As you might know I mentioned a while back Smirnoffs mobile campaign in the UK, where they created a mobile site to give consumers access to a Vodkapedia, bar guide, drink guide and free wallpapers and ring tones. A couple of weeks ago Swedish Vodka brand Absolut stepped in to the mobile marketing arena and launched a Drinkspiration iPhone and iPod Touch application. The application offers Absolut consumers interactive drink recipes based on spirit, taste, weather, time of day, bar wibe and sound volume to mentioned a few.
The application has a nice integration with social communities such as Facebook and Twitter. With the innovative use of GPS, the application can generate a status update like “Daniel is having a Bloody Mary in Beijing”. I think this is a great way of showing how a mobile application makes use of the social communities out there.
Drinkspiration topped the Swedish App Store charts and achieved over 43.000 downloads within the first two weeks on the market. Absolut will launch an Android version of the application at the end of the summer.
What I miss, with this campaign, is having a mobile website as well. With a mobile site you can reach a much larger audience and to a small additional cost. I like the approach that was taken in the Santa Maria app case, where users who could not download the application could still access a mobile site. The content is there, so why not extend the campaign to a larger audience.
If you would like to download the Drinkspiration application you can do it from here. Enjoy and drink wisely.
Friday, July 31, 2009
Wednesday, July 29, 2009
More barbequing 3 customers with Santa Maria mobile application
Swedish mobile marketing expert More Mobile Relations have created a hot Barbeque app for the operator 3s customers in Sweden. The application features over 80 recipes, barbeque hints and tips. Users can send friends recipes and create shopping lists (which can be sent as sms). An advanced search function lets users search on ingredients or recipes to find what they are looking for. A personal favourite, on this application, is the possibility to send a tailor made mms invite to friends and family for a barbeque party. With a nicely integrated address book function makes it seamless for the user to invite their friends. This gives the application a nicely integrated mobile viral function as well.
This video illustrates how the application looks and works and is narrated in Swedish, so you have a wonderful opportunity to hear that Swedes do not talk like the Swedish chefs in the Muppet show.
The link to the application was sent out to over 400.000 of 3 customers in Sweden. Customers belonging to other networks could get the application through text or on the dedicated mobile site m.3grill.se. Iphone lovers were directed to a Santa Maria iPhone app.
This mobile campaign is a great example on how marketers focusing on mobile can ad value to the consumer in combination with launching a brand building mobile marketing campaign.
This video illustrates how the application looks and works and is narrated in Swedish, so you have a wonderful opportunity to hear that Swedes do not talk like the Swedish chefs in the Muppet show.
The link to the application was sent out to over 400.000 of 3 customers in Sweden. Customers belonging to other networks could get the application through text or on the dedicated mobile site m.3grill.se. Iphone lovers were directed to a Santa Maria iPhone app.
This mobile campaign is a great example on how marketers focusing on mobile can ad value to the consumer in combination with launching a brand building mobile marketing campaign.
Friday, July 24, 2009
Pizza Hut delivers a clear ROI with iPhone app
Digital brand agency imc2 have created a fun iPhone application that allows consumers to tailor make their pizza or chicken wing order. You can choose you pizza size, put toppings on the pizza, sauce your wings and order directly from your application.
Pizza Huts approach to mobile marketing gives them a clear return on investments and is an easy way to measure the mobile medias effectiveness. Pizza Huts Chief Marketing Officer, Brian Niccol, says in an interview “As a long term category leader in innovation, creating an App Store application is just one way we are helping our customers place orders in a way that best fits their mobile lifestyle”. Sounds like Pizza Hut have taken mobile media to heart.
If you would like to try the application it can be downloaded from here.
Pizza Huts approach to mobile marketing gives them a clear return on investments and is an easy way to measure the mobile medias effectiveness. Pizza Huts Chief Marketing Officer, Brian Niccol, says in an interview “As a long term category leader in innovation, creating an App Store application is just one way we are helping our customers place orders in a way that best fits their mobile lifestyle”. Sounds like Pizza Hut have taken mobile media to heart.
If you would like to try the application it can be downloaded from here.
Thursday, July 23, 2009
Social Recruiting summit on Mobile Marketing
Social Recruting Summit is a conference on social recruting tools. They have created a great presentation on why marketers should use mobile phones in their persuit for consumer acqusition. The presentation defines mobile recruiting, runs through the traditional myths, lists 5 benefits with going mobile, and finaly presents a good demo on use case scenario. Well worth a couple of minutes to run through, extending your mobile marketing experteese to social recruting.
If you thought the presentation was a bit fast you can view it in your own paste on slideshare.
If you thought the presentation was a bit fast you can view it in your own paste on slideshare.
Tuesday, July 21, 2009
Orange Viral using Chabal to spread on mobile
I got this tip from a new reader to our blog and this was originally posted on Adcademy blog by Jacob.
The idea with Oranges mobile viral campaign was to get consumers to sign up for a football result service powered by Orange. With the help of guerilla agency Buzzman Orange France created a viral clip with the French Rugby player Sebastian Chabal trying to score a goal o an amateur goalie.
As the clip is playing and Chabal is lined up to score a goal, he stops and picks up his phone, dials a number and to your surprise it’s your phone he is calling. Chabal tells you that he has doubts about were to direct his kick. With the help of the keypad the consumer can show him in what direction he should direct his kick and then he does exactly that.
Amazed by the experience consumers mail the link to their friends allowing it to spread virally. This mobile viral campaign gathered over 1 million names, email addresses and phone numbers according to Adcademy Blog and it’s a great example of combining Internet with mobile marketing.
I have researched this campaign to see how it was done but have not found a result so we are left with my assumption. To watch the video consumers were encouraged to enter their cell phone number. Then when the video has played its dedicated time, a voice system dials the consumer with a prerecording message matching the one in the video. Once the consumer has clicked his choice the link now streams the selected result. Pretty creative in my mind.
When we are on the topic of Orange I cant help posting this commercial. Found it trying to find more information about the above campaign. For people in the UK, I assumed you have seen this series whenever you are going to the movies, but for me it’s new. The whole series of commercials on the same topics are hilarious. Have a look.
The idea with Oranges mobile viral campaign was to get consumers to sign up for a football result service powered by Orange. With the help of guerilla agency Buzzman Orange France created a viral clip with the French Rugby player Sebastian Chabal trying to score a goal o an amateur goalie.
As the clip is playing and Chabal is lined up to score a goal, he stops and picks up his phone, dials a number and to your surprise it’s your phone he is calling. Chabal tells you that he has doubts about were to direct his kick. With the help of the keypad the consumer can show him in what direction he should direct his kick and then he does exactly that.
Amazed by the experience consumers mail the link to their friends allowing it to spread virally. This mobile viral campaign gathered over 1 million names, email addresses and phone numbers according to Adcademy Blog and it’s a great example of combining Internet with mobile marketing.
I have researched this campaign to see how it was done but have not found a result so we are left with my assumption. To watch the video consumers were encouraged to enter their cell phone number. Then when the video has played its dedicated time, a voice system dials the consumer with a prerecording message matching the one in the video. Once the consumer has clicked his choice the link now streams the selected result. Pretty creative in my mind.
When we are on the topic of Orange I cant help posting this commercial. Found it trying to find more information about the above campaign. For people in the UK, I assumed you have seen this series whenever you are going to the movies, but for me it’s new. The whole series of commercials on the same topics are hilarious. Have a look.
Tuesday, July 14, 2009
MobiThinking is kicking you in the right direction with the Starter 11 essential mobile marketing guide for FiFa World Cup.
Andy and the guys over at MobiThinking have put together a relevant guide on essential pointers on planning your mobile marketing campaign. All sporting events are a good occasion to launch a marketing campaign. With this in mind MobiThinking went out to mobile marketers and asked about their pointers for planning a campaign. They pulled together the answers to a well-documented Starter 11 mobile marketing guide.
So, get a cup of coffee hot and sit back and read. Well worth spending time on.
The Starter 11 Essential Mobile Marketing Guide 2010 Fifa World Cup
A tribute to Michael Jackson with a huge viral spread
In respect to Michael Jackson passing away, I was thinking about what would be relevant to write on mobile marketing? What differs Mayo Lounge from other mobile marketing blogs is that I want to focus on show casing examples of mobile marketing rather than mobile marketing industry news. The fact is that looking through industry news on the topic, mobile Internet and mobile search reached an all time high on the day of Michael Jackson’s death and on the day of his funeral.
Tagging on to the success of the T-mobile viral on Liverpool station the Swedish dance crew Bounce did a similar event on several occasions in Stockholm, Sweden as a tribute to Michael Jackson. The video has reached over 1,7 million views in less than a week and several versions of the video taken from peoples cell phones are popping up on YouTube. So what does this have to do with mobile marketing?
(Besides Sony Ericssons new w995 popping up on boards in the middle of the video). This shows again that a great-executed event can have a huge viral spread on mobile and Internet.
Another Michael Jacksson viral that it spreading with not so much relevance to mobile is The Eternal Moonwalk , where people can join a long line of moonwalks. Have a look for yourself. Maybe it can spark an idea or two. If it does, keep me posted.
Monday, July 13, 2009
7 Eleven does a great iPhone application
The world of iPhone has brought a whole new perspective on applications to mobile phones. We’ve seen mobile marketing applications that simulate a beer glas, a lighter and other fun stuff, but keep in mind applications can lead to a clear cut call to action. Using a mobile phone as a medium for mobile marketing it's important to keep in mind all the possibilities you have with a mobile phone; it can take a picture, show a movie, be used as an payment devices, show coupons, and show your location to mention a few.
Seven Eleven had some of this in mind when they had Lonely Duck in Sweden create an iPhone application to drive consumers to Seven Eleven stores in Sweden. The application is location aware so it senses the 10 nearest stores. With the use of Google Maps you will get directions to a store near you. Mobile coupons let you redeem a coupon for current offers and drive consumers to your store.
I like this use of an application for mobile marketing. If you track the application right you can calculate how many consumers asked for a route, which stores are most popular, how many coupons were used and were, and much more.
Seven Eleven had some of this in mind when they had Lonely Duck in Sweden create an iPhone application to drive consumers to Seven Eleven stores in Sweden. The application is location aware so it senses the 10 nearest stores. With the use of Google Maps you will get directions to a store near you. Mobile coupons let you redeem a coupon for current offers and drive consumers to your store.
I like this use of an application for mobile marketing. If you track the application right you can calculate how many consumers asked for a route, which stores are most popular, how many coupons were used and were, and much more.
Tuesday, July 7, 2009
MayoLounge on LinkedIn Groups
Seeing how discussions are not exactly running wild on this blog I thought it might be good to start a LinkedIn group for the interested to discuss and get inspired. Have a look and you are welcome to join if you’d like.
Mayo Lounge LinkedIn Group
AMF MMS campaign took another price at D&AD Awards 2009
If you remember me mentioning this campaign a while back I think you can agree that this was one of the most innovative and creative campaigns in the mobile marketing space. Forsman & Bodenfors now won yet another price at the D&AD Awards 2009. So in relation to this I managed to find a video on YouTube showcasing the campaign. I know I mentioned it to you already, but if a picture tells a thousand words then a video must tell much more.
Wednesday, July 1, 2009
Great Mobile Viral using QR Codes
As you might have noticed I have updated the blog these last couple of weeks with labels and links, which you can see on the right hand side. Looking through the blog I realized that there are some great examples I have come across that have not been posted. You will see a few older campaigns surfacing here but they all have the goal to inspire you in your creative thinking. Tohato mobile viral using QR codes are one of those examples.
Tohato launched two new flavours of crisps in Japan in a challenging market; the potato crisp industry in Japan was in a down turn. The challenge was given to the Japanese brand agency Hakuhodo. They came up with the creative context of creating a game were consumers were challenges to join one of two armies by choosing one of the two flavours of crisps calling it The Worlds Worst War. Consumers took a picture of a QR Code on the package and got directed to a mobile site were they could join the army. The smart use of the Machiavellian system to recruit members led the game to a great viral spread. Combat areas were set up and the area with the most participants at the same time won. The company sent text messages with war reports and chatted on forums describing the battles.
I love the viral aspect of this game. Consumers got engaged and the brand got a cool and innovative brand identity with its target audience. Tohato won the yellow pencil at the D&AD awards during 2008. Stay tuned for The Worlds Worst War II.
Tohato launched two new flavours of crisps in Japan in a challenging market; the potato crisp industry in Japan was in a down turn. The challenge was given to the Japanese brand agency Hakuhodo. They came up with the creative context of creating a game were consumers were challenges to join one of two armies by choosing one of the two flavours of crisps calling it The Worlds Worst War. Consumers took a picture of a QR Code on the package and got directed to a mobile site were they could join the army. The smart use of the Machiavellian system to recruit members led the game to a great viral spread. Combat areas were set up and the area with the most participants at the same time won. The company sent text messages with war reports and chatted on forums describing the battles.
I love the viral aspect of this game. Consumers got engaged and the brand got a cool and innovative brand identity with its target audience. Tohato won the yellow pencil at the D&AD awards during 2008. Stay tuned for The Worlds Worst War II.
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