Microsoft Windows 8
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Windows 8 launched a print advertising campaign to promote its new operating system and demonstrate new features like picture passwords and touchscreen capabilities. The print ads featured augmented reality technology that allowed readers to access video demonstrations and experiences through their mobile devices. Over 12,000 engagements occurred on the first day as users interacted with the ads and unlocked additional content using picture passwords, demonstrating success in promoting the new OS features. The campaign effectively bridged print and digital media to generate interest in Windows 8.
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Augmented Reality & Location Based Case Studies
The document provides examples of case studies using augmented reality and mobile apps to engage audiences. Some key examples include:
- A print ad for Kit Kat that came to life using augmented reality, with over 144,000 scans and users spending an average of 61 seconds interacting.
- A Samsung ad that allowed users to virtually try accessories like a smartwatch by capturing the print ad.
- An ad for Fireguard fire protection that used augmented reality to show a selfie protected from fire, engaging hundreds.
- Events and mobile apps created by brands like Coke Studio, Louis Philippe and Star TV to engage audiences through proximity marketing and content on mobile.
Parle G - Buzzing on Wheels
Parle G wanted to promote their brand in rural India using mobile phones, as cell phones had become widespread. However, rural India had low internet access. So Parle G developed a strategy using their product distribution vans, which traveled throughout India, to deliver game and video content to nearby mobile phones via Bluetooth. The vans urged consumers to turn on Bluetooth to download zero-cost, region-specific content in local languages. Over three months, the campaign reached over 674,000 users across 59 cities and villages using 60 vans, greatly exceeding the download target.
HSBC
HSBC sought to improve customer relationships and encourage communication by creating impulse through new offers. The bank partnered with TELiBrahma to launch an augmented reality campaign integrated with print collaterals in select branches. Over 10,000 consumers participated in the first month by interacting with AR codes on posters and materials, constituting over 60% of customers walking into those branches.
Akshaya Tritiya
The Times of India Chennai edition published a special feature on Akshaya Tritiya, an auspicious day for buying gold, to help jewelers promote their collections and capitalize on the occasion. All print ads in the feature were enabled with augmented reality technology allowing over 2,600 users to view interactive content about jewelry collections directly on their mobile devices. This virtual experience engaged users for an average of two minutes and significantly increased visibility for both the publication and featured jewelers.
Cadbury 5 Star
Cadbury 5Star launched an interactive mobile marketing campaign at college festivals to promote brand engagement among youth. Students could turn on Bluetooth on their phones to receive clues and media about a treasure hunt game. They also played a maze game with branded levels and could upload photos and videos to social media. Over 60,000 students engaged through downloading content, 10,000 played the game multiple times, and 6,000 uploaded photos, helping generate viral engagement for Cadbury 5Star at a lower cost.
Wagon R
Maruti Suzuki launched a mobile game for their WagonR brand to connect with target consumers and generate leads. The game allowed users to race a virtual WagonR car and learn about its features while waiting in malls and other locations. Over 5 lakh users engaged with the game, which had over 1 million game sessions and generated more than 4,000 test drive requests, showing the effectiveness of using mobile games and experiences to market to consumers.
Volkswagen Polo
Volkswagen wanted to promote its new Polo hatchback model in India at low cost by directly engaging the target audience. It partnered with airports in major cities to enable Bluetooth and WiFi connections, displaying notices encouraging passengers to connect to learn about the Polo. Through the mobile connection, passengers could access a custom application with design details, specifications, dealer locations and test drive booking for maximum brand impact. The campaign was highly successful with over 50,000 engagements in one month, delivering rich media information to passengers at no direct cost through a clutter-free mobile experience.
Star TV creates new Buzz on Mobile
Star TV wanted to promote its new shows airing on channels like Star Plus. It used location-based service Buzz to deliver exclusive trailers and promos of upcoming shows to audiences' mobile devices. Buzz hotspots in cafes, restaurants, malls and train stations across 18 cities provided mini Star TV channels on users' fingertips. Over 3.3 lakh engagements were achieved in a month, exceeding expectations, with each user viewing an average of 7 pieces of content and 25% being repeat users, showing the solution generated interest in Star TV's programs.
RCB
Royal Challengers Bangalore wanted to leverage their Indian Premier League franchise to build brand loyalty and engagement with cricket fans. They created a mobile app that allowed fans at the stadium to share photos, discuss the match, and view opinions to feel more connected during games. Only fans at the stadium could post, but their posts were visible online, giving them an exclusive experience to share. The app engaged fans through quizzes with prizes during matches. It was highly successful, receiving 50,000 engagements compared to only 1,250 twitter feeds, and half of users continued using it at subsequent games.
RCB @ IPL V
The Royal Challengers Bangalore, owners of the Bangalore IPL team, partnered with TELiBrahma to launch an innovative campaign to increase ticket sales and brand awareness for the inaugural IPL season in Bangalore. TELiBrahma deployed their Bluetooth-based Buzz solution at the stadium, allowing spectators and employees nearby to receive instant match updates, participate in contests to win prizes, and access Royal Challengers content. The campaign was highly successful, with over 100,000 fan registrations and 240,000 downloads during the first 28 hours, and major brand partners were able to effectively engage with customers through the new platform.
Mercedes Benz
Mercedes Benz wanted to promote its brand and products at the Auto Expo 2010 using a mobile platform. They worked with a company to create a mobile app experience at their stall that allowed over 18,000 unique users to easily access details about Mercedes car models by pressing their phone screens. This mobile solution engaged over 60,000 people and provided an innovative brand experience that generated both brand awareness and leads for Mercedes Benz.
Maruti
Maruti wanted to leverage the IPL cricket tournament to create brand awareness in an innovative way. They partnered with Buzz, a network that delivers sporting content to consumers on the go. Buzz created a platform where pre-stitched cricket highlights and Maruti ads could be downloaded for free via WiFi or Bluetooth at over 700 Buzz hotspots in 15 cities. Over 1 million downloads were achieved, demonstrating how mobile can help brands engage consumers and generate ROI from sponsoring sporting events.
Lucozade - Marathon on Mobile
Lucozade, the official sports drink of the Sunfeast World 10K Bangalore Marathon, partnered with TELiBrahma to promote itself and sample its product at the marathon expo. Visitors to the expo received Lucozade branded content and a mobile application with tips for running by turning on their Bluetooth. Over 65% of expo visitors downloaded the Lucozade content, achieving over 5,000 engagements over 4 days and creating buzz about the marathon on social media. The mobile application and sampling messages helped promote Lucozade at zero cost prior to its commercial launch in India.
Louis Philippe
Louis Philippe, an apparel brand, wanted to more effectively communicate offers during an end-of-season sale. They deployed a mobile advertising campaign on Buzz to target consumers within 1 km of LP stores, prompting them with a special offer and delivering coupons to their phones to redeem for an additional 5% discount. Over 41,000 engagements occurred in just 4 days, with 41% of users who received coupons redeeming them and spending an average of Rs. 4,000 each, resulting in Rs. 20.5 lakh in sales - outperforming other advertising channels.
Idea
Idea 3G wanted to leverage the popularity of IPL cricket to reach their mobile audience. They partnered with BuzzAtPlaces to create a platform that delivered near live cricket highlights and branded content from Idea to sports fans on the go. Over 1500 phone models in 700 hotspots across 15 cities could access the Idea content for free via WiFi or Bluetooth. The campaign was successful with over 1 million downloads and 46% of users viewing match highlights, proving mobile can help brands engage consumers and generate ROI from sponsorship.
ICICI iMobile
ICICI bank wanted to promote their new mobile banking app, iMobile, to increase downloads at no cost to customers. Buzz network deployed posters in ICICI bank branches asking customers to turn on Bluetooth, which automatically sent them the iMobile app and instructions. Over 100,000 customers downloaded iMobile across 2 months, and the marketing team won awards for their successful campaign that targeted customers directly in bank locations.
Coke Studio
Coca Cola launched Coke Studio, a music fusion show, to create brand awareness through music and establish a unique brand experience. However, the disconnect between the campaign and points of consumption presented a missed opportunity. The solution was to prompt consumers at Coke partner locations to download wallpapers, videos and audio clips of Coke Studio content to their phones, with over 1,500 handsets supported. This ensured a large reach and engaging experience. As consumers frequently returned to download fresh content, it created a positive brand connection cycle. The campaign exceeded expectations by reaching over 10 million consumers, many of whom engaged repeatedly, demonstrating the brand goodwill earned through an innovative mobile strategy.
Coke Open Happiness
Coke launched Coke Open Happiness Season 2 to provide content to consumers anytime for happy occasions through their mobile phones. The campaign allowed users to access free internet and download Coke content like videos and wallpapers when visiting locations partnered with Buzz. Over 12 million users engaged with the campaign, each viewing an average of 7 pieces of content. Integration with social media increased brand awareness. The campaign successfully connected Coke, locations, and consumers in an innovative way and demonstrated how brands can leverage mobile entertainment.
Chennai Express
The Chennai Express film team wanted to promote the upcoming movie in an exciting way to generate hype. They partnered with BUZZ to release exclusive movie posters and content at malls and other busy locations. Users could access wallpapers and share on social media, generating over 2 million engagements in 2 weeks. The campaign was successful in connecting with fans and measuring interest prior to the film's release.
Sikkim Manipal University
Sikkim Manipal University wanted to promote its distance education and online learning programs to increase student enrollment. It created a mobile brochure about its courses and distributed it through Buzz kiosks in cafes, enabling over 30,000 users to access program information, register with the university, and speak to counselors in just two weeks. The virtual brochure delivered an engaging experience to users' phones and successfully generated leads for the university in an innovative and cost-effective way.
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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みなさんこんにちはこれ何文字まで入るの？40文字以下不可とか本当に意味わからないけどこれ限界文字数書いてないからマジでやばい文字数いけるんじゃないの？えこ...
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Microsoft Windows 8
- 1. Case Study _ Windows 8 http://telibrahma.com Follow us on http://www.facebook.com/PointARTApp BUSINESS CASE The recent launch of Windows 8 was the latest addition to the second generation Windows operating system from the company. Windows first revealed the operating system back in June 2012. This new operating system is a great blend of Vibrancy and beauty. Windows wanted to demonstrate the new OS to as many prospective consumers through print ads. The objective was to also demonstrate the introduction of some smart features like picture password, touch to engage and See and Share. But the challenge was in finding out the best way to deliver the Windows experience to readers irrespective of the OS they carried. SOLUTION The series of print ads released by Windows were all POINT (formerly intARact) enabled to instantly connect the reader to a whole new experience of the new OS. Readers could watch their popular TVC, watch the demo of the picture password, experience it in actual, and share their experience with their peers on Facebook. All these experiences were delivered onto the readers’ handheld devices at a click. Windows released a second series of print ad where they communicated their tie up with Talaash (meaning search in Hindi), a movie featuring the icon actor Aamir khan. On capturing these ads, users could view an exclusive promo of the movie and then use the picture password to unlock more content from the Brand. Integrating print ads with Point enabled reach to non-windows users and introduced these users to windows through an engaging experience. RESULTS Over 12,000 engagements were recorded on the first day of ad release Over 49% of the users engaged with multiple content About 66% of the users who engaged with the campaign, had downloaded the app for the first time Over 61% of the users experienced the picture password feature to unlock the remaining engagements, indicating the success in one of the key features of the newly released OS HIGHLIGHTS 12,000 engagements actually mean demos and serious interest. Print as a medium could deliver this only because AR acted as a springboard to the digital World.
- 2. Case Study _ Windows 8 http://telibrahma.com Follow us on http://www.facebook.com/PointARTApp Brand could measure the effectiveness of communicating the new features through the traditional print ad, which was otherwise not possible