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mmaMOBILE MARKETING GUIDE RECOGNIZING LEADERSHIP & INNOVATION

presented by

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Inside JACKIE GHEDINE 2007 ANNUAL MOBILE MARKETING GUIDE National Sales Manager 212-210-0725 4: Welcome [email protected]

Laura Marriott and Cyriac Roeding of the Mobile Marketing Association congratulate PETE ROPER award winners. General Manager, Interactive 212-210-0280 6: The State of Mobile Marketing [email protected]

Thanks to consumer receptiveness, carrier openness and technological advancements, JOCELYN FENYN mobile is moving into its own as a sophisticated marketing platform. And its potential as Senior Account Exec a marketing powerhouse is growing: In a world of 6 billion people, there are more than 3 212-210-0139 billion cell phones. [email protected]

SUZANNE HERMALYN 10: 10 Tips on Getting Started Director What do you need to know to get into mobile marketing? Industry leaders offer their Custom Marketing Solutions advice for doing it right. 508-497-8688 [email protected]

14: MMA Award Winners KAREN EGOLF This year’s MMA Awards honor the best in the business. Here’s who they are. Editorial Director Custom Marketing Solutions 312-649-5239 16: MMA Award Judges [email protected] The 2007 Selection Committee is made up of a who’s who in mobile marketing. RICHARD K. SKEWS Associate Editor 18: Award for Overall Excellence This year’s winner of the Award for Overall Excellence is the MMA Academic Outreach BARBARA KNOLL Committee. The Selection Committee chose the AOC for its accomplishments in Copy Editor connecting practitioners in mobile marketing with those in academia. JULIE LIESSE NANCY GIGES 20: Outstanding Individual Achievement Award Section Writers The MMA is honoring Michael Becker, exec VP-business development, iLoop Mobile, with this year’s Outstanding Individual Achievement Award, recognizing his GREGORY COHANE many contributions to both the industry and the association. Art Director

JEANINE DUNN 22: Looking at the Winners Cover Design Here, we explore the accomplishments of this year’s MMA award winners and what they’re doing to set examples of the best in mobile marketing. VICKIE DANIEL Production Manager 26: MMA Resources Want to learn more about the MMA and mobile marketing? Here’s the place to start.

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Welcome CELEBRATING A YEAR OF GROWTH

November 19, 2007

It has been a year characterized by growth! The number of marketers and agencies that have engaged mobile in their marketing initiatives is growing substantially. The Mobile Marketing Association and its members are helping fuel industry growth at every turn—from mobile advertising to mobile video, mobile search, mobile social networking and mobile content. Growth is also apparent in our awards program this year. We received double the submissions over 2006—including entries from around the globe. Mobile marketing is taking off worldwide!

The Mobile Marketing Association has partnered with Advertising Age to produce the MMA Annual Mobile Marketing Guide: Recognizing Leadership & Innovation, the supplement that highlights the leaders and innovators in our global mobile mar- keting industry. It features those companies and individuals who have shown leader- ship, creativity and excellence in their mobile campaigns, initiatives and technologies. Our MMA global award winners are profiled here; together they demonstrate some of the industry’s leading solutions for mobile marketing.

Congratulations to all winners of the MMA 2007 Awards Program. Every submission received reflected the overall growth in the industry, and we applaud the contribu- tions of each and every participant, finalist and winner.

We encourage you to enjoy this publication and reach out to the companies featured to discover how to engage mobile in your campaigns—and to learn from some of the companies that are leading the growth of the MMA.

And on to another year of growth!

Cyriac Roeding Global Chairman, MMA Exec VP, CBS Corp.

Laura Marriott President, MMA

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By Julie Liesse Mobile Moves Forward Mobile marketing is expanding rapidly, thanks to consumer receptive- ness, carrier openness and technological advances. Plus, the industry itself is growing in sophistication. When combined, these factors all point to one thing: A marketing powerhouse is ready to take off

obile marketing is at the center In fast-growing economies such as Brazil, through mobile.” of a perfect storm that is trans- Russia, China, India and the rest of the develop- For Richard Saggers, head of mobile adver- forming its role from an inter- ing world, mobile devices play an even larger role tising for Vodafone Group Services, a key indus- Mesting add-on to a critical chan- in people’s daily lives than they do in the U.S., try barometer is merger-and-acquisition activi- nel for brands to connect with consumers. says Webster Lewin, director of mobile market- ty in the past year—which included Nokia buy- “Marketers should educate themselves, ing at R/GA, a multimedia agency. “For most ing Enpocket, Microsoft Corp. purchasing because the wave is here,” says Doug Busk, VP- consumers in those markets, their handsets, not ScreenTonic and AOL acquiring Third Screen industry relations for SinglePoint, a mobile ser- their PCs, are their gateway to the Internet,” he Media. vices company. “Mobile users are here and inter- says. “In addition, the infrastructure for land “Major players taking small businesses as a ested in receiving marketing messages. Carriers lines was never built, so these consumers have fast route into mobile is an indication of what’s have opened up to allowing those messages, and quickly adapted mobile phones as their only happening in the marketplace,”Mr. Saggers says. the devices and networks have never been better.” communication devices.” “We are seeing a shift in the market from small In addition to consumer receptiveness, car- Globally, more than 350 billion text messages entrepreneurial businesses that create energy in rier openness and technological advancements, are being sent on a yearly basis. In the U.S., where the ecosystem to major players all getting the storm has been augmented by growing cross-carrier text messaging has existed for fewer involved and moving this to a level of industrial sophistication within the mobile marketing than four years, the number of text messages has scalability. industry itself and the availability of irresistible doubled each year. “We forget that the first text- “What you get with these larger players is content from media companies. messaging generation is out of college,” says Mr. mass-market expertise and continuity of stan- The Mobile Marketing Association defines Busk. “There’s a group of people in the work- dards. So mobile becomes less of an experimental mobile marketing as the use of wireless media force who grew up texting, and IM’ing and par- medium and more of a mainstream medium.” (primarily cellular phones and PDAs) as an inte- ticipating in social networking sites. They are not It’s also a medium unlike any other, says grated content delivery and direct-response necessarily addicted to cell phones, but they are Cyriac Roeding, exec VP of CBS Mobile and vehicle within a cross-media marketing com- addicted to being connected. They are forcing global chairman of the Mobile Marketing munications program. Mobile marketing can be the carriers and marketers to come find them Association. “Mobile offers opportunities that a marketing use of voice messages, text messag- ing (SMS), video messaging (MMS), live video and television delivered to a mobile device; downloadable products (games, videos, pod- casts, ringtones, wallpapers; and the mobile Web, including WAP sites.

Cell-phone numbers But the mobile marketing story, of course, begins with the numbers. Cell phones are ubiquitous. Today there are more than 3 billion mobile phones in a world of 6 billion people. That’s 2.5 times more cell phones than Internet connections. In some countries, Richard Saggers, Vodafone Group Services: Jon Vlassopulos, Endemol USA: Text mes- there are more cell phones than people—such as M&A activity a key indicator of mobile saging growing as a mainstream, mass-mar- the Czech Republic, where penetration is 120%. marketing growth ket activity

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you can’t get from any other medium,” he says. “Take the Cake” viewers are actually participat- phones. Launched in October, Fox’s mobile game “It is the most personalized medium. It is the ing in the interactivity. version of its hit TV show “Are You Smarter Than only one that has a wallet built in—your cell “People aren’t just sitting back and watching a 5th Grader?” is selling “like nothing we have seen phone bill. these shows—they are leaning forward,” Mr. before,”Mr. Feinman says. “When you are walking down the street pass- Vlassopulos says.“The mobile element gets view- In conjunction with the July release of “The ing a billboard or listening to the radio, it’s the ers more engaged in the programming, which Simpsons Movie,” Fox introduced a “yellow only other medium you have with you.” hopefully means they are also getting engaged in plan” for cell phone subscribers that includes Mr. Roeding cites CBS research showing that the ad messages that happen in and around the Simpsons ringtones, wallpaper, screensavers and 52% of consumers 25 to 34 years old have a cell show.” “Minutes to Meltdown,” a mobile game pro- phone with them more than 90% of the time while they are watching television. That availability of the cell phone in the pres- ence of other media has driven the wild success of participation TV. The irresistibility of partici- pating in TV shows such as “American Idol” or the global phenomenon “Deal or No Deal” has been the entry point to text messaging and other mobile services for many consumers. “Participation TV—that’s where it started,” says Mitch Feinman, senior VP at Fox Mobile Entertainment. “We at Fox got seriously interest- ed in mobile when we watched the voting on ‘American Idol’ go from 12,000 text messages to 35 million in just a couple of years. The beauty of the show is its simplicity and how core text mes- duced by Electronic Arts. Mobile applications extend the reach of popular media proper- “Leave behind your preconceptions about ties while also encouraging consumers to try out new features on mobile not being ready for consumers and con- sumers not being ready for mobile,” says Tom their mobile phones. Launched in October, Fox’s mobile game Daly, group manager-global interactive mar- version of its hit TV show “Are You Smarter Than a 5th Grader?” keting for Coca-Cola Co.“Consumers are ready is selling “like nothing we have seen before,” Mitch Feinman says. to make more use of their mobile phones. They are ready for valuable content and for fun, saging is to the show itself. Mobile marketing experts see continued engaging experiences.” “Every year, the statistic that stood out for me growth of participation media. “Exciting Coca-Cola is trying to provide just that sort was that 30 percent to 40 percent of the viewers mobile marketing events don’t just happen on of fun experience with the Sprite Yard, a “com- who voted on ‘Idol’ had never used text messag- TV anymore—we’re using mobile phones to munity on the go” that offers social experiences ing before.” create a new level of audience participation at and downloadable content for consumers who “Today, the average person who sends a text sporting [events and concerts] and with tradi- become registered members. Members can cre- message to participate in the ‘Deal or No Deal’ tional media like radio,” says Mr. Busk of ate profiles, post and share photos, send instant Lucky Case Game is a 39-year-old female,” says SinglePoint. messages to each other and keep track of their Jon Vlassopulos, VP-business development, activities on the Yard’s mobile Web site. Caps strategic planning & new media for the U.S. divi- Expanding usage on 20-ounce bottles of Sprite will contain sion of Endemol, the creator of “Deal or No Getting consumers involved in text messaging codes that unlock additional content. Deal,” which now is seen in more than 30 coun- through these popular TV shows also has Aimed at younger consumers, the Sprite Yard tries. “People thought text messaging was a introduced them to other mobile applications. was launched this summer in China and will roll European phenomenon just for kids; we’ve now When Endemol introduced a “Deal or No out soon in the U.S. There are currently plans for dismissed that notion,” he says. “It’s a main- Deal” downloadable mobile game, Mr. expanding the Yard to other countries in 2008. stream and mass-market activity.” Vlassopulos said he anticipated selling 30,000 Many of these mobile applications have In one of Endemol’s recent projects,“Take the to 40,000 copies. Instead, the game is at 1.2 mil- become more accessible because every year Cake” on BET, viewers answer trivia and pop cul- lion downloads—and counting. mobile handsets become better and easier to ture questions by sending text messages or e- Mobile applications extend the reach of popu- use, and the networks and infrastructure make mails to participate live on the late-night game lar media properties while also encouraging con- connections better than ever—whether that’s show. Research shows 10 percent to 15 percent of sumers to try out new features on their mobile the mobile Web or Qualcomm’s MediaFlo tech-

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nology that allows a new standard of mobile which created a community of users whose center for an advertiser,” Mr. Thet says. “But video and audio programming quality. activities are supported by ad dollars. 4Info now that that cost is going away—because of “As we roll out our 3G [third-generation] invites cell phone users to sign up for text mes- commoditization in the market and because of network, you are starting to see the experience sage alerts—ranging from weather to sports companies like ours that use advertising to off- on mobile Web improve dramatically—it’s the scores and stock price updates—for free. set costs—there’s movement back to SMS [text equivalent of going from dial-up to broad- Advertiser partners can then attach a simple messaging].” band,” says Richard Williams, executive direc- 40-character marketing message at the bottom Whether it’s text messaging alerts or video tor-digital media operations at Verizon. “That of these text messages. downloads, Mr. Roeding says, “In two years, you gives our phones fast download speeds, where will find a lot of content made available at a mobile Web pages load in less than 10 seconds. much lower cost to consumers because it will be And in terms of device capability, on a lot of ad-supported. And the more affordable content our handsets one button can take consumers is, the more consumers will use it.” straight to the mobile Web.” Mr. Saggers points to a Vodafone U.K. pro- In the U.S., nothing has shaken up the gram where subscribers could download a two- device market more than the Apple iPhone. minute highlight video of the popular “Big Apple has spent millions of ad dollars this year Brother” reality TV show. Last year, subscribers talking to consumers about how a mobile had to pay a small amount to download the clip; phone can do more than just handle phone this year, supported by advertising, it was free— calls or text messages. and Vodafone saw 50 times more downloads. Despite its technological limitations, and the Courtney Acuff, director at emerging-media fact that it’s currently only available through a agency Denuo, Chicago, says that, for the near single carrier in the U.S., “The iPhone has raised term, most marketers will continue testing the the bar for everyone in a good way,” Fox’s Mr. waters in mobile with these sorts of “off-the- Feinman says. “The iPhone has stimulated a dis- shelf” ad opportunities—text-messaging alert cussion around what phones can do beyond sponsorships, mobile Web banner ads and ads making phone calls. The Apple guys are great connected to downloadable content—preferably marketers, which is what this industry needs.” with content presented by a known publisher or broadcaster. Next will come custom mobile mar- Advertising model keting programs such as Coke’s Sprite Yard. As the mobile channel grows and evolves, so does Vodafone’s Mr. Saggers sees yet another big the role of advertising. growth year ahead. In addition to continued “From an advertising perspective, mobile consolidation as large marketing agencies, soft- marketing is still in the early stages—I compare ware and search companies acquire mobile-cen- it to where the Internet was in, say, 1997,” says tric businesses, he predicts, “We will see some Zaw Thet, CEO of 4Info, a mobile media com- real iconic demonstrations of how to use the pany. “Brands and agencies are still wondering mobile channel. Some of those will be cross- where to get the best bang for their buck.” market, multimarket campaigns.” “One thing that distinguishes the mobile As for consumers, he says, “We’ll see phone is that it inherently has so many different increased use of all the mobile channels as con- mediums on it—from the mobile Web to live sumers download games, start Web browsing, video to text messaging,” says Michael Becker, Coca-Cola Co. is offering the Sprite Yard, a maybe even try m-commerce. People are becom- exec VP-business development at iLoop Mobile. fun “community on the go” for consumers ing increasingly sophisticated in how they are “That complexity makes it hard for marketers who register on the mobile Web site. using their mobile phones, and participation in and advertisers to figure it out.” In a three-way partnership this year, USA mobile marketing will continue to grow as that Another problem is that mobile is one of the Today’s sports pages carried an offer: Readers knowledge builds. And subsidies provided by few media featuring advertising without con- could send a text message to 4Info and sign up more advertising will continue removing the tent—for instance, text message services that to receive free updates on sports scores on their potential barrier of price.” send out ads and coupons to mobile phones. But mobile phones. The program was sponsored by Says Mr. Daly of Coca-Cola: “All the capabil- observers think the industry is at a point where General Motors Corp.’s Chevrolet brand, which ities of the mobile phone are going to be relevant mobile advertising and mobile content are final- attached ads to the bottom of the text messages. to marketers of all stripes, depending on what ly converging. The Chevy ads allowed the cell phone user to, they are trying to get done. Whether you are a Mr. Thet’s 4Info service is an example. 4Info for instance, locate a nearby Chevy dealer. business marketer or a brand marketer, you’ll follows the lead of successful Internet mar- “A lot of people jumped over text messaging find some aspect of the mobile channel relevant keters such as Google, eBay and Evite, each of as an ad tool because it was deemed a pure cost to your consumers.” • 8 • MOBILEMARKETING • NOVEMBER 19, 2007 The hottest new medium on the street is in your pocket.

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10 Things to Consider Before You Jump Into Mobile

You have sent text messages to your kids, aggregator and various carriers. “Look at the MMA Web site to get an understanding of who the players are in the space as well as to you signed up for fantasy football updates learn what the best practices and ad standards are,” says Courtney on your BlackBerry, you have started Acuff, director at emerging-media agency Denuo, Chicago.

browsing mobile Web sites—and you even 2. LEAD WITH THE MARKETING IDEAS. showed your mom how to enter the Lucky Don’t let the excitement surrounding mobile marketing blind you to Case Game on her cell phone. what’s best for your brand. Make sure you have a reason for doing it in mobile. So you think it’s time to consider mobile Tom Daly, group manager at Coca-Cola Co., says, “Lead with marketing for your brand. But you don’t the ideas, not the technology. Start with your consumer and ask, ‘What are you trying to do?’ How are you trying to reach that con- know a WAP (wireless application proto- sumer? Let that define the role of mobile. Then from there find col) from an MMS (multimedia messaging your enabling partners.” service), or what the difference is between 3. MATCH YOUR BRAND’S NEEDS TO THE RIGHT APPLICATION. 2G, 3G and 4G. Where do you begin? We Know your objective and design your campaign appropriately, says polled some of the industry’s leading Michael Becker, exec VP-business development for iLoop Mobile. Ask the question: Is your goal thinkers for their top recommendations on branding and awareness or sales getting started in mobile marketing and and revenue? Zaw Thet, CEO of 4Info, a on making the most of those efforts. mobile media company, divides 1. EDUCATE YOURSELF. mobile marketing into two types. Before you do anything else, take time to get a basic overview of First is relationship management the mobile world: Look at the types of mobile devices that are in with an established customer— use and what sorts of things they for example, using a call-in code can do. “I’d first advise marketers on a package. Then there’s to educate themselves on every- mobile advertising to build a con- thing a mobile device can do,” sumer base—whether that adver- says Doug Busk, VP-industry rela- tising is attached to a text mes- tions for SinglePoint, a mobile Zaw Thet, 4Info sage service such as 4Info, a ban- services company. “They also ner ad on a mobile portal or Web site or a video message in media should have a baseline under- designed for a mobile device. standing about what consumers What application is right for your effort? Says Mr. Busk, “Take a are doing in mobile—and still, look at what the outputs are. With text messaging, I can text peo- around the world, what they are ple back. I have a relationship with them. Mobile Web is much doing mostly is text messaging. more like an ad online, but it does allow me color; it allows me to Other tools, like mobile Web sites present a multimedia experience. Doug Busk, SinglePoint and MMS, are growing, but “Finally, take a look at what you want. Do you have something appeal to different audiences.” that is spontaneous that you want to bring to consumers’ atten- Use the resources of the MMA to get a handle on who’s who in tion, like a deal or a sale? Messaging is perfect for you in that the mobile marketing world and who you need on board to create case. Or do you want to reinforce an ongoing brand relationship— and execute a mobile campaign. It’s not as simple as calling to to, say, let someone perusing stocks on their phone know that the place an ad in the newspaper. Your campaign could involve a spe- new car model has arrived. That is a different marketing experi- cialized mobile agency, a media partner, an application provider, an ence. Match the output with the brand and the brand goals.”

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Richard Williams, executive “There must be some element of promotional messaging sur- director of digital media opera- rounding that mobile effort or no one will know about it.” tions for Verizon, agrees. “The right use of mobile applications 8. PLAN AHEAD—WELL AHEAD. will depend on your brand's Once you are ready to take it to a broader level, planning ahead may objectives,” he says. “Let those be the most crucial element. “You could have the greatest idea or guide what you will do in think that you have found the best solution for your brand, but if mobile.” Ask the question: Is you think of it three weeks before your program is going to go live, your goal branding and aware- you can’t pull it off,” Ms. Acuff says. “That’s the biggest difference ness, or sales and revenue? between digital and mobile: The turnaround times that exist in digital do not happen in mobile. Because each and every campaign is 4. KEEP IT SIMPLE. approved from a carrier standpoint, you need lead time.” Mr. Becker of iLoop Mobile ticks Richard Williams, Verizon off a list of things to remember: 9. BEFORE YOU START, THINK RESULTS. Choose an application that’s easy for the consumer to use. Avoid Mr. Thet cites a big company that added a profile on MySpace.com complicated technologies or those that very few consumers are and was thrilled when thousands of Internet users added the com- using. Communicate a clear and simple call to action. And, he says, pany as a “friend.” “But what exactly did that number do for the “Avoid the ‘you need to download this software first to enable that’ company?” he says. situation.” “You’re creating something in a place where there’s more As Cyriac Roeding, exec VP at CBS Mobile and global chairman measurability than traditional media—where you can get exact of the Mobile Marketing Association, points out, “Let’s not make numbers on response rates and what your reach is,” he says. “So the mistake of thinking that the mobile Web is just another version make sure measurement is always part of the campaign, that you of the Internet. It is a very different medium. That’s not only because know what you want to measure and why, and that you are not of the screen size, but also because of the situation the user is in. setting unrealistic goals.” When you are using your cell phone, you don’t want to have a mil- lion options. You want a nice, short overview of what’s going on. 10. SHARE WHAT YOU LEARN. You are not looking for a deep level of content.” Because, despite the buzz and growth, mobile marketing is still a business in its infancy, it’s important for brand marketers, agencies 5. MAKE IT FUN AND INTERESTING. and mobile specialists to share information to help the industry grow. On the other hand, simplicity should not mean boring. “Some peo- “We can’t push the market forward if we can’t learn from the pro- ple think because the screen is small, why care about creativity,” Mr. grams out there; it’s stifling growth and innovation,” says Ms. Acuff Roeding says. “But what people often forget is that the smaller the of Denuo. Again, mobile is differ- screen, the better the creative execution has to be in order to be ent from other media. You can fol- entertaining.” Make it engaging, and encourage a dialogue with low a competitor’s activity in nearly your consumer. Once you have established the interaction with con- any other medium through com- sumers, keep them engaged. petitive tools and tracking systems. “That doesn’t exist in mobile,” she 6. INTEGRATE MOBILE INTO YOUR OVERALL says. “We miss 75% of the activity COMMUNICATION PLAN… because it’s not being talked about. One of mobile’s key qualities is that it makes traditional media inter- But not knowing what is happen- active, but only when integrated into an overall marketing campaign. ing in the marketplace is detrimen- “Your mobile program is not an isolated technique,” says Coca- tal to the industry.” Cola’s Mr. Daly. “If you make your mobile program an integrated part Ultimately, though, what of what you do, then you’ll have a better chance of reaching your brands need to do is to try mobile goals. As with any other medium, you need to think holistically.” Mitch Feinman, Fox Mobile marketing. “If you are not in this Cross-media integration, with integrated mobile calls to action, is space, get in it,” says Mitch Feinman, senior VP of Fox Mobile paramount. Entertainment. “Try different things. Really think about what con- sumers are going to value; don’t just copy what everyone else is 7. …AND SUPPORT THE MOBILE EFFORT WITH OTHER MEDIA. doing. There is a lot of ‘uncharted path’ in the mobile world.” Use other parts of your marketing mix to create awareness of “Don’t be overwhelmed,” says Laura Marriott, president of the your mobile effort. “You need to make sure that a media mix is Mobile Marketing Association. “Mobile marketing is a process of available to you to spread awareness about the type of mobile iterative refinement, not reckless creativity. Get involved today— action—whether that’s in print, integrated into your TV or radio and remember, the MMA is here to help.” ads, or in banner ads on a mobile Web site,” Ms. Acuff says. —Julie Liesse

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Text-Messaging Marketing MORE CONSUMERS RESPONDING TO SMS ADVERTISING THAN EVER BEFORE

New data from M:Metrics find A that the use of SMS as a market- ing tool is growing. More than 4.7 million Americans respond- ed to an SMS ad in September, a 9 percent increase, and that growth is expected to continue.

A SMS-BASED MARKETING ON THE RISE B SMS-based marketing is on the rise in the U.S. According to M:Metrics, the number of mobile subscribers reporting they received an SMS ad on their mobile device grew by 19 percent from May to September of this year and, by all indications, is growing steadily.

B MOBILE AD RESPONSE RATE IMPRESSIVE More than 4.7 million Americans responded to an SMS ad they received in September, a number that has grown at a rate of nearly 9 percent. When expressed as the percentage of people receiving an ad who responded in some way, the rate is an impressive 13 percent, indicating that mobile is an effective medium for engaging customers.

C C REACHING THEM ON THE GO Because the majority of SMS ads are coming from mobile operators themselves, most consumers report receiving advertising centered around their mobile phone service. Nearly one-third of all subscribers who got an SMS ad received an offer for mobile phone downloads, and 17 percent received an offer for a mobile phone or plan. Rounding out the top three was advertising tar- geted to people on the go: news and information, followed by financial services and entertainment. •

Source: M:Metrics, copyright 2007, survey of U.S. mobile subscribers. Data based on three-month moving averages of time period expressed. September n=33,813; August n=33,271; July n=32,824; June n=32,560; May n=32,869. www.mmetrics.com

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2007 MMA Award Winners The Mobile Marketing Association presents its annual industry awards to recognize significant contributions within the global mobile marketing industry. Nominations for the MMA Awards recognize the commitment and accomplishments of the world’s leading companies and individuals in the mobile marketing industry.

AWARD FOR OVERALL EXCELLENCE Finalists Honorable Mentions EMEA Finalists (COMPANY OR COMMITTEE) Bravo To Go Mobile Dreams Factory Gotuit MMA Academic Outreach The Hyperfactory and Saatchi & RATP-The Parisian Tube, Hill Holliday and VeriSign Committee Saatchi New Zealand Aerodeon (an Isobar company) Honorable Mention APAC OUTSTANDING INDIVIDUAL Honorable Mention EMEA Affle ACHIEVEMENT Promotion Aerodeon Turkey INNOVATION FOR CREATIVITY Michael Becker Mobiento, Médecins Sans iLoop Mobile Frontières Sweden, Telenor Media Direct Response Sverige AB Reliance Communications AirPlay ACADEMICS OF THE YEAR Working Week With Doctors Fair & Lovely Scholarships 2007 NBA AirPlay Live Heikki Karjaluoto Without Borders University of Jyväskylä Finalists Matti Leppäniemi Finalists Finalists The Hyperfactory and Mobile Dreams Factory University of Oulu Limbo and Verizon Wireless Ogilvy Hong Kong Vibes Media The Hyperfactory Hearst Digital Media BEST USE OF MOBILE MARKETING MindShare Interaction India and ICICI Prudential Life Insurance Branding Honorable Mention EMEA Honorable Mention NA The Hyperfactory and Saatchi Mobile Dreams Factory & Saatchi LA Honorable Mention NA SoLow, a division of SendMe Mobile; MobiTV; Fathom Toyota FJ vs. Baja 1000 SoLow, a division of SendMe Honorable Mention APAC Online; Discovery Channel Mobile; MobiTV; Fathom The Hyperfactory and Saatchi Finalists Online; Discovery Channel & Saatchi New Zealand AKQA Mobile Relationship Building Quattro Wireless Honorable Mention APAC R/GA Technology Affle and Aviva Nike Zoom Mobile RATP-The Parisian Tube, Honorable Mention NA Aerodeon (an Isobar Motricity Product/Services Launch company) The Hyperfactory and Saatchi & Finalists Best use of mobile video: My Honorable Mention EMEA Saatchi LA The Hyperfactory RATP in My Pocket Universal McCann Toyota FJ vs. Baja 1000 GOSUB 60 Cross-media Integration Finalists adidas, Isobar, Neighborhood Finalists INNOVATION Velti America Microsoft iLoop Mobile Celltick Technologies NBA All-Star Week 2007 MindMatics AG iLoop Mobile mFinity Platform Scottish Power and Incentivated

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2007 Selection Committee This year’s Mobile Marketing Association Awards Selection Committee is a who’s who of the wireless industry. Awards judges bring with them unparalleled expertise and a commitment to advancing the use of the mobile channel. The judges represent a number of the industry’s major carriers, brands, advertising agencies, aggregators, research firms, news agencies and content providers.

ALBERTO BENBUNAN GARZÓN DEREK HANDLEY LAURA MARRIOTT RICHARD SAGGERS Mobile Dreams Factory The Hyperfactory Mobile Marketing Association Vodafone Group Services

ALEX FARBER ENID BURNS LAURIE PETERSEN RICHARD TING New Media Age ClickZ MediaPost R/GA

BRAD FARKAS ERICA CHRISS SANDY AGARWAL LEE HANCOCK i-Hatch Ventures Greystripe Inc. Enpocket Inc. go2 BRAD SMITH G.D. RAMKUMAR SHABNUM NORLING Wireless Week SnapTell Inc. LINDA BARRABEE Mehra Media Solutions Yankee Group BRIAN MORRISSEY GEOFFREY HANDLEY SIXTO ARIAS AdWeek The Hyperfactory LUCIA PREDOLIN Havas Media Interactive Buongiorno CINDY SPODEK DICKEY HAIRONG LI STUART O’BRIEN ZenZui Michigan State University MATT CHAMPAGNE Mobile Entertainment Microsoft Corp. (MSN and COLIN GIBBS IAN POVEY Windows Live) SYLVIA CHAN-OLMSTED RCR Wireless News Teligence University of Florida MICHAEL BECKER DAN WALD JENNIFER FAN TAMMARA ANDERTON iLoop Mobile Corsis Jingle Networks CellTrust Corp.

DANIEL ROSEN JOHN HADL MICHAEL HANLEY TONIA MEYER AKQA Mobile Brand in Hand Ball State University Mobile Marketing Association

DAVID MURPHY KATHY VOLPI MITCH FEINMAN TRACI VANDEVENTER Mobile Marketing Magazine U.S. Cellular Corp. Fox Mobile Entertainment The Weather Channel Interactive

DEBRA BLUMAN KEN MANDEL RENÉ BELLACK TRACY FORD Crisp Wireless OgilvyOne Worldwide Vodafone D2 RCR Wireless News

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MMA Academic Outreach Committee AWARD FOR OVERALL EXCELLENCE FOR COMPANY OR COMMITTEE

The Mobile Marketing Association Awards Selection Committee has chosen the MMA Academic Outreach Committee to receive the association’s Overall Excellence Award for Company or Committee. In selecting the committee for the prestigious award, the judges recognized the committee’s accomplish- ments in connecting practitioners in mobile marketing and those in academia.

he committee’s goal is to bring these two groups together Publishing the MMA’s Industry Brief, a monthly summary of so that scholars can provide industry participants with • industry statistics and events. meaningful insights from theory and research while Aiding in the creation of an academic membership category within industry participants can provide scholars with real- • the MMA, with the first two academic organizations to join being world experience and data. The committee encourages an Ball State University’s Center for Media Design and Northeastern environment for the sharing of meaningful theory, meth- University. Tods and data to foster the growth of the industry. The committee’s research and publications are helping push the Chartered in 2006, the Academic Outreach Committee established industry forward. These tools are instrumental in defining core practices processes to bridge industry and academia, launched and began oversee- and discussing key issues in the industry. According to the nominating ing a number of publications and began incorporating the academic materials, the committee “has been a leading creator and advocate of the community generally into the organization. Co-chairmen of the com- MMA’s goals to virtually every corner of the mobile ecosystem, from mittee are Michael Becker, exec VP-business development, iLoop Mobile, government agencies to outside industries. It provides vital information and Michael Hanley, assistant professor of journalism, Ball State to everyone coming to the mobile channel and helps observe and regu- University. late all the technical and process-related issues of the industry. In addi- “We first spoke about creating an academic journal in a global board tion, the committee goes many steps further by looking ahead to the of directors meeting in 2005,” says Laura Marriott, president of the future and proposing paths and practices before issues arise.” Mobile Marketing Association. “Less than a year later, through the AOC, The committee is also cognizant that its activities should look to the we were launching the first-ever academic journal for mobile marketing. longer term, not just today, in order to build a healthy and sustainable This was achieved through board support, great graphics designer inspi- industry, and it takes into consideration all players involved in the ration and leadership from the AOC team—which began with only four mobile industry. member companies.” In summary, the committee’s vision to create a foundation and provide Some specific accomplishments of the AOC include: a structure and the tools to help the practice of mobile marketing flourish Generating a dialog with academics and industry leaders with the throughout the world, starting with academia, has begun to succeed. •goal of advancing knowledge and cooperation in the mobile industry. The committee plans to continue its core publishing and research Overseeing semimonthly academic review articles for the MMA activities and has ambitious plans for the future. Among other programs • newsletter. Of the 14 articles it has released, many were picked up just getting started or being planned are academic membership recruit- and referenced in a number of studies and stories. ment and retention programs, an online community on the MMA Web Publishing the MMA International Journal of Mobile Marketing, site to provide “self-help” to students and academics, assisting with the • which won the American Society of Association Executives’ 2007 development of an FAQ for academic members, expanding to develop Gold Circle Award for best peer-reviewed print journal from asso- academic outreach committees internationally, developing success met- ciations with annual revenues of $2 million and less, and is now rics and tools, creating a Certified Mobile Marketing Program and hav- about to release its fourth volume. ing academic members as speakers, moderators and contributors to Creating the Academic of the Year Award to recognize the leading events and publications. • academic scholar or academic team making significant contribu- The MMA appreciates the leadership and support of the AOC mem- tions to further the understanding of mobile marketing and the ber companies: Action Engine; Ad Infuse; Ball State University; iLoop mobile industry (see Page 22 for this year’s winners). Establishing Mobile; Northeastern University; Proteus, a 2ergo company; Neustar research grants from M:Metrics and Zoomerang for the winners Inc.; SinglePoint (formerly Wireless Services Corp.); TMP Directional and runners-up of the Academic of the Year Award. Marketing; and Zoove. • 18 • MOBILEMARKETING • NOVEMBER 19, 2007

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Michael Becker OUTSTANDING INDIVIDUAL ACHIEVEMENT AWARD

Michael Becker, exec VP-business development, iLoop Mobile, is being honored by the Mobile Marketing Association with this year’s Outstanding Individual Achievement Award recognizing contributions to both the industry and the association. The award winner is selected by the MMA Global Executive Committee, comprised of its regional Executive Committees.

The award recognizes Mr. Becker’s As an industry executive, Mr. Becker is at the center of iLoop Mobile’s dedication and contributions to the evolutionary strategies for developing mobile application technologies, mobile marketing industry, both in which have received numerous accolades, including the 2007 Frost & 2007 and years past, and to the MMA. Sullivan Award for Key Enabler in U.S. Premium SMS and Connection A pioneer of mobile marketing in the Aggregation Space and the 2007 and 2006 Always on Top 100 Company U.S., Mr. Becker is co-founder of Lists. The company was also a member of the award-winning 2006 Procter iLoop Mobile, a leading mobile mar- & Gamble Ad Lab Program. keting-application and software solu- He was part of the conception team that developed the mFinity tions company. He freely shares his Platform for iLoop Mobile, a solution that offers breakthrough capabilities research, thoughts, ideas and innova- allowing customers to create, connect and manage their own text, content tions, and fosters cross-functional and Internet mobile initiatives (see Innovation winner on Page 24) without relationships to encourage collabora- relying on outside suppliers. The inspiration behind the mFinity Platform MICHAEL BECKER tion for the betterment of the industry. came from Mr. Becker’s vision of reducing complexity and fragmentation “Michael Becker has been an exemplary proponent and spokesman as companies entered the emerging mobile industry. for the mobile industry and has used his vast expertise in the sector to “Michael Becker’s longstanding professional and academic efforts have help us with strategies and tactics [that] maximize effectiveness in the been important to the industries that are now benefiting from his expert- mobile channel. I consider him one of the most visible evangelists for ise,” says Jay Emmet, president of Americas, mBlox, a mobile transaction mobile,”says Sandi Isaacs, senior VP-interactive and mobile at Paramount network specializing in international operator connectivity and mobile Digital Entertainment Group. billing. “These industries are now the ‘rainmakers’ in the mobile channel, Through his academic work and contributions as co-chairman of the and everyone continues to profit from his work.” MMA Academic Outreach Committee, Mr. Becker has demonstrated a Mr. Becker also is a supporter of Ball State University’s Center for Media commitment to helping the industry grow. Pursuing a doctorate in busi- Design, which conducts mobile research with the iLoop Mobile mFinity ness administration, he is focusing his studies on the theories and busi- Platform. He is helping educate future “mobilists” so the mobile industry ness practices surrounding the emergence of the mobile channel in the can fulfill its potential. In recognition of his past work and future contribu- U.S. and its use for marketing. He actively connects with leaders world- tions to the growth and use of the mobile channel for marketing, the uni- wide to contribute key ideas and research for the purpose of advancing versity appointed Mr. Becker a Center for Media Design Industry Research shared knowledge. Fellow early in 2007. Says Heidi Lehmann, who founded Third Screen Media, a software and Mike Bloxham, director at Ball State University’s Center for Media services company wholly owned by AOL’s Advertising.com that’s dedicated Design, says Mr. Becker has helped the university’s students and faculty to enabling advertising on mobile devices, “Michael was one of the voices thoroughly understand the mobile industry and has helped with real-world calling out in the desert when nobody in the U.S. knew what a short code case studies. “He is a true mobile marketing evangelist,” Mr. Bloxham says. was. What is unique about Michael is that he is totally selfless with his time As co-chairman of the MMA’s Academic Outreach Committee, Mr. to help educate anyone about mobile, whether it is a mom-and-pop shop Becker spearheads its many initiatives (see Award for Overall Excellence on or one of the leading entertainment conglomerates or multinational Page 18). He has also been deeply involved in many facets of MMA over brands. He has been an incredible asset to the mobile industry.” the last few years. Mr. Becker’s research, especially his consumer adoption studies and his Under all three hats he wears—industry practitioner, academic and conceptual papers defining key elements of mobile, mobile-enhanced industry volunteer—Mr. Becker stands out. “I’ve been consistently media and the use of short codes as well as related topics, has helped for- impressed—and often amazed—at the depth of his commitment to the malize the industry’s understanding of mobile marketing. He has been a development of the mobile marketing sector and his unflagging ability to get prolific writer, consummate volunteer, selfless educator, pre-eminent things done,” says Mark Donovan, CMO at m:metrics, which provides data spokesman and authority, and is considered by industry and academic about the mobile market. “[The items on Mr. Becker’s resume] don’t fully organizations alike as the go-to guy. capture the vibrancy and impact of his industry contributions.” • 20 • MOBILEMARKETING • NOVEMBER 19, 2007 The latest industry news Your advertisement here Your target audience

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AWARD CATEGORY: ing this arduous test of automotive AGENCY: port banners, taxicab tops, adidas Best Use of Mobile Marketing, endurance. Consumers could fol- Isobar custom trucks, hotel billboards and Branding low the FJ Cruiser’s Baja 1000 jour- CAMPAIGN: magazine inserts. COMPANIES: ney, sharing its successes and its NBA All-Star Week 2007 One significant result was the The Hyperfactory and Saatchi & challenges when times got tough. CAMPAIGN LOCATION: response to a text alert sent out to Saatchi LA The branded mobile experience North America all registered participants, promot- ADVERTISER/BRAND: was designed to be accessible to all, ing a limited-release edition of an Toyota/Toyota FJ Cruiser regardless of the type of phone, All-Star shoe. Only 100 pairs each AGENCY: plan, carrier or service, so func- of East and West versions of the Saatchi & Saatchi LA tionality extended from simple shoe were available. The alert CAMPAIGN: SMS to live blogs and videos. The resulted in a flash mob outside the Toyota FJ vs. Baja 1000 experience included more than 50 Las Vegas adidas performance store CAMPAIGN LOCATION: videos shot during the Baja 1000, within 30 minutes of the message North America and content was updated continu- being sent, according to Simon ously. One of the most popular fea- adidas, which owned the media Atkins, marketing communications tures was drivers’ live blogs. rights to the 2007 NBA All-Star director for adidas USA. Overall, Additional content included wall- week, wanted to provide the esti- sales at the adidas performance papers, screensavers and ringtones. mated 500,000 fans visiting Las store increased 20-fold during the The program also included mobile Vegas during that February week event over average daily sales. banners, content sponsorship and, and the days leading up to it with The campaign also showed that in another first, interactive mobile information and content about the opt-out rates were lowest when the TV ad units with MobiTV, a televi- events, activities and promotions, messages to consumers were exclu- In what is called North America’s sion and digital radio service and to extend the reach of the adi- sive, providing those who opted in first branded 3G campaign, the provider for mobile phone users. das brand through mobile devices. with an edge over those who had Toyota FJ Baja 1000 effort set the Results from the five-week Baja The content included information not. Even more important, adidas tempo for successful branded 1000 included more than 2.1 mil- about the games as well as store began building a mobile community mobile experiences, not just in the lion impressions and more than events, athlete appearances, limit- of brand enthusiasts that it can re- U.S. but around the world. 150,000 visitors to the FJ Cruiser ed-edition shoe releases and other engage for future campaigns. Toyota wanted to target outdoor site. Click-throughs reached as special announcements. And the and off-road enthusiasts who are high as 11%, with a campaign aver- company wanted to be able to reach AWARD CATEGORY: the core consumers for the FJ age of 7%. The campaign also members of this audience while Best Use of Mobile Marketing, Cruiser, a retro-style compact SUV, received extensive media coverage they were on the move. Direct Response and to reinforce the strength of the in a number of influential publica- Consumers opted in to the pro- COMPANY: brand at its debut at the Baja 1000. tions and blogs. gram by texting the company and Reliance Communications One of the world’s most grueling The success of this campaign were then able to receive dynami- ADVERTISER/BRAND: off-road adventure races, the Baja has encouraged Toyota to increase cally generated event information Fair & Lovely (Hindustan Unilever) 1000 takes place on Mexico’s Baja its investment dramatically in the on demand by texting the keyword CAMPAIGN: California peninsula each fall. mobile channel market. “originals” at any time of day. Fair & Lovely Scholarships 2007 A cross-platform, branded mo- Among key features were a schedule CAMPAIGN LOCATION: bile site was packed with exclusive, AWARD CATEGORY: of events, SMS alerts of featured India made-for-mobile, live streaming Best Use of Mobile Marketing, highlights and free content down- and downloadable videos and Cross-Media Integration loads, including a ringtone for each blogs—essentially a fully branded COMPANIES: of the 30 teams and promotional entertainment environment in an adidas, Isobar, Neighborhood videos of the All-Star weekend itself. on-demand format. The goal was to America Supporting the program were bring the Baja 1000 journey to life ADVERTISER/BRAND: wallscapes on Vegas monuments, The Fair & Lovely scholarships are and to tell the FJ Cruiser story dur- adidas adidas-appareled landmarks, air- awarded annually to girls who in-

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tend to pursue higher education in menu that were linked to a AWARD CATEGORY: by Telenor Sverige India. Organized by the Fair & microsite, which briefly explained Best Use of Mobile Marketing, AGENCY: Lovely Foundation, set up by the program. From there, those Product/Services Launch Mobiento Hindustan Unilever, the scholar- interested could apply. SMS blasts COMPANIES: CAMPAIGN: ships are designed to help girls avail and the Reliance Mobile World Web The Hyperfactory and Saatchi & Working Week With Doctors Without themselves of opportunities for site were also used to promote Saatchi LA Borders higher education and acquire skills scholarship application. ADVERTISER/BRAND: CAMPAIGN LOCATION: in appropriate professions while The banners delivered more Toyota/Toyota FJ Cruiser Sweden more broadly encouraging the than 2 million impressions. The AGENCY: empowerment of Indian women. campaign helped connect with Saatchi & Saatchi LA Since the foundation targets the target audience—girls who CAMPAIGN: females from low-income groups in desire to do further studies but Toyota FJ vs. Baja 1000 rural and urban India, and also who don’t have the financial CAMPAIGN LOCATION: wanted a campaign more economi- resources. North America cal than traditional TV and print, a Unlike previous years, stu- See description of the winning strategy mobile platform was chosen. The dents did not need to have in branding category, Page 22. organization worked with the Internet access to print and fill Reliance Mobile World network out forms, opening the competi- AWARD CATEGORY: and its active subscriber base of tion up to those who live in Best Use of Mobile Marketing, more than 35 million, which covers remote areas without Internet Promotion 10,000 towns and 300,000 villages access and connectivity. The COMPANIES: In seeking a marketing activity throughout the country. prospects could apply by mobile Mobiento, Médecins Sans Frontières that was not only entertaining and To encourage applications, the anytime, anywhere in India. Sweden, Telenor Sverige AB engaging but also meaningful, campaign included clickable ban- The result speaks for itself: More ADVERTISER/BRAND: Telenor Sweden, a leading provider ners on the screens of the main than 32,000 students applied. Doctors Without Borders, sponsored of data communications and tele- AT&T congratulates the 2007 Mobile Marketing Awards winners

Service provided by AT&T Mobility. ©2007 AT&T Knowledge Ventures. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Knowledge Ventures and/or AT&T affiliated companies. com services in the Nordic region, AWARD CATEGORY: itive athletes desire because it pro- them to grow into a self-manage- chose to help Doctors Without Best Use of Mobile Marketing, vides them with physical and men- ment model seamlessly. Borders publicize its work and Relationship Building tal advantages during competition. The mFinity software solution help collect donations through a COMPANY: The campaign also needed to edu- provides all the key capabilities and new channel. Doctors Without R/GA cate consumers on Nike Zoom infrastructure required in an easy- Borders is an independent, inter- ADVERTISER/BRAND: technology and the benefits of Nike to-use, flexible and scalable self- national medical humanitarian Nike Zoom products as well as drive administered platform. For niche organization that delivers emer- AGENCY: consumers to retail to learn even capabilities not covered by mFinity, gency aid to people affected by R/GA more. Support for the campaign the platform’s open architecture war, epidemics and natural or VIDEO PRODUCTION: was provided by a print campaign allows partner technology develop- man-made disasters. Wieden + Kennedy in major magazines and by other ment and integration to encompass This promotional campaign CAMPAIGN: Nike sport category Web sites. new capabilities and functionality allows people to follow the work of Nike Zoom Mobile The program got off to an excel- as the market and technology a Doctors Without Borders volun- CAMPAIGN LOCATION: lent start. For the one-month peri- progress. Already, iLoop Mobile has teer. Every day, at a different time, U.S. od beginning Aug. 7, there were built relationships with more than a video clip is delivered showing a approximately 15,000 page views 70 technology partners offering volunteer demonstrating what he and 2,000 unique visitors, meaning supplemental integrated mobile or she typically does at that partic- each visitor averaged about 7.5 page capabilities. These include media/ ular time. The clips are personal The Nike Zoom mobile site was the views. The average time spent per publishing companies, carriers/ and intimate, and are shot in a first Nike mobile site that dynami- visit was 6.8 minutes. More than aggregators and mobile services/ field environment. The service is cally streamed videos to users’ 5,000 Nike Zoom Mobile text mes- technology companies. free of charge, and all messages handsets. It was an extremely ambi- sages were sent via Web-to-phone This development opens the have a link to the donation section tious and complex project, with or keyword requests. market to any company wanting to of the campaign. 1,000-plus pages and more than 200 explore and create mobile initia- The target group can subscribe training videos. Nike’s goal for the AWARD CATEGORY: tives. The proof of mFinity’s success to an automated monthly dona- mobile site was to create an ongoing Innovation is its deployment and use by various tion, including a mobile newslet- destination for Nike Zoom’s con- COMPANY: clients in a number of industries, ter with a report from current cri- sumers on their handsets. Nike iLoop Mobile including major advertising net- sis areas. Donations can also be Zoom is a line of footwear designed TECHNOLOGY: works, marketing/ad agencies, film made by sending a text message or for athletes who demand a lower iLoop Mobile mFinity Platform studios, music industry companies, by downloading screensavers, and more responsive cushioning Web entities/portals and a wide wallpapers and ringtones from the system for a quick feel. variety of other companies. In addi- WAP site. The Nike Zoom mobile site was iLoop Mobile’s mFinity platform tion to commercial use, universities A companion Web site gives a part of a larger cross-media cam- has taken the complexity out of such as Ball State University’s Center rich media experience, using paign that also included TV, out-of- mobile. Until now, companies have for Media Design and commercial streaming and Flash technology. home, print and the Web. The had to work with numerous tech- research labs for mobile market The mobile site has the same look mobile site was a multisport experi- nology vendors and service research have used mFinity to and feel as the Web site and is ence that provided users, specifically providers to execute various mobile explore the most effective strategies geared more toward action than the teen competitor, with more than initiatives. Noncompatible systems and tactics in the mobile channel. entertainment. 200 training videos, product infor- and software, multiple vendor rela- A variety of materials support mation, athlete tips and mobile tionships and billing have presented AWARD CATEGORY: the program, including mobile downloads. Each of the training pro- difficulties. Innovation Award for ads, Internet banners, fliers during grams was designed to help foster mFinity is the first mobile solu- Creativity in Media music events and attachments to relationships with Nike Zoom’s con- tion that makes it fast and easy for COMPANY: Telenor’s invoices. sumers by encouraging them to par- companies to create, connect and AirPlay The ongoing campaign has pro- ticipate in quickness-building drills. manage mobile initiatives them- CAMPAIGN: duced high traffic to the WAP site. These drills, 28-daylong training selves without relying on outside NBA AirPlay Live During the first day of the programs, were designed by profes- vendors. This model will help CAMPAIGN LOCATION: nokia.mobi banner advertising, the sional athletes and delivered on expand the mobile industry by North America click rate was 18%, and the average mobile devices as streaming or pro- lowering the barriers to the entry during the full period was 15%. gressively downloaded videos. and use of the mobile channel. For About 7% took action and ordered A key objective was to help con- companies new to mobile, mFinity a service at the campaign Web site sumers own “quick” as a competi- also provides a platform where (such as signing up to donate or to tive advantage. Quickness is a per- iLoop Mobile can create and man- NBA AirPlay Live, introduced in receive the working-week content). formance attribute that all compet- age initiatives for clients and allow February, was the first real-time

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interactive wireless NBA fantasy community. Fans also could host offered a rich user experience with real-time rapid transit informa- game. Presented by Toyota, it private parties with their friends or graphics, menu-driven questions, tion for greater Paris at any time allowed basketball fans to join in take on a competitor head-to-head. sounds/vibrations and real-time on their mobile phones. The pur- the action and compete against Available through select mobile feedback on audience voting. pose of this campaign was to other players during live NBA game carriers, the program also provided increase regular usage of the serv- broadcasts throughout the 2006-07 fans with an opportunity to play AWARD CATEGORY: ice that had been available for a season. AirPlay delivered a multi- certain games against NBA players Innovation Award for year. One of the challenges of get- player game experience that joined and celebrities, and to compete in Creativity in Technology ting people to use their mobile 200 million cell phones with 110 tournaments for prizes as well as COMPANY: phones for the service was that million TV households. enter weekly sweepstakes. RATP-The Parisian Tube many corporate mobile promo- NBA fans could use their mobile The game combined the power CAMPAIGN: tions, such as those by Coca-Cola- phones to select and manage a five- of television with the social net- My RATP in My Pocket Nike and film launches, were man roster of NBA players partici- working capabilities of wireless to AGENCY: much more entertaining. pating in any live game they watched. create a “don’t just watch TV, play Aerodeon (an Isobar company) The campaign used the tagline, Throughout the live NBA broadcast, TV” experience. For the marketer, CAMPAIGN LOCATION: “If you’re tired of always running fans were able to substitute players in AirPlay enabled recurring revenues Paris late, then there is My RATP in My and out of the game and earn points from game fees, advertising and Pocket.” as their fantasy roster performed on prizes paired with operating lever- To attract attention, RATP cre- the court in real time. age from a broadcast or multicast ated fanciful video scenarios that During the live broadcast, fans infrastructure. participants could customize and had the opportunity to answer Previously, mobile interactivity within two minutes send to friends, NBA trivia questions and follow was limited to SMS-TV applica- colleagues or a boss to apologize for the ever-shifting leader board to see tions, which are text-only, one- being late. how they stacked up against other way communications with cum- My RATP in My Pocket is a free The humorous videos explain players in the national AirPlay bersome entry methods. AirPlay WAP site that allows people to get why the participant is running late, SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

noting the fabricated transporta- ACADEMICS OF THE YEAR mobile marketing field. cized, which has stimulated exten- tion means that are making them Heikki Karjaluoto, professor in mar- In 2004, after two years of hard sive discussion around the globe. late—participants can select any- keting, University of Jyväskylä, Finland work, they had built a strong con- PEAR led to a follow-up pro- thing from being on a wild pony to Matti Leppäniemi, researcher and sortium of academics and busi- ject—FUMMAS (Future Mobile a supersonic bike—and their made- project manager at the University of ness partners representing differ- Marketing Solutions), started in up reasons for being late—anything Oulu, Finland ent players in mobile marketing 2006—and Messrs. Karjaluoto and from a hamster’s heart attack to and had obtained funding for a Leppäniemi are cooperating in chimpanzee love season at the two-year research project called this research. botanical garden. PEAR (Personalized Mobile Their research falls into four Finally, there are three witness- Advertising Services) from the main areas: es the participant can choose Finnish Funding Agency for The role of mobile marketing in from—a cop, a taxi driver or an old Technology & Innovation. •integrated marketing communica- lady—to vouch for the story about This was the first research project tions. why the participant is late. To offer H. Karjaluoto M. Leppäniemi that focused exclusively on mobile Mobile CRM. many different scenarios, 96 videos Heikki Karjaluoto and Matti marketing and was carried out in • Consumer research on mobile for each witness were shot. Leppäniemi were among the first close cooperation with the industry. •marketing. The concept succeeded, and tra- academics in Europe to recognize The mobile marketing campaigns of Conceptualization of mobile mar- ffic on the mobile site My RATP in and study the significance of two large Finnish retailers were keting• and campaign management. My Pocket reached 40,000 unique mobile marketing for marketing implemented and studied in detail. The current research focuses on visitors per month. and customer relationship man- About 25,000 consumers participat- testing mobile marketing business In addition to excellent quanti- agement. Their research, carried ed in the surveys, interviews and models and developing best practices tative results, the campaign created out over the last five years, has con- campaigns of the project. The results based on a variety of technologies buzz on forums and blogs, as well as tributed significantly to both theo- were published in academic publica- such as SMS, MMS, WAP, Java and positive media coverage. ry development and practice in the tions, distributed widely and publi- other downloadable applications.• MMA Resources KEY RESOURCES OF THE MOBILE MARKETING ASSOCIATION

GUIDELINES MOBILE SEARCH USE CASES CODE OF CONDUCT FOR MOBILE MARKETING (GLOBAL) http://www.mmaglobal.com/mobilesearchusecases.pdf http://mmaglobal.com/modules/content/index.php?id=5 INTRODUCTION TO MOBILE COUPONS CONSUMER BEST PRACTICES (UNITED STATES) http://www.mmaglobal.com/mobilecoupons.pdf http://www.mmaglobal.com/bestpractices.pdf INTRODUCTION TO MOBILE SEARCH MOBILE ADVERTISING GUIDELINES (NORTH AMERICA) http://www.mmaglobal.com/uploads/MMAMobileSearchIntro.pdf http://www.mmaglobal.com/mobileadvertising.pdf SHORT CODE PRIMER MOBILE ADVERTISING GUIDELINES (EUROPE, MIDDLE EAST and AFRICA) http://www.mmaglobal.com/shortcodeprimer.pdf http://www.mmaglobal.com/emeamobileadvertising.pdf ACADEMIC JOURNAL GLOSSARY INTERNATIONAL JOURNAL OF MOBILE MARKETING MOBILE MARKETING INDUSTRY GLOSSARY http://mmaglobal.com/modules/article/view.article.php/1420 http://www.mmaglobal.com/glossary.pdf CASE STUDIES EDUCATION MEMBER CASE STUDIES UNDERSTANDING MOBILE MARKETING: TECHNOLOGY and REACH http://mmaglobal.com/modules/article/view.category.php/1 http://www.mmaglobal.com/uploads/MMAMobileMarketing102.pdf www.mmaglobal.com OFF PORTAL—AN INTRODUCTION TO THE MARKET OPPORTUNITY Mobile Marketing Association http://www.mmaglobal.com/offportal.pdf 1670 Broadway, Suite 850 Denver, Colo. 80202 MOBILE MARKETING SWEEPSTAKES and PROMOTIONS GUIDE Phone: 303-415-2550 http://www.mmaglobal.com/mobilepromotions.pdf

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