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Big sporting events always mean big advertising budgets, and brands trying to go the extra mile to capitalize on the fans’ enthusiasm.
The biggest sporting event of 2014 is undoubtedly the World Cup in Brazil, and McDonald’s has launched a new campaign using augmented reality to engage fans while they are eating. more»
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World Cup Fever: McDonald’s GOL! A New AR app for World Cup 2014 #mobiad " > Tweet |
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This mobile campaign from Diageo, which ran in Brazil, does just that. And although its not overly complex or hi-tech, it certainly adds a bit of fun and helped people express what they really feel on Father’s Day.
And according to Diageo, they learned several key lessons from running this campaign.
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Coca-Cola has had a long history of successful, innovative advertising in many media. Last summer, Coke ran a campaign in Hong Kong that successfully combined the reach of TV with the engagement of mobile to create a true phenomenon across the region. more»| Tweet |
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Over in Australia, one of the world’s largest brands is using advanced mobile technology on smartphones in a terrific way.
AR, GPS, and Image Recognition all combine to give customers better information about the source of their food products. more»
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Budweiser Ice Cold Index
Beer is of course a very popular drink in Ireland, and most people already have a favorite brand of beer that they drink on a regular basis.
So what can a beer brand do to encourage Irish men to try a different beer when they go to the pub?
Budweiser found the answer to this challenge in a very innovate mobile campaign that provided mobile coupons whose value varied according to the local weather! more»
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For quite some time, the Coca-Cola company has been supporting environmental causes, including contributions to World Wildlife Foundation (WWF) to help the group protect polar bears and their habitat.
This year, for their Christmas campaign, Coke has begun shipping Coke in an all-white can, and has been encouraging consumers to scan the can to make a contribution to the fund. more»
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There are lots of cooking apps around, but only one that lets you control the cookbook with a wave of your hand!
My Kitchen Table, a new cooking app from personal media company TigerSpike in partnership with Ebury Publishing brings together great recipes with innovative technology to improve the cooking experience. more»
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Augmented Reality (AR) is an interesting technology that has been rapidly adopted by mobile marketers over the past couple of years.
This campaign from Cadbury is based around a fairly simple AR game – the clever part is that the game is triggered simply by pointing the phone at a Cadbury product! more»
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The past several months has seen a huge growth in the area of mobile commerce. More and more people are now using their phone for shopping, whether they are at home, in the store, or simply out and about.
As a result, many retail brands have greatly increased their use of the mobile marketing channel. Having a good understanding of who is the mobile retail consumer, their characteristics and buying patterns is becoming ever more important.
Recently Millennial Media and comScore have released some very in-depth information about Mobile Retail for all marketers who are interested in this very important trend. more»
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One the biggest consumer trends in television these days is the rapid growth of the “Dual Screen” experience. In other words, viewers who use a mobile or a PC at the same time as they watch a normal show on TV to augment the TV experience.
Building on this new consumer trend, global beer brand Heineken has launched what they claim to be the first “dual screen” mobile marketing campaign around the 2011 UEFA Champions League tournament.
Heineken’s Starplayer app is a real-time mobile game that gets fans engaged with the brand and their favorite football team at the same time. more»
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Starbucks and UK mobile operator O2 have announced the start of a 6-month trial of O2’s new location-based mobile advertising platform.
Global cosmetics company L’Oreal will also participate in the trial.
The pilot will allow the two brands to send marketing messages to opted-in O2 subscribers when they enter certain selected locations. more»
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Successful retail companies know that communicating directly with their consumers can be very good for business, and that mobile offers a very powerful channel to do this. But actually implementing this communication is often not an easy task.
PizzaExpress – a UK restaurant chain with over 300 locations – has announced their partnership with MePlease, a mobile marketing platform that is designed to help business stay in communication with their customers, and at the same time harness the power of social media to grow the business. more»
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However, recently Crown Imports (importer of Corona beer), mobile ad network Greystripe and market research firm ComScore have joined together to announce the results of Corona’s recent “Win a Beach Getaway” campaign which ran across Greystripe’s mobile advertising network.
The numbers show the campaign was very effective at increasing in both brand awareness as well as purchase intent.
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Interested in improving your social life?
A new service that allows mobile subscribers to send their friends a coupon for a drink at local bars is showing early success in San Francisco. more»
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Navteq has released the findings on two major location-based advertising trials that showed very positive results.
The trials took place in the US and Europe, and give good insight into the consumer reaction to this emerging new mobile advertising media. more»
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NAVTEQ, the global provider of digital map and location data, has confirmed that McDonalds Europe will be taking advantage of Navteq’s Direct Access program to connect with their customers by including their location information on Navteq maps. more»
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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. more»
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Kraft Foods has announced that it will be adding a mobile site to increase mobile engagement with consumers. The site, built by Publicis-owned Phonevalley, will offer consumers recipes, meal ideas, and shopping lists while on the go. more»
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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! more»
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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. more»
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