October, 2009
Gucci is targeting luxury consumers with an iPhone app that allows for mobile commerce on limited edition products. The launch of the app coincides with the release of the Icon-Temporary sneaker line featuring the Gucci Ronson sneaker, the result of a partnership with DJ Mark Ronson. On the app, users can use loops, beats, drums and vocals from DJ Mark Ronson to create their own track, which they can share on Facebook.
October, 2009
Starz is targeting entertainment news fans by promoting its original series, “Crash” on Zap2it’s “What’s On?” iPhone app. The Zap2it application provides celebrity news, movie showtimes, TV schedules and more. Starz is running an intersital ad that runs while the app loads. Consumers who click the ad are directed to the show’s mobile site.
October, 2009
Toyota is targeting eco-friendly and tech-savvy consumers with “The Prius Experience” iPhone app, which allows people to interact with the brand. In a special promotion on October 26-28, consumers were able to use the app to draw on a large billboard in Time Square. The app also contains a game, interacts with print ads and provides interactive “tours” of the Prius. “The Prius Experience” is promoted in banner ads and on the car’s mobile site and Facebook fan page.
October, 2009
Intelius is targeting singles with “DateCheck,” a mobile app that helps consumers find information on a potential suitor. The app quickly searches public databases to find the scoop, all the user must do is enter in a name, email address or phone number. “DateCheck” is currently available on Android-based phones and may soon be available on iPhone and BlackBerry.
October, 2009
Ford Motor Co. Lincoln is targeting its core consumer with a new WAP site and a mobile banner, SMS and bar code campaign to support it. The site includes a dealership locator, roadside assistance and a showroom where consumers can browse vehicle pictures, specs and video. In a coinciding campaign, consumers text in a short code or snap a picture of a barcode found in print promotions to receive information on the mobile site.
October, 2009
Comcast targeted its core consumer with a B2B mobile campaign on the Newser iPhone app. Comcast ran a series of banner ads, in which consumers could click to be directed to a landing page with a list of the cable company’s services with a click-to-call function.
October, 2009
Estée Lauder is targeting women by urging them to join the “World Pink Mosaic” by increasing breast cancer awareness and raising funds for the cause. The cosmetics company has strategically placed banner ads on Hearst and Kargo-owned mobile platforms for publications like US Weekly, Cosmopolitan and Shape.
October, 2009
Johnson & Johnson is targeting soon-to-be moms and dads with a free “What to Expect” iPhone app that provides information on healthy pregnancy progress. The concept is derived from the very popular how-to book, “What to Expect When Your Expecting.”
October, 2009
The United States Air Force has launched a mobile campaign to reach young consumers. The Air Force will focus their advertising on their recent Echo Zulu campaign. The mobile banners are featured on the CBS site MaxPreps.com, a site dedicated to high school sports. The Air Forces efforts are centered around recruiting young men & women to join by reaching them in high-energy, athletic events. Visit the US Air Force official website for more information.
October, 2009
Ford Motor Company launches WAP site and advertises through mobile media. Utilizing MMS/SMS, mobile banner ads and bar codes, the launch of the mobile site relies heavily on mobile reach. The mobile site allows tech-savvy consumer to access information about Ford automobiles from their mobile device anywhere at anytime. The extension is unique for the company in that it is promoting the Lincoln line of vehicles versus one of their more trendy lines, such as the Mustang. Visit the Lincoln website or Ford Website for more information.
October, 2009
The popular children cartoon show “SpongeBob SquarePants” celebrated its anniversary with a mobile simulcast episode. Launched in 1999 and with a feature-length film in 2004, the SpongeBob audience reaches a large number of young consumers. The SpongeBob website also features a link to their WAP site and advertisements for other SpongeBob content: wallpapers, games, etc. Visit the Nickelodeon website for more information.
October, 2009
Volkswagen of America launched their new 2010 GTI in a mobile app for young male consumers. The automobile company claims that they are the first to launch a new car through mobile media. The mobile app allows consumer to briefly customize their Volkswagen vehicle and race it in a competitive atmosphere with other VW models. Representatives for VW attribute their success to rethinking the way they communicate through any media. The app is now available in the Apple App Store. For more information please visit the official Volkwagen website.
October, 2009
Metacafe and Babelgum are targeting their core consumers with an iPhone application, which plays videos from a variety of categories including stand-up comedy, animation, viral and more. The app is free to download, as it is completely funded by apps.
October, 2009
Research company, Wolfram Alpha, is targeting its core consumer with an informational app for iPhone that includes a graphing calculator, international economic index and a wealth of additional information. The app retails for a pricey $50 in the app store.
October, 2009
Toyota targeted NFL New York Giants fans with a mobile campaign promoted through signage and a street team at the team’s season opener. The auto company used Bluetooth technology to send a video of quarterback, Eli Manning, to consumers in close proximity to the stadium. The video then directed football fans toward the “Great Time to Sign” campaign’s mobile site.
October, 2009
Millennial Media ad company has released a report on mobile marketing. It states that the mobile Internet has 64.1M users as of August 2009. Additionally, the most common purpose of mobile advertising is to drive traffic to the company’s mobile site.
October, 2009
Deutsche Bank’s dbFX is an online foreign exchange trading platform. By uploading informational video tutorials on how to use dbFX, Deutsche Bank hopes to gain new as well as existing traders of the foreign exchange market. Deutsche Bank also maintains and updates a Twitter page regularly to notify followers of upcoming seminars and to engage in dialogue with traders almost instantaneously.
October, 2009
Breast Cancer awareness organization “Bright Pink” reaches their young audience through mobile site. The nonprofit organization targets young women to educate them on awareness of breast and ovarian cancer. Using tongue-and-cheek phrases such as, “Treasure your chest,” to catch the attention of the young demographic has greatly attributed to their success thus far. “Bright Pink” is now branching into mobile media through social media networks (Facebook/Twitter) and has also launched a mobile site. The concept behind the move to mobile is to provide a younger demographic with information on cancer and the ability to donate from their mobile device. Visit the official “Bright Pink” website for more information.
October, 2009
Target is targeting teens and young adults by sponsoring a CW iPhone app. The app maps out Target store locations as well as “Hot Spot” locations of restaurants, hotels, spas and more seen on “Gossip Girl,” “90210,” and “Melrose Place” programs. Target is sponsoring the app in conjunction with the release of an Anna Sui clothing line, inspired by “Gossip Girl,” to be sold at its retail locations.
October, 2009
IKEA is targeting on-the-go women, ages 18-49, with a WAP commerce site. The mobile site also allows customers to opt-in for SMS texts about contests and special offers based on their location. Additionally, the service texts coupons directly to mobile devices, which can be redeemed at the register.
October, 2009
Martha Stewart Living Magazine is targeting advertisers by offering interactive print ads that extend to mobile components. Consumers simply snap a photo of an ad in the November edition of the magazine from companies like Uncle Ben’s, Welch’s and California Pizza Kitchen and send it in to a provided number to receive extended mobile content.
October, 2009
Online phone company, Vonage, has released “Vonage Mobile” for BlackBerry and iPhone, available for download on the business’ website. Consumers save up to 50% by using the app to make international calls, as opposed to using a wireless carrier service or a calling card. Users can place calls from their contact list without entering additional codes. The app is currently pay-per-minute and will soon have a flat rate subscription service option.
October, 2009
Mall of America is targeting shoppers at point of sale through SMS messages with special offers and event information. Consumers can opt-in for “Mall Call” messaging by texting the number provided at mall parking lots, entrances or the mall website.
October, 2009
AAA reaches general consumers with the addition of an iPhone mobile app. The mobile app allows consumers to access their account information, place a call for roadside assistance or find where they are within the United States. The app is free to download from the Apple App Store and once a consumer logs into their account, the information is saved and can be accessed quickly. The brand’s extension reaches more tech-savvy consumers in a growing market of multifaceted branded apps. For more information visit AAA‘s website.
October, 2009
The “Golden Triangle” district of Washington launches mobile website and mobile app for tech-savvy business consumers. The launch coincides with the relaunch of their website designed to inform residents of local events and deals. The mobile app branches out to consumers on their mobile devices, providing the similar information on happy hour specials, hotel deals and much more community communications. Visit the official Golden Triangle website for more information.
October, 2009
NatGeo sponsored a SMS mobile campaign targeted at fans of the popular show “Dog Whisperer.” The campaign’s initial response from consumers grabbed the attention of Petco, who swiftly sponsored the promotion to gain further consumer reach. The SMS messaging service allowed consumers to pass a standard double opt-in response to receive show reminders. The service also supplied consumers with dog training tips from the program’s star Cesar Milan. The Petco sponsorship gave the company another reach to their core consumers audience. Visit NatGeo’s website or more information.
October, 2009
Mozes is targeting music lovers with a free iPhone and iPod Touch app that allows consumers to connect to over 15,000 promotions from artists, bands, organizations and more. Consumers can opt-in to receive the updates they want with the confidence that their contact information will not be given away.
October, 2009
Def Jam Group targeted Mariah Carey fans with a stream of the pop singer’s concert on October 10. Consumers were able to purchase a “virtual ticket” for $9.99 from their mobile device. If they were not available to view the concert on its air date, they were given the option to watch it one time only at their convenience.
October, 2009
Citibank is targeting Spanish-speaking consumers by offering Citi Mobil en Español. Consumers can go to the Citi mobile site and link to the Spanish version where they can access their accounts, pay bills and find Citibank locations. Citibank was the first bank in the U.S. to offer Spanish-language banking in 2004 and now they are the first to bring it to mobile. The bank expects huge success as almost one-quarter of its customers are Hispanic.
October, 2009
Google & Verizon Wireless are targeting current and potential smartphone users by launching a line of Android-based devices to compete with Apple and AT&T’s iPhone. A couple of the new devices are expected to launch within the next few weeks.
