Visa’s Mobile Advertising Campaign for 2008 Beijing Games Through Yahoo! Mobile

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

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