Campagnes mobiles
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13ème rue n’a pas mis en place que la campagne je tue un ami en matière de campagnes web innovantes. Avant cela, nous avions pu voir cette opération, très bien décrite en vidéo ci-dessous. Très bluffant! Grâce à ce dispositif, les personnes présentes dans la salle de cinéma pouvaient diriger le film en direct et modifier les scènes!
Un film interactif au cinéma! | WoW Media
Tesco's South Korean branch, called Home Plus , has found a way to encourage commuters to buy products through their mobile when waiting for their trains by building virtual aisles on the platforms. Home Plus created enormous, rich images of food items and plastered them across the walls of train platforms -- laid out in the same way as they would be in the shop. Every item has a corresponding QR barcode , and people waiting on the platform can check out the items on the huge billboard and scan the QR code of the relevant item using their mobile. This immediately adds it to their Home Plus shopping basket. The idea was to make online shopping more visually appealing at a time when people are captive and bored: when they're waiting for a train.
Tesco brings the supermarket to time-poor commuters in South Korea (Wired UK)
Bacardi is teaming up with Live Nation for summer promotion Bacardi has partnered with Live Nation on a summer promotion that uses mobile to strengthen brand awareness and drive engagement, as well as provide a deeper connection to fans whenever they seek music information. Live Nation recently launched advertising on its Live Nation mobile Web site and Bacardi is the first big brand taking advantage of the new program. The campaign uses Bacardi’s “Best Shared Live” tagline to build customer engagement via mobile, online and in-store elements. “Bacardi is an iconic spirits brand with a unique history and heritage that has always championed a spirit for life and music,” said Toby Whitmoyer, vice president and category managing director, rums at Bacardi U.S.A.
Bacardi, Live Nation promotion builds brand awareness via mobile - Mobile Marketer - Advertising
More companies are investing in a mobile marketing strategy, as smartphone usage changes the way people access content and services on the go. Findings just released from Comscore reveal that mobile advertising has doubled in the past 2 years, as more companies invest in this medium to reach a new type of consumers. Mobile marketing is unique however, and functions differently than other digital media. You are reaching a consumer who is likely on their phone to pass the time while in a queue or on a train etc. What they want is entertainment more than anything else, to help them pass the time, or services that can add to their current experience. To help companies investing in a mobile marketing solutions, I’ve listed what I think are 5 of the top mobile marketing campaigns, which can provide some useful tips and inspiration for your own strategy.
5 Brilliant Mobile Marketing Campaigns - Mobile
Axe, also called Lynx in various countries have always been pretty creative in their communication strategy. The message has been the same for years, use Axe/Lynx and you will attract the most stunning girls… the message is simple, can easily be duplicated into so many various creative ways and nothing better than using half naked stunning girls to attract attention from males ! In Montevideo, Uruguay, Axe have shown once more a great creativity… not really using a new message, but by bringing it to a new form of interacting with their target audience. The agency, Lowe Ginkgo from Montevideo have launched a new campaign for their client with a double approach: First, a mobile marketing campaign based on a half-naked stunning blonde incomplete print ad with the most “naughty parts” missing… and with a message: “to complete this ad send Axe to 2345 after 9pm” Then, Axe send you back the complete ad as shown in the photo below. The strategy also involved a street panel campaign.
