Last week we talked about Fox launching a mobile version of its 24 series. The news has attracted the interest of The Motley Fool (free reg.) as well, where Steve Mallas wrote a good comment about Fox’ marketing strategy taking advantage of a new channel. The mobile episodes represent a cost-effective way to brand the 24 series, building awareness in users both about the content and the mobile video technology.
About one month ago I posted about Snapple’s mobile marketing initiative in the US. The results of the campaign have been presented last week in a press release: the campaign was successful at generating brand awareness among a hard to reach demographic and had a quantifiable effect on increased sales and intention to purchase Snapple in the future. Snapple’s mobile marketing program was built around “Snaffle”, Snapple’s main promotion for the critical summer months. Snapple printed numbers on 225 million bottle caps that the public could then match with winning Snaffle numbers. The campaign experienced excellent positive responses, and 33% of those who participated bought additional Snapple products as a result.
Vindigo and Cadillac have partnered to launch the first contextual sponsorships for mobile phones. Cadillac Hot Spots, a sponsored channel on Vindigo city guides, provides wireless subscribers with an exclusive insider’s guide to the best in shopping and restaurants in Cadillac’s top 10 markets, including New York, Los Angeles and San Francisco. The opinion of Tom Hassett, Cadillac’s interactive marketing manager, is quoted in the press release:“The mobile marketing channel is an innovative way for Cadillac to reach its target audience. This sort of contextual messaging is an ideal compliment to our traditional and online media campaigns”.
Universal Pictures is launching a mobile marketing campaign to promote the release on DVD of ‘The Bourne Supremacy’. Revolution Magazine says the campaign, run by Flytxt will invite people to join the five day “Do you have what it takes to be Bourne?” an sms based challenge. The campaign is starting this month in Australia, and will land in Europe early next year.
A wallpaper and a series of ringtones from the movie Alien vs Predator are available to UK mobile phone users thanks to a mobile marketing effort by Twentieth Century Fox. Netimperative reports the services have been developed by Mobile 365, a new company born from the merge between Mobileway and InphoMatch.
Mobile marketing is landing in the United States. Forbes.com dedicates an article to Snapple’s wireless marketing initiative, and to the US marketers’ attitudine towards this new promotional concept.
Nothing new in the article on TheFeature, just a few good indications it’s worth to repeat once in a while. Successful mobile marketing (not advertising) it’s mostly about pull communication. First engage (unwired) and then deliver (via wireless).
Unilever is starting today in Germany, Austria and Switzerland an integrated marketing campaign to promote its “CK One” parfume. WUV reports the initiative will take advantage of print, billboards, Internet and mobile advertising. Sony Ericsson and Douglas Parfumeries will cooperate in the campaign. Douglas, in particular will distribute over 2.5 million cards to engage customers in an SMS interaction.
112 Millon handsets can’t be wrong writes Lora Kolodny on Inc. Magazine. The cell phone is a new marketing medium, the next frontier in direct marketing, which allows to access a huge number of consumers. The article is nothing more than an introduction to mobile marketing for the American audience, its doesn’t say anything new, but it’s worth linking to highlight the growing interest of the media towards cell phones’ marketing potentials.
The news is one month old, but it’s worth reading to better understand the US’ consumer reaction towards wireless marketing. According to a survey by FIND/SVP’s Guideline Research Division the practice (of mobile marketing) is generally considered invasive and undesirable by older generations of consumers. The press release explains that, while the survey indicates a lack of desire for consumers to receive marketing messages through these new methods, early adapters to technology, such as Generation Y, are more likely to be open to this type of contact. Keith Kirkpatrick, a consultant for FIND/SVP commented:“Since Generation Y continues to make up the greater percentage of wireless users who are open to new marketing channels, the acceptance of these methods will increase. This acceptance will give marketers the opportunity to more readily interact with and ‘touch’ their customers since, by the very nature of the device, cell phones are always on and can always receive marketing messages.”
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