July, 2009
Heineken is targeting Hispanics with its “Bajo Cero” campaign. The beer company is posting online widgets on top Hispanic websites where consumers can click Spanish-language ads, verify their age and gain access to special events by providing their cell number to become a VIP member. The information gathered will be used in Heineken’s future marketing efforts.
July, 2009
Weber-Stephen Products Co. is targeting grill lovers, ages 25-54, with “On the Grill,” an iPhone and iPod Touch app with an interactive recipe database. Consumers can use the app to bookmark their favorite recipes, organize a grocery list and even time their meat as it cooks on the grill.
July, 2009
The Washington Post has redesigned and simplified its mobile site to target on-the-go consumers. The site is formatted into five news categories with daily updates and breaking news. Eventually, consumers will be able to use the site for local mobile commerce, make restaurant reservations or view real-time traffic reports.
July, 2009
Cerado, a mobile software company, is targeting busy consumers with “Scanaroo,” a mobile app that allows users to enroll in loyalty rewards programs from multiple companies without having to lug around all the cards. After downloading the app, consumers simply snap a photo of their card on their mobile device, and it will put it into digital form. “Scanaroo” keeps lists of the cards and allows users to create customizable icons for them. The service can also be used to keep track of membership and insurance cards.
July, 2009
Unilever’s Axe is targeting males, ages 16-24, with the “Polo Xtreme” iPhone game, which coincides with their efforts to teach proper male hygiene. Players are asked to collect Axe spray cans and make a “Double Pits to Chesty” move by spraying under their pits and across their chest. After playing multiple levels, consumers can post their scores on social networking sites.
July, 2009
Yahoo Mobile is targeting on-the-go consumers with a new customizable homepage, which allows them immediate access to their favorite content and all the information they want in one stop. Yahoo Mobile has over 34 million unique users a month – that’s one out of every two mobile web users in the U.S.
July, 2009
Mobile virtual community, Cellufun, is teaming up with The American Society for the Prevention of Cruelty to Animals and the Christopher & Dana Reeve Foundation for a mobile campaign. The charities will target gamers with free in-game advertising, valued at over $10,000 monthly, and a service which will allow consumers to donate directly from their phones.
July, 2009
Paramount Pictures increased awareness for the release of “Transformers: Revenge of the Fallen” with a mobile campaign on ChaCha, a mobile Q&A service. The service is supported by ads, so consumers who asked questions received a link to visit the Transformers sequel’s WAP site. The campaign showed a 27% increase in consumer recollection of the film.
July, 2009
Fox Home Entertainment targeted males, ages 18-34, with a A 2D Jagtag barcode campaign to promote TV show “Dollhouse” and the DVD and Blu-ray release of “Miss March.” Consumers could simply snap a photo of the barcodes with their mobile device and send it in to receive special offers or interactive content. At the Comic-Con International, scantily-clad models urged the consumer to snap a photo to “Undress Miss March,” and they were sent a preview video. For “Dollhouse,” creator Joss Whedon sent consumers a message to visit the website and receive a discount on the purchase of the show’s first season.
July, 2009
Philadelphia’s Mann Center for the Performing Arts is targeting concert-goers, ages 21-40, with “The Mann Mobile Rush Club,” a mobile program designed to increase loyalty. Consumers can join the club by opting-in to receive weekly messages about performances, events and concerts.
July, 2009
Georgia Natural Gas held a multi-faceted mobile campaign to interact with their current consumers and increase brand awareness. First, consumers were able to opt-in for text alerts about news, weather, sports and the lottery. Next, the company placed mobile ads on the weather section of local Georgia mobile news sites, which ran from May to June. The natural gas company also reached out to the Hispanic market by sponsoring the summer event,”Festival de Verano,” where they distributed flyers urging consumers to text in, either in Spanish or English, for a chance to win a Visa gift card.
July, 2009
Siemens is placing banner ads on Time Magazine’s popular mobile application in order to increase brand awareness. The ads communicate a message of corporate responsibility with headlines like, “Clean water for millions of people.” They link to Siemen’s mobile site, which provides information on the engineering company.
July, 2009
Jack Daniel’s is targeting Spanish-speaking music lovers, ages 18-30, with its “Backstage Parties” mobile app. The app promotes rock concerts across Spain, and allows users to create their own songs and take music-related quizzes. The brand is promoting the mobile app via their website, posters and Bluetooth messaging. A special opt-in function verifies the user’s age and gathered data for future marketing purposes.
July, 2009
The NFL has released an application for football fanatics, exclusively available on the Sprint Palm Pre. The free app provides real-time football updates and allows fantasy football players to keep track of their favorite players’ stats and injuries. Users can also watch NFL Network and access on-demand content.
July, 2009
Russell Investments is targeting financial professionals with clickable banner ads strategically placed in mobile apps like Investmentexecutive.com and finance-investissement.com, which allow users to monitor financial and economic events.
July, 2009
Google Latitude for iPhone and iPod Touch is a social networking application, which allows consumers to see their friends’ locations plotted on a map. Users can choose who they would like to reveal their location to by simply adjusting the app’s privacy settings. The app also features location search and directions.
July, 2009
Oxygen cable network is running interactive mobile programs designed to get young women to interact with the programs they are watching. In conjunction with “America’s Next Top Model,” Oxygen conducts SMS text polls three nights a week and throughout weekend marathons. Consumers can also opt-in to receive SMS texts with spoiler alerts and reminders. In addition, the network has launched “hormoneOscope,” a mobile application that tells women which moods to expect on each day of the month.
July, 2009
Vodafone HTC Magic has created a digital platform that allows consumers to “make a wish” by suggesting an app that they would like to see. The platform also helps show the average consumers what Vodafone HTC Magic is capable of without getting overly technical about the functionalities of Google Android. On the main Vodafone Netherlands site, the most wished-for app is “find my car.”
July, 2009
Anheuser-Busch has launched “Bud Light Lime Summer Hot Spots,” an iPhone application that locates bars and restaurants that serve Bud Light Lime. The application uses the iPhone’s GPS to find the closest “Hot Spots.” Users are provided with each location’s phone number and address, and are notified by a sun icon if the displayed venue is outdoors.
July, 2009
Sharp and Major League Baseball are launching “Watch it Like The Pros,” a campaign that targets tech-savvy consumers and boosts Sharp’s image as the official television of MLB. Consumers can visit the Sharp/MLB website, retail locations or ball parks to instantly win SMS text cards. They can also enter an online sweepstakes on any mobile device to win prizes like a trip for two to the MLB World Series, a Sharp AQUOS LED LCD TV or $25 MLB.com gift certificates.
July, 2009
Nike’s new Nike+ SportBand provides runners with data about their distance, speed, time and calories burned while they’re exercising, and even goes a step further with a corresponding mobile site. Music lovers can listen to their iPhones or iPod Touch and hear updates on their progress. The Nike+ site also allows runners to post their stats to Twitter or Facebook and provides them with goals and challenges.
July, 2009
Telecharge.com launched a mobile site that allows consumers to locate and purchase event tickets “whenever the mood strikes them.” Users can search for events by city, venue or show title. Once they have placed an order, they are able to track it and find more information directly from their phone.
July, 2009
BP’s convenience store, ampm, has taken over the Texas Hold ‘Em Poker app for iPhone and Myspace by branding the poker table, chips and floor. The app features a weekly drawing, in which players can enter to win a $500 gift card or a Nintendo DS. In a coinciding mobile marketing effort, the store is delivering free mobile coupons and ringtones to consumers who text in.
July, 2009
Hallmark is keeping up with the times by offering “Mobile Greeting Cards.” Consumers can instantly send messages – for 99 cents each – that communicate a similar feel to paper greeting cards. Although Hallmark continues to emphasize the significance of paper cards, they believe the new mobile versions will be a unique way to send sentiments to friends and family members.
July, 2009
Kimberly-Clark Corp. has created an iPhone application to promote their new Kleenex Facial Tissue with Lotion. The free app shows consumers that it “feels good to feel” by allowing them to “touch” and interact with different surfaces, such as smooth rose petals or clear water, right from their phone. Kimberly-Clark kicked off the promotion with booths in 10 cities, which allowed people to feel different surfaces in person and use the application. During it’s first week, the app received more than 4,000 downloads.
July, 2009
Grolsch, a Dutch brewing company, has released “Walk the Line,” an iPhone application used to test consumers’ level of intoxication. The app tests users’ ability to walk a straight line using the iPhone’s motion-sensing accelerometer. At summer festivals in the Netherlands, users of the app were urged to visit the Grolsch bar. Those with a high score got a free photograph, while those with a low score were offered a cup of water. The app is not yet available in the United States.
To promote their Carling beer brand with emerging consumers, Molson Coors, Molson Coors site, gave consumers vouchers while inside the venue. When entering the bar, consumers were asked to turn on their Bluetooth device in their mobile phone to play games, get wallpapers, and other fun interactive promotions. The consumer was rewarded for interacting with the brand with a voucher for a free pint of Carling.
Targeting tech-savvy consumers, Infiniti launches a multi-channel promotion for their Limited Engagement Summer Event. Utilizing mobile banner ads, commercial spots, and other media Infiniti takes advantage of their target audience who knows their way around technology. Speaking directly to consumers’ interest in technology trends, Infiniti markets their product as being at the cutting edge of consumer drive. Find out more at Infiniti’s site.
Universal Studios is launching a new level of consumer/media interface by turning an iPhone or iPod touch into a Blu-ray remote for core consumers. Consumers will be able to access bonus features on-the-go, download disc content, and much more through their internet and WiFi-connected Blu-ray players. Social networking sites such as Facebook and Twitter will also allow consumers to update their friends about film-related information. The new interface will launch with the 2-Disc Blu-ray edition of Fast & Furious. The Apple App Store will release the feature on July 28 to correspond with the movie release. For more information visit: Universal Studios’ website.
