The first MMS marketing campaign by Samsung Mobile proved to be a success with a response rate of over 15 percent and a conversion rate of 2. The campaign, developed by Enpocket, gave Samsung Fun Club members the possibility to view a preview of the mobile game “Skipping Stone” and then then the chance to instantly download a free demo using a WAP link embedded in the message. Once respondents had trialled the free demo they could then go on to buy the full game from a dedicated WAP site. Mike Baker, President and CEO, Enpocket commented: “Conversion rates are more immediate and more dramatic when brands market to customers on the same device where mobile content is downloaded and consumed“.
Big advertising and direct marketing agencies are getting ready for the mobile challenge. Tequila, for example, has announced today it has joined forces with Enpocket to integrate mobile in its direct marketing activities. The alliance, which is thought to be the first of its kind in the industry, means that Enpocket’s mobile marketing technology and experience in delivering campaigns for over 400 brands since 2001, is accessible to TEQUILA\’s global network of 48 offices in 34 countries. Peter Larsen, CEO, Enpocket commented:“We are delighted to be driving this step change in the industry by joining forces with one of the biggest global agency networks. For mobile marketing to succeed it needs to be integrated effectively with traditional customer acquisition and retention activities. Our relationship with TEQUILA\ means global brands can now take full advantage of the benefits mobile can deliver.”
Enpocket has signed an agreement with Hallmark Cards to create, distribute and market mobile greeting cards. The mobile applications, available in Java and Symbian applications, make it easy to interact and share images using underlying technologies that users are not yet fully familiar with, such as MMS. For important seasonal occasions or personalised messages mobile subscribers can click and select branded images and text, before sending them to the mobile phones of friends, colleagues and family.
Enpocket has unveiled the finding from the latest Mobile Media Monitor, a quarterly analysis which investigates mobile usage patterns in the UK. The research shows that the number of mobile phone owners using 3G services has surged by 250% over the past six months, an interesting trend considering that a number of major carriers are currently rolling out consumer 3G services across Europe. In particular it’s interesting to note the different approach towards mobile services between genders. Males prefer games downloading, while females have a passion for ringtones. Ringtones are the most mature content area in the UK, with almost one in five or 5.9 million mobile users downloading a mono ringtone in the previous 3 months.
Fashion brand FCUK is targeting US market with a mobile campaign. FCUK has become the first brand to implement a simultaneous transatlantic mobile marketing and CRM program, working with creative agency Marvellous Mobile and Enpocket. As explained in the press release, the UK and US cross-carrier campaign, integrated tightly with other core customer channels, allows customers to interact with the brand via text messaging and to win a variety of prizes including gift certificates and t-shirts. By engaging customers with the brand and the radio station through their mobiles, FCUK hopes to build a profile of its customers and target individuals with specialised content that is particularly relevant to them.
Wireless marketing is becoming a serious stuff, not only in Europe but also in the United States. To find out more about the current trends in mobile marketing I’ve talked to Jonathon Linner, CEO of Enpocket one of the leading companies in the industry. Find out more in the interview…
The combination tv + mobile is one of the most attractive to marketers. Usually it has been approached using tv programs driving people to interact wireless, this time the situation works the otherway around. The History Channel is running a mobile marketing campaign to build awareness and loyalty to a new tv program, The Barbarians. The campaign has been enabled by Enpocket which targeted a profiled list of opt-in 25-54 year old men with a text message that was delivered to their mobile phones the evening before the show.
Enpocket and cdp-travissully have produced a text-to-win campaign for the Netherlands Board of Tourism through 135 Caffe Nero outlets capitalise on the interest around the ‘Girl with a Pearl Earring’ which stars Colin Firth and Scarlett Johansson. More than 300,000 postcards have been distributed through the caf�s and broadsheets, offering an instant ‘text to win’ for tickets to the film and entry in a draw for a 3-night break to The Hague to see the real ‘Girl with a Pearl Earring”. Jeremy Wright, co-founder of Enpocket, said:“This campaign demonstrates the simple fact that the use of text as a response mechanism is as relevant when targeting older, higher-end audiences as it is with younger mass-market audiences. As the most recent Mobile Media Monitor (October 2003) from Enpocket Insight showed, more than 9 out of 10 mobile owners 25-44 are now active text users.”
Orange and Enpocket were awarded for their two-way SMS campaign to drive subscriptions to Orange�s Open Access mobile Internet service in the �Email / Mobile� category at the annual DMA Awards 2003. As explained in the press release, the campaign, which was aimed to drive customer awareness and understanding of Orange�s new services, had a 14% response rate.
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