5 Mobile Marketing Campaigns That Paved The Path
The word Mobile marketing campaign brings to mind different terms ranging from Bulk Sms Marketing to linking QR codes etc
. Many corporations in the past have relied on these
Mobile Marketing Campaigns to increase sales; while some have been huge successes, others turned out to be epic disasters. But among these were some that just stood out, thanks to their sheer ingenuity and originality.
Below are a few Marketing campaigns that are inspiring and may help one try something different with their campaigns
1. Renaults Phone-Less Facebook Check in:
A lot of people have the Facebook app on their smart phones; But Renault took a step further during the promotion for the Amsterdam Motor Show in April. Attendees were given RFID-enabled cards that they could use to check in to pillars near Renaults cars. Then, they could check in on Facebook and "like" various models.
Brownie Points: the realization that Facebook checkins do not require a phone or a PC
2. Diesels Facebook-Enabled
qr Codes:
A program by Clothes brand Diesel took a rather different perspective on Renaults idea. Instead of offering phone-less access to Facebook, it let consumers use QR Codes to do the same thing. In this case, if one "liked" a product, one got a discount on it, which seems like a fair exchange for basically advertising the item to all your Facebook friends.
Brownie Points: The Linking QR codes to Facebook "likes."
3. Macys QR Code Explanations on YouTube:
When Macys launched a QR Code program in February, the brand took into consideration its target audience. It understood the fact that not everyone who shops at the department store may be tech-savvy. So the brand released a video on YouTube explaining the program. Macys also made sure that one could still participate in the program even without a Smartphone which is the case for about 70% of Americans by texting.
Brownie Points: Recognizing that target customers arent always very tech savvy.
4. Starbucks Mobile Payments:
In January, Starbucks introduced a program that made it easier for customers to buy coffee. The brand introduced mobile payments, a segment that is still in its infancy in the U.S. In March, Starbucks revealed that the plan, which relied on customers using the Starbucks Card Mobile iPhone and BlackBerry apps, was a success. Some 3 million people at that point had paid using the app. For customers, theres a clear benefit to using the technology it lets you pay faster.
Brownie Points: Providing not just novelty but also utility, in a mobile app.
5. Coldwell Bankers "Branded Video" Ad:
Realtor Coldwell Banker promoted its iPad app in late May with a new Google ad format called "Branded Video" that featured a clickable video ad. The ad appeared as a banner or as an interstitial before an app. Instead of just launching video, consumers had the option to click to see more. The campaign saw interaction rates of upward of 7%, which is much higher than the standard 0.01% click-through rate for banners.
Brownie Points: Employing a new ad format.
As the definition of mobile evolves, marketers have an opportunity to explore new possibilities. Because of nature of the technology, there are really no limits to ones ideas. Ones marketing campaign could be embedded in an app or a QR code or a Facebook link or maybe a combination of all three. However, going overboard can turn ones campaign into Miserable mistake. The trick to a successful mobile campaigning is to understand ones target audience and to work according to their tastes.
by: Flavia
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