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“.
One of Europe’s e-commerce leaders in electronics, Pixmania, is running an MMS campaign with the support of PhoneValley. The French company has decided to include mobile marketing in its multi-channel strategy in order to build a closer relationship with its target audience which is very attracted by new technologies. Pixmania will send out five MMS messages to its clients and prospects, featuring an image of a product and some text. [news via NetEconomie - in French]
‘The Chronicles of Riddick’ will be promoted in the UK with an integrated marketing campaign. As Revolution Magazine reports, mobile marketing will be part of the media mix. An MMS campaign will target men aged aged between 16 and 34 interested in films. Online ads will also run on movie related web sites.
Mobile users don’t have MMS enabled phones, or even if they have ‘em, brands and media owners don’t know how MMS look like on their phones. This is the problem slowing the development of MMS marketing campaigns. On New Media Age, Pamir Gelenbe of Flytxt says that they have a very limited control over the quality of the final MMS. Basically the problem is that users’ positive experience cannot be granted. There is the risk to spoil consumers’ attention towards MMS campaigns with low quality messages.
Fashion brand French Connection is planning to use mobile marketing to support its expansion into the US. FCUK has recently launched a digital radio station and is supporting the spring/summer marketing campaign with SMS and MMS.
MM4E (Multimedia Mobile for Europe) is a new consortium caims to push forward the industry development of MMS to unlock its huge commercial potential for major brands that require seamless campaigns across Europe. As explained in the press release, Materna, Prosodie and WIN have joined forces. Among the first beneficiaries of the MM4E consortium are anticipated to be companies that are seeking to roll out campaigns around the Euro 2004 Football Championships and the Summer Olympics.
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