The past few years have seen a flurry of mobile marketing campaigns: some very good, and some really awful. Mobile marketing campaigns tend to challenge any marketer’s creativity. This is, after all, still a relatively new medium for marketing and the rules are constantly being bent and re-written. Any company worth its salt is willing to jump on board with mobile marketing campaigns, but of course, there is a catch. And that catch is the fact that, despite the immediacy and reach of mobile marketing campaigns, it is very difficult to hold the attention of consumers. That is why we have sorted through a number of mobile marketing campaigns to present you with five that will truly inspire you to create your own.
This award-winning mobile marketing campaign by Cornetto deserves a hat tip for interactivity and creativity. The ice cream brand wanted to build a large consumer base in Turkey and become the most talked-about brand in the country. It did this by launching a campaign around a game that used an interactive wall projection system. This game was projected onto one entire side of a large buiilding in Istanbul’s busy Taksim square. Passers-by could take part in the game by calling a number and then using the keypad of their phones to control a character within a game. The objective of the game was for players to collect three Cornettos in the game, and win a free ice cream which was redeemable on the spot. The stakes of the game were raised by allowing 5 participants to compete with one another. Cornetto’s strategy paid off and within 2 weeks 3 million people had viewed the game, and almost 3,500 had played it.
Just like Cornetto leveraged the interactivity feature of mobile to create a killer campaign, Macy’s used the exclusivity factor to engage with its customers. Customized QR codes and SMS’s were used to deliver exclusive video content to Macy’s customers. This content included tips, trends, advice and inspiration from the retail chain’s celebrity designers and fashion experts. These experts included fashion industry stalwarts such as Karl Lagerfeld, Tommy Hilfiger, Michael Kors and Rachel Roy.
Starbucks is an early adopter of mobile marketing, and has turned into a true mobile all-rounder. Not only is the company using a number of apps -a company app, augmented reality app and the Square Wallet mobile payment app – it is also using SMS and QR code campaigns to reach out to customers. The coffee chain is using these apps to allow customers to get the full Starbucks experience on their mobile phones. Whether it is ordering a coffee or customizing it, or even sending it to a friend as a holiday greeting, the Starbucks mobile experience does pretty much everything, except make the coffee.
This campaign is not as new as the other examples we have mentioned so far, but it is notable for the thought that went into it. BMW used mobile not just to send a marketing message about its brand; it also kept in mind customer behavior and requirements while doing so and thus rendered its message more useful that it would otherwise have been. Simply put, BMW’s 2008 MMS campaign used its customer data to find out what type of snow tyres each customer needed. This campaign was targetted at customers who had bought their cars less than a year ago, and had bought it in the summer and autumn. These customers, thus, would not yet have bought snow tyres for their vehicles. BMW customized the car each customer had bought with the color and rims purchased. The snow relevant snow tyres were then virtually placed on the image, so that customers would know what it looks like. The MMS was then only sent on the first day of snow when buying new tyres would be at the top of each customer’s mind. This campaign was a massive success and earned BMW $45m in new business.
QR codes are the weird little black and white codes that add nothing to your mobile marketing campaign. At least, that is what a lot of people would have you believe. In fact, when used correctly and at the right time, QR codes can generate a massive response for mobile marketing campaigns. This is proved by the success of Taco Bell’s QR codes, released along with ESPN. The codes generated a massive 225,000 scans, a number that speaks for itself. The key to this approach was clarity: not only did Taco Bell carry a massive QR code that was central to its packaging, it’s call-to-action was the simple clarion call, “Scan the Code. Score ESPN Videos”. In addition to this, there were also instructions for those who are not familiar with QR codes.