Samsung has launched its ‘Share Hope’ Program to spread love, peace and hope in the new year. The program enables cell phone users to share holiday messages and images on Samsung’s LED billboard at Two Times Square, New York, USA, till Tuesday, December 30^th.

Those who want to participate and share their hopes for 2009 can do so using their cell phones by texting ‘Samsung’ to 42107. Participants receive an automatic text message response that walks them through an easy process to upload messages and images, which will be on display between Christmas and New Year’s Eve. Users can also participate in a trivia contest till midnight on the afternoon of Wednesday, December 31^st.

“The holiday season should be a time of reflection and hope. With the hundreds of thousands of people from around the world visiting New York’s Times Square for the holidays, we wanted to make their experience even more memorable,” said a Samsung spokesperson.

In addition to the uploads, Samsung will host free pedicab rides to anyone traveling in the vicinity of 40 ^th to 60 ^th Streets and 6 ^th to 9 ^th Avenue. Pedicabs will have texting instructions for those interested in uploading their messages or images.

First introduced on Two Times Square in 1991, the Samsung billboard, is located on 47^th Street between Broadway and Seventh Avenue. The sign is located between the Coca-Cola and HSBC billboards and is one of the largest signs in the Times Square area at 65 feet high and 40 feet wide. In 2007, the billboard was upgraded with the latest LED technology, making it one of the most advanced signs in Times Square.

View the Samsung Share Hope video on YouTube here.

Source: Samsung Electronics

No related Articles.

Redwood City, California-based Funambol recently conducted an online survey of the initial users of a free ad-funded mobile email service that was offered on the myFUNAMBOL portal. The survey was designed to learn about a wide range of topics relating to the use of mobile advertising in mobile email, such as ad recall, acceptance, CTR and response, willingness to pay for an ad-funded mobile email service, user privacy versus the value of location-based ads and potential of viral user adoption of an ad-funded mobile email service. The survey found that users are willing to pay some amount for an ad-funded mobile email service and that ad-funded mobile email does not need to be 100% free but could be delivered as a lower cost service that is subsidized by ad revenue.

Funambol is a leading provider of open source push email and mobile sync worldwide. Funambol is pioneering an open source ad-funded push email and mobile sync solution. These solutions are based on Funambol open source software, which is the leading cross-platform mobile open source project in the world, whose software has been downloaded three million times by 50,000 developers and project participants in 200 countries.

Funambol’s started offering free ad-funded mobile email service that included micro banner ads in a mobile email client. The ads were provided by one of Funambol’s mobile advertising partners, Smaato. Users could ‘click’ an ad for more information by pressing the * key on their phone’s keypad. Calls to actions included visiting a mobile website, sending an SMS or calling for more information.

The mobile ad service was initially made available to Nokia S60 handset users. Several hundred people signed up for and tried the free service. During the first month of usage, people viewed an average of about 500 mobile ads each and clicked on about 1.5% of the ads. After several weeks, Funambol sent the users an email, asking if they would complete a brief online survey to share their experience with the service. Approximately 15% of the users filled out the survey in exchange for an Amazon.com gift card.

Profile of the survey respondents included 42% were IT personnel; 21% small and medium business users; 16% professional consumers; 11% mass market end users; and 10% enterprise users. Of the total, 47% had previously used mobile email, whereas 53% had not used mobile email before. Geographically, 58% respondents were based in Europe, 22% in Asia, the rest from all other regions. All the respondents used Nokia mobile phones, as the service was initially only available for Nokia S60 handsets.

The results of the survey revealed that users paid an average of USD 15 per month for an “ad-free” mobile email service, including data costs, versus being willing to pay about USD 6 per month for an equivalent ad-funded service. One-fifth of the users clicked the ads and two-thirds did so to visit a mobile website than sending an SMS or calling a phone number for more information. However, 79% said they would not be willing to watch a brief video ad daily, even if offered with free mobile email. Interestingly, 84%  said they would recommend that other people try an ad-funded mobile email service and 85% said the ads did not impact usability much or at all.

The survey also found that the more relevant mobile ads are for user interests, the more likely that users will notice the ads and take action on them. Two-thirds said they viewed mobile ads to be more acceptable than spam for various reasons. This indicates ample opportunity to get users to notice and act on mobile ads if ads are relevant based on user preferences, interests and location. The key findings of this report can be considered as directional and suggestive of users who are likely be attracted to an ad-funded mobile email service i.e. so called ‘early adopters’.

The survey reveal that there is good market potential for an ad-funded mobile email service, however, the ads have to be non-intrusive, relevant, and should enable users to receive mobile email at reduced cost. Moreover, respecting and maintaining user privacy is of paramount importance and a about half of the users indicated they would be open to location-based ads, provided that proper privacy safeguards were in place.

Source: Funambol

No related Articles.

Greystripe, has has released its third brand lift study this year, detailing some excellent results for Jeep as an advertiser in irs network. The GS.Engagement campaign, which ran from March to April of 2008, saw a 10.8% increase in unaided brand awareness and 14.6% increase in online ad awareness. Both the figures are comparatively higher than the current InsightNorms mobile averages of 6.6% and 13.8%, respectively.

Jeep Mobile Ad

Earlier this year, Jeep partnered with Greystripe to increase awareness and purchase consideration for the Jeep brand, and Greystripe tapped InsightExpress as the research provider. Greystripe provides a rich media advertising platform for mobile. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free.

“The Mobile AdInsights results demonstrate the effectiveness of Greystripe’s rich media mobile advertising for brands,” said Joy Liuzzo, Director of Marketing and Mobile Research at InsightExpress. “This campaign took advantage of the unique ability of mobile applications to engage deeply with the user through a fun question-and-answer ad format unique to Greystripe.”

Greystripe’s extensive reach in mobile game advertising

Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 100 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 120 Catalog distribution partners, through its online portal GameJump.com, on the mobile Web at wap.gamejump.com, and through the iPhone Appstore. Greystripe was named an AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

Increasing awareness of Jeep brand

The goal of the study was to test the effectiveness of the Jeep mobile campaign at increasing awareness and persuasion metrics and provide the industry with even more concrete results of success in mobile game advertising. While multiple brand metrics increased at a statistically significant level, the analysis also looked at various specific audience segments exposed to the campaign, including gender, age and vehicle type purchase consideration.

Higher response among males; Brand awareness increased from 9.7% to 20.5%

• The Jeep campaign resonated best among males, respondents between the ages of 25 and 34, and respondents already interested in purchasing an SUV.
• With males, mobile ad awareness increased by 18.1%, with purchase consideration rising 10.8%.
• Respondents between the ages of 25 and 34 saw an 18.5% increase in mobile ad awareness, with a 12.3% increase in purchase consideration.
• Finally, respondents who were most likely to consider purchasing an SUV saw a 19.6% increase in mobile ad awareness, with a 13.9% increase in purchase consideration.

“We continue to provide the most meaningful metrics about the performance of rich media mobile advertising to the industry,” said Jenny Burrington, Director of Sales. “The results that we achieved for Jeep demonstrate that entertaining mobile engagement is one of the most effective ways for brands to achieve their messaging goals.”

Source: BusinessWire

Other Related Articles:

1. Greystripe’s Full-screen Mobile Advertising Campaign for RadioShack Witnesses a 2.2 Percent Increase in Unaided Brand Awareness Greystripe, the creators of the leading in-game mobile ad network...
2. WeatherBug Launches Mobile Advertising Campaign for Cold and Flu Season WeatherBug, the leading provider of live, local weather information for...
3. Visa’s Mobile Advertising Campaign for 2008 Beijing Games Through Yahoo! Mobile As the global sponsor of the Beijing 2008 Olympic Games,...

Luxury lifestyle fashion brand Stella McCartney has forayed into mobile marketing with the launch of a new creative mobile advertising campaign for holiday shoppers throughout North America. The mobile advertising networks company, Millennial Media, Inc., developed the advertising campaign for the fashion brand. The campaign, that launched on December 16, will continue through the end of January 2009. This is the company’s first mobile initiative, which also plays a critical role in the company’s holiday-focused integrated marketing efforts, which also include print and online advertising, direct mail, in-store, point-of-purchase signage, channel marketing, and public relations programs.

“Stella McCartney is a luxury lifestyle brand, and this partnership, through a unique and unconventional campaign, is geared towards further strengthening the brand’s presence to a wider audience,” said Stella McCartney. “This initiative enables Stella McCartney to target, with a new approach, fashion consumers in the U.S., while also being true to the brand’s efforts in environmental responsibility since the campaign is digital and avoids any wastage.”

The campaign has been created and implemented exclusively by Millennial Media and seeks to build awareness and consumer interest for the Stella McCartney spring and summer 2009 collections, while concurrently establishing a significant presence for the Stella McCartney brand on the mobile Web. The collections feature pieces with Stella McCartney’s signature style of sharp tailoring, natural confidence, and sexy femininity. The effort is specifically targeted at modern and style-conscious shoppers.

Stella McCartney prime product focus continues to be its successful core women’s ready-to-wear collection, but in recent years, the company has focused on putting in place the foundations for strategically important partnerships with specialists in their related domains. The company has also invested more heavily in the development of its accessories collections, while still respecting the brand’s principles to avoid use of leather and other animal products. The company has flagship stores in London, New York, Los Angeles, and Paris with recent locations opened in Moscow, Shanghai, Tokyo, Beijing, Hong Kong, Singapore, Bangalore, and Bahrain.

“With in-market competition and global demand for luxury goods at unprecedented levels, the world’s most respected designers and luxury brands are recognizing that old-fashioned marketing tactics are no longer the most viable means of engaging target audiences, particularly in a world dominated by online and mobile device usage,” said Paul Palmieri, president and chief executive officer of Millennial Media, Inc. “As result, cutting-edge fashion houses such as Stella McCartney are readily embracing and committing to fresh, new initiatives, including mobile advertising, to strongly differentiate their brands and product lines from an increasingly-crowded field of luxury goods purveyors. Moreover, mobile offers the added benefits of exceptional brand interaction and engagement through its ability to create distinctive, highly-personal user experiences, all of which other mediums cannot specifically offer to same extent.”

For the launch of the campaign, a series of distinctive banner advertisements will be prominently placed on various mobile Web sites within Millennial Media’s premium mobile advertising network that is the largest in the U.S. with over three billion monthly impressions across more than 2,000 quality sites.

Consumers, who click on any Stella McCartney banner on various mobile news and information sites will be immediately transported into an interactive fashion experience that closely replicates window shopping via a mobile device. When at the mobile Web site, located at http://lp.mydas.mobi/custom/stella/iphone/index.php for iPhones, and at http://lp.mydas.mobi/custom/stella/index.php for all other Smartphones, a user then selects the Stella McCartney collection she wishes to explore. The user is then directed to a mobile fashion show, a series of look books which showcase each item in the collection. The user may then click on a specific design or accessory for a closer, detailed look.

In addition, the initiative offers shoppers an easy-to-use mobile store locator to pinpoint the closest Stella McCartney retail location, and a feature for subscribing to future news and information updates from the Stella McCartney brand.

Millennial Media, the industry’s largest mobile media networks company, offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand network for targeted audiences across premium content, and Decktrade™ for large-scale performance campaigns, Millennial Media’s suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks.

Source: Millennial Media; Images: Stella McCartney, Millennial Media

Other Related Articles:

1. WeatherBug Launches Mobile Advertising Campaign for Cold and Flu Season WeatherBug, the leading provider of live, local weather information for...
2. "Metal Gear Solid 4" Mobile Marketing Campaign - Winner at O2 Mobile Marketing Awards 2008 Grand Prix MindMatics AG in Munich has won this year’s O2 Grand...

The ACRONYM Bash, a seventh annual Holiday party hosted by leading non-profit professional associations from the marketing, advertising and PR industries of Chicago was held in Rockit Bar & Grill in Chicago on December, 9th. What was different in this event was that it used a mobile text-based trivia game as an icebreaker at an event to raise funds for the Chicago Tribune Holiday Campaign Charities. It was hosted by the American Marketing Association, Business Marketing Association, Chicago Association of Direct Marketing, Chicago Advertising Federation and the Promotion Marketing Association.

Little Wolf Inc. and Interactive Mediums developed a mobile-based, trivia networking game for the ACRONYM Bash. Attendees received matched sets of trivia questions and answers via text messages to their mobile phones.

On an otherwise uneventful Chicago night, 250 business professionals gathered in Rockit Bar & Grill. Sweaty stack of business cards in hand, the crowd nervously milled about wiping their free hand on pants, jackets and decorative plants to keep the palms dry.

“Meeting new people is a terrifying experience,” said James Heckman, president of Little Wolf Inc., and developer of the game Mobile Networking — Trivia Challenge! “How many times can you say, ’so … what do you do?’ before going insane?”

A mobile marketing program from Interactive Mediums and Little Wolf Inc. saved dozens of eager go-getters from the dreaded gummy hands, and helped raise funds for the Chicago Tribune Holiday Campaign Charities.

The task of the game was to find a match and reply back as a team.

The game witnessed an overall 65% participation. Thirty players made it all the way through to the end.

“The game comes from the questions we hear every day,” Heckman said. “We’ve all heard of mobile marketing, but what you can actually DO with it? Raising funds for a charity was a great bonus.”

Interactive Mediums and Little Wolf added the game to their lead generation programs for clients ranging from professional associations to dating clubs.

Interactive Mediums is a Chicago-based mobile marketing firm with deep expertise in lead generation and lead nurturing programs. The agency provides hands-on campaign support from ideation through execution, optimization and measurement.

Little Wolf is a Chicago-based marketing consulting and business development firm with expertise in mobile, email, referral and social marketing programs. The firm works with a variety of clients to generate leads or build stronger brand relationships with customers.

The event included rich and savory holiday foods and open, full-service bar. Proceeds from the event were donated to the Chicago Tribune Holiday Campaign Charities. In 2007, the event had donated USD 5,300 to the charity.

Source: PR NewsWire

No related Articles.

Chicago-based Mobigosee, a leading innovator of transformational mobile marketing technology, has announced plans for its “Mobile Tuesday”. Mobile Tuesday, similar to the traditional ‘circular’ received in the mail, comprises offers, discounts, coupons, store location information and purchasing power delivered directly to mobile phones. The company has announced that each year, its “Mobile Tuesday” will run for 52 weeks, delivering coupons, offers, discounts and information to consumers from retailers and other organizations interested in tapping the power of mobile commerce directly to mobile phones.

The company’s transformational, customized mobile marketing technology platforms enables leading retailers and organizations to extend their brand to a surging mobile phone public.

For consumers, who sign up to “Mobile Tuesday”, it enables them to search for goods and services, special offers, news, store locations and customer service; and the ability to tap their favorite retailers for one-touch, on-the-fly purchasing power and access to information from their mobile phones. Mobigosee’s state-of-the-art mobile marketing experiences are delivered through a suite of services tailored to meet a company’s specific mobile marketing needs.

“It’s an absolute win-win for retailers and a must-have for consumers,” said Mobigosee Founder, CEO Tanya Penman. “While the economy remains unpredictable and retail expectations lower than ever, American innovation has never been stronger. We believe the mobile market represents a burgeoning opportunity for retailers and organizations to transform their traditional web presence into a visually appealing, tightly-branded mobile marketing platform.”

According to Forrester Research’s Benchmark 2008, “Forecast Growth of Devices and Access in the United States”, three quarters of US adults have a cell phone. Mobigosee’s proprietary mobile marketing platform,which has been in development for the past year, increases the consumer experience by offering them special promotions, offers and discounts from their favorite retailers every Tuesday, similar to the regularity of a circular in the mail with the use of mobile coupons.

According to the Cellular Telecommunications and Internet Association, as of June 2008, there were more than 262 million wireless mobile phone subscribers, which represented 84% of the US population. This represents an increase of 35% from 194 million in June 2005 and nearly three times more than the 97 million wireless subscribers in June 2000. ESPN, one of the top-rated mobile sites, already attracts 10 million unique visitors per month. These figures talk volumes about the opportunity that mobile advertising has for itself.

Mobigosee has also launched two informative sites to educate the marketplace and enable consumers to opt-in to Mobile Tuesday - consumers can find more information on the online website www.aboutmobiletuesday.com, or through mobile phones by visiting www.mobiletuesdays.com or sending SMS with the keyword TUESDAY to 23907.

Source: MarketWatch

No related Articles.

WeatherBug, the leading provider of live, local weather information for consumers and professional users, launched an integrated mobile advertising campaign today for the cold and flu season. The new ad-supported Wireless Application Protocol (WAP) campaign, which runs throughout the winter season, integrates daily forecast information from WeatherBug, cold and flu tips, and outbreak statistics and maps from the Center for Disease Control and Prevention (CDC).

Mobile users can also subscribe to receive a free daily text alert from 4INFO, the leading text messaging service in the United States, which includes daily forecast information and cold and flu outbreak information from the CDC that is geo-targeted to a user’s specific ZIP code. Consumers can simply visit weatherbug.com on their mobile device to subscribe to the service.

"We are very excited to present this comprehensive program to advertisers and thrilled to work with 4INFO to bring it to fruition," said Michael Lombardi, vice president of advertising sales and marketing at WeatherBug. "We’ve taken the same great cold and flu content and local weather information available on our Web site and desktop application and applied it to the mobile space. Furthermore, we integrated an SMS component for registered users that includes geo-targeted content. We are already seeing success with brand name advertisers and expect to have a significant number of mobile customers subscribe to the daily text alerts."

Advertisers who participate in the program have an opportunity to reach customers with targeted and relevant content while also generating additional brand awareness with a tech-savvy mobile user.

"Now more than ever, our advertising clients are looking for integrated media opportunities, particularly those which incorporate mobile components that can provide consumers with relevant and timely content," said John Hadl, managing partner and founder, BrandinHand, Inc. "The innovative way in which this integrated solution from WeatherBug and 4INFO targets mobile users is highly beneficial for advertisers and consumers."

The Short Message Service (SMS), more commonly known as text messaging, is available to virtually all mobile phone users. According to the Mobile Marketing Association, SMS is the most widely used mobile phone service after voice.

"Our experience in creating integrated mobile ad campaigns for brands of all types consistently shows that consumers respond favorably when they’re receiving content they feel is relevant and useful," said Ted Burns, vice president of products at 4INFO. "The WeatherBug and 4INFO mobile service is a perfect illustration of how to provide advertisers with a branding opportunity that puts them in a highly favorable position with consumers — and we’re excited to be a part of it."

Source: MarketWatch; Image Courtesy: MarketWire

Other Related Articles:

1. Stella McCartney Forays Into Mobile Marketing With Creative Campaign Launch for 2008 Holiday Shopping Season Luxury lifestyle fashion brand Stella McCartney has forayed into mobile...
2. Visa’s Mobile Advertising Campaign for 2008 Beijing Games Through Yahoo! Mobile As the global sponsor of the Beijing 2008 Olympic Games,...
3. Mobile Game Advertising Campaign for Jeep on Greystripe Network Increases Brand Awareness by 10.8 Percent Greystripe, has has released its third brand lift study this...

PWTorch and MMATorch Use UIE Blender™ to Immediately Reach Mobile Fans around the World

UIEvolution, the leading provider of universal mobile publishing and premium user experience solutions for media, sports and entertainment companies, has launched PWTorch and MMATorch Mobile for PWTorch.com and MMATorch.com, a leading Professional Wrestling and Mixed Martial Arts news source. Designed, developed and hosted by UIEvolution, the new Torch properties leverage every mobile platform from mobile widgets and browsers to full-featured mobile applications, including the iPhone and Android.

Fans will find PWTorch and MMATorch content by going to the Apple iPhone App Store, by simply entering in the website into their mobile browser, or by sending a direct link to their phone through SMS from the web. Each Torch property keeps fans up-to-date with the latest content available online, formatted and optimized for mobile. Users can keep up with live TV and Pay-Per-View events as they happen, read interviews with top stars, and get up-to-the-minute breaking news reports throughout the day, every day.

“Our users will never be disconnected again from the content they care about most,” said Wade Keller, President, PWTorch and MMATorch. “These new, free mobile experiences will provide fans with immediate access to our exclusive updates and thought-provoking columns.”

“We are proud and excited to bring the Torch properties to mobile, and love the fact that we are reaching millions of users worldwide,” stated Travis Beaven, Vice President of Products at UIEvolution. “What is most exciting is that we were able to provide an end-to-end solution in only one week that included not only standard mobile browser widgets, but rich applications for devices like the iPhone.”

A Quick Look at How MMATorch Got Mobile

The Challenge
Launched as a print newsletter in 1987, for over 20 years the Torch as been at the forefront of providing pro-wrestling and mixed martial arts information in the latest cutting-edge technology - print newsletter, 900 line updates, websites, email reports, podcasting, and now mobile. MMATorch are known for keeping fans up-to-date with live TV and Pay-Per-View events as they happen, providing exclusive interviews with top stars in the sport, and delivering expert news, opinion and commentary.

A technology was needed that could deliver the latest content available online, formatted and optimized for mobile consumers across all their devices, including the latest iPhone and Android mobile platforms. In addition, the technology needed to be able to deliver the best available user experience on every mobile platform from mobile widgets and browsers to full-featured mobile applications.

UIEvolution provided the Torch with an end-to-end solution in only one week that included not only standard mobile browser widgets, but rich applications for devices like the iPhone. Fans on the go will now find MMATorch content by simply entering the website into their mobile browser, or by sending a direct link to their phone via SMS from the web.

The Solution
UIEvolution designed, developed and now host MMATorch Mobile. Using the UIEvolution Blender™ software service, the Torch delivers the very latest breaking pro-wrestling and mixed martial arts news, live pay-per-view results, exclusive audio updates, and thought-provoking columns from the Torch staff of writers when fans are away from their computers.

When fans launch MMATorch on their mobile devices they have immediate access to the latest news, to follow UFC pay-per-view results while away from home, read the latest column while on a break at work, or listen to the latest Penick Audio Update while stuck in traffic. All easier than ever with a high-end mobile-specific interface design by UIEvolution Design Services.

The Result
With some of the biggest brands and media companies around the world already using UIEvolution technology to power mobile experiences, MMATorch join a rich collection of applications that engage and excite millions of customers every day. These Torch properties are now mobile, covering the biggest promotions and events around the world, UFC, WEC, Pride, IFL, Affliction, and more. MMATorch feature profiles, news and interviews with the biggest stars in the pro wrestling and mixed martial arts sports entertainment industry. Fans can catch up on past events and DVD releases with full event reviews, coverage and all other details.

About PWTorch and MMATorch
Launched as a print newsletter in 1987, for over 20 years the Torch has been at the forefront of providing pro wrestling and MMA information in the latest cutting-edge technology. Powered by an experienced team of professional reporters and columnists, the Torch is a recognized source for the very best coverage of the always-fascinating and controversial pro wrestling industry and rapidly growing sport of mixed martial arts.

About UIEvolution
UIEvolution® enables rich experiences across the widest variety of platforms in the world, including all commercially released mobile devices. Besides being the leader in software technology and solutions in the mobile space, UIEvolution also is a world-class provider in user experience. The biggest brands around the world use UIEvolution technology, including AT&T, ESPN, the Walt Disney Company, E! Networks, FOX, MySpace, CBS and many more. UIEvolution creates experiences that provide measurable results and delight customers worldwide.

Source: UIEvolution and

No related Articles.

Visa’s Sponsorship of Yahoo!’s 2008 Beijing Games Mobile Experience (Yahoo! Mobile)

As the global sponsor of the Beijing 2008 Olympic Games, Visa wanted a multi-screen approach to promote their association with the event. This included sponsorship of Yahoo’s Olympic site on the PC as well as the coverage of the Games on Yahoo Mobile!. As described by David Katz, vice president of mobile advertising and publisher services at Yahoo, Visa created banners driving users to a site it created specifically for the Olympics. The landing page was fairly interactive and gave users the opportunity to get to know the players better through anecdotes about the athletes.

At "Campaigns Watch", we take a look at Visa’s mobile advertising campaign, the tactics used and the final results.

Client Objective

• As a global sponsor of the Beijing 2008 Olympic Games, Visa wanted a multi-screen approach to promote their tie in with the Games.
• This included sponsorship of Yahoo!’s No. 1 Olympic site on the PC as well as the coverage of the Games on Yahoo! Mobile, the No. 1 mobile site in the US.

Campaign Goal

• Drive traffic to Visa’s mobile site (http://visa.mobi/goworld) and engage users with a rich mobile experience, including background stories on featured athletes.

Tactics

• Combination of sponsorship media on Yahoo!’s Beijing 2008 Olympic Games mobile site and premium inventory on Yahoo! Mobile including the front page.

Success Metrics

• Visa’s sponsorship was successful on many levels.
• Sponsorship placements throughout the site combined with Visa’s Beijing 2008 Olympic Games specific banners created a highly relevant experience for users.

Yahoo! Mobile’s audience response was positive demonstrated by an above average click-through rate

• Creative Relevant to the Sponsored Content – Visa developed ad creative specifically for the mobile user. Brands should think through the messaging they’d like to deliver into the smaller ad unit, whether that be a text link, banner or video.
• Mobile Integrated Into Overall Marketing Campaign – Visa maximized their mobile investment by integrating with your non-mobile (PC, print, and other) campaigns.
• Keep It Simple – In mobile, less is more. Inherent limitations of mobile )typing, navigation, latency) require that mobile web sites make it easy to find information that users are looking for. Visa kept the call-to-action obvious, simple, and capable of being fulfilled from a mobile device.
• Embrace the Medium – Mobile users are on-the-go. They use the mobile web to communicate, because they are bored, or because they are looking for specific information, quickly. Use mobile to address these needs.
• Refresh the Creative – Visa kept the experience fresh with a rotation of three banners. As in any other medium, try and refresh the creative as often as feasible or your budget will allow.

“Visa’s sponsorship of Yahoo!’s 2008 Beijing Games mobile experience was a true success. Throughout the games in Beijing, Yahoo!’s mobile experience proved to be a valuable channel through which we were able to reach our customer base of mobile users.” - Visa

Source: MMA Global ; Images Courtesy: MMA Global; Mobile Marketer

Other Related Articles:

1. WeatherBug Launches Mobile Advertising Campaign for Cold and Flu Season WeatherBug, the leading provider of live, local weather information for...
2. Mobile Game Advertising Campaign for Jeep on Greystripe Network Increases Brand Awareness by 10.8 Percent Greystripe, has has released its third brand lift study this...
3. Greystripe’s Full-screen Mobile Advertising Campaign for RadioShack Witnesses a 2.2 Percent Increase in Unaided Brand Awareness Greystripe, the creators of the leading in-game mobile ad network...

In yet another case of successful Bluetooth mobile marketing campaign, Intera Group, Inc., a leading provider of out-of-home advertising and telecommunication services, announced the success of its partnership with RocketBoat in delivering special offers and promotions to visitors at San Francisco’s PIER 39 directly to their Bluetooth mobile devices. RocketBoat is a high-speed, 30-minute thrill ride in the San Francisco Bay. A popular PIER 39 attraction, the service is run by Blue and Gold Fleet, the Bay Area’s premier provider of bay cruise, ferry service and motorcoach tours.

Offers were highly targeted to Bluetooth “zones” up to 200 feet in diameter. Since the offers were delivered via Intera’s Bluetooth Proximity Marketing network – independent of the wireless carriers – they were absolutely free to consumers.

In October, RocketBoat launched two, five-day Bluetooth marketing campaigns, both of which generated strong results. Opt-in rates were a brisk 26 percent, and redemption rates for the downloaded offers averaged 18 percent – even higher when taking multiple ticket purchases from the same customer into account. Over a ten-day period, 300 people downloaded promotional content. Of those downloads, there were 53 redemptions for a total 64 tickets sold at an average price of USD 21–resulting in over USD 1300 in incremental revenue. For those who bought tickets, most were on the next departure.

More than 50 percent of visitors to PIER 39 who download the first piece of content download additional promotional items from other PIER 39 businesses such as Hard Rock Cafe, which has been running campaigns on Intera’s Proximity Marketing network for more than a year with more than 8,000 offers downloaded to-date.

Commenting on the success of the campaign, Taylor Safford, president of Blue and Gold Fleet, said, “Our campaign on Intera’s Bluetooth Proximity Marketing network helped us drive ticket sales. Not only is proximity marketing an excellent way to get the attention of potential customers and build awareness for our new attractions, data shows that when people download the first piece of content, they are much more likely to download content on other offers. The network therefore stimulates business across participating vendors.”

“Intera’s Bluetooth Proximity Marketing network gives brands a highly targeted and cost-effective way to reach consumers, with measurable results. RocketBoat is a great model for our services as the brand is all about speed and excitement. In addition, our campaigns have allowed RocketBoat and other clients to distinguish themselves from the many competing businesses on the Pier. As we continue to build our network, we bring the benefits of Bluetooth Proximity Marketing to retailers, shopping centers, and brands and their agencies, across the U.S.,”said Kevin Thornton, CEO of Intera.

Intera’s Bluetooth Proximity Marketing network enables marketers and advertisers to deliver highly targeted messages to consumers based on their location and near the point-of-sale, when targeted marketing has the greatest effect. Most importantly the mobile user incurs no usage or data charges, unlike wireless carrier-based offers. Intera’s network is 100 percent opt-in, so consumers only receive offers and promotions if they choose. Intera’s content delivery system supports all major content formats including video, audio, images, downloadable mobile applications and text. Download rates are typically much faster than via wireless 3G networks.

About Blue and Gold Fleet
Blue & Gold Fleet, the Bay Area’s premier provider of Bay Cruise, Ferry Service and Motorcoach Tours, is located at PIER 39 in San Francisco. The famous one-hour Bay Cruise sails along the City’s waterfront, past the PIER 39 sea lions, under the Golden Gate Bridge, by Sausalito, past Angel Island and around Alcatraz. RocketBoat is a high speed 30-minute thrill ride and sightseeing tour. The company also provides scheduled ferry service to Sausalito, Tiburon, Angel Island, Vallejo, Alameda and Oakland as well as motorcoach tours to some of the most picturesque sites in Northern California. Blue & Gold Fleet operates the largest fleet of bio-diesel ferries and tour boats on San Francisco Bay.

About Intera Group, Inc.
Intera provides out-of-home advertising and telecommunication services to over 4,000 businesses, including big box retailers, shopping mall owners and operators, cinema chains, gas stations and convenience stores, and transportation companies. Intera’s Bluetooth Proximity Marketing network will cover the Top 10 Designated Market Areas (DMA’s) and more in the USA by the end of 2009. Intera is working with global brands and their agencies to maximize the return on their marketing dollars, and partnering with analytics companies to bring online style measurements to out-of-home and mobile advertising. In business for over 20 years, privately held Intera is headquartered in Pleasanton, California. For more information, visit www.interainc.com

Source:

Other Related Articles:

1. Successful Bluetooth Marketing Campaigns - Case Studies from India Bluetooth marketing is one of the many innovative ways of...