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Barbara Williams Mobile Marketing Global Practice Leader - Microsoft
@2mobile3
Big Brands on Small Screens
will not help our campaign reach
its goals
Misperceptions Abound! is not scalable
is only apps
is a tech
audience play
is only big in
Japan is expensive
is only SMS and ringtones
is a long way
off is only social is too hard
all about Window Phone 7
is not critical to my business
is a consumer
play
a device only teenagers can’t
live without
crappy
advertising
anyway right?
Mobile is…
Is for brands with no budget
only works on
iPhone
http://www.flickr.com/photos/msakr/
Personal
http://www.flickr.com/photos/yourdon/
Local
http://www.flickr.com/photos/moriza/
Truly Mobile
http://www.flickr.com/photos/yourdon/
Engaging
http://www.flickr.com/photos/yourdon/
Connective
http://www.flickr.com/photos/yourdon/
Entertaining
http://www.flickr.com/photos/moriza/
Untethered
http://www.flickr.com/photos/yourdon/
Interactive
http://www.flickr.com/photos/virtualsugar/
Scalable
http://www.flickr.com/photos/yourdon/
Ubiquitous
http://www.flickr.com/photos/whatleydude/
Immediate
http://www.flickr.com/photos/yourdon/
1:1
http://www.flickr.com/photos/yourdon/
1:few
http://www.flickr.com/photos/yourdon/
Informative
Confidential
time
home
sleep
0 - 6
on
your
way
7-8 9 - 11
lunch
time
12-13
work/school
14 - 16
on
your
way
16-17
home
19 - 23
sleep
24
store on
your
way
18-19 17-18
MOBILE
tv
movies
dm
internet
books
tabloids
popular press
radio
billboards
tabloids
trade press
radio
internet
exhibitions
billboards
radio
billboards
free newspapers
newspaper
radio
tv
Mobile Connects Brands With
Consumers 24/7
Creating New Behaviors
Selling More Stuff
Getting Social
Going Viral
Relevant throughout the
purchase decision process
When users browse a website on a mobile phone the above
stated 4 steps of the purchase life cycle can be distinguished.
Search Conversion Where and how
to buy Service
I browse a website on
my mobile phone for..
22
Big Brands on Small Screens
Panelists:
Grace Clack, Jason Madhosingh,
Mike Ricci
Moderator: Barbara Williams
Jimmy Choo Ltd. Foursquare “Trainer Hunt”—London, England
WHO IS IT? Jimmy Choo Ltd is a British high-fashion company specializing in hand-made shoes and designer
hand bags.
WHO IS IT TARGETING? Trendy, fashionable women;
London women using Foursquare, Facebook & Twitter
HOW DID IT WORK? Jimmy Choo organized a real-time,
shoe treasure hunt throughout London using Foursquare—
requiring customers to check in to win the coveted pair of shoes before the location changed.
Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.
Jimmy Choo Ltd. Foursquare “Trainer Hunt”—London, England
Source: http://en.wikipedia.org/wiki/File:JimmyChooshoes.jpg, http://it.wikipedia.org/wiki/File:Foursquare-logo.png.
Grace
Jason
MIke
Tohato’s “World’s Worst War” Online Game—Japan
WHO IS IT? Tohato is a Japanese snack
manufacturer, mostly known for its “Tyrant Habenero Burning Hot Hell” and “Satan Jorquia
Bazooka Deadly Hot” flavored chips
WHO IS IT TARGETING? Teenagers; snack consumers
with mobile phones; customers who like online gaming
HOW DID IT WORK? Tohato launched two spicy flavors of
potato chips simultaneously. Customers could purchase a package, scan the barcode on the back, and then be
entered into an online “war” game between the two brands
.
Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/
Tohato’s “World’s Worst War” Online Game—Japan
Source: http://www.wikinomics.com/blog/index.php/2009/08/07/tohato-has-got-game-the-japanese-snack-makers-marketing-success/
Grace
Jason
MIke
Subway “Daredevil Delivery” Drive to Store Game— China
http://youtu.be/I77UniWf00Y
Subway “Daredevil Delivery” Drive to Store Game— China
http://youtu.be/I77UniWf00Y
Subway “Daredevil Delivery” Drive to Store Game— China
http://youtu.be/I77UniWf00Y
Grace
Jason
MIke
Nike’s “Quick is Deadly” Bluetooth Stopwatch Initiative—China
WHO IS IT? Nike, Inc. is an international
sportswear and sports equipment company. It is the largest athletic apparel and shoe supplier in the
world
WHO IS IT TARGETING? Chinese teenagers and young adults;
athletes
HOW DID IT WORK? Nike placed bluetooth-enabled
billboard ads around China for three weeks. As passersby approached,
they received a message telling them to run to the nearest Nike store.
Once the message was sent, a virtual stopwatch was activated and the fastest person to reach the store
received a free pair of running shoes
Source: http://i.bnet.com/blogs/nike-logo.gif.
Nike’s “Quick is Deadly” Bluetooth Stopwatch Initiative—China
Source: http://i.bnet.com/blogs/nike-logo.gif.
Grace
Jason
MIke
Big Brands on Small Screens
Panelists: Grace Clack, Jason Madhosingh, Mike Ricci
Moderator: Barbara Williams
Questions?