CHEETOS SUPER RALLY

Brand: CHEETOS / FRITO LAY (WALKERS)
Agency: Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
Duration: 04.10.2006 – 31.11.2006

GOAL:  Cheetos, the leading snack brand nationally and internationally, runs promotion campaigns all around the year. These promotion campaigns include small plastic toys in the package or paper cards for popular juvenile card games. However, since this strategy was followed by almost all major snack producers, a need for novelty arisen in order to differentiate from competition. While keeping the traditional promotion materials on hand, mobile prizes come into scene.  As well as Top Trumps plastic cards, mobile wallpapers, true tones and a car race mobile game has been included as promotion prizes in the campaign.

SOLUTION: Participators, who found a scratch card in their Cheetos packages, were asked to text their unique codes and their choice of mobile prize (wallpaper, true tone or mobile game) to short code 3191. Successful entries were replied by wap push links. Participators downloaded their prizes from campaigns wap site. Five variations of mobile wallpapers, three variations of true tones, and mobile game supplied by Aerodeon and Aerodeon’s solution partners.

RESULTS: Campaign has achieved its goals completely. It was met by great appreciation by the consumers, and remarked as one of the most successful campaigns of the period. Redemption rate is about 10%.

Company:
Mobile Dreams Factory (www.mdfactory.com)

Client:
Heineken

Background:
Heineken is one of the most sold beer company in Spain. (www.heineken.com)  Champions league is the European soccer championship (http://www.uefa.com/Competitions/UCL/index.html)

Goals:
Heineken is one of the official sponsors of the Champions League. For that reason they wanted to tie their brand with the championship. <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

The objectives of the campaign were:

·          Associate Heineken brand with the “Soccer’s Champions League.”

·          Reward consumers’ loyalty instantly.

Idea:
Heineken distributed scratch-cards to bar customers. All the scratch-cards have a code that needs to be sent by text message. Each code participates in a draw to win different prizes. No matter if the customer won or not, he/she will receive a wap push instantly with a Heineken mobile agenda.

The mobile agenda is based in Mobile Dreams’ proprietary technology called -Microeditions (www.microeditions.com). With this microedition the user can browse off-line Champions league’s agenda.

Also the user can ask the agenda via Heineken’s web page.

Results:
The Campaign is not over since the soccer season is not over. The last 2 months redemption rate of the agenda were 68% of the participations.

About the Company:
Mobile Dreams Factory has 2 divisions, one is the mobile content were they create, develop and distribute mobile products and contents. The other division fulfills services of advance mobile marketing or as they called it, Mobile Marketing 2.0.

The company develops different technology platforms such as YQS, Microeditions and Mobile Campaign Manager.

Some of their clients are Coca-Cola, Heineken, Renault, Telefonica, Cepsa, Orange and Vodafone.

Campaign – McDonalds™- Mobile couponing

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

Goals
Mobile coupons offer great opportunities to address buyers individually and win new customers. 

Idea
McDonald’s ™, the worlds leading foodservice retailer, launches mobile couponing campaigns using the Gavitec solution -EXIO™- in restaurants throughout Portugal. Using Smart Messaging (e.g. Nokia Picture), MMS or Ems technology, the mobile coupons were sent as a unique and encrypted two-dimensional code (2-d code) on customers’ mobile phones. Installed in McDonald’s restaurants, custom-made kiosks with an integrated Gavitec code reading scanner (EXIO™) are used to scan the mobile coupon directly from the mobile phone screen. Using the built-in GSM module (GPRS), the kiosk verifies the validity of the coupon online against a central database and, in case of a valid coupon, prints out unique paper vouchers redeemable at the McDonald’s cash register.  

Results
TopSolutions, Gavitec partner and provider of mobile marketing services in Portugal, collaborated with TMN, the leading Portuguese mobile operator, to provide registered in the TMN database with McDonalds discounts. Customers print and convert their mobile coupons directly at the McDonald’s discounts and special offers.   

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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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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Case Study: McDonald’s Selects Enpocket to Drive Late-Night Store Traffic

The food service giant rolled out a direct response marketing campaign aimed at driving localized retail traffic during the traditionally slower late evenings with a series of weekly mobile coupons for late-night offers.

Objective:
McDonald’s was looking for a new way to drive late night store sales, positioning the company as a late night alternative.  They also wanted to test the effectiveness of mobile coupons.

Program:
Enpocket worked with Media Planning Group to launch a mobile couponing campaign promoting McDonald’s late night deals in the New York metropolitan area.  The offers were also featured on the McDonald’s Late Night Lounge website.  In addition, the campaign was supported by mobile advertising banners running across several popular mobile Internet sites, where consumers are targeted by age and location.

Results:
Click rates for the campaign were more than double the industry average.  The program received hundreds of opt-ins during the first week and opt-in growth continued throughout the length of the program.

“McDonald’s is always looking for innovative ways to interact with our customers in a way that will create relationships that build brand loyalty. Targeting our customers with special offers when they are mobile is very powerful for McDonald’s.  Having customers interact with our brand on their most personal device is one of the most effective ways to not only engage the consumer but also provide an almost immediate call to action.”<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

-  Ken Ebo, Marketing Director of McDonald’s.

Brand: Stolichnaya
Product: Stolichnaya
Company: Zingy

Goals:
*Reinforce brand loyalty by engaging Stolichnaya enthusiasts *Generate awareness of new products and promotions using cross-mobile media *Leverage SMS and PDA to connect with qualified consumers at key lifestyle moments

Solution:
*Zingy launched the "Stoli Insider" SMS program, with a Zingy-hosted opt-in on Stoli.com and via the shortcode STOLI. The nearly year-long program offered consumers new product updates like the launch of Stoli Blueberi, timely alerts such as July 4th party recipes and raised awareness of promotions like the "Create your own signature cocktail"<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

contest.

*Zingy launched the "Genuine Russian Vodka" brand campaign by incorporating Stoli as exclusive sponsor of the Vindigo City Guide on PDAs for the month of July. Stoli 'owned' the PDA city guide, with no other brand appearing, and used this format to reach 21+ influential lifestyle enthusiasts at point of purchase. The sponsorship served as a key point-of-sale brand reminder, while also promoting the SMS program. Email and calendar opt-ins further engaged consumers by enabling them to sign up for exclusive brand info.

Results:
*The "Stoli Insider" SMS program has generated a higher than expected number of opt-ins. Another clear indicator of success is the extremely low opt-out rate throughout the 9 month program. Consumers found value in being a brand "Insider" and want to continue to receive text messages from Stoli.

*The Vindigo City Guide sponsorship generated strong interest in the Stoli brand, with tap-through rates as high as 1.60% and consistently high email opt-in rates, which generated valuable leads.

*According to Adam Rosen, Senior Brand Manager, Stolichnaya Vodka, at Pernod Ricard USA, "Mobile presents for us the unique opportunity to effectively reach our consumers at appropriate times, which is key.  This was our first mobile initiative and, as a brand that's about being genuine and authentic, it was critical to partner with a company with a lot of integrity and insight. Zingy delivered a successful program; they made it easy and turnkey, guiding us throughout the process."

Enpocket Powers On-Pack Mobile Promotion for Pepsi

Background:
In April 2006 Pepsi launched one of the most high profile text-2-win campaigns to date in the UK – the “What’s In Your locker?” Xbox 360 promotion.  The on-pack promotion, backed by a major TV campaign featuring England soccer stars old and new, gave customers the chance to win an Xbox 360 every 90 minutes of every day over a two month period leading up to and during World Cup.

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

·          Drive sales of Pepsi Max, Pepsi Max Twist, Pepsi Regular and Diet Pepsi (across all pack sizes)

·          Tap into Pepsi’s association with soccer figureheads like David Beckham and Ronaldinho, and leverage the hype created by the 2006 World Cup Finals in Germany

Solution:
Unique codes were printed on approximately 95 million units of Pepsi Max, Pepsi Max Twist, Pepsi Regular, Diet Pepsi across 7 different pack variants. The promotional packs invited consumers to take part in the competition to win one of a thousand Xbox 360s that were up for grabs. 

With a draw every 90 minutes consumers simply had to text their unique code from the packaging to short code 60360.  Savvy entrants referred to the graph on the Pepsi website measuring the number of entries for each 90 minute period, so they could calculate the best drawing to enter.  Thousands texted in their codes in the middle of the night to maximize their chances of winning!

The Enpocket Marketing Engine ensured each code was entered into the correct draw depending on the time the text message was received and then <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />informed the winner of the Xbox 360 by text.  All entrants were also sent a return text message that drove them to the Pepsi mobile internet site where they could download free soccer content for their phones.

The campaign was supported through the line with TV advertising and with a major presence at point of sale across a range of retail outlets.

Results

·          There were almost a million entries in the first phase of the competition

·          The campaign highlighted Pepsi’s affiliation with soccer during a key period – the World Cup

·          A soccer promotion via mobile enabled Pepsi to connect with their key youth demographics

·          The text 2 win promotion brought customers closer to the brand, and by driving customers to the Pepsi mobile internet site it established an even deeper dialogue

Brand: Sprite

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Project: Sprite Mobile Video



Company: Turkcell & 121Metre

Objective: To collect consumer data for the Sprite portal and to create a Sprite community.

Solution:  Releasing the Sprite commercial on mobile phones before TV!
Banner ads with a question about the new Sprite commercial were placed on various web sites before the commercial was aired on TV. When consumers clicked on the banner, they were directed to a microsite where they could answer the question and fill out a registration form which earned them 5 sponsored SMS from Sprite. They then received a mobile video of the commercial on their mobile phone, allowing them to watch the commercial before its release on TV.

Results:
More than 12.000 people signed up for the campaign.




Translation:
Where will the kids dive in the new Sprite commercial?

a)      Soccer field, b) Highway, c) Desert, d) Office

Send us your GSM number and e-mail address to watch the Sprite commercial before everyone else and win 5 sponsored sms!

Campaign:
Walkers Win an iPod

Company:
Sponge Group – A NeoMedia Technologies Company

Goals:
Create a text-to-win with an increased perception of ‘winability’ to engage both winners and losers with the brand. Drive brand equity for Walkers as position as a more aspirational product (trend-setting and iconic).



Idea
UK-based Sales Promotions agency, the Big Kick, appointed Sponge to build the SMS mechanic for the huge Walkers on-pack promotion in UK and ROI which was so successful, the campaign subsequently launched in Holland and Belgium (Frito Lay).

Consumers were invited to participate by submitting their code, found on pack, to enter draws to win an iPod via text or the internet. In UK and ROI draws were conducted every 5 minutes and every hour in Holland and Belgium.

Sponge managed the SMS as well as providing the software application to handle all aspects of the entries, messaging, draws and enabling the processing of winners’ information.

Sponge worked closely with the client’s preferred web agency to support the promotion and offer an alternative entry route. The two systems, SMS and web, were completely integrated utilising Web Server technology, and constantly delivered a series of flash driven graphics converted into graphs showing the peaks and troughs of entry times by day, hour and five minute slot, so consumers could see the best times to enter the promotion and increasing their chance of winning.

At the time of each draw, winners were sent a text message to notify them of the claim process. Dynamic messaging ensured that the loser message had a positive spin and offered different added value each time - a piece of content, music trivia, details of past winners and previous quiet and busy draw times.

As well as on-pack, the campaign was promoted in-store and supported by a major TV campaign in the UK.

Results
In the UK, over 6% of the population participated in the campaign, and in Holland, this was the largest SMS campaign every experienced.

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: PaperClick (www.PaperClick.com), 12Snap (www.12snap.com) Gavitec (www.gavitec.com), Mobot (www.mobot.com), Sponge (www.spongegroup.com) and HipCricket (www.hipcricket.com).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />