How Proximity Marketing SHOULD Work -- MMA Case Studies
Written on Wednesday, April 14, 2010
The Mobile Marketing Association recently published a series of case studies for successful proximity & mobile marketing campaigns. They highlight, for the specific campaigns what was done right, and they describe the marketing concept and the approach taken, and also report on the results as number of downloads/participation rates. Obviously, the ones with the best results are worth a closer look, and Mobile Marketing Watch recently did an article on three successful bluetooth proximity marketing campaigns.
Lynx, Pot Noodle and Krispy Kreme(who are not new to proximity marketing) were the clients:
The first was a campaign for Krispy Kreme, which interestingly enough, was the company’s first advertising campaign in the newly entered U.K. market. Large billboard calls-to-action were used to drive brand awareness and customer loyalty via bluetooth downloads, and was a huge success in the end. During the 15-day campaign, Krispy Kreme generated 48,154 downloads total.
The second involved a branded mobile app campaign centered around Pot Noodle, which included placing large calls-to-action on various commuter trains throughout London to “refresh a saturated strong brand.” The campaign pushed downloads of a free branded game and created a viral effect in the process. During the four week campaign, Pot Noodle received just over 95,000 downloads total, far exceeding most expectations, all from encouraging commuters to turn on their bluetooth to download a game.
The third was an interesting one. The client was Lynx, makers of various body spray known for their marketing campaigns, who enlisted Blismobile to promote its new pocket-size spray on University campuses using proximity marketing. The campaign ran in university student unions across the UK, where Blismobile installed highly visible floor vinyls in the “download zones” to increase awareness of the campaign. User’s were encouraged to download a simple branded dating application and was another huge success- an average of 500+ downloads per day per university were recorded around “fresher’s week.”
I agree with Justin over at Mobile Marketing Watch, who wrote their article that perhaps these are the most interesting out of the 6 case studies released by the MMA on April 6th. Each brings something new to the table, and sounds like it was pretty well-planned. However, I'm not so sure they were the most successful! Even just looking at the popularity of each, in terms of numbers of downloads, the two most successful campaigns are not included in the MMW article.
Let me re-iterate that. They've left out the most popular proximity marketing campaign case studies.
The first one is a campaign for The Imaginarium of Doctor Parnassus, a Lionsgate film, that actually ran in part of the UK mass-transport network, the UK transvision network (Kings Cross, Charing Cross, Euston, Victoria, Waterloo, Manchester Piccadilly, Leeds and Liverpool) and the Gatwick Express network (Victoria, Gatwick Airport, Brighton and East Croydon).
I'm only mentioning the total number of downloads here - for the rest check out the MMA site - but at 109, 554 total downloads I'd say this was pretty big!! Check out the MMA case study for more info.
The second (and even bigger one) is a campaign by the Nokia Ovi Store, alerting people travelling across the UK rail network of the Ovi Store service, that allows them to download content on their mobile phones.
At a total of 266K downloads, this is definitely one to note. Ok, with a name like Nokia behind it you wouldn't really expect less, but still. Worth checking out the case study for more info and pics.
Consumers are just so open to marketing on the train/tube/bus because they're sat idle, usually with little to do -- and turn to their phone for entertainment anyway. So why not interact with them through it there and then!?
All of the above are excellent examples of proximity marketing campaigns, and we can all learn from them. A quick thanks to the MMA for bringing them out and using them as reference.
Posted in
bluetooth marketing,
proximity marketing
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