- First ever camera phone movie promotion in the U.S.
- Movie fans engaged in scavenger hunt in-home )print ads) as well as out-of- home )flyers)
- Significant responses received from all the 5 target cities
- Measurable promotion effectiveness by city, time of day and media
- Positioned TWC as an innovator among media companies
- Image recognition rates of 99%+
HGTV Uses Mobile to Engage Viewers and Generate Revenue through Sponsored Messaging
Nokia Trends Lab
A mobile entry ticket into the world of Nokia Trends Lab! A multi-faceted approach was taken translating the mobility aspect into a real life experience. The mobile element was pervasive on all levels. Prior to the events, visitors could access the Nokia Trends Lab universe from virtually anywhere through a mobile internet site. It was cross-promoted through mobile banners and editorial content on Nokia’s youth hub, Nokia Zine. In addition to information about the events and the story of Nokia Trends Lab, visitors could also download content from previous Nokia Trends Lab events or upcoming artists from the mobile site. At the events, entrance was granted through mobile tickets, which were redeemed through 2D code scanners. In addition, votes and sweepstakes were conducted through SMS and visitors could download artist content such as ringtones, wallpapers and videos onto their phones via Bluetooth stations. After the events, downloads were also made available from the web download centre, which served as a virtual gallery space. The Nokia Trends Lab idea was carried on in between the events and participants were able to download digital creations of local talents and established artists onto their mobile by entering their phone number on the web site.
Mobile Ad Funded & Supported Video
- Measure brand awareness via mobile video channels
- Measure customer acceptance of mobile video ads
- Test “best practices” for mobile video ads
- Identify audience profiles and measure advertiser reach
- Investigate viability of commercial business model for ad funded and ad sponsored video services
Swisscom launched two ad enabled streaming video channels on their Vodafone Live! portal under “Video und Bilder” to all customers with an EDGE or 3G handset that supported streaming. Ad Infuse’s adInMotion™ platform was deployed to insert mobile pre- and post-roll video advertisements real time in active streaming video sessions. Since there are three resident languages in Switzerland, Ad Infuse’s adInMotion platform was also used to target advertisements based on the customer’s language preference. The adInMotion platform was also used to restrict the number of times a particular ad was seen by a unique user. Detailed advertisement impression statistics, such as “ratio of ad seen”, “unique users” and “delivered vs. undelivered impressions” were displayed real time on a per unique advertisement basis by Ad Infuse’s adInTouch™ online advertiser toolset. Lastly, customer acceptance and brand awareness were measured during the trial period via telephony interviews.
For detailed results and to view or download the complete case study, please visit: http://www.adinfuse.com
Sprint <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile Media Network - Pepsi Super Bowl Case Study<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
In the run up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative. Its Super Can contest gave fans the chance to win Super Bowl tickets for life and a jewel-encrusted can valued at $100,000. Alongside traditional and online promotions, Pepsi also became the latest brand to deploy a mobile advertising program on the Sprint Mobile Media Network, and one of the first to incorporate video into its campaign.
· Expand the promotion of its Super Can contest
· Increase awareness of the 15 new Pepsi can designs
· Drive traffic to its mobile web site
· Increase video and wallpaper downloads
Sprint Nextel has been defining a highly sophisticated new advertising channel on its mobile web browsing pages through the Sprint Mobile Media Network. It offers brands a direct, powerful and interactive way to reach mobile consumers. Pepsi was able to cut through the noise around the Super Bowl as the exclusive advertiser on the Sprint Mobile Media Network’s homepage in the days leading up to the big game. And, as a result, drove consumers from four different banner display ads to Pepsi’s branded mobile web site, where consumers engaged in a variety of actions
Pepsi enabled users to download a custom wallpaper of the “blinged-out” Pepsi can, click to see the video spots featuring the new Pepsi can designs, and click through to Sprint Power View -- the only made-for-mobile video programming network in the United States with original sports and entertainment shows -- where they could view live Super Bowl video clips, sponsored by Pepsi.
Sprint’s mobile web ad serving vendor, Enpocket, and Sprint Power View delivery partner, IMG, assisted in the execution of this multi-faceted campaign.
· 9 million impressions
· An average click through rate of 4.5 percent, with the most popular creative achieving an 11.5 percent average
· 175,000 Pepsi wallpaper downloads
The program was one the first to integrate several engagement mechanics, including content downloads, click-to-view a video ad, and click to see a live TV broadcast. At a time when advertisers are vying for consumers’ attention across multiple media channels, Pepsi built awareness and engagement for a major marketing initiative using the Sprint Mobile Media Network – leaving a lasting impression with the 175,000 people that now see the Pepsi wallpaper every time they look at their Sprint mobile phone.
WRAL-TV Hoops Headquarters Campaign
WRAL-TV (Raleigh, N.C.)
News Over Wireless
For many North Carolinians, college basketball tournament season is the most magical time of the year. That’s why Raleigh, N.C.-based WRAL-TV wanted to showcase its unprecedented, local coverage through an integrated campaign across a variety of platforms—TV, Web, radio, computer and with its mobile solution WRAL Wireless.
In March 2007, WRAL-TV launched “Hoops Headquarters,” a marketing campaign designed to highlight the station’s MEAC, CIAA, ACC and NCAA tournament coverage. Initially, a special Hoops Headquarters graphics package was created for news, online, wireless and programming.
WRAL-TV worked closely with News Over Wireless to integrate Hoops Headquarters into the WRAL Wireless application. To help users, an easy-to-navigate menu structure was designed just for tournament coverage, including a special menu for video. News Over Wireless and WRAL also collaborated to ensure that the new content was formatted correctly and in place to optimize timely, consistent updates.
On-air TV spots highlighted the station’s mobile solution, WRAL Wireless, as one of the vehicles viewers could count on for game schedules, standings, video recaps and more. WRAL-TV ran 229 gross rating points to promote wireless over a two to three week period. The station also promoted Hoops Headquarters in radio ads, reinforcing the availability of mobile access for devoted basketball fans unable to stay glued to the TV or Internet.
WRAL Wireless’ role in Hoops Headquarters—providing on-the-go hoops action—was promoted online through the station’s desktop weather application. The mobile solution served as the premiere sponsor for the application during the March and April events.
Joint promotion across all vehicles ramped up as the ACC and NCAA tournaments kicked off in March 2007. Animated graphics ran during programming to promote game times and matchups. The station also included a feature article in the WRAL.com e-mail newsletter promoting on-air, online and wireless coverage.
WRAL-TV successfully delivered an integrated marketing campaign, reaching viewers through TV, radio, the Internet and mobile. WRAL Wireless’ Hoops Headquarters category was the most viewed during the weekend of the ACC Tournament, and overall mobile traffic increased by 50 percent. The category sustained popularity throughout the NCAA tournament. WRAL.com experienced nearly a 300 percent increase in page views of its Sports section during the weekend of the ACC Tournament. Ultimately, Hoops Headquarters raised awareness not only around WRAL Wireless, but also around the station’s dedication to making high-quality, valuable news accessible no matter where you are.
ABOUT NEWS OVER WIRELESS <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
News Over Wireless is part of CBC New Media Group, LLC, a division of Capitol Broadcasting Company. News Over Wireless works with local television stations and wireless phone carriers to provide local news on mobile phones through video channels, Java applications and premium WAP. News Over Wireless partner stations reach over 72 million television households and carrier relationships touch over 168 million mobile subscribers. For more information, visit .
YEDIGUN VIRTUAL ME CAMPAIGN
Brand: YEDIGUN (Mirinda)
Agency: Aerodeon Turkey & OMD
Duration: 01.04.2007 – 31.12.2007
GOAL: Since gaming and messaging on mobile & internet are rising trends in today’s teens’ lives, Yedigun aims to own the mobile & internet world of teens, by offering interactive entertainment and create a teen community on the brand website.
SOLUTION: Within the content of the campaign, there are Yedigun scratch banners on the various web sites. When a banner is scratched, one letter of the YEDIGUN word appears. Participators collect all of the letters and load them to their account on the campaign’s web site, in order to win mobile prizes according to the number of YEDIGUN words they wrote. Mobile prizes consist of free credits, air time, sponsored short messages, and polimelody&truetone content of current popular songs. All of the participants, who sign up for an account, get a chance to download the polimelody or truetone of “Holding Out For a Hero” s Turkish cover.
RESULT: While mobil prizes are attracting considerable attention, the annual member expectation has been reached by 20% in the first month of the campaign.