Mobile marketing is on the rise and some of the world’s most successful brands are working hard to engage their clients via interactive mobile marketing campaigns. Here are examples of 3 innovative campaigns which were put together by mobile marketers and did wonders for the brands they were promoting. Check out campaigns from Nike, Dove and American Express which helped to put mobile marketing initiatives on the map!
1. Nike ID Campaign
In this campaign, Nike erected an interactive billboard in the center of Times Square in New York City. Passers-by could use their cell phones to text in their own custom design and receive a free pair of Nike IDs. Individuals went nuts when they saw their own shoes posted live on the jumbotron in front of them in the center of NYC. Nike gave away 3000 pairs of shoes in this promotion and was able to engage their audience by making the customer the designer, allowing the public to engage and add a personal look and feel to a selected shoe item.
Click here to watch the video on the campaign.
2. Dove ‘Campaign for Real Beauty’.
The Dove Campaign for Real Beauty was a worldwide campaign launched in 2004 that includes advertisements, video, workshops, sleepover events and even the production of a play! The cause behind the campaign was to celebrate the natural physical variation embodied by all women from all over the world and inspire them to have the confidence in their bodies and in themselves.
Dove erected a large billboard of a happy, fresh-looking older woman with a text-to-vote number so that pedestrians could choose between ‘wrinkled’ and ‘wonderful.’ The billboard’s live ticker showed the combined results from both text and online voting. One billboard in the series asked viewers to phone 1-888-342-DOVE to vote on whether a woman on the billboard was “fat” or “fab”. The results were posted real-time on the board. While a photo in the October 25, 2004 issue of Marketing Magazine shows “fab” leading 51% to 49%, eventually the percentage of “fat” votes overtook “fab”, much to the chagrin of marketers.
3. American Express Wimbledon Sponsorship Campaign
American Express orchestrated a successful integrated marketing grand slam at the Wimbledon Tennis tournament. The Wimbledon bleachers contain a captive audience of ticketholders and American Express was able to promote a contest in which any audience member could guess at the winners of the next day’s event, and thereby be entered into a contest pool. The campaign was a success in that those people who entered were much more likely to come back for all 14 days of the competition. Even better than brand awareness, American Express had a meaningful number of card applications submitted as a direct result of consumer participation in the mobile contest.
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Comment
Nice to see some examples of campaigns incorporating mobile, which I’m sure will become evermore common, although read recent research that said many UK consumers find elements of mobile camapigns even more intrusive and unwanted than email spam.