Mobile Marketing Guide Recognizing Leadership & Innovation

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MOBILE MARKETING GUIDE RECOGNIZING LEADERSHIP & INNOVATION

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Contents MMA ANNUAL MOBILE MARKETING GUIDE DIANE DRISCOLL Director, Licensing & 4: Welcome Custom Media Nielsen Business Media The Mobile Marketing Association celebrates another year of growth. 646-654-4677 [email protected] 6: Mobile Marketing Trends and Outlook for 2009 and Beyond MARILYN MOORE It’s a tide that lifts all boats: For brands and marketers, new opportunities in the mobile Director of Custom Media space are developing in all regions of the world. [email protected] 13: 12 Things You Must Know to be RICHARD WESTLUND Successful with Mobile Marketing Writer [email protected] Recommendations from experienced mobile marketing professionals, starting with the basics and moving into planning and implementing a successful campaign. PATRICIA KELLY Director of Marketing 16: Mobile Marketing Metrics Marketing, Media and By the numbers: This research shows that mobile marketing is growing as a dependable Visual Arts Group and well-received way to reach audiences around the world. [email protected]

18: Summary of MMA Award Winners and Finalists CATHY MARCHESE Turn to this page to get a quick overview on this year’s MMA Award winners and Marketing Services finalists. Coordinator [email protected] 21: MMA Selection Committee The MMA Awards are judged by a who’s who of the mobile industry. DENNISTON BROWN Creative Services Director 22: Award for Overall Excellence [email protected] The Mobile Marketing Association has chosen this company to receive the association’s Overall Excellence Award for Company or Committee, recognizing its innovation and MICHELLE TROPIANO success in reaching its consumers through mobile marketing. Associate Art Director [email protected] 23: Outstanding Individual Achievement Award ADELINE CIPPOLETTI This well-known mobile marketing leader is being honored with this year’s Group Production Director Outstanding Individual Achievement Award, recognizing her contributions to the [email protected] industry and the association. CINDEE WEISS 24: Overall Award for Academic Achievment Production Manager The academic of the year’s work rigorously addresses questions as to how marketers [email protected] and advertisers, in particular, can make the best possible use of the mobile device, from the perspective of branding. EILEEN COTTO Production Coordinator 24: MMA Resources and Publications [email protected]

25: MMA Global and Regional Award Winners: www.adweekmedia.com The Winning Strategies /mmaawardsguide These case studies exemplify some of the best in mobile marketing from around www.mmaglobal.com the world. /annualguide.pdf

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Welcome CELEBRATING ANOTHER YEAR OF GROWTH

Anytime, anywhere, always on, always available… Mobile allows a brand to connect with its consumer like never before, a dialogue based on relevance, engagement and consumer opt- in. Mobile is positioned to become the world’s leading media and become the first screen for connecting the brand to the consumer. With more than 3.4 billion mobile subscribers worldwide, compared to only 1 billion PCs, mobile is rapidly becoming the media of choice for brands and consumers around the globe. It is a means to access the majority of the world’s population in a highly contextual and relevant consumer-driven interaction.

The Mobile Marketing Association and our members are helping to drive industry growth and consumer adoption in a healthy and sustainable fashion world-wide. The MMA Annual Mobile Marketing Guide: Recognizing Leadership & Innovation highlights the leaders and innovators in the global mobile marketing industry. It features the companies and individuals who have shown leadership, creativity and excellence in their mobile campaigns, technologies, initiatives and, in some cases, their partnerships.

Our MMA Global and Regional Award winners and finalists are profiled in this publication and demonstrate some of the industry’s leading solutions for mobile marketing. Congratulations to all of our 2008 Award winners, finalists and all of those who submitted entries. You are all winners!

We encourage you to enjoy this publication and learn from some of the individuals and companies that are leading the growth of the industry and the association. Let’s keep our campaigns simple and relevant, deliver on value to the consumer and most of all, have fun!

Thank you for your leadership.

Russell Buckley Tom Daly, Laura Marriott, Federico Pisani Jimmy Poon, Global and European North America President, Mobile Massamormile, Asia-Pacific Chairman, Chairman, MMA, & Chairman & Global Marketing Association Latin America MMA, & VP Global Alliances, Vice-Chairman, MMA, & (MMA) Chairman, MMA, & Managing Director, AdMob Group Manager, Global CEO, HANZO Púca China Interactive Marketing, The Coca-Cola Company

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By Richard Westlund Mobile Marketing: Its Time Has Come Moving from SMS to Mobile Web

would be more difficult without broader education to ensure sustained consumer satisfaction, says Laura Marriott, president of the Mobile Marketing Association. Richard Saggers, head of mobile advertising, Vodafone Group Services Limited and MMA Global chairman emeritus, points to three elements which helped to strengthen the mobile marketplace: Introduction of flat-rate data tariffs, technical improvements in screen quality and an improved user experience as more web-related features and applications become available. “For marketers, this means considering how best to mobilize their brand and engage consumers in the mobile domain,” he says. While mobile web usage is increasing due to the iPhone and other innovative handsets, other delivery channels are on the rise as well. “Every trend in mobile is growing web, video, TV, advertising, location, messaging, IVR,” o help on-the-go viewers follow the keting communications program. Mobile says Tom Daly, group manager, global interac- 2008 Beijing Olympics, NBC offered marketing can be marketing using wireless tive marketing at Coca-Cola and MMA NA its global audience a choice of mobile media, including voice, text messaging (SMS), chairman. “It’s a rising tide that’s lifting all Tweb, video, TV and alerts. In Europe, picture messaging (MMS), video and televi- boats.” a Coca-Cola mobile-web campaign to support sion, downloadable applications (games, Turkey’s national soccer team in EuroCup videos, podcasts, ringtones, wallpapers); and A World of Opportunities 2008 drew 9 million participants. In Latin mobile web. For brands and marketers, new opportunities America, 46 Brazilian radio stations used The MMA helps to ease market entry for all in the mobile space are developing across the Hanzo’s mobile marketing platform to gener- players in the ecosystem with industry guide- globe. Today, mobile can be an integrated ate more than 1.3 million text messages in first lines and publications that focus on consumer content delivery, a direct response vehicle, quarter 2008. protection and privacy, since industry growth cross-media driver or stand-alone marketing “The global market right now is crossing a chasm from niche novelty to a major new medium,” says Russell Buckley, VP Global “It’s not just the teen interested in Alliances, AdMob, in Munich, and Global and European chairman of the Mobile Marketing gaming. Mobile marketing has moved Association (MMA). “When brands like up the chain to reach the mom carrying Jaguar, Ford and the BBC start to seriously invest in mobile advertising, this is clearly a a Palm Treo and the executive using his market whose time has come, finally.” The Mobile Marketing Association defines BlackBerry in the airport.” mobile marketing as the use of wireless media —John du Pre Gauntt, senior mobile analyst, as an integrated content delivery and direct- response vehicle within a cross-media mar- at eMarketer Inc.

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communications program. “With the exponential growth of both mobile users and advertisers, especially in Asia, mobile presents the best opportunity to go mass market— beyond the reach of TV, print and other traditional media,”says Rohit Dadwal, director, platform and mobile services at Microsoft Online Services, Singapore. Around the world, leading brands are moving from early adoption to using mobile as part of a daily diet of interactive marketing, says John du Pre Gauntt, senior mobile analyst, at eMarketer Inc., in Louisville, Ky. “The technology and reporting have improved, allowing brands to follow their audiences.” Mr. du Pre Gauntt notes that consumers Roland Tauchner, managing director, Diana Pouliot, director, Mobile who integrate mobile into their lifestyles are DIMOCO Direct Mobile Advertising, Google an attractive demographic. “It’s not just the Communications teen interested in gaming,” he says. “Mobile has moved up the chain to reach the mom carrying a Palm Treo and the executive using “From local retail stores to amateur his BlackBerry in the airport.” Nielsen Mobile reports that 40 million garage bands, it is now possible to mobile subscribers in the U.S., plus millions more across Europe and Asia, surf the web design and implement campaigns to through their mobile device each month— connect with customers and fans alike, checking email, exploring their social networks, making bank transactions and engag- with little effort and money.” ing in other web activities right from their hands. —Steve Livingston, chief marketing officer at mBlox “Everything is in place for a boom in Limited in Sunnyvale, Calif. mobile advertising,”says Jesse Goranson, senior vice president of mobile media, Nielsen Mobile. “The steady rise of mobile Internet focusing on providing utility and value says Ken Mandel, vice president and manag- usage among all demographics, and the pop- to the consumer, including these types of ing director, Yahoo! South East Asia, ularity of categories such as search, news, applications: Singapore. “Platforms such as Yahoo Go 3.0 weather and sports, shows that cell phones • Couponing. Coupons delivered via mobile widgets and Apple’s new App store are mak- are increasingly being utilized as sources of have the advantages of simple storage and ing it much easier for developers and con- information rather than a simple tool to transport for the consumer and often use sumers to find each other.” place calls.” bar coding to ease redemption or provide And mobile marketing isn’t just for major ease of access to the web. Growth in All Regions brands. “We are now seeing small businesses • Subsidized or free content. Brands are offer- There are 3.4 billion mobile subscribers find the medium more and more accessible ing free or heavily discounted digital con- worldwide, according to eMarketer; this is due to the advent of simple, self-service tent as an incentive for participation in more than triple the 1 billion PCs forecast by mobile marketing platforms,” says Steve mobile marketing campaigns. Forrester Research by end of 2008. No wonder Livingston, chief marketing officer at mBlox • Social networking. Viral marketing is prov- then that brands and marketers are using a Limited in Sunnyvale, Calif.“From local retail ing to be a major driver, not only for con- variety of strategies to reach key audiences in stores to amateur garage bands, it is now pos- sumer interaction on mobile but also as a their regions. With rising rates of cell phone sible to design and implement campaigns to key means for “cool application” pass-off adoption in emerging markets like Brazil, connect with customers and fans alike, with between friends. Russia, India, and China, mobile is position- little effort and money.” “Platforms are becoming increasingly ing itself as a powerful medium for firms Today, mobile marketing is increasingly important in growing the mobile ecosystem,” seeking to engage with their target consumer.

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spending by 2012, largely because con- Mobile Internet Usage Penetration sumers in China and India use mobile as their primary interactive screen. Among Mobile Subscribers Across Australia’s mobile advertising market is 16 Measured Countries projected to grow more than 300 percent this year, driven by the growing consumer take- • 15.6 percent of mobile subscribers in the • Yahoo! Mail is the most popular mobile up of 3G data services coupled with attrac- US, 12.9 percent of subscribers in the UK website in the US, with 14 million unique tive campaign pricing, according to a recent and 11.9 percent in Italy actively use the visitors per month, as of May 2008. mobile Internet. • Mobile Internet provides audience “lift” Frost & Sullivan study, “The Australia Next- • Mobile Internet has reached a critical to web sites. For 200 leading web sites Generation Mobile Advertising Market.” mass as an advertising medium in the US. accessed on both PCs and phones, mobile In Latin America, mobile provides con- As of May 2008, there were 40 million traffic provides an average 13 percent lift active users of the mobile Internet in the on total audience over home PC traffic sumers with their digital connection to the US, with individual sites that attract alone. If a web site is able to attract 100 Internet, says Federico Pisani Massamormile, millions of unique users. This provides visitors over the home PC, the traffic from CEO of Hanzo and MMA Latin America scalable marketing potential with mobile phones can add, on average, demographic breadth. another 13 unique visitors to the siteís chairman. Because more than 80 percent of • Unlimited data packages are an impor- total cross-platform audience. Weather Brazil’s 133 million mobile users are using tant part of the growth of the mobile. and entertainment sites have the largest prepaid services, brands and media compa- • 3G networks are greatly improving the audience lift from mobile—more than 20 quality of the mobile Internet experience percent, on average. nies are concentrating now on SMS cam- and will help drive customer satisfaction paigns. “All the major media here are doing with mobile Internet. something in the mobile sector,” he says. In Mexico, mobile advertising is just get- US 15.6% UK 12.9% ting under way, according to Eugenio Italy 11.9% Velasco, mobile services director at Televisa. Russia 11.2% “As the major carriers launch new 3G and Spain 10.8% data plans, I believe that we will see a strong Thailand 10% push for mobile in 2009, including video France 9.6% and the mobile web.” Germany 7.4% China 6.8% Philippines 3.4% Trends to Watch Singapore 3% As mobile marketing moves into the main- Brazil 2.6% stream, leading practitioners point to sever- Taiwan 1.9% al important trends to watch in the coming India 1.8% year. Certainly, one of the key drivers is the New Zealand 1.6% Indonesia 1.1% movement from mobile voice-only phones 0 5% 10% 15% 20% to handheld computers or SMART phones. However, voice will remain the founda- Source: Nielsen Mobile tion for many mobile campaigns in 2009. Interactive voice response (IVR) programs In Europe, the mobile channel has found brands like Coca-Cola and Procter & that allow consumers to interact from their its place in the strategy of top brands and Gamble are now leading the way,” he adds mobile phones are still highly effective and retailers, portals and publishers, according to Across the Pacific, Asia is seeing a renais- provide a familiar and comfortable con- Roland Tauchner, managing director, sance in mobile messaging, says Jimmy sumer experience. DIMOCO Direct Mobile Communications Poon, managing director of Púca China and Around the world, SMS will enjoy steady and Chairman MMA Austria. “It’s time for MMA Asia-Pacific chairman. Among the key growth in 2009. In fact, eMarketer projects everyone in Europe to understand the drivers: the 2008 Olympic Games, which that the vast majority of worldwide spend- value of the mobile channel and to develop a demonstrated mobile’s ability to connect ing on mobile advertising in the next five strategy.” with consumers and a crackdown on SMS years will be spent on text-messaging cam- Mr. Tauchner says making a multination- spam from China Mobile. “Now, brands are paigns, with mobile display advertising and al mobile buy in the European market will finding new ways to use messaging as a gen- mobile search making up the rest. become easier, as leading players like AdMob uine marketing medium,” says Mr. Poon. The simplicity, ubiquity of handset sup- and Third Screen Media move to cover addi- “Messaging 2.0 in China is being invented as port and continued growth in user adoption tional markets for mobile advertising. we speak.” globally means SMS will continue to be a “While mobile marketing initially caught on eMarketer expects Asia-Pacific to pull cornerstone of mobile marketing campaigns. more quickly in Europe, North American ahead of the U.S. in total mobile advertising But the fastest-growing application in the

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“As the mobile ecosystem continues to grow, brands will take advantage of new marketing opportunities in the mobile space.” —Diana Pouliot, director, Mobile Advertising, Google

coming year is likely to be mobile web. Across and privacy controls will be required the globe, more consumers are using mobile before we see mass adoption of LBS. to access the Internet while on the move. The Looking ahead to 2009, Diana iPhone has contributed, in part, to this grow- Pouliot, director of mobile advertising ing success and the adoption of mobile web. at Google, says,“We expect the adoption Many analysts believe the mobile web will be of mobile marketing campaigns to the medium of choice, based on ease of use accelerate in the next 12 months, espe- and the growth of flat-rate data service plans. cially in the area of mobile web advertis- “The key consumer trend for 2009 will be ing. Consumers are using their mobile the ever-accelerating adoption of SMART phones more than ever to access all phones, which are no longer just for business types of information and content across travelers,”says Eric Eller, senior vice president, a wide variety of categories. As the products and marketing for Millennial Media. mobile ecosystem continues to grow, “With BlackBerry now selling more devices to brands will take advantage of new mar- non-business users, with the iPhone, with the keting opportunities in the mobile blockbuster Instinct, all the mobile device space.” • buzz surrounds these advanced devices.” Other developing trends: • Growing use of mobile social networking Mobile Advertising Spending Worldwide, applications as consumers stay in touch with by Format, 2007-2012 (millions) friends while on the go. • Development of unique ad formats that play 2007 2008 2009 2010 2011 2012 to mobile's strengths (“made for mobile”), rather than borrowing or repurposing con- Mobile message $2,560 $4,200 $6,440 $9,260 $11,960 $14,173 cepts from the PC. advertising * • More “grass-roots” micro-marketing campaigns using low-cost social media. Mobile display $52 $142 $338 $629 $945 $1,203 • Rising adoption of mobile banking, real estate advertising ** and other financial applications. For example, consumers research homes for sale using their Mobile search $83 $244 $597 $1,290 $2,345 $3,773 advertising *** PCs, but once in the neighborhood, mobile allows consumers to research individual Total $2,695 $4,586 $7,375 $11,179 $15,250 $19,149 homes while they are there. • Mobile search marketing will continue to Numbers may not add up to total due to rounding increase in importance. * Spending on placement in text messages, includes direct spending on message • More consistency in metrics and measure- campaigns as well as spending on promotional coverage of end-user messaging costs ment to ensure effective campaign results. ** Spending on display banners, links or icons placed on WAP, mobile HTML sites Brands will require measurement standards or embedded in mobile applications such as maps or entertainment services (e.g. that provide comparable and consistent data games or video) so that they can understand the success of a *** Spending on sponsored display ads and text links that appear alongside campaign and where to further invest. mobile search results, as well as spending on audio ads played to mobile phone callers • Location-based services (LBS) will increas- making a directory inquiry ingly be important to mobile marketing programs as well. However, LBS is still in its Source: eMarketer, March 2008 early phases, and technological development

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By Richard Westlund 12 Things You Must Know to Be Successful with Mobile Marketing

brands and marketers need to conduct them- selves responsibly and use common sense when interacting with consumers. That means having the utmost respect for individual privacy, and ensuring that consumers have always opted in to your campaign.

2. TAKE ADVANTAGE OF EXISTING RESOURCES. Education is the key to being successful, says Jason Gruber, vice president of U.S. strategic development for AOL’s mobile team in Seattle. “Brands need to get smart about the mobile space,” he says. “If you think mobile is important to your consumers, spend a day on the Mobile Marketing Association’s web site [www.mmaglobal.com]. You’ll learn why a mobile spend can be more effective than online if you’re smart about selecting goals, choosing a partner and structuring a campaign.” hether you’re new to mobile and protection and ensures that all interactions marketing or can explain all with the consumer are at the consumer’s 3. UNDERSTAND THE ECOSYSTEM. the details of text messaging request. The MMA has also published its Because mobile marketing involves multiple W (SMS), picture messaging “Consumer Best Practices Guidelines (CBP)” participants, understanding the ecosystem (aka (MMS) and mobile web (WAP) technologies, for the U.S. market, which focus on ensuring a value chain) will help you launch a mobile ini- it’s important to know how to deploy cam- positive experience for the consumer and creat- tiative more effectively, as you will understand paigns successfully, leveraging this powerful ing consistency in the interactions between what players will need to be involved in provid- new media channel in today’s rapidly evolving brand and consumer via the mobile device. In ing your solution. Simplistically, the value chain global environment. Here are 12 recommenda- the U.S. CBP guidelines, for instance, it is pro- includes consumers, who carry many different tions from experienced mobile marketing pro- hibited to send an unsolicited message to a types of handsets, such as cell phones, smart fessionals, starting with the basics and moving mobile user, and the guidelines define that all phones and PDAs with varying capabilities. into tips for planning and implementing a suc- messages must have consumer “opt in” before Next are the wireless operators/carriers, who cessful campaign. they can be sent. In any mobile endeavor, provide service to consumers through a wide

The basics 1. RESPECT THE END USER. “Mobile lets you build a highly personal- Any successful mobile marketing program must respect the end user and always put the ized dialogue with the individual con- interaction decisions including choice and control in the hands of the consumer (this means sumer. That’s very different from the consumer “pull,” not consumer “push”). That’s old mass market model of advertising.” why the MMA publishes the Global Code of Conduct, which focuses on consumer privacy —Gene Keenan, vice president of mobile services, Isobar

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assortment of voice and data features and “Spend a day on the Mobile functionality. Aggregators and technology enablers provide the technical solution, the Marketing Association’s web site interoperability across the carriers and the link with the marketers. And then, brands and their www.mmaglobal.com. You’ll learn why a agencies will help define their strategic objec- mobile spend can be more effective than tives, goals and creative and lead the launch of the campaign. Since many mobile campaigns online if you’re smart about selecting have integrated digital and traditional media components, marketers may also wish to goals, choosing a partner and structuring explore the nuances of varied multimedia plat- a campaign.” forms, advertising networks and other web service providers. —Jason Gruber, vice president of U.S. strategic development for AOL’s mobile team Planning a campaign 4. DEFINE YOUR STRATEGIC OBJEC- TIVES AND LEVERAGE MOBILE’S Understanding the target demographic, includ- tives and target audience. UNIQUE CAPABILITIES. ing age, sex and mobile technology skill levels, Planning an effective campaign begins with a for your campaign is key to a campaign’s suc- 6. SET CLEAR, MEASURABLE GOALS. discussion of a marketer’s strategic objectives cess and will help you to determine what Because mobile marketing campaigns come for the entire campaign.You need to look at the mobile media best suits the marketer’s strategic in many different flavors, it’s essential to big picture, first, and then determine which objectives.Your analysis may indicate that some determine the desired and measurable results mobile solution fits into the overall marketing consumer segments and/or geographies rely right from the start. Do you want a certain mix. Unlike other media, mobile can reach heavily on their mobile phones and utilize a number of consumers to click through to a consumers making a buying decision anytime, wide variety of data services, while others are web site or to present retailers with a coupon anywhere (including at the point of sale). Its less familiar with functions like video services displayed on a handset to drive acquisition? reach extends to the business traveler, the par- or browsing the mobile web. Understanding Or are you seeking to build awareness or to ent running errands and young adults chatting your audience will help you to focus on the increase brand loyalty as measured by tradi- with their friends. As Gene Keenan, vice presi- needs of the campaign, and not simply guide tional or digital marketing tools? Starting dent of mobile strategy at Isobar, says, “Mobile selection based on “cool” technology. Brands with your strategic objectives and defining lets you build a highly personalized dialogue and marketers who can see beyond the technol- your goals will be key to campaign success. with the individual consumer. That’s very dif- ogy and physical formats, and recognize the ferent from the old mass market model of underlying value of the campaign to their target 7. INTEGRATE EFFECTIVELY INTO A advertising.” audience tend to run successful mobile market- CROSS MEDIA CAMPAIGN. ing campaigns. That means the mobile technol- Mobile is most effective when used in a 5. IDENTIFY YOUR TARGET AUDIENCE. ogy has to fit the campaign’s marketing objec- multichannel program, enhancing and com- plementing offline and online strategies. Consider deploying a holistic, 360-degree plan that might include the use of TV, web, print or outdoor ads with an embedded mobile “call to action” as an integral part of the campaign. When and where you reach consumers makes a critical difference in the success of the mobile component. The timing and relevance of the consumer interaction are even more important in driving quality mobile consumer engagement than with other marketing channels.

8. ENGAGE THE CONSUMER—AND DRIVE SUSTAINED DIALOGUE AND INTERACTION. Mobile is a highly effective response channel

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to expand brand engagement with individu- your next campaign—will be key to long may not help the brand achieve their desired als. In fact, mobile goes well beyond interrup- term success in the mobile channel. The results. tion-based media like TV in generating a per- mobile space is evolving rapidly so you may sonal interaction between the brand and the want to “dip your toes in the water” now in 11. ENSURE A RELEVANT AND consumers. Therefore, you should think about order to be ready for the future. SUSTAINED PROPOSITION TO THE the overall journey the customer will take dur- CONSUMER. ing your campaign. That means planning for 10. KEEP IT SIMPLE. Marketing opportunities in the mobile space what will happen after the first interaction. If you’re new to mobile marketing, perhaps should focus on providing relevance and While many mobile campaigns focus on driv- the best advice is to keep your initiative sim- value to your consumer. A successful cam- ing traffic to a web site, remember that this is ple. Voice and text messaging are being used paign will continue to present relevant, sus- just the start of the conversation with the con- by leading brands around the world and are tained value to the consumer—and ensure sumer. Keep them engaged and continue to seeing high adoption and significant success. that every interaction is a valuable interac- provide relevance and value to continue the For example, major airlines offer voice or text tion. In expanding a brand’s digital presence relationship and the dialogue. alerts for schedule changes, and leading through display, search and even video, a tar- brands from retailers to food and beverage geted mobile message and content that adds Implementing a campaign companies engage consumers through simple value can be the first step in gathering 9. TEST THE WATERS AND BE WILLING mobile promotions or mobile coupons. insights as well as generating measurable TO ADAPT. Keeping it simple means ensuring your results. Today, every brand has an opportunity to brand’s message is clear and relevant to the learn how to reach consumers on their user who receives it, but it also means that the 12. HAVE FUN! mobile devices. That means taking action campaign that you launch is easy for the con- Mobile presents many opportunities for cre- now—such as launching a pilot mobile pro- sumer to use—and understand—using tech- ativity, innovation and exploration. Try it gram, extracting key learnings from the ini- nologies that are available today. A campaign today to determine the best opportunities for tiative, and applying the added knowledge to that requires a detailed instruction manual your consumer, and have fun! •

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BY THE NUMBERS Mobile marketing is growing as a dependable and Mobile Metrics well-received way to reach audiences around the world.

Internet Users All Internet users 1,267.90 26% 26% Worldwide (millions) Mobile phone Internet users 490 Source: eMarketer, 2008 0 500 1000 1500 33% 33% 26% 26% Overall Receptiveness 28% 28% to Mobile Marketing 38% 20% 6% 226%6% US 38% 38% 0 5 10 15 20 25 30 38% % Moderately Interested (5-7) 48% 28% Total Asia Pacific 37% 11% 48%48% 28% 64% 37% % Highly Interested (8-10) 33% China 42% 22% 64%64% 37% 2% 22% BOLD denotes % Total Interested 26% Japan 20% 2%2% 22%22% 44% 28% 65% Korea 36% 8% 44%44% Generally, interest levels vary 80% 65% 38% 70% India 43% 37% 80%80% by geography. The United 4% 28% 38% 70% States and Western Europe Australia 24% 44%% 28%28% 74% 50% report similar interest levels 28% 74% 48% Hong Kong 44% 6% 50%50% 55% in mobile marketing; this is 63% 3276%% 55% also noted among mobile 64% Singapore 50% 13% 63%6236%% phone users in Asia2% Pacific22% 0 1020304050607080

and Latin American markets.44% Roughly a quarter of mobile 65% Total Western Europe 26% 7% 33%33% 80% 33% phone users in the US and 70% UK 22% 4% 26%26% Western Europe express4% 28% 26% strong or moderate interest. 74% 50% France 23% 5% 228%288%% Interest tends to be higher in 55% 63% Italy 31% 7% 38%38% Asia Pacific and Latin 38% American markets where Spain 31% 7% 3838%3%8% roughly one-half and two- 48% Germany 20% 7% 228%288%% thirds of mobile users respec- 48% tively express strong or mod- 6644%% Ireland 29% 8% 3737%3%7% 0 5 10 15 20 25 30 35 40 erate interest. 2%2%222%2%

44%4% Source: 2008 Mobile Marketing Total Latin America 39% 26% 65%665%5% Association Annual Mobile 8800%% Marketing Attitude and Usage Mexico 41% 29% 70%707%0% Study. Data was collected4%4%282%8 %via Brazil 40% 34% 74%747%4% an online methodology in all 5500%% markets by research partner, Argentina 37% 18% 55%555%% Synovate; qualification based 6633%% on mobile phone use. 0 1020304050607080

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Source: 2008 Mobile Marketing Association Annual Mobile Participation in Mobile Marketing Attitude and Usage Study. Data was collected via an online methodology in all markets by research partner, Marketing Efforts Synovate; qualification based on mobile phone use.

Receive status alerts about “Text to Win” or participatingDownload ring tones, wallpa-your account orReceive products alerts for special % of Total Mobile PhoneBase: Have Participatedinteractively withinper sweep- or games based on a new sales or discountsObtain for mobile couponsReceive information about Users Who Participated(Unweighted) book, recording artists,you etc. have purchasedproducts and servicesthat you could redeemnew at products andReceive services advertisements Mobile customer care stakes or “voting campaigns” stores or restaurants for products and services Receiving location based information US 6% 88 48% 28% 25% 24% 22% 21% 20% 13% 6%

Total Asia Pacific 22% 698 57% 32% 41% 44% 41% 49% 51% 34% 19% China 34% 154 66% 31% 34% 34% 49% 50% 39% 31% 27% Japan 5% 21 48% 24% 38% 24% 57% 29% 43% 29% 14% Korea 39% 167 56% 20% 44% 41% 33% 41% 49% 34% 8% India 39% 171 54% 56% 49% 58% 35% 61% 60% 51% 25% Australia 10% 43 72% 26% 21% 35% 30% 28% 28% 9% 5% Hong Kong 14% 59 32% 27% 34% 34% 41% 59% 75% 20% 22% Singapore 19% 83 64% 37% 47% 64% 59% 61% 57% 40% 33%

Total Western Europe 8% 197 59% 26% 24% 22% 13% 35% 34% 21% 7% UK 6% 28 64% 14% 25% 18% 21% 36% 21% 18% 7% France 5% 22 50% 23% 14% 32% 27% 32% 41% 18% 5% Italy 9% 39 62% 26% 23% 23% 13% 51% 67% 15% 10% Spain 6% 27 44% 33% 15% 15% 4% 37% 44% 26% 7% Germany 4% 17 41% 18% 35% 35% 12% 35% 24% 18% 12% Ireland 15% 64 69% 33% 28% 20% 9% 23% 14% 25% 5%

Total Latin America 16% 207 62% 43% 22% 22% 17% 41% 33% 28% 11% Mexico 17% 71 56% 41% 15% 18% 13% 37% 31% 32% 7% Brazil 17% 76 57% 41% 30% 30% 20% 45% 38% 28% 12% Argentina 14% 60 72% 48% 20% 18% 18% 40% 28% 23% 13%

Consumer Response to Source: M:Metrics/Comscore. 3-month average Mobile Advertising (SMS) ending August 2008

US (millions) Reach % Europe (millions) Reach % Mobile phone users 228 216 SMS ads received in month 46 20.2% 109 49% SMS ads: Responded to ad 6 2.7% 8 3.6%

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2008 MMA Award Winners

The Mobile Marketing Association presents its annual industry awards to recognize significant contributions within the global 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 • NA: Golden Gekko S.L., Regional Winners: • LATAM: HANZO SA, EXCELLENCE (COMPANY Absolut Drinks in Your • EMEA: Mobile Dreams HANZO Online Mobile OR COMMITTEE) Mobile Factory, Voice Push Marketing Campaigning adidas • NA: Walmart, Kraft • NA: The Weather Finalists (APAC) Foods, AT&T Signature Channel Mobile, • Maxus India, Nokia E66 & Sales, and Single Touch Mobile Month OUTSTANDING Nokia E71 Launch Systems, # MEALS INDIVIDUAL ACHIEVEMENT • TigerSpike, Virgin Finalists (APAC) Laura Marriott, Festival Buddy, Virgin Finalists: (APAC) • WOLFPAC MOBILE, Inc., President, Mobile Mobile Music Festival • AURA Interactive, Hoyts Coffee-Mate Challenge ® Marketing Association 2008 BlueZone network • WOLFPAC MOBILE, Inc., • Mindshare India, The NESCAFÉ 3in1 Decode Finalists (EMEA) New HSBC Premier Promo ACADEMIC OF THE YEAR • BBH (Bartle Bogle Mobile Handset Shintaro Okazaki, Hegarty), Cippi’s Trump Finalists (EMEA) Associate Professor, Selecta! Finalists (EMEA) • AERODEON, Pepsi - Autonomous University • Mobile Dreams Factory, • Incentivated, Bookstart “Show Your Emotions!” of Madrid La Fábrica De La DRTV Campaign • Mobile Dreams Factory, Felicidad • YOC AG and Kraft Foods, IDRINKS BEST USE OF MOBILE Jacobs 3für1/2für1 MARKETING Finalists (LATAM) Finalists (LATAM) • OKTO, Happiness Factory Finalists (NA) • Mobext, adidas Fairplay BRANDING • Pontomobi Interactive, • Cellfire Inc. and Kroger, • Pontomobi Interactive, Global Winner: Center Norte Christmas Cellfire Mobile Grocery Besni in cinemas BBH (Bartle Bogle Coupons Hegarty), Lynx Get In Finalists (NA) • MGM Grand, Las Vegas, There mobile tools Finalists (NA) • Anheuser-Busch, ipsh, MGM Grand, Mobile (Also EMEA Regional • Valassis 1-to-1 Solutions Apology Bot 3000 Data Acquisition Winner) and IKEA, IKEA Catalog • AT&T, AT&T and Rock “Find It” Mobile Regional Winners: the Vote Go Mobile PROMOTION Sweepstakes • APAC: OgilvyOne Global Winner: Worldwide Hong Kong, • Limbo and Nokia, AURA Interactive, Guinness Passport to DIRECT RESPONSE Verizon Wireless’s The Paramount Pictures Fight For Gotham City Greatness Global Winner: ® BlueZone campaign Promotion • LATAM: Unilever, The Hyperfactory and (Also APAC Regional F.biz, Nokia Interactive Saatchi & Saatchi, United Winner) Advertising, Unilever Nations “Voices” Campaign RELATIONSHIP BUILDING Seda Teens Shampoo (Also APAC Regional Regional Winners: Global Winner Mobile Marketing Winner) • EMEA: Electric Agency, CellTrust, Harlem Success Campaign Coca-Cola EuroCup Academy Connects with 2008-“What Happened Parents To The Ball?” (Also NA Regional Winner)

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Regional Winners: Finalists (APAC) Finalists (APAC) Finalists (NA) • APAC: Mindshare India, • Bharti Airtel Ltd., iPhone • AURA Interactive, • Polo Ralph Lauren, Pepsi-Youngistaan - A Launch on Airtel Paramount Pictures Mobile Commerce - ® New Cult for Youth! • FarEasTone BlueZone campaign Two-dimensional • EMEA: R/GA, Nokia Telecommunications Co., • Madhouse Inc., barcodes Urbanista Diaries Ltd., Mobile Advertising Mindshare-China, and • Rhythm NewMedia, Campaign: The Wieden+Kennedy, Nike vSNAX Videos Finalists (APAC) Unrestrained Spirit Zoom Mobile Marketing • AURA Interactive, Hoyts Campaign in China. BlueZone® network Finalists (EMEA) INNOVATION FOR • TigerSpike, Mobile • iconmobile GmbH, Finalists (EMEA) CREATIVITY Warnie, VB Summer BMW VideoCall • Mobiento and Initiative of Spin • AKQA, Nike PHOTOiD Universal Media, Snickers TECHNOLOGY Peanut Power Challenge Global Winner: Mobile Dreams Factory, Finalists (EMEA) Finalists (LATAM) • MOBILERA Turkey & • Mobile Dreams Factory, Mindshare Turkey, NIKE IDRINKS • Pontomobi Interactive, (Also EMEA Regional IDRINKS One Missed Call Football Campaign: “Take it to the next level” Winner) • OMD International and • Pontomobi Interactive, Vodafone, Vodafone Reach One Regional Winners: Mobile - Football Finalists (LATAM) NA: R/GA, NikeBasketball • Pontomobi Interactive, Ballers Network Finalists (NA) MOVE Finalists (NA) • Edelman Mobile, Dove • Edelman Mobile, Dove Fresh Takes • QuickMedia, Messenger Finalists (EMEA) Fresh Takes Mobile, Pasalo de dedo • Mobile Dreams • KADOINK, Jason Mraz / • Obama for America, en dedo Factory & Vodafone, Atlantic Records Mobile Vodafone Club2020 Distributive Networks, Album Premier CommerceTel, iLoop Finalists (NA) • R/GA, Nokia Urbanista Mobile, and SinglePoint, • ABC.com, The Oscars® Diaries Obama for America CROSS-MEDIA Mobile program Mobile INTEGRATION Global Winners: (tie) • The Hyperfactory, Finalists (NA) • The Hyperfactory and Peyton Manning’s • Macrovision / TVGuide, PRODUCT/SERVICES Saatchi & Saatchi, Priceless Pep Talks Dynamic mobile ad- LAUNCH United Nations “Voices” network for publishers Global Winner: Campaign • Mobile Accord, Inc., Keep Mobile Dreams Factory, (Also APAC Regional INNOVATION a Child Alive Mobile Information In Your Phone Winner) Global Winner: Donation Campaign (Also EMEA Regional AKQA, Nike PHOTOiD Winner) • Mobile Dreams Factory, Tienes Un Plan (Also EMEA Regional MEDIA Winner) Regional Winners: (Also EMEA Regional Global Winner: • APAC: The Hyperfactory, Winner) Mobile Dreams Factory, Regional Winners: Information In Your Phone Nike T90 Kick Off Launch Regional Winners: NA: Cellfire Inc., Cellfire in 3D Augmented Reality • LATAM: Mobext Brazil, Mobile Grocery Coupons on Mobile Media Contacts Brazil Finalists • Mobile Dreams Factory, • LATAM: F.biz, Seda Teens and Citroën, Delivering Finalists (EMEA) Geo-Target Information Aplicacion Nativa Para • NA: INCENTIVATED, • Ad Infuse, Strongbow: iPod Jaguar Cars NA, Jaguar • NA: HipCricket, Turning Virtual Pints into TXT4Dummies Reality • Mobile Dreams Factory, XF Launch Campaign The Party Project • Praekelt Foundation, TxtAlert

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2008 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 advance 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, content providers and academic experts.

GUY VIDRA ANDRE FROTA ALBERTO NICK MACILVEEN RICHARD SAGGERS 2ergo Americas Inc. Future Group BENBUNAN OpenMarket Vodafone Group Mobile Dreams Services KIRSTEN CHRISTIAN Factory XAVIER ORANGE MCMULLEN HERNANDEZ- Orange ALEX WANG 4INFO GALLARDO SALVADOR University of Google CARRILLO JIM CONTI Connecticut ABY MACMILLAN Mobile Dreams Playphone Abril FEDERICO PISANI Factory CRAIG CONRAD MASSAMORMILE MARCO GAVIN Western Illinois RUSSELL BUCKLEY HANZO STUART O'BRIEN Procter & Gamble University AdMob Mobile DEREK HANDLEY Entertainment JIMMY POON BRAD SMITH BRIAN MORRISSEY The Hyperfactory Púca China Wireless Week Adweek MICKEY ALAM MICHAEL BECKER KAHN TRACY FORD RHONDA WICKHAM DAN ROSEN iLoop Mobile, Inc. Mobile Marketer RCR Wireless News Wireless Week AKQA TILAK KASTURI DAVID MURPHY COLIN GIBBS MICHAEL BAYLE MICHAEL HANLEY iLoop Mobile, Inc. Mobile Marketing RCR Wireless News Yahoo! Ball State University Magazine GENE KEENAN TROY GIBSON MATTHIAS KUNZE JAMES BRIGGS Isobar ARDA Resource Interactive Yahoo! Briabe Media Inc. KERTMELIOGLU JEFFREY MILLER Mobilera RICHARD TING CINDY SPODEK- TAMMARA Telescope Inc. R/GA DICKEY ANDERTON BOB BILBRUCK Zumobi CellTrust MARC LEWIS Mobiletain TIM DION Corporation Light Agency Sensei, Inc. STAFF TEAMS: LEE JAMES Mobile Marketing TOBIAS OMARSON COSTA Mobisix JAMES OLIVER Association (MMA) SCHREMMER Microsoft Shake Interactive Cheetah Mail EDUARDO JACOB bnetTV.com ROHIT DADWAL MobX - Mobile RAJ SINGH TOM DALY Microsoft Marketing Skyfire Global Results The Coca-Cola Communications Company JENNIFER HARKINS JOERG KRAHNERT PETE DISTLER (GRC) GARONE Netbiscuits Smarter Agent JOHN MAGUIRE Microsoft Media Network CRE8 DIANE STRAHAN LAURA MARRIOTT NeuStar, Inc. ANTONELLA NICK LANE MMA NAPOLITANO D2 Mobile ALEX FARBER Telecom Italia PAUL POUTANEN New Media Age VANCE HEDDERAL Mob4Hire KINE LUNDE dotMobi (mTLD Top MARIA MANDEL Thumbplay Level Domain SIXTO ARIAS Ogilvy Limited) Mobext DAN GILMARTIN ED FLOWER uLocate OMD International Communications

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adidas By Richard Westlund AWARD FOR OVERALL EXCELLENCE FOR COMPANY OR COMMITTEE

The Mobile Marketing Association’s Global Board of Directors has chosen adidas to receive the association’s Overall Excellence Award for Company or Committee. In selecting the global sports footwear company for the prestigious award, the judges recognized adidas’ innovation and success in reaching target consumers through mobile marketing.

adidas team is accelerating the pace of mobile marketing while sharing their insights and serving as an effective advocate as well.” Fidel Parente, vice president and account director, Carat (media AOR), says brands should include mobile because it can provide value back to the user. “When a mobile experience provides a consumer utility first, and that utility then also delivers against brand objectives, everyone wins,” he says. Prior to the launch of the For the Brotherhood campaign, adidas empowered consumers 2007-08 National to personalize digital content with the voices of NBA stars Kevin Basketball Association Garnett, Tim Duncan, Tracy McGrady, Chauncey Billups, Dwight (NBA) season, adidas took Howard and Gilbert Arenas. Through print, outdoor and TV adver- a giant step forward into tising, consumers were invited to text-in and receive calls and text the realm of mobile mar- messages back from the adidas basketball legends. Fans could also keting. The company create and send personalized talking messages to their friends in the teamed with partners voices of the NBA stars. Isobar, Carat, Varitalk and Aegis Media to create an innovative, adidas leveraged the power of mobile at retail locations by interactive brand-building “Brotherhood” campaign. empowering consumers to text NBA players and receive an in-store “Consumers who saw adidas basketball advertising were call with product recommendations. prompted to text ‘adidas’ to hear from one of our basketball ath- “In essence, adidas developed a consumer journey that empow- letes,” says Chris Murphy, digital marketing, adidas. “The athletes ered fans to receive personal calls from the players and even let called consumers and delivered brand messages and drove them to them create them own uniquely personalized ring tones, voicemail adidasbasketball.com. It was very successful at bringing typically greetings and viral messages,” says Derek Goldberg, president, static marketing environments to life.” Varitalk (one of the campaign partners). As adidas’ long-standing media partner, Aegis Media North Mr. Murphy notes that the campaign was so powerful that m America helped plan the Brotherhood campaign. “While adidas was consumers made unsolicited calls to adidas to continue their dialog initially reluctant to intrude on the consumer space, we felt the opt- with Kevin Garnett. “They didn’t want the conversation to end. in campaign design would help build the brand,” says Sarah Fay, That's the power of relevant, emotionally powerful content deliv- CEO. “The campaign had a very big emotional impact on target ered to the mobile phone.” consumers and big effect on adidas’ brand equity metrics. It proved Looking ahead, adidas plans to continue that success. “Mobile is that a mobile advertising campaign is highly effective in driving the most used ‘screen’ by our target consumer,” Mr. Murphy says. response.” “We have also found that mobile is a great connector within inte- Gene Keenan, vice president of mobile strategy, Isobar Global, grated campaigns. By connecting different elements of larger cam- notes that adidas’ leadership in the mobile space goes well beyond paigns, we are able to extend the time our consumers spend with the NBA campaign. “This company has embraced the mobile chan- our brand and our message. It’s proven to be very successful at nel globally with campaigns in many key markets,” he says. “The connecting consumers to our online activations.”

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SPECIAL ADVERTISING SECTION TO ADWEEK, BRANDWEEK AND MEDIAWEEK Laura Marriott OUTSTANDING INDIVIDUAL ACHIEVEMENT AWARD By Richard Westlund

Laura Marriott, president of the Mobile Marketing Association, is being honored by the Mobile Marketing Association with this year’s Outstanding Individual Achievement Award, recognizing her contributions to the industry and the association. The award winner is selected by the MMA Global Board of Directors, comprised of its regional Board Executive Committees.

When Laura Marriott joined the Mobile As MMA president, Ms. Marriott has directed activities for the Marketing Association three-plus years global association in its charter to drive the adoption of mobile ago, it was a trade association com- marketing while ensuring consumer privacy and brand integrity. prised of a handful of members. Under She has grown and managed the communications from 50 to over her leadership, the MMA has become a 700 members, representing more than 40 countries and some of driving force behind the worldwide the world’s most recognized brands. growth and success of the mobile mar- “Laura’s leadership has been beneficial not only to the MMA keting industry, supporting education, but the industry itself,” says Tom Daly, group manager, The Coca- guidelines and best practices. Cola Company, and MMA NA chairman. “Laura has been personally involved Louis Gump, vice president, mobile, for The Weather Channel LAURA MARRIOTT in every step along the way,” says Interactive, has known Ms. Marriott for several years. “During Michael Becker, executive vice president, business development, Laura's tenure, the MMA has grown in extraordinary ways and iLoop Mobile, and the 2007 individual award winner. “She has positively impacted hundreds of companies,” Gump says. “On var- established a solid foundation for the growth of the entire mobile ious topics ranging from mobile advertising guidelines to market industry. Moreover, she has demonstrated great skill in coordinat- education, she has worked tirelessly with so many other people ing contributions from players from every sphere of the ecosystem around the world to advance the development of a sustainable and regions from around the world. I’ve been personally enriched mobile marketing industry.” by having the opportunity to work with her over the last few years.” Ms. Marriott, who will be leaving the MMA later this year, has When describing Ms. Marriott’s dedication to mobile marketing, fostered the development of regional chapters in North America, MMA members use words like “focused,”“high energy,”“engaged” Latin America, Asia-Pacific, Europe and Middle East & Africa, and “passionate.” But she is also known as a listener, serving as a with regional boards, governance and resources. She also estab- sounding board to explore new ideas and options in the mobile lished the Mobile Marketing Forum as an industry-leading global space and opening doors to new business opportunities. event. “It’s hard to think of any single individual who has contributed “Laura has established the MMA as a ‘voice to be listened to’ more to the MMA,” says Russell Buckley, vice president, global with credible, informed and leading points of view on the oppor- alliances, AdMob. “Under Laura’s unflagging leadership, all aspects tunity, challenges and developments in the mobile marketing sec- of the MMA’s mission have seen tremendous growth.” tor,” says Richard Saggers, head of mobile advertising, Vodafone Group Services Limited, and MMA global chairman emeritus. “She has also led the association’s robust growth across the value chain with major blue-chip players, as well as new start-ups and “Laura has established the MMA emerging businesses.” Named one of the industry’s Top 50 U.S. executives by Mobile as a ‘voice to be listened to’ with Entertainment Magazine, and one of the “Top 10 Women in credible, informed and leading Wireless” by FierceMarkets, Ms. Marriott is known for her ability to create and execute programs with measurable results. points of view on the opportuni- She is published regularly in key mobile industry publications and quoted in television, print, magazines and radio for her glob- ty, challenges and developments al voice and expertise. “With her support of high standards and codes of practice, Laura has made a powerful impact on the in the mobile marketing sector.” mobile ecosystem,” says Mr. Saggers. “Through the identification of the key barriers to industry development, building consensus —Richard Saggers, head of mobile advertis- on key priorities and supporting global commitments to stan- ing, Vodafone Group Services Limited, dards and codes of conduct, she has set the agenda for the world- and MMA global chairman emeritus wide mobile marketing sector.”

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ACADEMIC OF THE YEAR

Dr. Shintaro Okazaki of Madrid (Spain), from which he obtained his Ph.D. Associate Professor in marketing. Autonomous University His research projects lie broadly in the following areas: of Madrid • Perceptions and acceptance of mobile advertising in the context of integrated marketing communications. Dr. Shintaro Okazaki was among the first • Consumer attitude toward and intention to use mobile-based scholars to recognize the importance of promotion, in terms of brand-value creation. mobile marketing from an academic • Motivations to participate in mobile-based electronic word- perspective. In 2003, he obtained a of-mouth. grant from the Yoshida Hideo Memorial Foundation, founded by • Adoption and diffusion of mobile gaming and entertainment. Dentsu Inc. (the largest advertising agency in Japan), to start • Gender and generational differences in mobile-based the “EU-Asia Mobile” project, in which he attempted to explore consumer behavior. both firms’ and consumers’ perceptions of mobile marketing. • Brand awareness and personality formulation by the use of This work resulted in one of the pioneering empirical studies of mobile-based social network sites. mobile marketing. His research rigorously addresses questions as to how marketers Dr. Okazaki is an associate professor in the College of and advertisers, in particular, can make the best possible use of the Economics and Business Administration, Autonomous University mobile device, from the perspective of branding.

MMA RESOURCES Research and Publications

GUIDELINES MOBILE MARKETING SWEEPSTAKES & PROMOTIONS GUIDE GLOBAL CODE OF CONDUCT FOR MOBILE MARKETING http://www.mmaglobal.com/mobilepromotions.pdf http://www.mmaglobal.com/codeofconduct.pdf (English) OFF PORTAL SERVICES- AN INTRODUCTION http://www.mmaglobal.com/codeofconductspanish.pdf (Spanish) http://www.mmaglobal.com/offportal.pdf http://www.mmaglobal.com/codeofconductportuguese.pdf (Portuguese) UNDERSTANDING MOBILE MARKETING: TECHNOLOGY & REACH CONSUMER BEST PRACTICES (UNITED STATES) http://www.mmaglobal.com/MMAMobileMarketing102.pdf http://www.mmaglobal.com/bestpractices.pdf SHORT CODE PRIMER MOBILE ADVERTISING GUIDELINES (GLOBAL) http://www.mmaglobal.com/shortcodeprimer.pdf http://www.mmaglobal.com/mobileadvertising.pdf PUBLICATIONS GLOSSARY INTERNATIONAL JOURNAL OF MOBILE MARKETING MOBILE MARKETING INDUSTRY GLOSSARY http://www.mmaglobal.com/modules/article/view.article.php/1420 http://www.mmaglobal.com/glossary.pdf MMA MOBILE MARKETING GUIDE: RECOGNIZING LEADERSHIP & INNOVATION EDUCATION http://www.mmaglobal.com/modules/article/view.article.php/1749 AN INTRODUCTION TO MOBILE MARKETING AND ADVERTISING MEMBERSHIP INFORMATION http://www.mmaglobal.com/mobile101 MEMBER CASE STUDIES MOBILE APPLICATIONS http://www.mmaglobal.com/modules/article/view.category.php/1 http://www.mmaglobal.com/mobileapplications.pdf MEMBER DIRECTORY INTRODUCTION TO MOBILE SEARCH http://www.mmaglobal.com/memberdirectory.pdf http://www.mmaglobal.com/mobilesearchintro.pdf RESEARCH MOBILE ADVERTISING OVERVIEW MMA GLOBAL ANNUAL ATTITUDE & USAGE STUDY http://www.mmaglobal.com/mobileadoverview.pdf Please Visit MMA Members Only Web Page INTRODUCTION TO MOBILE COUPONS http://www.mmaglobal.com/mobilecoupons.pdf MOBILE SEARCH USE CASES http://www.mmaglobal.com/mobilesearchusecases.pdf www.mmaglobal.com

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The Global Award Winning Strategies

AWARD CATEGORY allowing the unsuspecting nically is something the centers and the Hoyts Cinemas Best Use of Mobile female to think you’ve got Hyperfactory does every chain around Australia. The Marketing, Branding some powerful chemistry. day–but not very often is it pos- campaign promoted the release COMPANY NOMINATED: Since launch, there have sible to balance innovation and of three Paramount block- BBH been almost 100,000 down- the overlooked traditional buster titles, Iron Man, Indiana ADVERTISER / BRAND: loads of the first two mobile “voice” component to mobile– Jones and The Incredible Hulk. Lynx (Unilever) applications, and with four resulting in a campaign as pow- This integrated out-of- AGENCY: more applications yet to be erful and emotive as Voices. home media campaign incor- BBH, with Golden Gekko launched, the campaign prom- In a brilliant example of porated 60 PoS promotional CAMPAIGN / INNOVATION ises more excellent results. how the The Voices campaign display stands positioned NAME: was so successful, the company inside Hoyts cinema foyers and Lynx Get In There AWARD CATEGORY was approached mid-way interactive touch screens mobile tools Best Use of Mobile through the first weeks of the prominently positioned in high CAMPAIGN LOCATION: Marketing, Direct Response campaign by numerous out- traffic areas of malls to gain UK This campaign also won the door advertising companies maximum exposure and reach. The challenge Global Award for Best Use of and billboard / bus shelter Combined, these locations cre- was to encourage Mobile Marketing, Cross-Media providers offering their space at ated an intelligent network of boys who flirt Integration no cost to support the cam- Bluetooth®, hotspots, called online to “get in COMPANIES NOMINATED: paign. Consumer response was BlueZones®. there” and talk to The Hyperfactory and immense and emotional. While standing within a real girls, where Saatchi & Saatchi Australia BlueZone®, consumers could the Lynx product can play a ADVERTISER / BRAND: AWARD CATEGORY choose to “accept” or “decline” role. The goal was to encourage United Nations Best Use of Mobile an invitation to download free guys to get back out there chas- CAMPAIGN: Marketing, Promotion “made for mobile” content ing girls in the real world, by United Nations “Voices” COMPANY NOMINATED: including video previews, equipping them with the right AURA Interactive screensavers, voice tones, candy knowledge and tools. ADVERTISER / BRAND: bar m-vouchers and calendar Get In There is an online The Hyperfactory Paramount Pictures, reminders. and mobile cornucopia of tips, prides itself on Australia This campaign effectively tricks and gadgets from Lynx producing fantas- AGENCY: reached over 5.5 million con- to give nervous guys the vital tic, creatively AURA Interactive, sumers via the digital screen inspiration they need to get driven, technologically innova- Mediaedge:cia media, delivered more than the girl. tive yet consumer relevant CAMPAIGN / INNOVATION 117,000 branded movie-related The Get In There mobile mobile campaigns. While the NAME: downloads directly into the tools are a set of six mobile Java company strives to meet this Paramount Pictures hands of the target audience, applications (two already standard every day with each BlueZone® campaign engaged with this audience in a launched), giving guys ice- campaign, every once in a CAMPAIGN LOCATION: positive and memorable way breakers to approach girls with. while, a campaign stands out: Australia, APAC with an average period of The first two are sonic tools The UN Voices campaign has engagement being three min- aimed at a girl’s laughter spot: been a 2008 highlight. utes, created awareness of the • Lynx FX–helps you approach The campaign has been movie release dates and, most girls without having to utter a showcased by global media, important, helped drive over $55 cheesy one-liner–a smorgas- been a massive success in the AURA Interactive deployed an million in ticket sales through to bord of witty and impromptu United Nation’s eyes and most integrated interactive out-of- Australian box offices. sound effects. important, the audience home media and mobile adver- • Fit Girl Finder–sat-nav for response was huge. tising campaign for Paramount AWARD CATEGORY your love life. An application Pushing the boundaries tech- Pictures across major shopping Best Use of Mobile

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Marketing, Relationship summer’s end, 600 students in a direct and fun manner. mountain of foam. Building had been selected and pre- To this end, all content from You’ve Got a Plan is an excit- COMPANY NOMINATED: pared, complete with uniforms Expansión— the Spanish leader ing campaign from Heineken CellTrust and a clear understanding of in financial and economic that emerged from the need to CAMPAIGN / INNOVATION what was expected, all via the news—was mobilized, and reinforce the concept of refrig- NAME: mobile device. What began by offered free to cell phones, erating 10 hours in advance. CellTrust and Harlem serving 155 students in 2006 sponsored by banners that For the first time it was decided Success Academy has now grown to nearly 1,000. linked to different CajaMadrid that the mobile should be CAMPAIGN LOCATION: WAP portals. These banners included with two objectives: on Harlem, NY AWARD CATEGORY reached a CTR of 4.5%. the one hand, to viralize the Best Use of Mobile Furthermore, Vodafone and campaign and create a mix of Marketing, Product/ Movistar offered a free MMS media and, on the other, to Services Launch alert service with the trading interact with the campaign’s Yearling Harlem Success This campaign also won the day results, which included participants. The users are Academy Charter School was a Global Award for Innovation for market charts. The services rewarded for throwing parties new charter school in one of Creativity in Media were truly attractive for the user with Heineken and sharing their the poorest neighborhoods in COMPANY NOMINATED: because they were not only free photos. New York and where atten- Mobile Dreams Factory of charge but also directly relat- The campaign was launched dance, parental involvement INNOVATION NAME: ed to his/her interests and of on a national level through tel- and success for students in reg- Information in Your Phone great added value. The cam- evision, the press and the ular public schools was ADVERTISER/BRAND: paign was widely covered by the Internet. The innovation, how- extremely low. CajaMadrid media and more than 2.3 mil- ever, was to communicate with By implementing an SMS AGENCY: lion people received informa- new channels like Facebook, program designed by CellTrust, Shackleton tion, while 312,000 individual which has suitable penetration the school’s new text message LOCATION: active users were generated with into the target audience. The platform was developed as a EMEA more than 1,225,000 alerts sent. campaign continues to be way for parents and teachers to active. stay connected regarding infor- AWARD CATEGORY mation, homework, events and Best Use of Mobile AWARD CATEGORY general expectations. As a Marketing, Cross-Media Innovation result, the technology revolu- The communications strategy Integration COMPANY NOMINATED: tion in the Harlem Success consisted of transferring all COMPANY NOMINATED: AKQA Academy has greatly assisted in CajaMadrid financial products Mobile Dreams Factory ADVERTISER / BRAND: the school’s success. to a mobile environment ADVERTISER / BRAND: Nike Once the text message pro- (deposits, pension plans, pay- Heineken AGENCY: gram was implemented, rolls, etc.) and, most impor- CAMPAIGN: AKQA parental involvement soared to tant, generating audience in You’ve Got a Plan CAMPAIGN / INNOVATION a record 99 percent, and stu- line with the products. (Tienes un Plan) NAME: dent performance levels sky The most outstanding LOCATION: Nike PHOTOiD rocketed. After the school’s ini- aspect of this campaign is that EMEA CAMPAIGN LOCATION: tial success, the Harlem Success it utilizes all mobile formats— Heineken launched last year UK, Italy, Germany, Spain, Academy student recruitment mobile Internet, MMS and one of the most original and France, Denmark, Finland, campaign attracted 3,600 appli- SMS messages, 2D codes and successful products, the Norway and Sweden cants for 600 spots for the next even Bluetooth—to make con- HEINEKEN 5 liters BARREL school year. tact and build a solid relation- intended for the residential Thanks in part to this ship with the user by providing market. It has a special func- mobile marketing solution and a convenient service. tionality as the barrel needs to the CellTrust Social The Information in your be refrigerated for 10 hours Nike asked AKQA to give sneak- Responsibility program, the Phone campaign had a great before serving. In spite of this er heads a way of tapping into recruitment lottery had 5,000 impact on CajaMadrid, being clearly labeled on the their creativity and the NIKEiD in attendance and was the strengthening its image as an package, Heineken found that service through their mobile. largest charter school lottery in innovative, IT brand, which many people weren’t following The agency created NIKE New York State history. By offers the user financial services instructions. The result was a PHOTOiD, the ultimate fusion

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SPECIAL ADVERTISING SECTION TO ADWEEK, BRANDWEEK AND MEDIAWEEK

of mobile technology and cre- territories. trum of brands and prices. drink and gave the waiter the ative shoe design, giving shoe “NIKE PHOTOiD—Shoot Therefore, building customer corresponding ticket. In return, addicts the chance to create Your Colours” created a power- loyalty is very tough. the user received a proof of unique kicks from any inspira- ful, simple, yet intriguing insight iDrinks is a customer loyalty purchase with a unique code to tion, at any time. into the service. Using this, the system for the mobile environ- earn points that could be Here’s how the agency described agency propelled Nike into an ment that has positioned exchanged later for special the process: exciting new space, helping Johnnie Walker, J&B and prizes. 1. Shoot something you like on sneaker devotees connect to Cacique as the most consumed iDrinks had a participation your mobile. NIKEiD in an exciting new way brand having the best repetition rate of 41 percent over 2,000 2. MMS your picture plus the that set a new standard for of consumption values. users, with a repetition rate of word “DUNK” to a short code. mobile marketing. The iDrinks platform uses an 76 percent, thus proving the 3. AKQA creates a unique innovative system based on the system’s efficacy. In a follow-up NIKE PHOTOiD Dunk based AWARD CATEGORY delivery of mobile coupons that survey, users said they liked the on the colors in your picture Innovation for Creativity offer customized discounts to promotion because it was inno- and texts you the shoe design. in Technology be redeemed at scanners in vative and fun, enhancing the 4. Enter your DESIGNiD at COMPANIES NOMINATED: bars. After signing-up, users experiential aspect. Research NIKEiD.com to customize Mobile Dreams Factory, became members of iDrinks also showed customer loyalty to and buy. Diageo and would receive weekly MMS the brands. The NIKE PHOTOiD service ADVERTISER / BRAND: messages containing 2D codes Diageo has reached two that the agency created plugs Johnnie Walker, Cacique to be validated at the scanners goals: first, generating traffic revolutionary image-recognition and J&B in the bars. Each code printed a and boost consumption at the technology into Nike’s existing CAMPAIGN: customized ticket with an point of sale; second, increasing NIKEiD service, transforming iDrinks incentive (up-grade, discount client’s brand sales against the the mobile into a pocket design The market for spirits is highly or points), which was validated competition’s, building cus- studio throughout nine different competitive, due to a wide spec- when the customer paid for his tomer loyalty.

More Winning Strategies CASE STUDIES FROM THE REGIONAL AWARD WINNERS

AWARD CATEGORY The agency brief went beyond city guide and useful Cantonese ADVERTISER/BRAND: Best Use of Mobile communicating the partnership phrases, including a few pick-up Unilever Seda Teens Marketing, Branding to the public; the principals lines to try on the opposite sex. CAMPAIGN / INNOVATION COMPANY NOMINATED: wanted to make Guinness syn- Users could also use quick NAME: OgilvyOne Worldwide onymous with the event. links in the application to call Unilever Seda Teens Hong Kong The Hong Kong Rugby bars serving Guinness or discov- Shampoo Mobile ADVERTISER / BRAND: Sevens features 24 national er more information about Marketing Campaign Diageo Greater China Ltd. / rugby teams, with approximate- tourist hot spots via WAP hyper- CAMPAIGN LOCATION: Guinness ly 20,000 people traveling from links. Downloads were driven by LATAM CAMPAIGN / INNOVATION overseas to attend. But these vis- a competition to win Sevens This campaign also won the NAME: itors don’t know the city or tickets, spread virally online Regional Award for Best Use of Guinness Passport to speak the local language, through local rugby clubs, social Mobile Marketing, Greatness Cantonese. networking sites and local/inter- Product/Services Launch Guinness operates in a highly In a world’s first, OgilvyOne national PR. This drove 30 per- To captivate and engage the competitive market. Becoming created the Guinness Passport to cent year-on-year increase in hard-to-reach teen audience for the official beer of the Hong Greatness, a free mobile event Guinness sales for the month. the launch of Unilever’s Seda Kong Rugby Sevens was an excel- guide that speaks Cantonese for Teens shampoo, the brand lent opportunity to raise aware- you through your mobile’s loud- COMPANIES NOMINATED: turned to mobile. ness of the brand and give it a speaker. It contained match Unilever, F.biz, Nokia F.biz, Unilever’s mobile voice in a crowded marketplace. schedules, a Guinness bar guide, Interactive Advertising agency, and Nokia Interactive

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Advertising answered with a launch, the mobile service had received a call at the same time. positive response, Walmart chose novel idea for a mobile advertis- over 20,000 visits to the mobile When they answered their to extend the #MEALS campaign ing campaign, including: web site, 10,000 downloads of phones, they could listen to a an additional six weeks and is • A customized Nokia 5200 Pink the mobile drinks application, message from McLaren’s pilot. evaluating other ADC programs. with a Seda Teens-branded and more than 35,000 eye balls The campaign was a success: sleeve and phone jewelry and of the Absolut drinks guide In the case of the 30,000 users in AWARD CATEGORY preloaded with Seda Teens without any other exposure the database, 65 percent made Best Use of Mobile advertisements, four Seda than a shortcode in the mem- successful contact and 14 per- Marketing, Promotion Teens “themes,” a Seda-brand- bers section of the web site. cent of the users who didn’t COMPANY NOMINATED: ed game and MP3s from a More important, the average answer their phones called later Electric Agency popular Brazilian band. customer had used the applica- to check the message. ADVERTISER / BRAND: • Bookmarks preloaded to the tion at least every eight days, Coca-Cola device, pointing to a branded which proved that it worked as a COMPANIES NOMINATED: CAMPAIGN: game and social networking serious brand relationship Walmart, Kraft Foods, AT&T Coca-Cola Euro Cup— site, accessible on both mobile builder. Absolut has continued to and Single Touch Systems “What Happened to the and the traditional web. promote the service ever since, CAMPAIGN: Ball?” The initial goal of handsets with more than 50,000 users. Walmart, Kraft Foods, AT&T CAMPAIGN LOCATION: sold was met after only one Signature Sales, and Single Turkey month, prompting four-volume AWARD CATEGORY: Touch Systems, #MEALS As the main sponsor of the increases to meet retailer Best Use of Mobile CAMPAIGN LOCATION: Turkish National Football Team, demand, again selling out after Marketing, Direct Response United States Coca-Cola wanted to excite only two months. COMPANY NOMINATED: #MEALS, available exclusively interest in the Euro Cup 2008 Mobile Dreams Factory through Walmart and featuring football championship and to COMPANY NOMINATED: ADVERTISER / BRAND: Kraft products, is a smart inte- carry the soccer fan buzz into the Golden Gekko Johnnie Walker grated marketing program pro- digital world in a way never ADVERTISER / BRAND: CAMPAIGN: viding real value to today’s busy before attempted. The “O Topa Absolut Vodka Voice Push by Diageo families. The program’s true Ne Oldu” (“What Happened to CAMPAIGN / INNOVATION CAMPAIGN LOCATION: ingenuity results from its accessi- the Ball?”) campaign had cross- NAME: EMEA bility to mass-market consumers media integration with the web, Absolut Drinks in Your Johnnie Walker is one of the using a branded AT&T WAP sites, TV, outdoor and Mobile sponsors of the English Formula Abbreviated Dial Code (ADC) POPs at point of sales. It ran CAMPAIGN LOCATION: 1 Team Vodafone McLaren solution provided by Single between April and July 2008. United States Mercedes. Johnnie Walker invit- Touch Systems. For the consumer, the journey In August 2007, Absolut Vodka ed 100 journalists to a press Walmart introduced #MEALS began by finding a unique code launched the first major brand conference for the Formula 1 though emails, online and in- under Coca-Cola bottle lids and mobile drink application ever. Grand Prize celebrated in store POP materials. Customers ring-pull tabs, and then either The service is easily under- Valencia. Pedro de la Rosa, test call #MEALS from their mobile texting the code to the campaign stood and based on the success- pilot of the English racing team, phone and elect to receive a Kraft phone number or entering the ful absolutdrinks.com web site. was present at the event. recipe or sign up for free daily code on the campaign web site. The mobile application, avail- One of Johnnie Walker’s aims alerts via text message or email. Participants then received an able in the United States as a is to strengthen the message of When the customer visits a automatic IVR (Interactive Voice free download, includes 1,000- responsible consumption. The Walmart Super Center and the Response) call-back, playing the plus drink recipes, top lists of target was a Johnnie Walker Kraft branded aisle, ingredients commentary from an exciting the most popular vodka-based database of 30,000 users, in for the recipes are organized and moment of an earlier match fea- drinks, random drinks and a addition to the journalists at the easily available for purchase. turing the Turkish team. At the home bar search function, mak- press conference. From July 15 through Sept. most exciting point of the game, ing it possible to check what the In the press conference, 15, approximately 20 percent of the commentary stopped dead, user has at home and generate a Pedro de la Rosa made a “trigger unique callers opted into the and the call ended. list of inspiring drinks that can call,” which activated the WAP #MEALS program to receive Then, a text message was sent be blended from the available Voice Push: All 100 journalists recipes, and more than nine to the consumer asking “What ingredients. and the 30,000 users from messages (SMS, WAP and email) happened to the ball?” If the Within three months after Johnnie Walker’s database were sent per caller. Due to the consumers texted back the cor-

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rect answer, they were immedi- COMPANY NOMINATED: CAMPAIGN LOCATION: people to take photos of their ately rewarded with digital gifts, The Weather Channel India life adventures. For the first such as air-time credits, Interactive Using technology to build phase, four influential bloggers personalized wallpapers for CAMPAIGN: imagery and relationship is a were sent across the globe with their phone, team shirts, a Mobile Month difficult task: Pepsi, the No. 1 a Nokia N82 to record their downloadable football game, CAMPAIGN LOCATION: cola drink of the country, took journeys on the Urbanista gift checks, etc. North America up the challenge to position Diaries site. The Weather Channel (TWC) the new brand thought For phase two, Nokia part- COMPANY NOMINATED: identified the need to build “Youngistaan” in the TG’s nered with several top media HANZO SA awareness of the mobile web mind. The campaign featured sites, such as Wallpaper, Lonely CAMPAIGN: platform and to increase the use of different platforms with- Planet, National Geographic HANZO Online Mobile adoption and usage of the in the mobile medium, such as and CNN, to document major Marketing Campaign weather.com mobile site specif- SMS communities, SMS 2.0 world events in real time via CAMPAIGN LOCATION: ically. To do this, The Weather (Affle), CRBT, mobile discount journalists, artists and scientists. Brazil Channel partnered with coupons and a WAP site. Phase three opens up the Radio is the second-biggest Research in Motion to execute The campaign saw an over- experience to everyone with a mass media vehicle in Brazil a truly cross-platform, integrat- whelming response, with more GPS-enabled Nokia device. and one of the most important ed promotion. than 8,000 registered users in media for communicating with TWC teamed up with RiM the SMS community, more AWARD CATEGORY young adults. To connect with to offer a “BlackBerry a Day” than 39,000 user interactions Best Use of Mobile these listeners and build dis- instant give-away, along with a on SMS 2.0 who contributed to Marketing, tinctive brand personalities, grand prize sweepstakes of a 900 unique participations, Product/Services Launch radio stations use targeted pro- “Weather Everywhere” prize more than 13,000 downloads of COMPANY NOMINATED: motions and offer ways to pack (a BlackBerry device, a hi- content from the Youngistaan The Hyperfactory interact with the programming. def TV and a laptop). Users WAP site, more than 5,200 ADVERTISER / BRAND: However, Brazilian radio sta- could enter either online or via downloads of Pizza Hut dis- Nike tions were frustrated with pro- the weather.com mobile site to count coupons, and more than CAMPAIGN: motional mechanics that see if they were the daily 220,000 users who have Nike T90 Kick Off Launch involved listeners dialing eter- instant winner. Youngistaan as their caller tune. in 3D Augmented Reality nally occupied hotlines and With more than 730,000 on Mobile resulted in low consumer sweepstakes entries, a 29 per- COMPANY NOMINATED: CAMPAIGN LOCATION: engagement. cent opt-in rate, and a 35 per- R/GA APAC Given this challenge, HANZO cent lift in page views to the ADVERTISER / BRAND: The Hyperfactory prides itself built a platform that allows com- mobile site, The Weather Nokia on producing fantastic creative- panies to create, online and in Channel “Mobile Month” pro- CAMPAIGN: ly driven, technologically inno- real time, branded campaigns motion proved not only to be a Urbanista Diaries vative yet consumer-relevant and have them go live with all success for the company in its CAMPAIGN LOCATION: mobile campaigns. While the Brazilian carriers in less than 10 inaugural implementation, but EMEA company strives for this every minutes. With the HANZO also serves as a scalable model The powerful Nokia N82 is day with each campaign, every Mobile Marketing platform, for future promotions. enabled with GPS technology once in a while a campaign radio stations can create, imple- and a 5-megapixel camera that stands out—and the Nike T90 ment and monitor campaigns AWARD CATEGORY allows users to tag each photo Augmented Reality in 3D cam- according to their needs, quickly Best Use of Mobile to a specific location and paign stands out by a mile. and easily. Marketing, Relationship instantaneously share their The campaign has been The HANZO Mobile Building experiences with anyone via showcased by global media, has Marketing platform was COMPANY NOMINATED: widgets posted on blogs or been a massive success in the launched in January 2008. Since Mindshare India social networking sites such as client’s eyes, and most impor- then, 46 Brazilian radio stations ADVERTISER / BRAND: Facebook. tant, was judged a success by have come to use the mobile Pepsi Urbanista Diaries was rolled consumers. exclusively for their promotions, CAMPAIGN: out in an extensive three-phase resulting in a substantial increase Pepsi-Youngistaan—A New campaign that engaged blog- COMPANY NOMINATED: in consumer engagement. Cult for Youth! gers, journalists and everyday Jaguar Cars North America

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SPECIAL ADVERTISING SECTION TO ADWEEK, BRANDWEEK AND MEDIAWEEK

AGENCIES: Citroën wanted to increase mobile website and mobile Southeastern U.S. and incorpo- Global Beach, digital excitement about C4 Pallas and banner advertisements. In addi- rated mobile advertisements, agency, Incentivated, drive traffic to the closest retail- tion, other media such as out- mobile alerts, in-store signage, mobile marketing agency ers from the audience to sched- of-home, email and web ele- in-store demonstrations, print CAMPAIGN: ule test drives. The brand ments were used. and online advertising, email Jaguar XF Launch decided to run a national The TXT4Dummies cam- and public relations. Within a Campaign mobile campaign combined paign was successful in meeting two-month period, thousands This seriously heavy-weight with the existing online efforts. its objectives, drawing more of shoppers registered. mobile advertising campaign Using a combination of web than 1.3 million impressions. Of Redemption rates across all directed traffic to a purpose- banners and an SMS platform the hundreds of text entries that offer categories averaged more built mobile Internet site from that supported ZIP code were received, there was a 34 than 18 percent. where Jaguar enthusiasts could lookup, prospects opted-in into percent conversion rate for con- The strong consumer adop- find out details of the new car, the program by filling their sumers joining the tion and high redemption rates download video clips, wallpa- data into the web banner. TXT4Dummies Club. exceeded expectations and pers and the TV ad, as well as Afterward, the users received a resulted in a nationwide roll- find their nearest dealer and personalized text message con- AWARD CATEGORY out of the program to more order an email brochure to be taining with the nearest dealer Innovation than 2,200 Kroger stores in sent to their PC (directing traf- address and a click-2-call COMPANIES NOMINATED: October. fic to the even richer website). number. Cellfire Inc. and Kroger The campaign hit all the Within only 28 days, 15,641 ADVERTISERS/BRANDS: AWARD CATEGORY right notes with the tech-savvy opt-ins were achieved from General Mills, Clorox, Innovation for Creativity, target audience, being fully all five areas of the country. ConAgra, Del Monte, Technology optimized for all handsets, Through the insertion of Kimberly-Clark, Procter & COMPANIES NOMINATED: including Smartphones and mobile marketing in an already Gamble, Pepperidge Farms, R/GA iPhones, and was in keeping existing online media plan, the and Unilever ADVERTISER/BRAND: with the luxury identity of the budget was optimized and the CAMPAIGN: Nike Jaguar brand. With 55 million results obtained led Citroën to Cellfire Mobile Grocery CAMPAIGN: impressions booked (and some significantly increase invest- Coupons Nike Basketball Ballers still to run) across a range of ments in mobile. Cellfire, Kroger and eight lead- Network sites including MSN mobile, ing packaged goods manufac- CAMPAIGN LOCATION: Yahoo! mobile and Cars.mobi, COMPANY NOMINATED: turers executed what Ad Age North America this is believed to be one of the HipCricket called “one of the most signifi- The Nike Basketball Ballers world’s biggest mobile advertis- ADVERTISER/BRAND: cant mobile marketing ventures Network is a social networking ing campaigns to date. John Wiley & Sons Inc. in the U.S.” For the first time, experience that initially CAMPAIGN: manufacturer coupons were launched as a Facebook appli- AWARD CATEGORY TXT4Dummies issued via a mobile device and cation, but has since extended Best Use of Mobile CAMPAIGN LOCATION: could be redeemed at a partici- its experience to a stand-alone Marketing, Cross-Media NA pating grocer in a completely web site, live events, and now a Integration John Wiley & Sons’ For closed-loop digital process. mobile application. Now the COMPANIES NOMINATED: Dummies books have become a Using the Cellfire service, ballers everywhere have a full Mobext Brazil (Mobile widely recognized and regarded consumers access coupons on cross-media experience. Agency), Media Contacts companion around the world. their mobile device, select the Most important, ballers Brazil (Online Marketing When it came time to promote offers they want to use, and the engage with Nike Basketball Agency) and Citroën its annual “Dummies Month” offers are then automatically from the palm of their hands, (Client) during the month of March, loaded to their shopper loyalty wherever they happen to be. ADVERTISER/BRAND: Wiley turned to HipCricket to card. Consumers simply pres- The extension of the Ballers Citroën drive awareness of the popular ent their savings card at check- Network experience to mobile CAMPAIGN: books, while engaging con- out to have the coupons was a logical extension given Delivering Geo-Target sumers at the point of sale. deducted from their total. that the core target audience is Information The Dummies campaign The Cellfire mobile grocery constantly on the go and they CAMPAIGN LOCATION: which was initiated by a text coupon program launched at are avid users of mobile Brazil message, was supported by a 219 Kroger stores in the devices.

30 • MOBILEMARKETING • NOVEMBER 17, 2008 MOBILE ADVERTISING MADE EASY

Amy: My client wants mobile advertising. Ideas? Rich: MobiTV works. Only need :30 ads. No edits. No resizing. Amy: Targeting M18-34 & A25-54? Rich: We picked Sports, News and Music for our demo. Amy: Nice! Got interactive? Branded Content? Rich: Call Jack 415.637.4426...he can set u up.

IN-STREAM IN-GUIDE BRANDED CHANNEL INTERACTIVE

Contact Jack Hallahan-Vice President, Advertising & Brand Partnerships at 415.637.4426 [email protected] I already have a creative, media and digital agency…do I really need a mobile one?

s the mobile phone morphs into bile is the only medium that connects and 5. Set meaningful goals and measure a multi-media, web-connected touches everything from your marketing, key metrics. remote control to people’s lives, CRM and IT departments to your partner Setting goals, monitoring and optimiz- Ait has become their most useful, per- agencies that handle sponsorships, events, ing sounds obvious but in mobile today sonal and entertaining possession. With digital, creative, media and promotions. most people simply don’t do it or, more 3.5 billion active users including 305 likely, they don’t know how. And mobile- million Americans, of who nearly 50 2. Vet potential partners thoroughly. media ‘waters’ can be dangerous with no million actively surf the mobile-web, Are they truly 360°, can they back up shortage of sharks circling for short-term the medium will ultimately become their work? brand-dollars so vigilance is needed. the most powerful means for market- Don’t leave this process to chance or Set clear goals and hold your specialist ers to connect with their consumers. delegate it. Meet the people beyond the accountable for them. Ensure they are ‘New Business’ team to feel comfortable monitoring your media performance Yet, no medium has appeared so decep- with the depth of the organization. Some constantly to provide real outcomes tively simple as mobile. To adeptly navi- people to meet before you make a decision and tangible results. Minor optimiza- gate the 5,000+ devices in the market, include; the strategist, the mobile media tion can have major ROI; tweaking an dozens of browsers, carrier rules and planning director, the mobile creative under-performing plan has shown us 10 the nuances behind hundreds of pos- directors, the mobile user-experience fold improvement within a single week. sible technical mechanics, you must be designers and the technical discipline 8. Di erentiate through a true specialist. Unless you are, then experts (SMS, Mobile Web, Mobile Ap- experiences. by default you really are generalists. plications, etc.) If they all have the same Mobile users are bored and looking to be email address, you know you’re in trouble; engaged. ey will gladly swap their time Eight years ago we started e you need experienced experts who un- and attention for the opportunity to con- Hyperfactory. We recognized derstand the medium and can evaluate nect with your brand through well-pro- early on the huge part that mobile and execute all options at your disposal. duced, compelling and freshly updated would play in how consum- videos, music, imagery, news, tips, brand- ers interact with the Ask them who they partner with and ed-entertainment, education and more. brands that ll the what parts of their case studies they world around us. are actually responsible for. We see our 9. Consolidate your SMS Activity. work appear under the credentials of Mobile is highly measurable across cre- SMS activation integrates across all me- e Hyperfactory is others all over the world. e only way ative e ectiveness, response, engage- dia. Centrallize all SMS tactics to oper- now the largest inde- to know their true in-house capabili- ment, brand li , recall, intent to pur- ate on a single short-code so you can pendent and global mo- ties is to ask the question: what part did chase and ultimately, purchase. Anything recognize repeat participants, partici- bile advertising specialist. you really play, from idea to execution? that can be tracked on mobile, we track. pation patterns and continue conversations from one campaign to the next. 3. Develop a strategy. 6. Respect and welcome mobile- is is where your partner should roll web users trying to reach you. 10. Invest in creative and out the veteran mobile strategist who Ensure your .com domain is redirecting production. displays an unrivaled depth of knowl- to an experience designed for mobile. A Don’t be one of the brands to be burnt by We wrote the following ten step guide to edge and experience ranging from the Motorola Razr arriving at yourbrand. taking the easy way out and accepting the help marketers get ahead of the pack and technology implications of the market com and getting a stream of HTML- cheap creative and production services of avoid the pitfalls of working with amateurs. to how to best meet brand goals. With a code-junk, or an iPhone hitting your some media vendors and ad-networks that strategic framework and well-de ned unreadable Flash website are lost en- dilute the user experience and ROI. You get Ten Steps to Going Mobile success metrics, your specialist can then gagements, lost conversations and lost what you pay for – the di erence is results. ensure mobile is applied across your customers. As obvious as this advice is, 1. Recognize the need for a full- business with consistency and direc- the internal roadblocks that can prevent 11. Call us. service specialist mobile agency. tion rather than with the more common this from happening are astounding. OK, so it’s eleven steps, but it may be the e art and science of mobile advertis- ad-hoc, reactionary approach of today. Without this, you are essentially hang- most important step you’ll take. Many ing and marketing is a more specialized ing a ‘Closed’ sign outside an open shop people will claim they have true specialty skill than any other form of advertising 4. Incorporate mobile into your and wondering why nobody is coming in. and breadth in this medium, but only e today. e biggest risk a brand can take annual planning. Hyperfactory can prove it. We have con- is to leave the work of this new medium Too o en the channel is an a erthought 7. Integrating mobile into the media ceived, planned, bought and executed al- in the hands of generalists, tradition- and it takes true commitment from a and creative mix. most every single type of mobile market- al agency “experts” stretched beyond brand to avoid this mistake. Your tradi- Include your mobile experts as mem- ing and advertising program possible, in their capacity, or to pure technologists. tional partners may be too busy to think bers of the creative and ideation process ve continents. Call us today to talk about ahead here but it’s much easier, better and with all of your partners and agencies. how we can get your brand mobile – the Ensure there is a seasoned expert at the cheaper to integrate from the outset than Mobile’s power is signi cantly ampli- way it should be done. Derek Handley, table and that their voice is heard to safely to tack it on at the end. Planning also en- ed when it acts as a thread connecting CEO 310-860-8103 or text ‘DH’ to 42107. lead you through the terrain with care. ables you to leverage content production, all of the elements in the mix – and the Empower them to become the ‘glue’ that talent endorsements and sponsor rela- really big mobile ideas today are sim- connects all marketing disciplines togeth- tionships at nominal incremental cost and ply not possible unless conceived at the er in an unbiased and unifying way. Mo- ensures clearance of mobile usage rights. beginning with all mediums in mind.

WWW.THEHYPERFACTORY.COM AUCKLAND/ SYDNEY/LOS ANGELES/ SAN FRANCISCO/ CHICAGO/ NEW YORK/ HYDERABAD/ HONG KONG/ SHANGHAI Credit: Ogilvy House Ads by David Ogilvy, 1964-1989 Credit: Ogilvy & Mather house-ads (1964-1989), by David Ogilvy