Brand - Dos Equis
Company - Kikucall
Objective:
Dos Equis wanted to interact with consumers at a series of live events supporting the "Dos Equis Mysterious Nights" promotion. The fall promotion asked consumers to solve the mystery of the missing Xs from the Dos Equis logo for a chance to win $20,000. A series of Mysterious Nights events were executed in eight U.S. Markets to promote the online Dos Equis mystery.
Solution:
Dos Equis' promotions agency, Alcone Promotion, contacted to Kikucall to craft a campaign to boost participation in the online promotion by integrating wireless into a series of Mysterious Nights events. In order to achieve the clients' goal, Kikucall designed a mobile application that allowed consumers to interact with each other and Dos Equis via text messaging on site at the promotional events. The Dos Equis Mysterious Nights Text program was executed by Dos Equis Brand Ambassadors on site at the events.
1. The program asked consumers to send a text message to Dos Equis with a note to someone in the bar. The consumer's text emssage was tehn displayed on screen at the event in real-time.
2. After receiving each text message, Dos Equis sent a response SMS to the consumer, thanksing him or her participation, and driving him to the Dos Equis website to participate in the Mysterious Nights promotion.
3. During the promotion, events occurred simultaneously in multiple markets. To ensure that the right messages reached the right event teams, Kikucall developed an application that routed each consumer message to the appropriate Brand Ambassador via SMS. The consumer message also appeared on a Kikucall-designed web interface that Brand Ambassadors projected on screen in real-time at each event.
Results:
Kikucall successfully delivered a total of 2,085 SMS messages during 67 Dos Equis Mysterious Nights events. Participation was high at each event, and a steady flow of text messages were projected on screen. IN the first three weeks of the program, 2,858 consumers visited the Dos Equis website to participate in the Mysterious Nights promotion. Visitors spent a total of 1,331 hours, 20 minutes, and 28 seconds trying to solve the mystery of the missing Xs from the Dos Equis logo.
Full Study here
Tuesday, June 5, 2007
Mobile Marketing 101: Know Thy Audience
One of the primary decisions anyone creating a mobile campaign must decide is whether or not their audience actually uses mobile devices. If they are a user, depending on their age, you must decide how they use them so your message and delivery is relevant. I just came across a press release from comScore which underscores this point.
comScore breaks mobile phone users into three groups:
- Adult Adopters (age 35+) - More functional view of phones. Didn't own a phone until they were an adult and just want the basics.
- Transitioners (25-34) - Started using in teens, early adulthood.
- Cellular Generation (18-24) - This is the most likely audience to engage with your brand through a mobile device. They've had access to phones throughout their lives.
This may seem logical, you may say to yourself, "self...I shouldn't push cutting edge mobile P-2-P technology to my 40-year-old target market", but many marketers are ignoring the obvious and campaigns fail to achieve results. Rushing a mobile campaign to market without being goal-driven and targeted is like giving a toddler a Motorola Q and expecting them to use it. They may be initially happy with all of the buttons, but that happiness will soon fade when all they really wanted was something shiny.
Originally written by Matt DickmanMonday, June 4, 2007
Mobile Marketing - How does it fit in?
There are Pros and Cons to all forms of Marketing. While print, radio and television have tremendous reach, they provide limited interaction with consumers. Direct mail allows Marketers to segment their market, but is limited in its ability to grab consumer's attention. While the Web provides unprecedented interactivity and monitoring, but is not personal and has to fight for the consumer's attention. Marketers must provide a way to connect with consumers via all of these mediums when and where they show interest in their products to be most effective. Mobile Marketing provides an interactive and integrated platform that can be leveraged across all online and offline marketing.
Though many Brands excel through traditional and interactive marketing methods, it is also true that many competing factors can cloud the Brands message. Given this reality, smart marketers must constantly update their marketing mix with new responsive media to increase the probability of customers receiving the right message when they want it and where they want it. The most effective and least intrusive forms of mobile marketing are delivered on an opt-in basis; the availability and convenience of subscription based mobile marketing is ideal for foging loyal customers. This relaxed environment means customers are more receptive to the messages being communicated. By contacting prospects when and where they are most open to receiving marketing information, companies can garner unprecedented returns.
When designing a mobile marketing campaign, it is important to integrate and align the initiative with other marketing campaigns and goals. Mobile marketing campaigns are easy to integrate with all traditional marketing: brand marketing, direct marketing, market research, event marketing, in-store marketing and customer relationship management.
Brand Marketing
Mobile marketing provides a variety of options for increasing brand awareness. By providing consumers in-depth information you can influence purchase decisions by delivering tailored messages to specific demographics. Prospects receive the content they want, in a format that is convenient when it is needed. Integrated Mobile Brand Marketing is limited only by the imagination.
Direct Marketing
Direct marketing campaigns provide an opportunity to collect customer leads, deliver coupons and communicate promotions to a targeted audience. Mobile marketing's tracking and reporting capabilities provide fast, detailed campaign results, enabling quick prospect follow up. Mobile Marketing is flexible enough to easily integrate with traditional direct marketing strategies, and enables the development of creative drecet marketing campaigns that deliver quantifiable results.
Market Research
Researching consumer behavior via their mobile phone will change where, when and how we gather market data like no medium has before. The ability to survey , collect data and poll customers via their mobile phone, then push coupons, benefits and rewards programs directly to thei rMobile Phone will change the way brands develop and motivate loyal customers.
Event Marketing
Event marketing has long been a staple of marketing, there is no better time to raise brand awareness than when consumers are relaxing and enjoying themselves. Mobile event marketing allows brands to engage their audience by leveraging mobile interaction directly through television advertising, sproting events, concerts and trade shows.
Customer Relationship Management
The personal nature of the mobile phone makes them the ideal vehicle for enhancing existing customer relationships. Rather than just one-way corporate marketing messages, mobile marketing provides an avenue for two-way dialog with customers. Companies can provide customers with promotional information; secure account informations and status, frequently asked questions, customer support, loyalty programs and more.
Full article click here
Though many Brands excel through traditional and interactive marketing methods, it is also true that many competing factors can cloud the Brands message. Given this reality, smart marketers must constantly update their marketing mix with new responsive media to increase the probability of customers receiving the right message when they want it and where they want it. The most effective and least intrusive forms of mobile marketing are delivered on an opt-in basis; the availability and convenience of subscription based mobile marketing is ideal for foging loyal customers. This relaxed environment means customers are more receptive to the messages being communicated. By contacting prospects when and where they are most open to receiving marketing information, companies can garner unprecedented returns.
When designing a mobile marketing campaign, it is important to integrate and align the initiative with other marketing campaigns and goals. Mobile marketing campaigns are easy to integrate with all traditional marketing: brand marketing, direct marketing, market research, event marketing, in-store marketing and customer relationship management.
Brand Marketing
Mobile marketing provides a variety of options for increasing brand awareness. By providing consumers in-depth information you can influence purchase decisions by delivering tailored messages to specific demographics. Prospects receive the content they want, in a format that is convenient when it is needed. Integrated Mobile Brand Marketing is limited only by the imagination.
Direct Marketing
Direct marketing campaigns provide an opportunity to collect customer leads, deliver coupons and communicate promotions to a targeted audience. Mobile marketing's tracking and reporting capabilities provide fast, detailed campaign results, enabling quick prospect follow up. Mobile Marketing is flexible enough to easily integrate with traditional direct marketing strategies, and enables the development of creative drecet marketing campaigns that deliver quantifiable results.
Market Research
Researching consumer behavior via their mobile phone will change where, when and how we gather market data like no medium has before. The ability to survey , collect data and poll customers via their mobile phone, then push coupons, benefits and rewards programs directly to thei rMobile Phone will change the way brands develop and motivate loyal customers.
Event Marketing
Event marketing has long been a staple of marketing, there is no better time to raise brand awareness than when consumers are relaxing and enjoying themselves. Mobile event marketing allows brands to engage their audience by leveraging mobile interaction directly through television advertising, sproting events, concerts and trade shows.
Customer Relationship Management
The personal nature of the mobile phone makes them the ideal vehicle for enhancing existing customer relationships. Rather than just one-way corporate marketing messages, mobile marketing provides an avenue for two-way dialog with customers. Companies can provide customers with promotional information; secure account informations and status, frequently asked questions, customer support, loyalty programs and more.
Full article click here
Case Study - Absolut Bling Bling WAP Campaign by Madhouse
Company: Madhouse Inc. (www.madhouse.cn)
Client: Absolut Vodka via The Hyperfactory
Background:
Having taken the fashion world by storm, this iced-up obsession with luxury and "Bling Bling" has proven its longevity. Absolut hopped onto the ice wagon to celebrate the holiday season with a special edition Absolut Bling Bling bottle, full of sparkly goodies to "dress up" the bottle of booze.
Goals:
Have consumers associate luxury and exclusivity with the Absolut brand and promote the special edition Absolut Bling Bling bottle inChina
Solution:
Madhouse, in partnership with The Hyperfactory, created an exclusive WAP campaign site promoting the Absolut Bling Bling bottle via ringtones, wallpapers, drink recipes and nationwide event information.
Meanwhile, to drive more traffic to the site, WAP ads were also served by the in-house intelligence mobile ad serving system, MadServing, to specifically target GoTone users (China Mobile sub-brand targeting business travelers) or consumers whose handsets are valued at 2,000 RMB and above in Shanghai, Beijing, Guangdong, Chengdu, and other select tier 1 cities across a breadth of large WAP portals on the China's largest mobile ad network, MadNetwork.
Results:
During the 9 days of mobile media production, the targeted ad served by MadServing achieved over 1,800,000 total targeting impressions resulting in over 3.2% click-through rate to the Absolut Bling Bling mobile campaign site.
For study click here
Client: Absolut Vodka via The Hyperfactory
Background:
Having taken the fashion world by storm, this iced-up obsession with luxury and "Bling Bling" has proven its longevity. Absolut hopped onto the ice wagon to celebrate the holiday season with a special edition Absolut Bling Bling bottle, full of sparkly goodies to "dress up" the bottle of booze.
Goals:
Have consumers associate luxury and exclusivity with the Absolut brand and promote the special edition Absolut Bling Bling bottle in
Solution:
Madhouse, in partnership with The Hyperfactory, created an exclusive WAP campaign site promoting the Absolut Bling Bling bottle via ringtones, wallpapers, drink recipes and nationwide event information.
Meanwhile, to drive more traffic to the site, WAP ads were also served by the in-house intelligence mobile ad serving system, MadServing, to specifically target GoTone users (China Mobile sub-brand targeting business travelers) or consumers whose handsets are valued at 2,000 RMB and above in Shanghai, Beijing, Guangdong, Chengdu, and other select tier 1 cities across a breadth of large WAP portals on the China's largest mobile ad network, MadNetwork.
Results:
During the 9 days of mobile media production, the targeted ad served by MadServing achieved over 1,800,000 total targeting impressions resulting in over 3.2% click-through rate to the Absolut Bling Bling mobile campaign site.
For study click here
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