Customer Feedback

"Rant & Rave has enabled us to bring customer relations into the 21st century" -Brian Elliott, Customer Service Development Manager, National Express East Coast Trains

Brand: Underwriters Laboratories
Campaign: “Just Look for UL” - Safety at Home Holidays
Agency: MSLGROUP Americas
Vendor: SnapTell
Region: United States

Cricket Nirvana ramps up site traffic through mobile advertising with mKhoj

Innovation: mKhoj designed banner ads with live score that refreshed every 60 seconds.

Brand: Cricket Nirvana
Category: Online Cricket Content site
Network: mKhoj, Mobile Ad Network
Region: APAC

Background:

PROJECT

2008 Red Wings Mobile VIP Community and Ultimate Fan Contest

OBJECTIVE

To build a viral buzz around the brand, provide fans with exclusive mobile first content while increasing brand awareness through special mobile ticket and merchandise offers.

OVERVIEW

PROJECT

Outside Lands Music Festival at Golden Gate Park from August 22nd – 24th 2008

OBJECTIVE

Enable festival attendees to search for artist lineup, location details and timing while at the event

OVERVIEW

Goals:
To support its ambition to move into international markets, Dynetic chose Ericsson’s IPX for accurate mobile phone payments.
Reliable billing platform and the freedom to concentrate on core competencies

Solution:
Ericsson Internet Payment eXchange )IPX) and Managed Services

Date:
March 26-28, 2007

Company:
Loc-aid Technologies w/assistance from iLoop Mobile, Inc.

Client:
Loc-aid Technologies

Background:
Loc-aid Technologies constructed and ran a mobile Treasure Hunt campaign during the CTIA Wireless 2007 conference in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Orlando, FL.

Goals:<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

·          Illustrate how a mobile-oriented location-aware campaign can be constructed and evaluated.

·          Show the feasibility of driving a target audience to specific physical venues.

·          Demonstrate the feasibility engaging a target audience with entertaining content and monetary incentives

Solution:
The campaign consisted of two sequential games, both held during exhibit hours of the CTIA Wireless 2007 Show at the Orange County Convention Center in Orlando, Florida.  First was the “qualifying event”, an SMS-based quiz game (powered by iLoop Mobile’s mFinity™ Platform) showcasing sponsor venues and messages that any show attendee could play. The second game was the “Grand Prize event” where 10 participants (chosen from winners of the qualifying SMS quiz game) followed clues in an Amazing Race-type treasure hunt for the final prize of $10,000 (Powered by LOC-AID Technologies’ Application Creation Engine, ACE).

Program Overview:
Two-stage location-enabled treasure hunt

·          Venue: CTIA 2007 Orlando

·          Sponsors: LG, Qualcomm, NAVTEQ, Intrado

                                 i.            Stage 1: SMS-based qualifying quiz contest
·          Audience: CTIA attendees

·          Recruitment to play via direct word of mouth (promoted at Loc-aid booth)

·          Objective: Drive participants (foot traffic) to sponsor booths

·          Prize: selection to second stage

The quiz contest itself consisted of players selecting one of our four sponsors, followed by a quiz question that contained company/product messaging related to the chosen sponsor. Players were instructed to visit the sponsor booth before being presented with the question, in that they would need to consult sponsor booth personnel to receive the information necessary to answer the question. In a location-enabled network, the player’s location could be verified[1] (as we did for the second phase of our campaign).

Sample game structure (all standard rate messages)
MO: Player texts JOIN to a short code to opt-in
MT: Sponsor choice offer: INTRADO, LG, NAVTEQ, QUALCOMM

MO: Player selects quiz topic by texting LG to shortcode
MT: “Please go to LG booth #xxxx. When you arrive, text ATL”

MO: Player arrives at sponsor venue and texts ATL to shortcode
MT: LG’s quiz question is presented in multiple-choice format

MO: Player indicates their choice to answer the question (A,B,C or D)
MT: Answer receipt acknowledged, offer to play again via JOIN

       o       From the roughly 35,000 attendees to the CTIA 2007 conference, the initial SMS one-to-one qualifying
            outreach campaign connected with 2000 participants, an Engagement rate of approx. 6%.
    o       Engagement rate (number of participants), @-rate (ability to driver audience to venue), Completed rate
            (number of participants that completed entry) varied by sponsor.  See figure below.

·          Outdoor, handset-based treasure hunt

o         Of all qualified participants from the SMS one-to-one qualifying campaign 40% committed to play in the second round

o         All final players visited all five of the outdoor treasure hunt venues, reporting 100% @-rate and 100% completion

For a complete overview and white paper detailing this case study visit:

http://www.iloopmobile.com/locaidctia2007case.htm

[1] There are several mechanisms for verifying the player’s location, ranging from the ultra-precise onboard A-GPS function of the handset to basic cell-ID (all of which may be triggered by an SMS response). The simplest method—requires NO network infrastructure--is to create a question whose correct answer requires the player to be at the specified venue.

Microsoft Office <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Brand: Microsoft Office 2003

Company: Microsoft Corporation/Universal McCann

Goals
To persuade users of earlier versions of Microsoft Office – particularly “expert information workers” – that Microsoft Office 2003 provides features and functionality to help them work more effectively in today’s business environment.

Solution

The solution was a mobile, interactive marketing campaign on the AvantGo service that included two mobile advergames available for download from avantgo.com. Both games were promoted within the AvantGo mobile Internet service. Once downloaded, users could play the games on their mobile device anywhere, anytime.

Results

·          AvantGo co-developed and distributed an interactive mobile game campaign that proved extremely precise in reaching Microsoft’s target audience for Office 2003.

·          Results for the first phase of the campaign, a “Concentration” style advergame, were more than double the initial projections regarding downloads, interaction and opt-ins for more information. Specifically, nearly 65,000 subscribers downloaded the game with individuals playing the game an average of four to 10 times, all the while interacting with the brand and absorbing the key product benefit messages embedded in the game content.

·          Early results from the second phase, a “Jeopardy” style advergame, indicate it will outperform the first phase. Still running, the campaign has generated over 830,000 impressions, with an 8.9% average click-through rate and 54% conversion rate.