Tuesday, October 27, 2009
Tuesday, September 8, 2009
Captain Morgan Mobile Contest
Rum brand Captain Morgan has added a mobile component to its existing Pose Off campaign.
“The simple objective of allowing mobile entry is to increase the number of total entries to the Captain Morgan Pose Off contest, thereby increasing the level of brand interactions at point of purchase by adults of legal drinking age,” said Alex Hall, chief operating officer at TigerSpike, New York.
“Mobile entry helps achieve a higher promotional response rate by allowing people to engage as soon as they read the call to action, while the motivation is still in their mind,” Mr. Hall said. “Assuming the communication message is relevant, mobile entry then allows consumer to act at the right time for them, from any location.
“In the case of a spirits promotion, it means that a call to action in bars, in retail outlets or in traditional media can be acted upon at times when online activity is not generally possible,” he said. “The main reason for using both MMS and email in this campaign was purely to extend reach and convenience for consumers. From Mobile Marketer at http://bit.ly/ArC5b
For more information contact Andrew at damico@zipstripe.com
Tylenol PM "Sleep Tracker" iPhone application
The Tylenol PM Sleep Tracker iPhone application lets users track their sleep hours and moods, see their sleep history over time, add notes and customize their icons and get tips to help them sleep better. Tylenol is promoting the application as part of its "Get Ready for Bed" campaign.
A click-to-download banner ad campaign that ran across iPhone sites and applications drove close to 3,000 downloads and increased Tylenol's ranking in the App Store from No. 120 to 14, which in turn drove additional organic viral spread of the application. "With tens of thousands of apps in the App Store, promotion is crucial to getting your app highly ranked, which is critical for discovery," said Tony Nethercutt, vice president of sales at AdMob. "Consumer discovery is difficult with 50,000 apps, so being ranked in the top 25 most popular apps in your category is critical to getting more downloads.
Tylenol PM Sleep Tracker ads across AdMob's network issued a call-to-action urging consumers to click through to the App Store to immediately download the application. While specific click-through rates weren't revealed, AdMob claims its clients see conversion rates between 5 to 20 percent, with the average being closer to 10 percent. From Mobile Marketer at http://bit.ly/MLFRs
For more information contact mike@zipstripe.com
What's Nearby app
The Metromix’s free social-planning application lets consumers locate restaurants, bars and clubs, events and music, as well as movie theaters and showtimes within walking distance or a short drive away from their current location. Already downloaded more than 100,000 times, What's Nearby also gives Metromix's 4 million monthly users, who are located across 37 United States markets, the ability to post reviews and photos to Metromix.com using their iPhone and share those submissions on Facebook using Facebook Connect.
Metromix’s national network of local entertainment Web sites target 21-to-34-year-olds and provide information on where to go and what to do.This group of adults is obviously very tied into social media trends and are most likely the ones interested in downloading our What’s Nearby iPhone application, since it allows them to share information across a variety of communication channels including our Web site and Facebook,” Mr. Smyth said. From Mobile Marketer at http://bit.ly/2E9mih
More information contact mike@zipstripe.com
Domino’s Pizza - Mobile commerce growing at astounding rate
While the pizza franchise continues to invest heavily in traditional media, it has seen significant growth from its mobile initiatives and plans to increase its investment in the mobile channel going forward. In addition to promoting its mobile site on Dominos.com and via email blasts, the company partners with mobile ad networks and with publishers directly to run banner ads across most of the top 10 mobile Web sites in the United States, including Pandora, ESPN and CNN.
“Mobile is a rapidly growing segment of our business, one that we expect to grow for years to come,” said Rob Weisberg, vice president of multimedia marketing at Domino’s Pizza, Ann Arbor, MI. “A major growth agent for our company over the last few years has been online ordering in the digital space. “A lot of what we get to see that’s occurring in our Asian markets and places like Iceland—mass consumer adoption of mobile commerce—it’s a crystal ball for what’s to come in the U.S. market.”
Mobile coupons have been increasingly relevant for consumers—and thus an increasingly effective tool for brands—during the current recession. Domino’s mobile coupons are tailored to consumers’ ordering history and are often time-sensitive. “We send out coupons via SMS that are relevant to you as an individual, an offer that’s strong and takes you to the site and all you have to do is hit confirm,” Mr. Weisberg said. “As far as our system-wide average, 85 percent of our business is delivery, and because of that, we know who you are, your name, address, phone number and what you’ve ordered in the past..
“By opting-in to receive these communications, you’re ensuring that you’ll receive the strongest deals Domino’s has to offer, mobile coupons that link directly back to our mobile ordering site,” he said. “In terms of ease and convenience of the transaction, mobile commerce can’t be beat.”
Domino’s believes that the importance of the mobile channel for its bottom line will only continue to grow.
“What gets us excited about the mobile space? You walk out of your home with your wallet, your keys and a third-screen—the three screens are TVs, computers and smartphones with a data plan,” Mr. Weisberg said.
“People are taking that third screen wherever they go, and mobile phones are one of the few things that aren’t shared, so we know exactly who we’re talking to via that mobile device,” he said. The hectic pace of modern life also makes mobile an indispensible channel for businesses. “Consumers are time starved, and as far as making meal decisions, 72 percent of consumers don’t know what they’re going to have for dinner at 4:30 p.m.,” Mr. Weisberg said. “Most people don’t plan that far ahead because of the time-starved nature of the world today, so our goal is to connect with consumers around that time of day, which is a major objective for quick-service restaurant companies like us. “The mobile screen is an opportunity to engage with them in a way that is relevant to them via SMS offers, mobile coupons,” he said. From Mobile Marketer at http://bit.ly/16Otap
For more information contact Andrew at damico@zipstripe.com
Friday, September 4, 2009
Hot Sauce SMS campaign sees 58 percent double opt-in
Baumer Foods' Crystal Hot Sauce ran a mobile campaign to build an opt-in mobile database of New Orleans Saints fans for highly-targeted future marketing efforts - Crystal Hot Sauce used mobile as a means of creating an exciting brand image and building awareness among the 23-54 year old male sports-fan demographic
To accomplish this, Crystal Hot Sauce ran promotional spots as well as in-game telecast mentions on Cox Media’s CST network, during Saints’ games, prompting viewers to text to win a signed jersey and Crystal Hot Sauce gift pack. ”Crystal Hot Sauce and Baumer Foods are happy to be using mobile text advertising and the results speak for themselves,” said Tina Stubbs, marketing director at Crystal Hot Sauce, Metairie, LA. “We had an overwhelming response to our text sweepstakes and look forward to engaging with our customers, new and old, via this new marketing outlet.”
The results were astounding. On one Saturday alone, the campaign received in excess of 4,700 responses, and more than 54 percent of respondents double opted-in for future offers. To date this campaign has received more than 8,200 responses and achieved a double-opt-in rate of more than 58 percent.
For more information contact Andrew at andrew@zipstripe.com
To accomplish this, Crystal Hot Sauce ran promotional spots as well as in-game telecast mentions on Cox Media’s CST network, during Saints’ games, prompting viewers to text to win a signed jersey and Crystal Hot Sauce gift pack. ”Crystal Hot Sauce and Baumer Foods are happy to be using mobile text advertising and the results speak for themselves,” said Tina Stubbs, marketing director at Crystal Hot Sauce, Metairie, LA. “We had an overwhelming response to our text sweepstakes and look forward to engaging with our customers, new and old, via this new marketing outlet.”
The results were astounding. On one Saturday alone, the campaign received in excess of 4,700 responses, and more than 54 percent of respondents double opted-in for future offers. To date this campaign has received more than 8,200 responses and achieved a double-opt-in rate of more than 58 percent.
For more information contact Andrew at andrew@zipstripe.com
Chipotle Mexican Grill enters Mobile Commerce
The quick-service-restaurant brand’s first foray into mobile, Chipotle’s iPhone application leverages the device’s GPS functionality to find the location closest to the user and enables mobile ordering. A key feature of the application lets customers pay for their food directly from their mobile device.
“We wanted to create a user experience that is similar to what we offer in our restaurants, but using the iPhone platform,” said Chris Arnold, spokesman for Chipotle Mexican Grill, Denver. “It allows time-starved customers another way to access Chipotle in a way that’s relevant to them.
“Our core customers skew young, educated and more affluent than a typical fast-food customer,” he said. “It’s probably a close match to iPhone users. “Having the app lets us deepen relationships with these customers by giving them a way to interact with us that is meaningful to them.”
For more information contact mike@zipstripe.com
Thursday, September 3, 2009
CoverGirl targets women with mobile ads for LashBlast mascara
"It is a no brainer that young women live and breathe on their mobile phone," said Steven Rosenblatt, vice president of ad sales for Quattro Wireless, Waltham, MA. "Cover Girl has been an industry leading brand in mobile for years now and their agency BrandInHand absolutely understands how to develop successful mobile campaigns. "This is a great opportunity to connect with women and to also create a one-on-one dialogue with them through the text club," he said.
Consumers that click on the banners are routed to a landing page, which is available in both English and Spanish. The landing page is a micro site created especially for LashBlast products. The landing page gives users more information on the new LashBlast mascara and also links to CoverGirl’s Color Match line of products. Site visitors can browse CoverGirl products, watch videos or get tips from the experts.
Consumers can get tips from pros on how to apply shadows, liners and mascaras, as well as tips on how to get the perfect brows.
"Mobile is the ultimate one-to-one marketing vehicle," Mr. Rosenblatt said. "If a consumer opts-in and says that they want to receive information from your brand on their mobile device, these are definitely your most loyal and engaged customers. "Marketers have to be thinking about using mobile advertising to help build their consumer database because more and more consumers are using their mobile as their primary text communication device, whether via email or SMS," he said.
Site visitors can click to join the CoverGirl Text Club, which lets consumers opt-in for marketing messages from CoverGirl. Participants get deals, tips and freebies via two or three messages per month. Consumers that sign up for the CoverGirl Text Club get coupons sent to their phone as well. For example, one of the text-message promotions is a coupon that lets participants save $1 on any CoverGirl product and another gives any CoverGirl face product free to consumers that buy a foundation. From Mobile Marketer at http://bit.ly/KR37x
For more information contact mike@zipstripe.com
Price Cutter woos shoppers with mobile coupons
“The strategy is to use the power of mobile to offer shoppers a new level of customer service that will make shopping at Price Cutter more convenient,” said Nathan Pettyjohn, CEO of Aisle411 Inc., St. Louis. "By using mobile to offer a customer service tool, Aisle411 and Price Cutter hope to gain the trust of consumers and thereby offer relevant promotional offers in the form of audio messages and mobile coupons.” Shoppers who call, state their location and the store, ask for the item and then receive the location of the product via an audio message and by text within seconds.
“It is our expectation that the mobile coupons offered through Aisle411 are at the peak of the purchasing cycle within the store, and we expect to see high redemption rates based on the timing of the SMS coupon delivery – within minutes or even seconds of a purchase,” Mr. Pettyjohn said. “With SMS, we’re also looking at bridging the gap between the more sophisticated phones that play video, by offering Web links that can display product demonstration videos or reviews for customers while they’re in store. From Mobile Marketer at http://bit.ly/EKaPl
For more information contact Andrew at damico@zipstripe.com
Vogue, Rachel Roy let consumers Shop, Watch, Win
The interactive experience features a shopable fall look book from the new Rachel Rachel Roy collection, episodes of the Rachel Roy documentary produced by Vogue.TV and a sweepstakes to win looks from the new Rachel Rachel Roy collection. “The Rachel Roy brand came to us wanting to look at ways to bring the brand to a place where people can interact with it anywhere any time,” said Stephanie Horton, creative services director at Vogue, New York. “The iPhone is really big right now so we thought it would be cool to do something on it and appeal to that market.”
The interactive look book includes 13 fall looks personally selected by Rachel Roy from her new diffusion line, Rachel Rachel Roy and includes affordable contemporary sportswear, footwear, handbags and jewelry.
The iPhone initiative also features the three-episode documentary called Behind The Lens, produced by Vogue.TV and famed director Douglas Keeve. The documentary gives viewers a behind-the-scenes look into Ms. Roy's daily life, from fittings in her showroom to time with her family and the launch of her new diffusion collection. IPhone users can also sign-up for email updates from Rachel Roy about seasonal trends and new products or visit Rachel's Facebook or Twitter pages.
For more information contact teresa@zipstripe.com
JCPenney Expands Initiative With Mobile
The JCPenney Weekly Deals application lets users browse a select group of store-advertised sale items that are featured in the latest weekend sales circular. Additionally, consumers can create a portable shopping list within the application by saving items as favorites. “The launch of the new JCPenney Weekly Deals application builds on the retailer's Know Before You Go initiative, which allows consumers to have the research on the best prices, style and discounts right in the palm of their hand — making shopping easy and efficient,” said Margot Inzetta, digital publicist at 360i, New York.
The strategy was based on the fact that shoppers increasingly do research online prior to visiting a store.
The JCPenney site added innovative features such as enhanced search capabilities and product information, merchandise availability at local stores, and the ability to view weekly sales circulars online, making shopping at JCPenney easier. Now with the launch of this new iPhone application, customers can check for the latest special offers and find the nearest store to either their current location or to a ZIP code/city name right from the palm of their hand. Weekly content updates to the application will be automatic and require no action by customers.
Additionally, earlier this summer JCPenney launched its Schooled in Style: Smart Looks for Less, multichannel campaign for the 2009 back-to-school season.The campaign combined mobile, digital, social and traditional media such as events. The mobile aspects let teens sign-up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney.
“Furthermore, with more than 13 million iPhone users in the U.S. — along with 12 million iPod Touch users who can also download apps – the launch of an iPhone app allows us to share our style, quality and affordable prices each week with a rapidly growing base of consumers,” he said.
For more information contact Andrew at damico@zipstripe.com
Tiffany Targets Ladies Via Smartphones
Tiffany wanted to create buzz and excitement around its new collection, drive footfall to its new concept store in California and generate product sales. The jewelry brand also wanted to underline the key differences of the new concept store compared to former incarnations. “The goal was to drive consumers in store,” he said.
As a luxury brand, a clean, seamless and intuitive interface and user experience wTiffany’s key demographic is high-net-worth females ages 28-54, with a strong interest in fashion, shopping and luxury products.ere key. “Our insight combined with their consumer research found that many of their target consumers are iPhone or BlackBerry users,” Mr. Carney said. “We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone,” he said.
The mobile site let visitors find out about the new store, get directions via Google Maps and click-to-call the store. From Mobile Marketer at http://bit.ly/13I4kV
For More Information contact mike@zipstripe.com
Wednesday, September 2, 2009
Audible adds Mobile Calls2Action to Traditional Ads
Traditional ads include a mobile call to action, asking consumers to text AUDIBLE to short code 35620 to get Thomas Friedman’s No. 1 bestseller free. The mobile calls to action are present on New York City subway trains, within New York Times and Wall Street Journal print ads, and online via banner ads.
“We are trying to offer customers a chance to have an instant interaction with our ad,” said Will Lopes, vice president of business development at Audible.com, Newark, NJ. “Offering the ability to text gives consumers an opportunity for instant gratification to a free piece of audio with no obligations.” Audible is a provider of audiobooks read by authors and celebrities in addition to magazines, radio shows, podcasts, stand-up comedy, and speeches. Users who use Audible can download to their computer or sync to a mobile device. Audible is a subsidiary of Amazon.com.
“The broader strategic goal is to target commuters and communicate the utility of using Audible while commuting, as well as engaging them with an offer to which they can respond immediately,” Mr. Lopes said. From Mobile Marketer at http://bit.ly/155z2K
For further information contact Andrew at damico@zipstripe.com
Tuesday, September 1, 2009
Sears, Loehmann's, Rubio's using Mobile Coupons to Drive Consumers In-store
Big brands such as Rubio's Fresh Mexican Grill, Sears, California Pizza Kitchen and Loehmann's are leveraging location-based mobile-coupon network Yowza. Consumers simply show the digital mobile coupon on their iPhone or iPod touch at the time of payment to redeem the discount on their purchase. From Mobile Marketer at http://bit.ly/3GTKhZ
For more information contact mike@zipstripe.com
Petcentric Mobile App for Pet Lovers
Purina’s new iPhone application is using the phone’s location-based capabilities to help pet lovers and their four-legged friends.Nestlé Purina Petcare’s “petcentric places” is a free download for both iPhone and iPod touch users. Consumers also can share photos of their pets in a photo gallery and are encouraged to add and rate pet-friendly places and services available on the application.
“Our strategy for petcentric places is to provide on-the-go pet owners with a one-stop source of helpful information that can enrich the lives of their pets — from local veterinarians to dog parks to pet products and pet-friendly travel accommodations,” said Laura Lee, digital brand manager at Nestlé Purina PetCare, St. Louis. The Purina application provides a way to find pet-friendly locations and activities in the United States, such as lodging, dog parks, dog beaches, campgrounds, amusement parks and travel accommodations.
The application also provides search services to find veterinarians, animal shelters, pet sitters, kennels, groomers and dog walkers.
“At Nestlé Purina, we're always looking for new ways to reach our consumers with information that can enrich the lives of their pets and strengthen the bond between pets and their owners,” Ms. Lee said.
“We're making petcentric places available for on-the-go pet lovers who use mobile phones as a source of information about their pets,” Ms. Lee said. “Our research shows that a growing number of pet lovers are using their mobile phones for fun and information, and "petcentric places" is a great way to connect with them.” From Mobile Marketer at http://bit.ly/OBdSm
For more information contact Andrew damico@zipstripe.com
Monday, August 31, 2009
Globe & Mail newspaper goes Mobile
“By launching multiple apps on different platforms, we're trying to reach new and existing readers wherever they might be, and also learn about the strengths and weaknesses of each platform,” said Matthew Ingram, communities editor at The Globe and Mail, Toronto, Canada.“We're trying to reach younger readers and users as well as digital influencers – those who are most likely to try new devices,” he said.
The Globe and Mail application is available to download for free from the Apple App Store, the BlackBerry App World and soon, the Palm Pre App Catalogue.
“Mobile platforms are a way to reach readers quickly and easily when a news event occurs, since most people have their mobile device with them wherever they are,” Mr. Ingram said.
“One of the big potential benefits of mobile news is the ability to allow readers to provide valuable feedback and content through comments, reader-submitted photos and videos and etcetera – something we hope to incorporate in all of the apps soon,” he said. From Mobile Marketer at http://bit.ly/ic7Cw
For more information contact mike@zipstripe.com
Network TV using Mobile for Roundtrips
Television networks are increasingly turning to the mobile channel to drive audiences back to the TV screen for the debut of the fall season entertainment line-up.Networks are launching official iPhone applications as well as mobile sites. Additionally, text alerts are being used to remind viewers their favorite shows are returning.
CBS uses mobile video. Recaps, previews and behind-the-scenes videos see the most traction for CBS.
“Your phone is arguably the most personal device you own,” said Paul Scanlan, president of MobiTV," Emeryville, CA. “As better devices and better content continue to drive mobile TV growth, networks and advertisers have an opportunity to reach an ever-increasing audience in new and more personal ways." Features like interactivity and immediate calls-to-action unique to mobile TV offer the consumer an enriched viewing experience.
“[The experience is] something networks can capitalize on, especially for big events like season premieres," he said. "In fact, earlier this year, Showtime debuted the season premieres for three of their most popular programs on MobiTV in advance of the television airing.” Users can sign up on CBS.com to receive alerts about CBS programming from How I Met Your Mother to CSI: Crime Scene Investigation. In addition, SMS alert sign-ups exist on each of the show homepages on CBS.com. The network’s reality hit, Big Brother, uses mobile weekly. Viewers vote every week and have an impact on the show’s outcome. mobile marketing is going to become more personal and interactive in the future. He cited new applications and said they are a new generation and provide more interactivity.
“[Mobile is] a great medium,” he said. “Large percentages [of people] carry mobile devices with them. With mobile we can do things in real time and push alerts are very powerful. You may not even be thinking about CSI and then we can send an alert with something relevant to the show. “Devices are always connected and more interactivity means they’re always engaging.” From Mobile Marketer at http://bit.ly/z1Zvy
For more information contact mike@zipstripe.com
Jaguar Sinks Teeth into MobileAds
Jaguar is promoting its XF car model with mobile banner ads within ESPN’s Fantasy Football 2009 Draft Kit iPhone application.Banner ads are running at the bottom of the iPhone application's screen. The ESPN application is the latest component of the sports network's overall multichannel portfolio and the company’s mobile strategy will only grow in importance going forward.Consumers that click on the Jaquar XF banner ads are routed to a landing page where they are asked to enter their email address to receive a free brochure about the XF. Upon entering their email address, consumers are opting-in for future marketing communications from Jaguar.
Since 72 percent of iPhone users are male, Jaguar realized the potential of reaching out to consumers via the device. Additionally, ESPN’s application users are likely to skew male as well. There is a world of opportunity in mobile for luxury brands like Jaguar, as the automaker is focused on appealing to consumers on an individual level.
Jaguar has invested heavily to create and maintain its brand and mobile is about accessibility and personal attachment. The carmaker realized that luxury brands need to use mobile to reach their target consumer. It is a natural fit. From Mobile Marketer at http://bit.ly/NSlKP
For more information contact Andrew at damico@zipstripe.com
Friday, August 28, 2009
Churches use SMS to engage congregations nationwide
Christian churches nationwide are using text messaging to engage and communicate with their congregations. "Direct and to the point, the church's influence can extend beyond Sunday morning.
“Different churches do different things—they may ask questions about various topics with SMS surveys or polls, or run a scripture challenge using alert groups,” she said. “A high school ministry can send a scripture verse every day to give them something to think about and encourage them to pray every day. Questions are moderated and can be displayed on side-screens, a teleprompter or the facilitator’s mobile phone.
For more information contact teresa@zipstripe.com
“Different churches do different things—they may ask questions about various topics with SMS surveys or polls, or run a scripture challenge using alert groups,” she said. “A high school ministry can send a scripture verse every day to give them something to think about and encourage them to pray every day. Questions are moderated and can be displayed on side-screens, a teleprompter or the facilitator’s mobile phone.
“Different ministries are trying different things such as live events on the weekends, where the audience members can text in questions while the pastor is teaching,” Ms. Baldwin said. “It’s changed the way they run their services so Q&A is incorporated, and the pastor can address those to the entire congregation,” she said.
“It’s great for people giving them a safe place to ask questions that they wouldn’t feel comfortable doing otherwise.”
The concept of writing prayer requests on a card at church and putting it into a box has evolved into texting in prayer requests at any time of day or night. From Mobile Marketer at http://bit.ly/Nsk6zFor more information contact teresa@zipstripe.com
ESPN - Mobile is their media "Glue"
ESPN digital media executives stressed that mobile is a key component of the sports network's overall multichannel portfolio of products and services and will only grow in importance going forward.Given that ESPN operates in every channel one can think of -- television, print, online, radio and mobile -- the executives praised SMS in particular for connecting all of the various media and making them interactive. ESPN claims that it has the most-trafficked sports mobile Web site, the most-downloaded sports application for iPhone and the No. 1 sports SMS alerts service, as well as a growing amount of mobile video coverage.
"Mobile is the glue for everything we do," said Oke Okaro, vice president of ESPN Mobile, Bristol, CT. "It's an activation channel, a way to bring people into the fold, let them test the mobile waters and then bring people into more comprehensive platforms such as the mobile Web, applications and live video on the mobile phones... It's important to drive awareness and adoption of our mobile products and services, and integration with our TV programming is a great way to accomplish that," he said. "The X Games had robust mobile messaging campaigns that enabled people attending the events to text information to screens and vote on outcome of events themselves, which saw really good engagement.
"There are two mobile use cases: people looking to complete a specific task such as check a score, and people looking to kill time -- entertainment," he said. "We try to satisfy both." Smartphones drive 70 percent of our mobile Web traffic, with BlackBerry alone representing 40 percent, so it makes sense to bring this all-encompassing experience to BlackBerry devices," Mr. Okaro said. "It features contextual integration of sports data with video and alerts that bring you into the app so you can then consume the latest content.
"We want to use all different channels -- TV, print, online and radio -- and mobile is the glue that sticks everything together and drives engagement," he said. From Mobile Marketer at http://bit.ly/E9fudFor more information contact Andrew at damico@zipstripe.com
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