Samsung uses Enpocket for rich MMS mobile marketing campaign and boosts mobile content downloads
Response rates from MMS game promotion outperform traditional media
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<?xml:namespace prefix = v ns = "urn:schemas-microsoft-com:vml" /><?xml:namespace prefix = w ns = "urn:schemas-microsoft-com:office:word" />Samsung created its “Fun Club” as a way to engage with Samsung mobile phone owners to help them get the most from their phones. Samsung provides content such as games, ringers, and wallpapers that are designed specifically for Samsung mobile phone models. Hearing about new mobile content is one of the benefits of joining the “Fun Club.” Samsung was looking for a new way to use rich multimedia to promote the game, Skipping Stone, to its customers.
Samsung engaged Enpocket to create a mobile marketing campaign promoting Skipping Stone using the graphically rich MMS channel. With MMS, Samsung could use attention-grabbing graphics and text to engage audiences and also provide a snapshot of the game.
The exclusive MMS promotion gave recipients a preview of iPlay’s widely acclaimed mobile game, and then the chance to instantly download a free demo using a WAP link embedded in the message. Once respondents had trialed the free demo they could then go on to buy the full game from a dedicated WAP site.
Enpocket’s award-winning MMS Creative Team developed the campaign creative. Then, Samsung used the Enpocket Marketing Engine to manage the campaign and deliver the MMS messages to Samsung handset owners across four mobile networks and finally to measure the results.
The MMS campaign achieved response rates of over 15% and a conversion rate of 2%, which offers quantitative proof that mobile marketing using rich media can dramatically outperform traditional direct marketing channels.