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Now Nike is taking this one step further with their mobile app campaign Nike True City. This is a location-based city guide - with a social media component - for six of Europe's most interesting cities, all done with Nike style and flair. Check it out.
Few things are as personal for women as the beauty products they use. And so marketing for make-up companies is all about establishing a personal connection between the brand and the consumer.
To help build this relationship, leading French cosmetics company Lancôme used both an iPhone app as well as social media to launch "Declare Indigo", the new fall line of make-up by Aaron de Mey, Lancôme's Creative Director of Make-up.
The iPhone app lets women try out the new color combinations, get make-up tips from Lancôme experts, and even share their creations with their friends!
When Toyota realized that a very large portion of the traffic to their WAP site came from iPhone users, they decided that for the launch of the new 3rd generation 2010 Prius, they would do something special for that group.
So a few months ago Toyota launched a special version of their mobile site that was optimized for the iPhone.
And now, Toyota has released The Prius Experience App, a free iPhone app that uses the unique features of the iPhone to engage with individual consumers, and also connects the consumer to a large billboard display in New York's Times Square!
This year IBM decided to take advantage of the newest mobile technologies to make the event even better. See how they combined location awareness, augmented reality, and twitter feeds to provide a unique branded utility to help fans better enjoy the event.
Adidas knows a lot about athletes - not only professionals but also serious amateurs such as weekend marathoners.
And one thing Adidas has found through research is that marathon runners don't achieve their goals alone - it requires a lot of support from family and friends to make their personal dreams a reality.
To promote their their sponsorship of the 2009 London Marathon, Adidas decided to use mobile technology to help the runners and spectators stay connected during the race, by providing the Mobile Marathon Tracker, and Personalized Runner Messages.
Earlier in 2009 IKEA launched a new line of furniture, IKEA PS, whose objective was to stretch the idea of design, to think about empowering people, and to minimize the impact on the world.
With such unusual designs, IKEA felt they had to do something special to help customers imagine how this furniture would fit into their houses, so they turned to a mobile augmented reality solution.
The Portable Interior Planner application gives customers the ability to see exactly how the new designs will look in their home, without the need to actually move any furniture!
It has been just a year since Nike launched their PHOTOiD campaign. This campaign allowed consumers to use their mobile phones to choose colors they liked from the world around them, and have these colors incorporated into a customized pair of Nike running shoes.
This was one of the first campaigns to exploit visual interactivity to engage consumers, and although the campaign is no longer active, it is still a great example of creative use of innovation for marketing.
The Coca Cola Company has long been committed to experimenting with new approaches for building engagement with their consumers.
Recently, one of Coke's major soft drink brands, Fanta, teamed up with Ogilvy Advertising to bring out a mobile application for teens using a new technology that (as far as we know) has never before been used for mobile marketing.
The Fanta Stealth Sound System brings teens together by letting them talk in secret, without adults even knowing that they are communicating.
Effectively communicating a "safe sex" message to 15 - 18 year olds could be a difficult task, especially as they are often wary of mainstream media.
So the Department of Children, Schools and Families (DCSF) in the UK turned to mobile marketing to help them connect with this hard to reach group.
thmbnls is a free, 22 episode mobile soap opera that was launched earlier this year and which is a key element in DCSF's overall Want Respect? Wear a Condom campaign.
The automotive sector has been one of the big early supporters of mobile advertising, with many interesting campaigns. The question people always ask though, is what has been the impact of the campaigns.
Nissan ran a campaign recently to promote the innovative features of their Murano line. At the same time they ran a detailed research project among consumers to gauge the effect of the campaign. What they found was a big jump in product awareness - over 30% - as well as a significant improvement in the overall image of Nissan.
Thanks to a new iPhone application recently launched by Freemantle and Zumobi, fans will have the opportunity for an even deeper engagement with the show, whenever they want to, where ever they want to.
Last year, when UK television station Virgin1 launched the new action series Terminator: The Sarah Connor Chronicles, they wanted to do something special to create excitement and buzz around the launch episode.
In the TV series a Terminator can locate its victim no matter where they are. What if that could be done in real life as well? Agencies 20:20 London and Incentivated did just that, putting together a campaign with a great use of mobile location plus video that has won numerous awards in the past months.
The Hong Kong Sevens is a 3-day rugby tournament that takes place each year. Guinness is a major sponsor of the tournament, and they were looking for a way to extend the consumers engagement with the brand beyond the time in the stadium.
The result was the innovative mobile marketing application Guinness Passport to Greatness, that won the 2008 MMA award for “Best Use of Mobile Marketing". It featured an interactive guide to the tournament, plus information about Hong Kong nightlife, and could even speak Cantonese!
In the course of writing up our recent article on Mobile Applications: The Next Big Thing In Mobile Marketing?, we saw a lot of examples of mobile apps.
We thought it would be a good idea to share a number of these with you to give an idea of the wide range of marketing approaches that companies are taking.
So here is some information on a few mobile apps that we think you will find interesting.
House of Fraser is a leading clothing store, who wanted to "re-launch" a number of their retail stores around the UK. To do this, they ran a campaign on the youth-oriented Blyk mobile network.
The Department for Children, Schools, and Families in the UK wanted to understand better how teenagers felt about free time activities. This group is normally very difficult to communicate with, so the Department tried the innovative approach of running a survey on the Blyk mobile network which focuses on youth, and has recently launched a market research product.
(From our recent interview with Shaun Gregory, CEO of Blyk UK.)
Dizzee Rascal (a hip hop MC from UK) was launching a new single, "Dance wiv me", and he wanted help to get to number one in the UK charts. So he ran a targeted campaign on Blyk.
From our recent interview with Shaun Gregory, CEO of Blyk UK.
For many years, Lynx grooming products have targeted young male consumers, and have held out the brand promise "helps you succeed in the mating game."
For this article, we spoke with Peter Sells of agency BBH about how this Unilever brand managed to maintain relevance and engage their audience through an award winning campaign.
Lynx Get In There Mobile Tools is one of the most innovative downloadable mobile applications we've seen, and has won a series of awards including Cannes Lions Silver, D&AD Pencil, UK MobileMarketing, and most recently the MMA global award for Best Use of Mobile Marketing-Branding.
PUMA, one of the world's leading sporting footwear company, launched a major mobile campaign recently to coincide with the Formula One race that took place in Shanghai. It was a comprehensive campaign that included a mobile internet site, adver-gaming, coupons, banners, and search.
The "World's Worst War" is a mobile campaign that ran in Japan to launch a line of spicy new snack foods. It is one of the best examples of a mobile campaign that truly engaged its audience to build a brand. It is fun, it had interesting characters, and a great viral element.
This campaign began almost a year ago, and you may have heard about at a conference, from a colleague, or seen it in an awards list. But it's worth looking in a bit more detail to see how the campaign ran and to understand just how engaged a customer base can be.
Penguin Books is one of the best known book companies in the world. Nick Hornby is a bestselling author with several novels that have been made successfully into films, including About A Boy, Fever Pitch and High Fidelity.
Getting campaigns ready for special events can be tricky, but for the recent US National Basketball playoffs, sports apparel company Reebok and agency Inside Mobile took just 8 days to get a mobile campaign together.
Brylcreem has been making mens hair products for over 75 years. When they launched their new "b:" range of hair products aimed at today's young male population, they decided to run a mobile advertising campaign on the Blyk network.
See the campaign, and read about the customer response. 
When car manufacturer Jaguar launched their new XF luxury sedan in the US market, they decided to do it with a major mobile advertising campaign. 
National Hockey League team the Pittsburgh Penguins have had great success in connecting with its student fan base using its text-messaging program. It all started in 2006 when in order to fill empty seats, they decided to text local students with offers of severely discounted tickets. 
One of the most frequent comments one hears from brands and agencies about mobile advertising is the need for good case studies with solid measurement of results - especially case studies about the impact of brand advertising. 
When Powerade wanted to promote their range of sports drinks at this year’s Pick n Pay Argus Cycle Tour in Cape Town, they turned to a company called Brandscape who specialise in Proximity Marketing Solutions. 
To publicize the launch of its new 'Team Signature' line of shoes, Adidas ran an integrated campaign which featured some of the biggest NBA stars teaching young players the value of playing as a team. The campaign included TV, in-store, print, online, and mobile components. 
When Hong Kong International Airport opened a new wing, they wanted to do something special to highlight the interactive screens in the terminal. So they launched a competition among Hong Kong agencies, with the prize being the use of the screens for the initial two month period.
Renault has recently completed a two stage mobile marketing campaign for its special edition Renault Twingo by Nokia. The campaign was run by Paris based SBW/FollowCom and included Bluetooth, Web to Mobile, SMS games and a mobile promotional site. 
Ad Infuse has released detailed information about their work with Swisscom on two ad-enable video streaming service pilots. The video channels were launched on Swisscom's Vodafone Live! portal, and have yielded interesting insight into consumer reaction to mobile video ads and content consumption. 
Land rover has announced the results of its mobile advertising campaign using AdMob's iPhone ad unit. The campaign is the first to use AdMob's iPhone ad unit specifically to reach high net worth individuals. 
FUN and MOBILE, a mobile marketing company based in Warsaw, Poland, has this week announced that it is launching a new mobile solution for Knorr in Poland, called Knorr: Mobile Cookbook. The Java application will contain recipes, with ingredients list, cooking instructions and pictures of the dishes. 
Diageo - owner of such well known brands as Guinness, Dom Perignon, Johnnie Walker, Tanqueray, Baileys, and José Cuervo - has launched a special mobile service to promote Smirnoff, their No.1 premium Vodka brand.
Developed by digital agency AKQA, the mobile initiative 
In what seems to be a developing trend, another luxury brand - Calvin Klein - has begun to use mobile advertising to attract new consumers. Recently CK launched a very successful mobile element to their ongoing promotion of their new cKIn2U line of fragrances in the UK. 
Coca-Cola has added a mobile advertising component onto its on-going "My Coke Music" campaign running in the Austrian market, teaming up with Out There Media to implement the project. 
Hyundai has launched a multi-faceted mobile campaign that targets 18 to 24 year olds ands promote the Elantra brand sedan. 
Virgin Megastores in New York and California recently launched a campaign using mobile coupons to bring customers to their stores. 
Earlier this year the mobile operator 3 UK partnered with Rhythm New Media to launch an ad-funded mobile content service. After several months of operation the results are excellent. 
Over the past 2 years, Nike has run a number of campaigns using bluetooth technology from Hypertag to communicate with their athlete customers. In April, Nike ran a bluetooth proximity marketing campaign at the London Marathon.
Honda has begun a mobile advertising campaign for this F1 season that will use advertisements running on ITV1 to bring fans to a specially created mobile site. 
Ford has signed a deal with Channel 4 to run ads in front of the mobile video content on the Channel 4 mobile site.
Channel 4 has added expanded their mobile site to include a range of ad-funded video content, including clips from Desperate Housewives 
Universal Pictures has partnered with Zannel for viral promotion of the new movie "Knocked Up" which will be released June 1. 
HSBC, one of the world's largest banks, has been trialling a new kind of location based advertising in London recently. 
At the MSN strategic summit in May, Admob and Coca Cola announced the launch of a major new mobile campaign using a "click to video" response, 
NRK (the Norwegian public broadcaster) and Ericsson just recently published the results of a trial they have been running to look at mobile TV with advertising. Take a look at some of the images and video. 
There has been a lot of discussion recently about in-game advertising. Last week we interviewed with Michael Chang of Greystripe (link). Michael provided us with some screen shots and a short video of what the campaigns actually look like when running on Greystripe. 
MINI USA has implemented a mobile component to their "Hammer & Coop" campaign. The campaign is about 2 crime fighting characters, Hammer and Coop, with Coop being a MINI Cooper S of course. MINI USA engaged Ad Infuse to 
AKQA worked with Visa to extend the "Life Takes Visa" campaign via mobile phone ads. Ads were downloaded within ESPN content to mobile phones and ran on MobiTV which allows users to download contact to their phones. 
RingTales will release animated versions of world-famous cartoons from The New Yorker magazine. The ad-funded service will be free, 
Toyota has been running advertisements on mobisodes of the very popular show Prison Break. Before each 2 minute mobisode, there is a 20 second video advertisement for Toyota Yaris. 
Channel 4 has reported a tremendous increase in the number of video’s downloaded from their Celebrity Big Brother WAP site since the clips became ad-funded. (video) 
Games company THQ has said they will run a campaign for hit game Worms on the wap site of FHM, which claims to be the world’s fastest growing mens magazine. 
Coke’s christmas mobile campaign, where users could make personalized christmas cards to send to friends, was an overwhelming success. This is one of the first campaigns aimed at brand building by a major brand.
Some of the statistics: 
The US Navy launched an innovative "click to video" mobile campaign targeted at raising awareness of opportunities in the US Navy. 
Virgin Mobile USA announced several new well known brands were joining its Sugar Mama marketing program. With Sugar Mama, subscribers can gain free airtime minutes by watching advertisements. 
Amobee Systems announced recently that they have launched a mobile advertising trial in the French market, running on the Orange network. Orange France will be using the Amobee’s Media System 
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