2. Giving Mobile Users according to Harris Interactive, the most desired
incentives are cash and free airtime.2
What They Want Mobile campaigns have started to listen to what
consumers want and give it to them. For example,
Do People Really Want Mobile Advertising?
Coca-Cola launched a mobile campaign for the
company’s Fanta brand in Germany offering consumers
The starting point for some when contemplating the
free airtime, texts and downloads. To take part,
concept of mobile advertising has been that nobody
consumers were required to send a unique code found
really likes or wants mobile ads — so why even bother
in promotional Fanta bottle tops via SMS to a short
with them?
code to receive three free minutes of airtime or three
free text messages. This SMS is zero rated. Within 72
Ongoing research shows, however, that consumers are
hours of sending the code, the consumers’ mobile
open – and even willing – to receive mobile ads, with
phone is topped up with the relevant incentive. The
one stipulation: that the ads deliver value.
campaign sparked considerable consumer interest and
When Is the Price Right? participation.3
Let’s face it — people generally need motivation to Another example comes from Turkey, where Pepsi
do things. How many pupils in our schools would targeted the youth audience with a campaign that
continue to study hard if there were no tests or grades? seemingly was intended to convey the feeling that
How many of our colleagues in the workplace would Pepsi drinkers are special and therefore deserve special
continue to do their jobs all day every day if there were incentives. Pepsi consumers were invited to send
no paychecks? Granted, there are myriad examples of their photos and get them printed on Pepsi cans. The
altruistic deeds and true dedicated volunteers, but the first 1,000 participants instantly won 10 credits which
bottom line is that rewards — and costs — drive many translate to 2.5 minutes of airtime. The promotion
of the behavioral choices we all make every day in struck a responsive note with consumers.4
nearly every aspect of our lives.
A Power that Rests Exclusively in the Hands of
If we want to use mobile phones, we know we must Operators
pay. But a large percentage of users would probably
The ability of brands to give consumers free minutes
become very attentive if they were suddenly asked this
and free SMS would seem to be an effective way to
question: “Would you like reduced rates or even free
win the hearts of teens — and their parents. First and
phone service?”
foremost, many brands, working with the operators,
The attraction of mobile ads is that they offer users are giving teens incentives that nearly any teen would
value in direct and tangible ways. One recent study want: free airtime and free text messaging. In addition,
found that nearly 3/4 of those asked would welcome this approach can convey the message of a special
mobile marketing content in return for special offers.1 bond between the brand and the youth segment, and
demonstrate accountability – the brand reliably keeps
What Users Want Most its promises and delivers free incentives, even if it is
complicated to do so and means working with different
Mobile advertising can offer users a wide range of operators in each country. This can enhance brand
valuable benefits. For example, users with special reputation and loyalty.
interests can enjoy receiving information on new
releases and special announcements in areas of The ability to incentivize users with free minutes and
interest and relevance to them. Travelers in foreign free SMS is a power that rests exclusively in the hands
cities, users entering malls, etc. can get discount of operators. It doesn’t matter whether users are
coupons for lodging, restaurants, books, clothes, and
2 http://www.harrisinteractive.com/services/pubs/HI_TECH_MCR_PPT_
so on. Value can take on highly creative forms, but
Mobile_Advertising.pdf
1 Internet Advertising Bureau (IAB) 3 MMA Forum Berlin (September 2009)
4 Ibid
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