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LeveragingthepowerofMobileMarketingforbrandsMobileMonday,Mumbai9thApril2007THENEXTITERATIONAbout2.4billionmobilephoneshavebeensoldaroundtheworldlastyear,andgloballytherearemoremobilephonesthanPCs.Source:GSMWorld“Worldwideover350billiontextmessages,areexchangedacrosstheworld’smobilenetworkseverymonth”Source:GSMWorldMobilereacheswhereothermediacannot!Feb2007MobileSubscriberdata–203mn10millionGPRSusers?!“…About15percentofthemobilephonesubscriberbaseinIndia(140millionusers)isontheGPRSplatformthatenablessuchapplications….Source:TheHindu“Mobileisalreadyaplatform,buttheconsensuswasthatleveragingthepoweroftheweb,integratingwebservicesintothemobilemediumisthefutureofmobile.”Mobile2.0ConferenceUnlearn!‘Just-in-Case’marketing&communicationUnlearn!Makeproducts‘Just-in-case’customersmightneedit!Unlearn!‘Just-in-case’theconsumerisinterestedtobuyUnlearn!‘Just-in-case’thecustomerneedstheproductTheproblemwithtraditionaladvertisingisthatit'sadisconnectedprocessLearn!•‘Just-in-time’marketing–Contextualmessaging–‘When-you-want’messaging–‘Overttocovert’messaging–‘seek&collaborate’communication–Movefrom‘communication’to‘conversation’contextLearn!immediacyLearn!personalizationLearn!Movingbeyond‘textandresponse’campaignsAworldofinteractivity•Initiateaphonecall•TriggerareturnIVRcall•Downloadmobilecontent•Automaticallyopt-intoanSMS•Emaildatabase•GotoapromotionalmobileInternetsitetolearnmore.Source:iLoopMobileCasesofImaginAction™AdidasQRTagging•QRCodesturnyourphoneintoabarcodescannerusedeverywhereinJapanandKorea.•Adidasusedthesecodesonretailmerchandisetagsandclothingimprints.•Potentialcustomerscouldtakeaphotoofthecolorcodeonasleeve,andthehandsetwouldthenloadupthebrand’sWAPsite•Overthecourseofthetestrun,60,000peopleparticipatedintheKoreanAdidasprogram,andAdidashadover2,000,000pageviews.Whatwillyourmessagebe?MassMessagestocustomizedmessages•Downloadatemplatefromawebsite•CustomisewithyourValentinemessageinhand-writing•Takeapictureofitwithyourcameraphoneanduploaditback•SendtheSMSmessagetoyourfriendArtmeetsmobilemeetssocialmedia.•SMSasgraffiti.•Theideaisthatyousendinyourtextmessagetothecentralsystemandthenthemessagesareprojectedontobuildings(interiororexterior)inspecificshapesorformats.•Thetextmessagesappearedinspeechbubbles.NikeID•Nikeerectedalarge,interactivebillboardinTimesSquare.•Passers-bycouldusetheircellphonestotextintheirowncustomdesignandreceiveafreepairofNikeIDs.•Individualswentnutswhentheysawtheirownshoespostedliveonthejumbotroninfrontofthem.•Nikegaveaway3000pairsofshoesinthispromotion•Userswerejustasexcitedbytheirdesignonthebillboardastheywerebythefreefootwear•DownloadandnewsservicecalledMusicstation.•MajorlabelslikeUniversaland23globalnetworkoperatorssofarcovering40countriesandapotentialof690msubscribers.ServiceratherthanmessagesBluebookfrom02•Gonearethedayswhenupgradingyourphonemeantlosingyourtreasuredtextmessagesandphotos•Theaccountoffers1000MBofstoragespaceforimportanttextmessages,picturesorvideoclips.PhotostakenfromcameraphonescanoptionallybeopeneduptobeviewedonlinebyothersandalsosentdirectlytoKodakforprinting.Mobilemischieffrom42Below•Background:42BelowwantedtocreateaninteractivemobilemarketingcampaignthatwouldsupportitsquesttobecomethemosttalkedaboutvodkabrandanywhereintheworldincludingthehardtocrackmarketsofLondonandNewYork.•Objectives:SupporttheoutdoorcampaignrunninginthepartyhotspotsofmajorglobalcitiesUsethemobilechanneltospreadthe42Belowfarandwideamongthetargetaudience•Solution:Intheworld’sfirsteverviralmobilevideocampaign,mischiefmakerswereabletospreadstoriesoftheir42Belowrelatedmisdemeanorsfarandwide;downloadingandforwardinganimatedstories,videos,ringtonesandscreensaverstoanymobilephone,anywhereintheworldatanytime.Thestoriesaremadeupofaseriesoficons,witheachiconaccompaniedbyanappropriate(orinappropriate)sound.Theycanbedownloadedfromthewebsite,’sphone.AdidasRealMadridChinaTour•Reinforceadidas’positionasaninnovatorandtechnologicallysavvymarketerbyleveragingoffsponsorshipofthemuchhypedRealMadridtourofChinaandJapanbyutilizingthe3Gphonetoconnectwiththefootball-madpopulous.•Enablingviewersto“snack”onexclusivevideofootageontheirmobilephonesofthetour,includinghighlysoughtafter,exclusiveinterviewsofthe2superstars–Beckham&Raul,thechannelwasalsousedtolaunchthestar-studded“ImpossibleField”TVC.ResultsThecampaignsurpassedanysimilarcampaignsconductedon3Gbyover200%(sourceHutchison),thiswasdueinlargeparttotheexclusivecontent&interviewsfilmedandproducedspecificallyforthemobilechannel.Trendsonwhybrandmarketershavetobeyondjustmessaging!Trend#1MobilewebapplicationsarethefutureTrend#2Wearecreatorsnotconsumers(Thepowerofusergeneratedcontent)Trend#3Iamnotanumber,IamatagTrend#4Communitieswillthewaytobuildengagement–Genera