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

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91% Moms Don't Leave the House without their Mobilephone

A report from BabyCenter showed that 91 percent of mothers surveyed say they never leave the house without their mobile phone, meaning the majority of this demographic are dependent on mobile technology to manage their lives. BabyCenter is Johnson & Johnson's, an online resource for parenting supplies and information, which has launched a new iPhone application called "PhonyPhone" to help moms on the go. BabyCenter is an online resource for parents, fostering 78 percent annual reach of online new and expecting mothers and more than 16 million visitors on a monthly basis.

Fifty-five percent of moms today let their children play with their mobile phone regardless of handset model or price, according to “BabyCenter’s 21st Century Mom Report.” With this in mind, BabyCenter came out with the PhonyPhone application, which provides for an educational experience for the child and a mother’s uninhibited ability to let children play on.

“Moms today are using their mobile devices for more than just making phone calls,” said Linda Murray, editor-in-chief of BabyCenter, San Francisco, CA. “The PhonyPhone marries the digital device that moms can’t live without with a child’s never-ending curiosity and delight around handheld gadgets.”

BabyCenter’s first mobile initiative consisted of getting helpful pregnancy tips to one's mobile phone, a program called Booty Caller. Also, BabyCenter created a mobile Web site, which is accessible from any from Web-enabled mobile device. Subscribers receive weekly texts chock full of pregnancy advice. Once the baby arrives, the Parenting Tips service sends new parents helpful parenting tips twice a week till three months.

“As consumers spend more time on the phone, there is great potential to engage them further and create opportunities for advertisers,” Ms. Murray said. “In the developing world there are billions of consumers who own mobile phones but are without Internet connection. “We see mobile as a way to greatly extend our reach to a new audience,” she said. From Mobile Marketer at http://bit.ly/cGEgh

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