This document provides an overview of how 25 major brands have successfully leveraged mobile technology through various mobile marketing campaigns. It describes campaigns from brands like McDonald's, Heineken, Lexus, Faberge, Barclaycard, and more. For each campaign, it summarizes the objectives, strategies, and results, and provides a takeaway lesson about effective mobile marketing practices. The campaigns covered a wide range of approaches including mobile apps, ads, websites, games, contests and more, targeting audiences in different regions.

1. Top 25 Brands And Their Mobile
Strategy

2. Contents
1) Introducing Web Spiders
2) Why Go Mobile
3) 25 Major Brands That Have Successfully Leveraged Mobile Technology

3. Introducing Web Spiders
Web Spiders is a specialist provider of Enterprise Mobility services to ISVs and
Marketers of Fortune 2000 companies.
Our core competency is Enterprise Mobile-enablement across iPhone, iPad,
Android, BlackBerry and Windows Phone.
Our industry leading ActiFetch platform helps in seamless integration of legacy
data to mobile platforms.

4. Why Go Mobile

5. 42%
smartphone owners in the UK have
20.9%
photographed a product, and
scanned product barcodes, while in a
- comScore UK
store.

6. Smartphone penetration in the UK is
58%
19%
currently at
, while
of
the population owns a tablet device.
- OfCom

7. 63% of smartphone owners in the
UK have used m-commerce in one
way or another.
- inMobi

8. 25 Major Brands That Have Successfully
Leveraged Mobile Technology

9. Move to the Beat
Campaign focused on attracting teenagers and
young adults to London Olympic 2012.
Mobile app utilizing shake function of iPhone to
generate music.
110 countries participated, with coverage in 478
news shows.
Takeaway: Asking participants to utilize device-specific features for performing
unusual tasks can result in highly successful mobile campaigns.

10. Training Club
Campaign geared towards encouraging users to
exercise.
App allows users to create their own workout
sessions and earn points for working out.
App downloaded in 21 countries with 40 million+
minutes of training.
Takeaway: Promoting activities related to products that a retailer sells can be a
great idea for a mobile marketing campaign.

11. Remote Control App
The challenge was to help users shoot photos
while away from the camera.
Smartphone app allows users to take photos
remotely, edit/upload photos to online services
App has gained immense popularity among users.
Takeaway: Mobile apps offering hassle free ways of performing complex tasks
can always win over users.

12. Hair Fall Rescue
Ad campaign focused on issue applicable to
women.
Targeted mobile ads, HTML5 ad unit
31% engagement rate
Takeaway: Mobile platforms are inherently personal, making those great for
promoting gender-specific products.

13. Game Time
Ad campaign focused on attracting viewers
to television commercial.
App posed trivia questions with answers
present in TV ad.
App downloaded more than 700,000 times.
Takeaway: The high user engagement possible through mobile campaigns can
be utilized to increase effectiveness of other types of promotional campaigns.

14. Visibly Smart
Campaign focused on 4 core user activities –
gaming, entertainment, music, design.
Animated mobile ads directed users to relevant
challenges and games.
More than 62,000 games played by users.
Takeaway: Attractively designed mobile ads coupled with interactive elements
like games and quizzes can help in effectively engaging prospective consumers.

15. Cup Magic
Campaign focused on increasing Valentine’s
Day sales.
Augmented reality apps displayed animated
hearts when device camera was aimed at
special edition V-Day cups.
Coffee sales increased by 16% in Q1 2012.
Takeaway: Mobile apps focused on the cuteness factor can tap into users’
emotions, effectively translating to increased sales.

16. Star Player
Campaign focused on increasing consumer
interaction during UEFA Champion’s League.
App allowed participants to predict outcome of
matches and share scores with friends.
Heineken’s name mentioned in social media 78%
more times than other UEFA sponsors.
Takeaway: Mobile apps encouraging users to interact with friends during major
sports events have a high chance of gaining popularity.

17. Q3 Mobile Campaign
Campaign promoted the official launch of Audi Q3
in Australia.
Mobile ads directed visitors to mobile site and
provided downloadable product brochures.
Peak CTR of ads was 1.025% and 7% visitors
clicking on ads visited mobile site.
Takeaway: Mobile ads presenting information in an interactive manner can
attract attention of users more often than static mobile ads.

18. My Loooove
Campaign aimed at increasing summertime
sales.
Messaging promotional codes got users a
chance to win teddy bears.
1.4 million users participated within first 2
months.
Takeaway: With proper planning, SMS can be just as effective in engaging users
as other, newer mobile technologies.

19. Euro 2012 Campaign
Campaign aimed at increasing sales during Euro
2012.
SAMY4ME Mobile Mall app presented McDonald’s
discount coupons to consumers.
1.4 million users participated within first 2 months.
Takeaway: Joining hands with a service provider already having extensive
mobile marketing infrastructure can be good for a brand.

20. Create Amazing
Campaign aimed at increasing market penetration
across Europe.
Mobile app allowed visitors to design their own cars.
Conversion rates increased across all Lexus sites
within a month.
Takeaway: Mobile apps simulating product customization tend to be quite
popular among prospective customers.

21. Big Egg Hunt
Campaign aimed at raising money for two UK-based
charities.
Messaging 5-digit shortcode entered participants in
lucky draw to win a jewel-encrusted Faberģe egg.
12,700+ people participated, with 160,000+ entries.
Takeaway: Tying lucky draws having high-value prizes with mobile campaigns is a
sure shot recipe for success.

22. PingIt Money
The challenge was creating a financial application
that would greatly increase brand recognition.
App that allows people to send or receive money via
mobile phones.
App downloaded more than a million times within 6
months.
Takeaway: Mobile apps that simplify financial transactions without
compromising on security will likely gain popularity quickly.

23. Gilt on the Go
Campaign focused on strengthening mobile presence
of the brand.
Mobile website allowed shoppers to buy outfits from
their mobile devices.
Overall sales figures increased greatly within months
of launching mobile site.
Takeaway: Mobile websites with secure payment systems will likely enhance
brand appeal and boost revenues at the same time.

24. Premier League
Campaign focused on promoting Indian Premier
League merchandise.
Apps, ad banners and downloadable wallpapers
were used to promote the merchandise.
More than 50% users tapping on ads downloaded
wallpapers and shared those with friends.
Takeaway: Linking mobile campaigns with the favourite sport of a country is an
easy way of achieving success.

25. Hook Up
Campaign focused on increasing brand awareness
among teenagers and young adults.
Mobile ads directed visitors to landing page of
sweepstakes for couples.
The campaign resulted in a 45% increase in CTR rate
of Close Up mobile ads.
Takeaway: Mobile campaigns focused on engaging couples always have a high
chance of succeeding.

26. Sunny Sale
Campaign focused on increasing lunchtime sales.
3D QR code only scannable at lunchtime offered
access to discounts.
Lunchtime sales increased 25%.
Takeaway: A novel element can greatly influence chances of success for a mobile
campaign.

27. The Blackout Banner
Campaign focused on encouraging participants to
reduce consumption of electricity.
Tapping on mobile ad turned the screen dark, which
could be lit up by swiping screen, revealing Earth
Hour logo and countdown clock.
The ad had millions of impressions and thousands of
interactions.
Takeaway: A novel element can greatly influence chances of success for a mobile
campaign.

28. The Price Isn’t Always Right
Campaign focused on increasing sales without offering
discounts.
Mobile ads were created using keywords that appeal
to hungry people.
Campaign boosted average value of orders, increased
revenue for each click, and improved profit margins.
Takeaway: Intelligent usage of SEO tactics can greatly increase the success rate
of a mobile campaign.

29. Discover Hong Kong
Campaign focused on helping tourists explore
Hong Kong without a guide.
Augmented Reality app highlighted landmarks
and shops on an interactive map.
The app was featured as the best travel app in
iTunes China.
Takeaway: Using AR technology to solve frequently encountered problems can
be a great way of increasing popularity of an app.

30. Mobile Medic
Campaign focused on promoting Defence
University Sponsorship and testing candidates.
Augmented Reality app presented challenges
for candidates to complete.
All of 140 available positions were filled by
participants using the app.
Takeaway: Using AR technology can be a great way of increasing user
engagement.

31. AIDS Awareness
Campaign focused on increasing knowledge
about AIDS among people aged 13-39.
Users sending zipcodes anonymously via SMS
would receive information on AIDS.
Program attracted thousands of people.
Takeaway: Preserving anonymity of participants can be a great way of increasing
user engagement in campaigns dealing with sensitive issues.

32. Nothing Beats Beef
Campaign focused on informing people about
proper way of cooking beef.
Mobile app presented detailed recipes based
on the cut of beef selected by user.
The app was downloaded by thousands of
users with the onset of summer BBQ season.
Takeaway: Presenting knowledge in an interactive manner can be a great way of
increasing user engagement.

33. Red Hot + Rio 2
Campaign focused on raising money for AIDS
Awareness/Prevention program.
Interactive mobile ads played samples of tunes,
and encouraged users to pre-order the album.
Campaign received peak CTR of 1.07% in the UK
alone.
Takeaway: Interactive mobile ad banners with multimedia elements can attract
attention of visitors and increase conversion rates.

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