Going through the Mobile Marketer, I came across this article which only comes to add to the list of big names choosing mobile marketing as a recognised medium that helps them reach a specific targeted audience.

Admittedly it is 'just another iPhone app', but I liked that this one was targeted advertising, focused on a specific target audience, and a niche consumer base. Such campaigns will always be more likely to succeed.

Here's some bits from the article itself:

Sunglasses giant Oakley ran an “AFA Snow” mobile advertising
campaign within the Ridertech Snow Reports iPhone application to
promote its ski/snowboard goggles.

Oakley tapped appssavvy for
the campaign, which targeted male snow sports enthusiasts ages 15-28.
The objectives were to generate awareness of Oakley AFA snowboard/ski
gear and brand equity associated with Oakley and the action sports
lifestyle, send qualified traffic to the AFA Snow landing page on
Oakley.com and drive Oakley AFA product sales.

...

Appssavvy identified Ridertech Snow Reports as an application that
encompasses Oakley's target audience and created a custom integration
on Snow Reports using Oakley’s sponsored athlete videos, athlete
profiles and AFA products.

Oakley used Ridertech’s iPhone application in a cross-platform strategy to increase brand utility.

By
using an application with a niche user base that perfectly matched the
Oakley brand, appssavvy claims that it was able to deliver the brand
equity to a highly targeted audience in an environment where they were
already consuming media that is completely consistent with the Oakley
AFA brand.

The average click-through rate of Oakley’s sponsorship elements was 0.1 percent.

The campaign achieved a CTR of 0.24 percent on the sponsorship skin, where as the iPhone skin reached a CTR of 0.39 percent.

Ten percent of application’s users clicked to Oakley.com.

The campaign generated 957 Oakley video views with a 91 percent completion rate.

In
addition, there were 317 athlete profile views and a 16 percent CTR
from athlete profile pages, which led to 50 Oakley product views.