If you are looking for mobile marketing case studies you can examine to find out what is going on in mobile marketing, check out the links below. Check back often too. I’ll keep updating this list.
Mobile Marketing Association
Not exactly case studies, but they have great coverage of mobile marketing.
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One of the best ways to learn how to use a marketing tool is to see it in action. Today I will launch a series of posts featuring mobile marketing campaigns that are in progress right now.
At the Minnesota State Fair (going on August 21st to September 1st) , The Scion Chicago Region is using text messaging to give away Garmin TM GPS navigators to people who can guess the number of Scion-branded Skulls placed inside a Scion vehicle. Participants guess how many Skulls are in the car and text in their vote. The person who guesses correctly wins the GPS unit. (The number of Skulls inside the car changes every day.)
Each day 20 people win a free T-shirt and are notified of their winning by text message. This is a really smart use of mobile marketing because they are likely still at the State Fair and have their phone on their hip. When they are notified they win it is easy to get back to the booth and claim their prize.
The Scion folks are thrilled with this mobile campaign that Encompass Advertising and Marketing has developed for them. And they should be. It is easy to participate, it provides value to the people who participate and engages them in a smart way around being mobile.
Encompass is a full-service agency, but instead of working to be the “agency of record” they work to be the “go to” agency, providing unique ideas and thinking that stands out and gets results. Sounds like they’re doing just that.
Congrats to both Scion and Encompass for a great mobile marketing campaign.
No, the Pope has not taken up bull riding, but he has jumped on the mobile marketing bandwagon and so has the Professional Bull Riders Association. Both stories were reported in the May 12, 2008 issue of RCR Wireless News. (MOBULL RODEO, Inspired Messages)
According to the RCR Wireless story, the Pope will be sending out inspirational text messages during Catholic World Youth Day this summer in Australia. Even if it is a small toe-dipping in the pool of mobile marketing, I am happy to see the Church embrace mobile technology. Honestly, I’m happy when any group embraces mobile because it is such a powerful tool and I love to see it used.
I can’t help but wonder how interesting it would be if the Pope had a Twitter account and sent out daily inspiration there. I’m not joking; I think that Catholics might really enjoy getting daily inspiration from their spiritual leader. (Although it would be too weird if he was live Tweeted during a Mass.) On second thought maybe it is too informal of a communication channel for a world leader.
It is also very exciting, albeit much less surprising, to see the Pro Bull Riders Association (PBR) come on board with mobile. The PBR has built a comprehensive wireless site (mobull.pbrnow.com) giving fans access to bull riding news, standings, rider profiles and the official PBR blog. Fans can also take polls, shop and recommend the site to a friend.
The PBR site, powered by iLoop Mobile, is reaching the bull riding fan base that is rich with 18-34 year olds with a roughly 60/40 ratio of male to female audience members. The association is actively marketing their mobile site through in-arena signs, Internet promotions and on TV.
Accurately summing up the need for integrating mobile into your other marketing, Sean Gleason, COO of the Professional Bull Riders Association, said, “Nobody knows how to find you on a mobile device unless they’ve gotten the message from someplace else.”
It will be fun to see how the PBR association takes on mobile head on. I’m sure it is not that much different than bull riding. The tenacious, brave folks willing to jump on and take a bumpy ride will grab all the glory.
As Michael Ahearn, iLoop’s VP of marketing said in the article, “Any entertainment enterprise that isn’t really doing important work and development in the mobile channel and reaching an audience is missing the bus.”
At least we know the Pope is on the bus.
I’m starting to see mobile marketing hit the mainstream and I wanted to share a couple of campaigns I’ve witnessed and comment on them – giving kudos where they’re due and sharing some of the misses that keep campaigns from hitting the mark.
This week I’ve seen announcements about Office Depot launching a mobile campaign, Papa John’s now accepting pizza orders via text message and an Election 2008 website with mobile alerts from The Denver Post. Since I am a customer of all these companies I was excited to see mobile getting added to the mix. All three get Kudos for jumping into mobile. Papa John’s gets a big gold star for doing it so well.
Papa John’s Does it Right
I first saw this story when my super-dooper-story-spotter friend Angie Pedersen sent me the link to this article in Yahoo News. Score point 1 for Papa John’s PR department for doing and getting publicity about their new service. Companies who jump in later won’t be as likely to get the coverage; it simply won’t be newsworthy once everyone is doing it.
Later that same day I got an email from Papa John’s announcing the program. Score point 2 for their marketing department for announcing it to their customers. I mean really, I am on their email list, why not tell me about it?
But the biggest kudos they get is for making it so easy to understand. A customer like me goes to their desktop website and enters in up to four favorite orders. (Like when my daughter is home we always get a small cheese pizza plus our parent-size pepperoni. If she’s away we skip the cheese one.)
Then when we want to place one of these orders we just text Papa John’s “FAV1” or “FAV2”. Now neither one of us has to get off the couch to call in our order. (“If you order it, I’ll grab the door when it gets here.”) We don’t have to wait on hold to place the order. We don’t even have to tell our order to an obviously harried staff person who may or may not get it right. Plus we could even be out shopping or at a movie and decide to order pizza. With a very quick text message our pizza will arrive home moments after we do.
As soon as I’m done with this post I’m entering in my favorites so I’m ready to go. We may have to get pizza tonight just because I want to try this out. Way to go Papa John’s! (It looks so easy!)
Office Depot’s Campaign is Missing Something
This mobile marketing campaign came to my attention through the MobiAD News newsletter (which is excellent and I highly recommend subscribing to it). The Office Depot campaign seems promising with Office Depot mobile store locator, RSS feeds, text message coupons and offers, and mobile sweepstakes capabilities. Nice features.
But I don’t know where to find all this. The story in MobiAd News, an industry trade journal, just announces they have a program but doesn’t tell me how to participate. Admittedly, this is not what a trade journal would do, so I track to the main source – the press release on OfficeDepot.com. It says ”For more information on these new programs and services, including new sweepstakes and RSS registration, visit www.officedepot.com.”
At OfficeDepot.com I see nothing about the new Mobile features. There is no place to sign up to get these wonderful mobile coupons, the RSS feed has nothing to do with mobile unless I was doing it from my mobile device (but the press release said to go to the main website, so why would I be on my mobile device?).
I was also at my neighborhood Office Depot this week shopping for office supplies. I saw no signage about the mobile offerings. The sales people did not say anything to me about it. The weekly ad insert had nothing in it about the mobile campaign. Almost like the marketing department is working in a vacuum. As a customer I have no idea this is going on. I only know about it because I read the mobile trade publications.
This campaign can still be cool, they just need to get the word out to the customers.
The Denver Post Hides the Mobile Part
While reading my paper a couple weekends ago I spotted a full page ad for a new website by the paper called PoliticsWest.com. It is supposed to be a multimedia website that will share political information from both the left and the right. I would have skipped right by it except for the fact that I saw “Mobile Alerts” in the ad.
If I weren’t writing a book on mobile marketing I’m not sure that would have appealed to me, but it did. So I went to the site next time I was at my computer and remembered to bring the ad with me to my desk. (Note, this took 12 full days and if it weren’t for this blog post I would have tossed the ad a long time ago and skipped it all together.)
When I got there I couldn’t find the Mobile Alerts easily. I searched all over and finally after several minutes saw a footer text link to Mobile Alerts. Why did they bury it down there? It could be such a fun feature.
After clicking on the link I got a pop up that asked for my cell phone number and carrier but gave no sales pitch for me to sign up. What kind of alerts would I be getting? How many? What’s in it for ME? I didn’t sign up.
In two separate stories I read that emergency text message campaigns are on the rise.
From 9News, the local NBC affiliate in Denver, regarding a stabbing incident that occurred on campus at University of Colorado in Boulder this week:
CU Police also want students to know they used a new text message alert system to warn students during Monday’s attack. It was the first time the system has been used. The school sends an alert to any student who is signed up for the program just after it happens. …
At the time of the stabbing CU says only 1,300 people had registered for the service. That number had ballooned to 5,845 by 4:55 p.m. on Monday.
And on 160Characters about how the Chinese citizens are being alerted to natural disasters via text message:
Before the recent Typhoon Sepat that swept China’s central province of Hunan, local meteorological authorities issued typhoon warnings by sending text messages to 2.25 million mobile phone users all over the province.
The CU Emergency Alert system was new this school year. It had just been launched on August 23rd – only 5 days before the stabbing.
As for the Chinese alert – did you catch that it was 2.25 MILLION people getting the alert? I wonder if this was a 911 type situation where the mobile carriers or the government just sent the alert without permission or if 2.25 million people had opted-in to an emergency alert situation.
According to ChinaTravelGuide.com, the province of Hunan is 81,000 square miles and has a total population of 64,400,700. This is roughly the size of Kansas with the populations of California, Texas and Michigan combined. WOW. (Thanks to EnchantedLeanring.com for that info.)
In China, the alert went to 3.5% of the province’s population and in CU the alert went to 4.5% of the student population. After Monday’s attack a full 20% of the student population is signed up.
Wouldn’t it be cool if a night club or event sponsor could somehow (almost magically) invite tons of people to their venue who could instantly RSVP? Once they accepted the invitation their name would be placed on the VIP list, which would be sent to the event coordinator or club manager in printable format?
Well, this is not a Jetsons episode, this is already happening. Check out the ultra-smart and totally cool promotion that the MGM Grand did in Las Vegas using Mobile Storm’s Stun! digital marketing package. Amazing.
Thanks to Victor over at MobileMarketingWatch for writing about Mobile Storm, which lead me to this article.
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