for people to use their mobiles.

18. BRAND IDEA

19. IDEA “Make a Pause” Treasure Hunt. Create a contest in London to see how often people pause and to make the pause more. QR Codes showing iddylic destinations, like Maldives, Bali, will be hang up in busy places around the city as tube, trainstations, onthestreet, parks, benches, bus stops andtwixbars. Some ofthesepictures are a one-off, but some ofthemmakepartof a compilationofseveralpictures. Thefirst 5 peoplescanningallthepicturesfromoneofthe complete destinationswin a trip for twopeople for thatplace.

20. How? The mobile automatically collects all the pictures. People just need to upload it to a twixmicrosite created for the campaign.

21. Incentive for participating First prize: trip Second prize: massive party at the end of the month. Only participators can attend. The party will make sure everyone who attends will have the best to make a pause: best dj’s. best location, best entertainment. Follow-up during the contest: indications of warm and cold, through SMS and calls. Little rewards during the journey.

22. How does it change the consumers perception of the brand? (If pitching to Twix) demonstration of positive sentiments: Market research/questions. Example: Are you willing to buy a Twix after seeing the image? Will you share this with your friends?

23. Tell your friends/influencers SHARE Facebook Foursquare

24. Viability QR Codes are fast Information, oncescannedstayswithyou You do notneedaniphone to haveit, butjust a phonewith a camera. Manysoftwars to read QR Codes for nonsmartphones: Neoreader for example. PossiblesponsorshipbytheTourist “council” ofthecountries for thefirstprize.