Reference - Mobile Marketing Case Study 4

What is the hottest topic this summer? Must be the Twilight film franchise, Eclipse !

To create an atmosphere that surrounded by Twilight, Summit Entertainment integrated the traditional promotion with mobile devices channel. Several of mobile marketing campaign is launched, The Eclipse Movie Game and The Twilight Saga: Memory Quest that were developed by gaming compan, Game House.

As David Zemke, director of global marketing and publishing at GameHouse, said,
“The strategy behind the Twilight mobile games was simple; to bring one of the most popular book and movie franchises of all time to mobile devices”

They believe mobile marketing would effectively targeted the teens market,
“Ask any 17-20 year old what they consider as the most useful or desired thing they want, and a majority of them will say a "mobile device".”

Mobile marketing becomes a powerful tool, the clutter of mobile marketing will become more and more serious. Marketers need to spend more effort in the promoting format, and create the creative and innovative ways. This Twilight game is a good example, to read the whole story: http://www.mobilemarketer.com/cms/news/content/6711.html

(The Twilight Saga: Memory Quest )

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-4.html

Reference - Mobile Marketing Case Study 3

The Starbucks Mobile Coupon successfully retains the loyal customers and raises the potential customers’ awareness, the redemption rate of this mobile marketing campaign was 60 percent.

Starbucks Mobile CouponTo attract the new customers, Starbucks distributed a postcard in universities and malls. The postcard printed with a call-for-action “warm reminder” that urged customers to text STARBUCKS and SMS to a specific number, and got a WAP link to download a barcode coupon, which could enjoy a buy-one-get-one-free discount.

To reward the loyalty of existing customers, a promotion signage was placed in Starbucks, same function as postcard, there was a call-for-action “warm reminder” that customers only need to text TWENTY to a specific number, and would receive the different discounts and prizes.

The staffs would scan the mobile barcode coupon directly from customers’ mobile phones therefore to facilitate the customers, at the same time, increase the redemption rate, the trial and sales.

(Starbucks Mobile Coupon with QR Code)


(In-store promotion signage) (Staff scanning the mobile coupon)

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-3.html

Coca-Cola Case study - Interactive Video Advertisement

Because of the rapidly increment of Apple devices usage, Coca-Cola has launched full-page interactive video advertisements for WSJ (Wall Street Journal) iPad Application users.

Let's pay attention to the following screen captured description of Coca-Cola pop-up advertisement:

Here is the front page of the Wall Street Journal application, there is a small Coca-Cola advertisement on the bottom left hand side.

When a user clicks on the advertisement, it expands and users can get more information about "Live Positively" campaign by click on the “learn more” button.

Moreover, Coca-Cola is also running a full-page advertisement via the application to show the exact calorie information and giving consumers choices between low-calorie, no-calorie and naturally sweetened beverages.

Here is a screen captured of the full-page advertisement:

I considered that is not only advertisement for Coca-Cola’s product, but also deliver brand message for the consumers – Coca-Cola keeps in mind on your healthy needs.

Source : http://spd4290-09813955s.blogspot.com/2010/07/how-coca-cola-utilize-mobile-marketing_05.html

Case Study

Case Study - CLINIQUE

Mobile marketing has been using in retail industry. Cosmetic brand – CLINIQUE added a mobile call to action into its printed advertisement of the promotion within Bon-Ton Stores Inc.-owned Bergner’s weekly circular.

Here is the zoom-in:


This campaign used mobile to activate its print component. People who are interested in CLINIQUE’s promotion can text the word “GIFT” to a specific code in order to receive future promotion alert.

By adding this SMS component in the advertisement, consumers are attracted by the printed visual and starts a 2-way conversation with the brand. CLINIQUE collected a sizable mobile database for future promotion. It will enable high potential redemption for future program as consumers have opted-in to show their interest in hearing from CLINIQUE. Also, this mobile marketing can leverage the print assets. It is a good integration of printed advertisement and mobile marketing.

Ref: 1. http://www.mobilemarketer.com/cms/news/messaging/6634.html
2.http://www.clinique.com/cms/customer_service/privacy.tmpl?ngextredir=1#yourchoices
3. South China Morning Post, 26 Jun, 2010, P. B8

Mobile Marketing Case Study 2 – Mobile Application

Starbucks is actively applying innovative mobile marketing, they developed the mobile application – myStarbucks, which allows iPhone, iPod Touch and iPad users download from Apple App Store with free-of-charge. The app has four main features, store locater, food menu, coffee menu and drink builder.

1. Store Locater – search the nearby Starbucks’ direction, opening hours and amenities. Customers could share their location in social network e.g. Facebook, Twitter instantly.
2. Food Menu – check the food nutritional information and ingredients.
3. Coffee Menu – learn the Starbucks whole bean coffee, its origin, story and features.
4. Drink Builder – create your own customized coffee and share with friends via email, social network or connection with other iPhone.

The app has a retention function to loyalty customers who are eager to Starbucks and want to know more its information. At the same time, allow customers easily dispatch those information to their network.

A Demonstration Clip of myStarbucks App:



Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-mobile.html

Mobile Marketing Case Study 1 – Location-based Services

The marketing campaign Frappuccino Happy Hour is an integration of online (social networks and mobile marketing) and offline (Starbucks stores) channels.

Customers check into any Starbucks during Frappuccino Happy Hour, from 3-5pm, will receive a virtual Starbucks Badge in their mobile phone. When customers collected a certain numbers of badges, they will gain the Frappuccino related discounts, for example, half-priced Frappuccino mobile coupon. Customers can add the badges in their profile of social network accounts, likes Facebook and Twitter, therefore to express their brand loyalty, and it will be rewarded too.

This mobile marketing campaign is runs through the iPhone application, and the virtual badge is delivered within Starbucks when customers check in the stores with their iPhone.

The campaign successfully drives customer call-for-action that come to the stores, as they said this is “a way to reach customers…in particular places or times… that other media cannot reach.”

(The location-based services allow customers receive the Starbucks Badge every time they check into Starbucks)


(Starbucks Badges) (Frappuccino Happy Hour Promotion)

Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-location.html

How Cathay Pacific Airways adopt Mobile Marketing on its business?

Recently, Cathay Pacific Airways has launched “CX Mobile” application to smart phones users. This application is not only applicable for i-phones, but also compatible for other mobile devices e.g. BlackBerry, Java-enabled mobile phones (such as Nokia, Sony Ericsson, Motorola, Samsung etc.). The main goal for Cathay on this campaign is aiming to extend their customer base.

After downloaded “CX Mobile”, smart phones users can check below information anytime.

This application is especially convenient for the frequent business travelers which offer less time consuming browsing for flight information via mobile phones. Passengers can even access check-in and seat selection function via “CX Mobile”. They may directly save the barcode on the mobile or choose to send the check-in confirmation and barcode via SMS or email.

When arriving at the airport, they can scan the barcode display at Self Check-in Kiosk, a computerized machine which performs airline check-in functions, to issue the boarding pass, accelerate the entire check-in process. Other than the basic flight information, “CX Mobile” offers “City Guides” for the mobile users. Travelers can get useful and important information from the travel experts , which help to prepare the trips.

Accordingly to Cathay Pacific Manager of e-Business, Lawrence Fong, the number of passengers using CX Mobile online check-in services or self check-in grew 75%, about 2.2 million passengers have used this services.

This application is very popular among the frequent business travelers segment and CX will continuously provide the relevant mobile technologies or application in order to retain customers’ loyalty and also acquire the new customers, as to enlarge the reverence sources.

source:

http://spd4290-09817481s.blogspot.com/2010/07/how-cathay-pacific-airways-adopt-mobile_05.html

Coca-Cola Case study - My Coke Rewards & 2010 Winter Olympic Games-themed Program

As mentioned, Coca-Cola had launched mobile marketing projects to deliver brand messages and this article will introduce the mobile marketing projects implementation process in brief.

1. My Coke Rewards Account (For US Residents Only)
Customers could obtain rewards by collecting the codes on specially-marked Coca-Cola products, and track their points and activities via SMS alerts everywhere. User-friendly interface allowed customers to choose rewards with their favorite categories. Coca-cola could understand the customers' purchasing behavior and provide suitable product via analyzing relative data from this loyalty program.

2. 2010 Winter Olympic Games-themed Program

Coca-Cola will promote the co-branded mobile campaign to feature high-profile Olympic champions and contenders known as the Coca-Cola “Six Pack” of athletes, limited edition Olympic Games-themed packaging, and “mobile media and digital experiences.

By working with NBC to support a custom WAP site, Coca-Cola lets audiences brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a Coke—ice clinking, pouring, the first 'ahh'—right on their iPhone and iPod touch.

Source : http://www.3-study.com/redirect.php?url=http://spd4290-09813955s.blogspot.com/2010/07/how-coca-cola-utilize-mobile-marketing.html