Mobile marketing case studies
Never before was a device so close to consumers. It’s always on and we are checking it every five minutes. It’s not hard to guess what I’m talking about – smartphones. These small devices have come to take over TVs and desktop computers.
In the last few years, the marketing world has gained another fearsome rival – mobile marketing. New smartphone models and apps allow us to enter an innovative world whose main characteristic is mobility. These small devices create a new concept of brand-user interaction.
We can not deny that the minute we have some free time (even if it’s five minutes), our attention goes to our smartphone. We use it to check our messages (SMS or WhatsApp), play some new games, read news, check our e-mail, check our social networks, buy items or just browse the internet.
Marketers are well aware that consumers’ habits have changed in this direction. That’s why many brands started investing in mobile marketing. Let’s see some mobile marketing case studies:
Heineken. Heineken launched its ‘Open your World’ campaign during the Heineken Open’er Festival in 2012. There was a specific booth where people could create and print their own QR code tag (quick response barcode). The purpose of these tags was to facilitate meeting new people. You just had to scan the QR code tag on someone you wanted to meet to find out some interesting information about that person. The campaign was very successful. It strengthened Heineken’s brand value – Enjoy life.
Cadbury. Cadbury realized that when consumers most enjoyed eating their Cadbury chocolates was on their brakes at work. But what are consumers doing on their brakes? Playing with their smartphones. So based on this fact Cadbury created a very simple and addictive game that includes scanning Cadbury chocolate wrappers. They used augmented reality via the Blippar app (iOS, Android, Windows Phone, BlackBerry) to create this game. This game gained great popularity and success, since consumers used to share the results on the most popular social network, Facebook.
Hungry Lion. Hungry Lion is a South African fast food restaurant chain. During May and June 2013 they launched an offline and online marketing campaign. They used posters, t-shirts, stickers, newspaper and radio ads, online and mobile website and apps, mobile coupons and social networks.
They started the campaign by announcing that they were going to give away 1 million vanilla ice creams on Mondays and Tuesdays. Their goal was to create brand awareness and draw the attention of their current audience – female and male consumers aged between 18 and 40 years.
Their marketing campaign was a huge success. They’ve achieved more than 1 million unique users for their coupon app and more than 42000 users have shared their coupons with their friends. Hungry Lion distributed 1,083,660 coupons, from which 550,392 were redeemed. The campaign showed a 50.8% redemption rate and 33% of the coupons issued were from the mobile media placements.