Existing 3rd party Campaigns
Mobile marketing campaigns are proving to be very successful.
Orange Wednesdays: 2-4-1 Cinema promotion
Mobile Marketing Campaign Results
The campaign has been industry shaping - Now Wednesdays have the highest weekday traffic at the cinema!
Coca-Cola co. Mobile Strategy
"Mobile media is where it's at for us going forward. The Coca-Cola co. is making a major investment in mobile marketing, which is absolutely mission critical in reaching new generations of our customers." - Mark Greatrix, senior vice president of marketing communications and insights Coca-Cola co.
Gillette Mobile Marketing Campaign
Gillette developed an innovative campaign to promote the launch of its new product, the "Fusion" razor.
Mobile Marketing Campaign Results
491,423 people visited Gillette's mobile WAP pages, a whopping 40% response.
240,000 people downloaded the coupon and received a free sample of the product distributed nationwide through CVS.
This response rate was phenomenal and the campaign was a huge success, greatly exceeding the expectations of Gillette.
As an initial step they extracted the appropriate target group from the entire database of "opt-in" subscribers in order to communicate effectively through this mobile tool.
Then they sent push SMS, MMS and MOA messages to a selected group of 1.2 million people. The response mechanism was a confirmed call button that connected to Gillette's landing WAP page, where they could download a coupon for a free sample.
Orange Wednesday: 2-4-1 Cinema promotion detail
Results
-
The campaign has been industry shaping - Now Wednesdays have the highest weekday traffic at the cinemas!
Objective
- Deploy an industry wide promotion that drives traffic to cinemas and builds Orange's relationship with the cinemas
- Offer something unique and rewarding to Orange's customer base.
- 2-4-1 deal on any cinema ticket, at any cinema nationwide on a Wednesday
- Three year promotion
- Collect a database of regular visitors to the Cinema venue
- Deploy the coupons through an innovative mobile phone based promotion
Solution
Text to Receive 2-4-1 Offer:
- 450 locations
- Promotions in local papers and flyers
- One offer per mobile phone per week
- Text in to receive SMS voucher with secret pin code
Results
- The campaign has been industry shaping - Now Wednesdays have the highest weekday traffic at the cinemas
- The campaign has built a strong brand recognition for Orange Wednesdays
- Orange Wednesdays is now marketed through broadcast, print, text, direct mail and in cinema ads
- A large and rich database of movie goers and their habits has been built
- The promotion has been extended to more and more cinemas every month
EMP Campaigns
EMP MOBILE TECHNOLOGY CLICK-ENABLES OFFLINE ADVERTISING for Microsoft
Using EMP platform, Microsoft www.microsoft.com in partnership with Universal McCann www.universalmccann.com and Incisive Media www.incisivemedia.com are promoting their UCG (Unified Communications) product proposition in Computing magazine www.computing.co.uk and www.vnunet.com .
EMP MOBILE TECHNOLOGY CLICK-ENABLES OFFLINE ADVERTISING for Microsoft
EMP extends Microsoft Advertising to Mobile - Making Offline Adverts Interactive for Mobile Phones
London, UK - 23rd March 2009 - Evolution Mobile Platform (EMP), the interactive mobile marketing solutions provider, today announced that a range of new adverts for Microsoft are using EMP's Mobile Marketing technology. The adverts in Computing magazine, computing.co.uk & vnunet.com have been delivered with 'click-enable' technology which allows users to interact with any Offline advertisements for Microsoft's Unified Communications offering, using their mobile phones.
One of the main reasons that Microsoft has used EMP's click-enable technology is that early stage mobile marketing campaigns have regularly produced better ROI than any other direct marketing format.
Potential Microsoft customers can receive further information to their mobile handsets and interact immediately with the brand by snapping their mobile camera at the print adverts. By allowing the mobile phone camera to 'click-enable' an Offline advert, the user can then buy the item or download a promotional video, for example.
This works on any mobile phone as a service, so there are no applications or downloads and therefore no phone compatibility requirements. EMP's technology enhances user experience by delivering multimedia product information and sales incentives directly to the phone, enabling on-the-spot impulse purchases to be billed directly to the user's mobile phone bill.
EMP's service allows advertisers, brand managers and media buyers to expand their campaigns to mobile and 'click enable' any or all Offline advertising, to create new revenue streams and cool and fun end-user experiences.
Adrian Clarke, CEO of EMP, commented, "About 90% of advertising is still Offline and most of it is consumed while people are out and about. Asking them to engage with your brand by remembering a URL can result in a lost opportunity. Enabling them to use their mobile phone creates an immediate engagement and adds that individual customer to the campaign database. The potential benefits of this technology to reach consumers directly, enhance brand experience and generate new revenue streams are extensive."
The service is part of EMP's Mobile Marketing Platform, which enables its brand-name partners to extend their Offline advertising activities to ALL mobile phone users. In turn, the mobile users benefit from an enhanced advertising experience through the delivery of interactive multimedia product information to their phones.
The EMP Mobile Marketing Platform White Label Solution enables brands to quickly and easily enter the lucrative mobile advertising market, which, according to Strategy Analytics, is expected to be worth over $14bn by 2011. With mobile phone use evolving alongside progression of the mobile internet, the platform allows user-targeted print, TV or billboard based advertising opportunities through a unique All-In-One Mobile Marketing Platform:
- Technology to click-enable Offline advertising
- Paperless mobile ticketing
- TV/video to mobile solutions
- An ad-funded mobile TV network
- Direct billing for services to users' phone bills
- Hosting of mobile media content, distribution, delivery, billing options and routing
The Monster Hunt - mobile image recognition treasure hunt
For 4everFriday 4everFriday and Reading University students. One of the World?s first mobile treasure scavenger hunts using mobile image recognition.
