Mobile React reports about the successful conclusion of Heineken’s recent mobile marketing program in Thailand. The two month activity adopted a sales-linked loyalty rewards program and generated a participation rate in access of 17%, probably the highest measured response rate in the country. The 2 month campaign ran from 1st September to 31st October 2004. It utilized a point collection mechanic wherein consumers who accumulated enough points could exchange them for exclusive premiums from Heineken. Specially designed 6-pack of Heineken beer cans contained an embedded scratch-off code inside. Adrian Stewart, CEO of Mobile React explained us how the initiative worked:“Because we untilized a true unique code embedded in every pack, each entry received was firmly sales-linked. This meant Heineken could observe transactions and other valuable data from this campaign. Each code embedded was truly unique and could not be used once. Multiple entries using the same code were rejected. Consumers must SMS the code to a dedicated number and receive automatic replies with points they have obtained, for first time participants and with the current balance for repeat consumers. Codes provided 1, 2 or 5 points and consumers could keep track of their points via SMS, through Heineken’s website or via an 24-hour automated interactive voice response (IVR) system. Redemption for giveaways began with 5 points.”
The program was promoted via SMS alert to Heineken’s existing database members prior to start of campaign. During campaign, communication by SMS was also utilized to remind members to get more points i.e. purchase more Heineken to qualify for the lucky draw or to redeem their gifts before the campaign ended.
Ericsson and Proximity Worldwide have signed an agreement to jointly promote effective solutions for mobile marketing. Starting in four countries, Germany, Italy, Singapore, and the United States, the mobile infrastructure will be utilized as a marketing communications channel. Johan Bergendahl, Vice President Marketing at Ericsson comments:“Mobility is a key requirement for today’s societies. With the growing number of multimedia capable handsets, mobile marketing offers a multiplicity of opportunities, benefiting consumers, operators and CRM-agencies alike.”
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.
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