New Media Age reports that Panasonic has recently launched a direct mobile marketing campaign to promote its new X70 mobile camera phone. The campaign features a MMS message sent to MMS-enabled handset subscribers. Given the fact the the average MMS enabled phone is one year old. My questions is: why target people who already have a MMS enabled phone, instead of targeting the campaign to SMS aficionados (long time lovers)?
Mobile users privacy should be eventually protected in the UK. Brand Republic reports that the Mobile Marketing Association has launched a code of conduct for the UK’s mobile sector that should be used by marketers as reference in planning their text marketing campaigns. A copy of the Code of Conduct in PDF format can be downloaded here.
12Snap has presented the results of the campaign “Bevi Sdrink e vinci con un SMS” (drink Sdrink and win with an SMS), developed on account of Granarolo, probably the biggest milk producer in Italy. The campaign has been running throughout Italy during May, June and July, generating more than 120.000 Sms sent by user to join the competition. As explained on Cellulari.it consumers have been informed about the competition with a traditional media mix (radio and billboards), as well as with a direct SMS push.
Ford has launched a mobile marketing campaign in the UK to promote its car �KA�: this month they will be sending postcards to consumers with a unique SMS codes on them. As Revolution Magazine explains, The code will be the key to enter a competition and win a shopping week-end in New York or a few shopping vouchers to spend at French Connection.
According to a new forecast from IDC, the number of cameraphones will continue to climb, with worldwide shipments increasing from 19 million in 2002 to 298 million in 2007. In the press release I’ve found interesting to read that “According to a survey results, 44% of respondents planning to purchase a cameraphone in the next six months would be willing to pay more than $21 per month (in addition to their standard service charge) for the ability to send and receive images over their mobile phone.” I’m definitely part of the 56% not willing to pay for such a service, and not even thinking about buying a cameraphone (at least for now), however I believe these are fantastic numbers in the perspective of using MMS as a mobile marketing tool (see for example yesterday’s post).
Toni and Guy, a UK based chain with salons worldwide has recently launched a new mobile initiative. As explained by Netsize (the multi-platform delivery and billing infrastructure provider) in a press release, Toni and Guy customers will now be able to get their favourite hairstyles on their mobile phones using a new picture messaging service from the Toni and Guy web gallery. In this way, customers can share potential new styles with friends and family before visiting a salon. Users are charged 50 pence per MMS, with 10 pence from each message donated to the King�s Variety Club Children�s Hospital. I very much like the idea, it’s perfect to express the concept of mobile phones “connecting people” (and brands) even though I think the service is still rather expensive.
Zeppelin as well as pizza couriers will be used by Esso in its upcoming �On the run� mobile competition in Switzerland. Impactmedia has designed the multi channel communication strategy, and MINICK has provided the mobile applications and infrastructure. Actually is not very easy to understand what the campaign is about, even though it sounds rather interesting, since there’s also a little bit of “guerrilla” in it�In the press release Marco B�schlin, managing director of MINICK Switzerland explained: “This campaign uses fresh and aggressive means of communication, and thus the usage of mobile messaging is a must. Mobile Marketing reflects the spontaneity of the young target group.”
New Media Age reports today that “the wireless space in Ireland today is ‘nothing less than a revolution’”. Opt-in has proved to be the key to the success of mobile marketing in the Irish market place, and more and more companies are happy with the results of their wireless campaigns. By the way, Ireland has the highest per-capita texters in Europe.
Nissan goes wireless to promote the new Maxima 2004. As iMediaConnection reports today and a press release stated last week, “Nissan has launched a pioneering affinity marketing campaign for the Nissan 2004 Maxima called the “Mobile Concierge” that packages advertising for the new car with compelling entertainment content for consumers.” The campaign has been developed with AvantGo, and features branding banners that link to a 2004 Maxima microsite designed specifically for PDAs. PDA marketing sounds very strange to me, since here in Italy (and Europe) we have plenty of mobile phones but only few people, mostly managers, use palm & pocket pc. Personally I’m not even interested in having one, I don’t have such a busy life to actually feel the need of it…
Foster’s, the second biggest-selling lager in the UK, is undertaking its second mobile marketing campaign. As Brand Republic explains, it’s a text-and-win sales promotion based on the Formula 1 Grand Prix. It’s a scratch and win game designed to be fun and interactive and, of course, to drive a lot of information about users into Foster’s client database. Smart, as usual
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