Nestlé has partnered with m-Qube to launch a mobile marketing initiative connected to its Nesquick brand. The cross-carrier campaign will run in the United States targeting teens and young adults with an instant-win game connected to an on-pack promotion. The idea to go mobile was facilitated by Publicis Dialog/Los Angeles, whose Managing Director, Mary Puls, commented:Mobile is an impactful and relevant communications channel for teens and young adults, and Publicis Dialog is pleased to have helped Nestle capitalize on this new and exciting promotional channel
In Switzerland Lipton Ice Tea is getting ready for the crucial season for its sales with an advertising campaign which includes Tv spots, billboards and in-store promotions. Persoenlich (in German) reports mobile marketing is also part of the effort, with a “text to win” game which gives away an incredibly rich series of prizes: 5 yellow DaimlerChrysler Voyager branded Lipton. Given the prizes, you can really tell the initiative runs in Switzerland… The agency behind the campaign is JWT+H+F.
Paper discount coupons start looking rather old-fashioned and “annoying” in South Korea, that’s why Hyundai Department Store, the nation’s largest department store chain, has started issuing mobile coupons targeting you.ng customers. Telecoms Korea reports Hyundai will send mobile coupons to 300,000 customers aged 17 to 30. The nice thing to note is the viral essence of the initiative. Coupons in fact can be forwarded to friends, giving Hyundai marketers the possibility to reach a wider number of prospects. Of course there is the risk of spending a lot of money to support the discounts, but the positive, viral effect should be granted.
My Alert Marketing has created in Spain a mobile marketing campaign for Rexona for Men. As Diario Ipmark (in Spanish) reports, the initiative is promoted with on-pack messages and will run until the end of March. Users have to text the word “Rexona” with their sex, age and postal code to a special number. Prizes (products branded Real Madrid) are assigned immediately.
Mobile marketing is emerging as a highly successful medium for advertisers. A new research from Frost & Sullivan found that the revenue in the US mobile marketing market was worth $11.5 million and it will reach $69.3 million by 2007. The report, “An Insight into the United States Mobile Marketing & Short Code SMS Markets” reveals that to further enhance customer response, mobile marketing companies must work toward achieving greater synchronization in a comparatively extended value chain that includes advertisers, platform providers, connection aggregators, and mobile operators. Absences of coordination and mismanaged relationships have been long-standing bottlenecks, intensified by the lack of a central aggregator for mobile operators. The plurality of mobile operators and their individual rules and regulations slow down mobile marketing campaigns. The full press release is available on Frost & Sullivan web site.
Buy a snack, get a code, collect points and win a prize. The concept behind KitKat mobile marketing campaign recently launched in the UK is pretty simple and therefore appealing. Instead of sending product wrappers as in traditional campaigns, “KitKash” allows people to text the code to a dedicated number, collecting points and acquiring the possibility to win prizes through an online auction. The technology is provided by Yoomedia. The same campaign has been running last year in
I didn’t know The Philippines were the SMS capital of the world. Or at least this is Arthur Policarpio, CEO at of Global Wireless Connections (GWC) said. Of course his company is in the field and it’s trying to expand to Indonesia and Thailand. The article on ABS-CBNNEWS loses some of its interest because it’s too much focused on a single Company and doesn’t provide any details about recent campaigns. Anyway I always try to find a positive aspect, so I appreciate learning The Philippines are active in mobile marketing too Actually the best thing to note it’s at the end of the article, where the online magazine gives readers the chance to text back their comments sending an Sms. It’s good to have such an example of media integration, even if it doesn’t make much sense since it would be easier and faster to send an email…
Volvo is no doubt a Company that believes and, most of all, invests in new media marketing. We have seen excellent Volvo’s campaigns on the Web, and now we find the car manufacturer testing mobile marketing’s potentials. In December they have presented a mobile-based competition giving away an V50 to a lucky winner in Switzerland. Mobile users who wanted to participate just had to text V50 plus their postal code to a dedicated number. They then received a special number and the indication of the closest Volvo dealer. By visiting the dealer and presenting the code, they received some immediate prizes and they have been automatically allowed to enter the Christmas draw where the V50 was assigned. In Spain they are currently running a wireless marketing campaign to provide its clients with information on its S80 Premium Drive. By texting “Volvo” plus the preferred combustible type and their postal code to the number 5676, users will receive directly on their mobile a bunch of information on the closer Volvo dealer and a list of the available models at such location. As Diario IPmark reports (in Spanish) the campaign is currently running only in Madrid and Barcelona. If it proves successful, the initiative (supported by MyAlert Marketing Interactivo) will be extended to the rest of the country.
Malaysian loyalty marketing expert Bonuslink has collaborated with United International Pictures to launch a mobile campaign promoting “Bridget Jones: The Edge of Reason”. As explained on Cinema Online, the initiative features a mobile blogging section which allows fans to have their own diaries just like Bridget Jones. Entrants can win free trips to Bangkok and enjoy the mobile-based “Secret Admirer”, “Love Calculator”, and “Love Polling� services.
MindMatics is helping Pitcher & Piano (a bars’ chain) with a mobile marketing campaign. It will be divided into three phases, with the aim of gathering data and strengthening the relationship with existing customers. Tristram Hillier, marketing manager at Pitcher & Piano, comments on Revolution Magazine:“Unlike other types of marketing, mobile gives us an edge through its immediate impact, so our brand is still fresh in customers’ minds when they go out. Flyers, posters and other methods can’t deliver this.”
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