Category:
Chat/Social Communities

Campaign:
Get Hookt Up With A New Ride

Companies:
AirG, West Coast Customs and Boost <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile

Background:
Boost Mobile, AirG and West Coast Customs teamed up to offer Boost Mobile customers across the US the opportunity to win a customized Dodge Charger in the Get Hookt Up With A New ride mobile marketing campaign.

Goal
To build brand awareness for West Coast Customs through a creative multi-media campaign, subscriber acquisition and retention for Boost Mobile, and to offer Hookt users something cool and unique on their mobile phone.

Solution
The Get Hookt Up With A New Ride campaign ran for 90 days from October 15, 2006 to January 15, 2007 across multiple online and offline channels including the mobile phone through Boost Hookt – the popular mobile community on Boost Mobile powered by AirG, retail mail-in, MySpace viral referrals, a national radio text to join campaign, and the Boost Mobile and West Coast Customs websites.

Results
More than 1.5 million entries were received throughout the 90 day duration of the campaign, with more than 98% of those coming through the mobile phone, proving that the mobile phone is the most effective way to target customers directly. 

About AirG
AirG powers mobile communities and wireless social networking.  The company’s products and services have a proven track record of increasing customer affinity for leading mobile operators and media companies globally including Sprint Nextel, AT&T, Boost Mobile, Virgin Mobile and MTV Asia.  AirG’s mobile community has more than ten million unique users worldwide and is available on more than 85 mobile operators.  Based in Vancouver, Canada, the company also has operations in the UK, Australia, Italy, the Philippines and India.  www.airg.com 

About Boost Mobile
Based in Irvine, California, Boost Mobile, LLC, a division of Sprint Nextel Corporation, (NYSE: S), is a lifestyle-based telecommunications brand focused on offering premium Pay-As-You-Go wireless phones and services to the youth market.  Boost is among the fastest growing wireless services in the U.S. and now has more than 3.8 million customers - the majority of which are under the age of 25.  Boost-branded wireless phones with its exclusive BoostTM Walkie-Talkie service and Re-Boost® Cards are available nationwide at locations where youth prefer to shop, including national retailers and convenience stores, and merchants that focus on fashion, music, and action sports-related activities.  Experience Boost on the Web at www.boostmobile.com

About West Coast Customs
In 1993, after borrowing $5,000.00 from his grandfather, Ryan created West Coast Customs, a custom car shop that like its owner busts through every boundary making their own rules.  A philosophy that seems to have paid off, in just a short time Ryan has turned his grandfather’s loan into a $10 million dollar corporation and his WCC logo into a world wide brand. Catering to celebrity clients, Ryan and the guys of WCC are known exclusively for creating straight to the core designs and awe inspiring custom vehicles.  WCC is responsible for bringing the custom whip craze to Middle America.  Ryan’s creations have no limits to all who are interested in a little bling!<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Fotochatter (AdMob)

Background
fotochatter helps mobile web users share the photos they take in their day- to-day life: in their own words, they ‘make cameraphones way more fun’.   Once users sign up with fotochatter, they can create a profile and a personal photo library, allowing them to share their photos with anyone who can connect to the Internet.  fotochatter first started building their community in early 2005 and have been growing ever since, with a devoted base of users that are exceptionally well-qualified and very valuable to advertisers.

Goals
As a social network, the value of fotochatter is its subscriber base: an audience with highly specific and defined attributes that are in high demand with advertisers. At the same time, fotochatter knew that intrusive ads on the pages could turn their users away.  The objectives, therefore, were:

• Generate a revenue stream by selling ad space
• Preserve customer experience for their 130,000 member community

Solution
fotochatter joined the AdMob marketplace, and added text-based ads to their pages enabling advertisers to target:

• Users by geography and device type
• All 130,000 community members, plus their non-member friends viewing their photos

Results
fotochatter has quickly added advertising revenue to its business, and is seeing explosive growth.  
Revenue Growth (3 months):  2500%
Using the reporting and analysis tools provided by AdMob, fotochatter were able to tune their pages to increase advertiser value, and therefore revenue. 
Customer Complaints:  None
fotochatter was successful in preserving the customer experience by using non-intrusive AdMob ads to monetize its content and network. 

About AdMob
AdMob is the leading marketplace for mobile web advertising. Using a revolutionary method for matching advertisers to mobile web publishers, AdMob connects consumers with advertisers with the greatest accuracy and at the lowest cost, powering highly effective and efficient mobile campaigns.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Bluepulse (AdMob)

Background
Bluepulse is a privately-held company based in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />San Bruno, California with offices in Sydney, Australia.  Bluepulse is a social networking application that works on most regular phones.  With one easy download, bluepulse users can build their Place on mobile with photos and videos and connect with other bluepulse users via chat, messaging, broadcasts and robust browse functions.

Bluepulse also offers a huge range of widgets – all for free. Bluepulse recently released version 2.0 of its popular software and has established a global presence through viral growth. With release of bluepulse 2.0, the company needed to rapidly scale the size of the community.

Goals
As a start-up company, bluepulse had to make efficient use of its financial resources, so they set the objectives of:

• Substantial community growth in a short period of time
• The lowest possible cost of customer acquisition 
• Statistics, reports and analyses that would help tune and continuously improve campaigns

Solution
The bluepulse campaign included:  

• Eight text-based ads, reduced to three after analyzing effectiveness
• Specific geographic and device-capability targeting

Bluepulse worked daily with AdMob reports and analyses to hone their campaign messages and to lower customer acquisition costs than through other advertising channels.

Results
The AdMob Marketplace came through immediately, delivering new bluepulse users at a fast clip, and at a price point that made the vehicle far more economical than any other advertising alternative.  

Using AdMob’s unique reporting and analysis tools, Bluepulse quickly refined their campaigns to deliver more customers at a lower acquisition cost.

About AdMob
AdMob is the leading marketplace for mobile web advertising. Using a revolutionary method for matching advertisers to mobile web publishers, AdMob connects consumers with advertisers with the greatest accuracy and at the lowest cost, powering highly effective and efficient mobile campaigns.

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