Mobile marketing can take so many shapes! Today we prepared for you a list of 10 amazing campaigns that will help you see how in many ways you can exploit the mobile. They include apps, rich media, video, social media, and many others. Let us know which one you like most.
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1. True Blood
It’s a pretty old (2010) campaign, but it’s still a great example of marketing. It was based on rich media. The agency adopted Flixster and Variety apps in such a way that user’s tap leave bloody marks on the screen. These marks were combined with traditional banners.
Effects:
CTR in the best performing app: 8.73%
Over 1 million impressions
5.1 MM viewers tuned in
Takeaway: You can’t overestimate the power of a creative concept that refers to the product, but also surprises users.
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2. North Face
Thanks to the mobile app, the brand sends SMS with offers tailored to the place when given the user is right now. Simply, you will get a discount at the North Face physical shop in the city in which you’re at the moment.
That way North Face addresses ROPO effect. It was one of the first apps of that kind.
The brand released later another application called Mountain Athletics Training App. It helps plan and register your training.
Takeaway: Know your customers and tailor your campaign to their values.
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3. Starbucks
Starbucks offers a mobile app with which you can pay for your morning vanilla latte. App users also get special offers. It’s another great example of online-offline synergy.
Starbucks’ app brings a new meaning to the term “loyalty program”. The company decided not to invest in ads, but to create the technological base that gathers customers’ data, helps utilize them for personalization and actively increases sales.
Effects:
Mobile transactions make 20% of all transaction in Starbucks venues (the company processes 9 million transactions per week). It’s 2x more than 2 years ago. (Business Insider)
Takeaway: Mobile app can refurbish traditional marketing solutions (like loyalty programs) and make them more convenient.
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4. Domino’s Pizza Delivery App
Domino’s offers apps for ordering pizza: you can do it not only online (desktop), but also via mobile app or dedicated Apple Watch app.
Domino’s apps became successful: it turned out that many people prefer to order pizza without having to contact another human being.
Effects:
Apps increased sales by 19%.
Takeaway:
Test new ideas! Before Domino’s, everybody thought that ordering a pizza and a phone must go together. Testing an app showed that customers’ needs might be different from what we expected.
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5. Empik
Nowadays people prefer to watch funny images than to read. That’s why Empik, a Polish chain bookstore, introduced Storygram: an Instagram profile to read. They put fragments of their new books there.
Effects:
1142 observers (1000 in the first week)
KTR Award
Takeaway:
Empik’s campaign was based on a positive message. It doesn’t stigmatize non-readers who prefer images but prepares a book chunks perfect for that audience’s attention span.
What’s also worth noting? Using a medium against its rules. Brave and unusual move!
6. Nivea Sun Kids
Nivea Brasil created an app that helped parents look after their kids at the beach. How it works? In the paper ad, you could find a bracelet – you had to detach it and put around the kid’s wrist.
Detach the strip from a paper ad, put the bracelet onto your kid’s arm, download the app and set the distance a kid can go. If it’s exceeded, you get an alert.
Effects:
Sales increased by 62%.
Takeaway: Give your customers something they need.
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7. INOA Color Capture
As the sales of professional L’Oreal cosmetics dropped, the brand wanted to remind women of how great it is to have your hair dyed and taken care of by an expert in a salon. The idea led to developing an app that involved gamification mechanisms.
In the app, you could see a map with saloons that offered free treatment or discount in the neighborhood. The offers, called bubbles, were available only for a short period, so you had to be quick and run for your new hairstyle as soon as you spotted an offer.
Effects:
More than 10,000 downloads in less than 2 weeks
1,500 salons in Great Britain engaged
Takeaway: give your users some fun!
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8. Optus and Sharks
Optus, an Australian teleco provider, engaged in developing smart buoy system: a solution that detects sharks and informs the lifeguard nearby. That way both sharks and beachgoers are kept safe – the predators can be avoided, not killed.
Effects:
Social media reach – 19 million
Positive sentiment towards the brand – 84%
Global news stories – 475
Takeaway: build a relationship with the audience on an idea you share. Make a positive impact on the world.
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9. Liseberg – a fun queue
When Liseberg, the biggest Swedish amusement park built a new roller coaster, they had to face a new problem: long, long waiting lines. These couldn’t be avoided, but Liseberg marketers decided to turn them into an opportunity.
They developed a gaming app. You can play only when you’re in the queue. You play against others waiting. Once in 15 minutes, the best player gets a VIP pass.
Waiting in the line isn’t boring anymore!
Takeaway: Obstacles can become your advantages.
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10. DeLonghi
Mobile users love video – that’s their favorite mode of content consumption. That’s why DeLonghi created short ad videos, targeted precisely at users who have the biggest share of responsibility for their household.
Effects:
CTR: 5,01%
Unique views: 450k
Takeaway: Define your audience precisely and try mobile video.
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To sum up
When designing a mobile campaign:
– You must have a mobile-friendly website. You will link there!
– You must have user’s permission. Spamming always backfires,
– Personalize content. Choose the right medium, tailor messages to individual users, apply Mobile Marketing Automation.
– Think mobile usage of social media.
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