Campaign – Hennes & Mauritz (H&M) - Mobile couponing

Company
Gavitec - A NeoMedia Technologies Company (neom.com).

Goals
The campaign focused on mobile couponing and the interaction between the targeted audience and the brand H&M with the use of mobile phones.

Idea
Initiated by YOC AG, one of the leading suppliers of mobile marketing and e mail services in Europe, the campaign focused on mobile couponing and the interaction between the targeted audience and the brand H&M with the use of mobile phones.  120,000 registered members of the YOC.de community received a mobile coupon as one picture message (SMS) with a 2D code (Data Matrix) to their mobile phone, offering them a free H&M T-shirt upon presentation of the code to the EXIO™ scanner at the new H&M shops in Berlin, Hamburg and Cologne.

Using Smart Messaging (e.g. Nokia Picture), MMS or EMS technology, the mobile coupons were sent as a unique and encrypted 2D code (Data Matrix) on the user’s mobile phone. Information like store name, opening date and coupon value were not only encrypted in the Data Matrix code but also displayed on the mobile phone screen as information for the mobile phone’s user. To support this special time-limited marketing campaign, the 2D code also contained an expiry date.

At the cashiers of the new H&M shop in Berlin, customers presented their mobile coupon to the EXIO™ scanner. Connected to the YOC database via GPRS communication, the Gavitec solution decoded the mobile coupon and checked its validity. Once the code was validated, EXIO™ printed out a voucher permitting customers to receive their free T-Shirt.

Results
Within 48 hours, for example, 78% of the addressed members reacted to the sent push-SMS. More than 100 customers were queuing in front of the store before operating. Two hours after the shop opened, all 2,000 T-shirts had been given away.

About NeoMedia Technologies
NeoMedia Technologies, Inc (www.neom.com) is the worldwide leader in Mobile Marketing.  Across our leading-edge mobile services providers, over 4 billion on-pack mobile marketing promotions have been enabled, including the largest-ever mobile campaigns. Today, mobile campaigns ranging from SMS/text campaigns to barcode-enabled campaigns can be launched and supported by a combination of applications, technology, and creative services. Our R&D efforts are at the forefront of the industry, creating next generation code-reading capabilities, visual matching, and mobile couponing technology solutions, as well as the world’s most creative, effective and fun mobile campaigns.  NeoMedia holds 27 patents with coverage in 14 countries.

Our global solutions include: qode (www.qode.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), and Sponge (www.spongegroup.com).


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