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2008-05-22T12:59:42-01:00MMA Global :: Article
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http://mmaglobal.com/modules/article/images/logo.pngtext/html2008-02-28T07:00:00-01:00http://mmaglobal.com/modules/article/Abbie WeissHampton Hotels, Increasing Brand Knowledge Among Business Travelers (weather.com & Dynamic Logic)
http://mmaglobal.com/modules/article/view.article.php/1859/c1
Category: Case Studies<br />Subtitle: Hampton Hotels, Increasing Brand Knowledge Among Business Travelers (weather.com & Dynamic Logic)<p style="margin: 0in 0in 0pt"><strong><u><span style="font-weight: normal; font-size: 8.5pt; color: gray">Hampton Hotels, Increasing Brand Knowledge Among Business Travelers </span></u></strong></p>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Company</span></strong><strong><span style="font-weight: normal; font-size: 8.5pt; color: gray">: weather.com & Dynamic Logic</span></strong> </div>
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<p><strong><span style="font-size: 8.5pt; color: gray">Brand</span></strong><strong><span style="font-weight: normal; font-size: 8.5pt; color: gray">: Hampton Hotels</span></strong></p>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Background</span></strong></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: gray">In July 2007, Hampton Hotels leveraged a new opportunity to engage a difficult-to-reach audience that is continuously on the move: business travelers. By launching a mobile advertising campaign across weather.com’s WAP (Wireless Application Protocol) site, Hampton Hotels connected with travelers to enhance brand knowledge and convey relevant messaging.</span></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: gray">weather.com commissioned Dynamic Logic, a Millward Brown company to evaluate the brand impact of the mobile advertising.</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Objective</span></strong></div>
<div style="margin: 0in 0in 0pt 0.5in; text-indent: -0.25in"><span style="font-size: 8.5pt; color: gray">·<span style="font: 7pt 'Times New Roman'"> </span></span><span style="font-size: 8.5pt; color: gray">Quantify the effectiveness of the mobile campaign in generating awareness of and favorability towards the Hampton brand</span></div>
<div style="margin: 0in 0in 0pt 0.5in; text-indent: -0.25in"><span style="font-size: 8.5pt; color: gray">·<span style="font: 7pt 'Times New Roman'"> </span></span><span style="font-size: 8.5pt; color: gray">Gain insight into the potential of this new advertising platform at influencing travelers</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Solution</span></strong></div>
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<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">Dynamic Logic’s AdIndex for mobile used control-exposed methodology measuring the brand impact of mobile ad campaigns as they run live across WAP site(s). Two groups were given mobile interviews from a WAP page (weather.com) and their responses are compared.</span></li>
<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">Responses from the group who did not see the ads on their mobile devices (control) were collected in the period immediately preceding the campaign launch.</span></li>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Results</span></strong></div>
<div style="margin: 0in 0in 0pt"><strong><span style="font-weight: normal; font-size: 8.5pt; color: gray">Results show significant increases in the brand metrics among those exposed to mobile ads among the overall audience – prominent branding successfully built awareness, while concise, yet persuasive messaging improved favorability and generated interest in staying with Hampton Hotels during their next trip.</span></strong></div>
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<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">251% lift in Mobile Ad Awareness</span></li>
<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">200% lift in Message Association</span></li>
<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">27% lift in Brand Favorability</span></li>
<li style="margin: 0in 0in 0pt; color: gray"><span style="font-size: 8.5pt">37% lift in Message Association </span><strong> </strong></li>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: gray">Conclusions</span></strong></div>
<div style="margin: 0in 0in 0pt"><strong><span style="font-weight: normal; font-size: 8.5pt; color: gray">Mobile advertising on weather.com’s WAP site was an effective channel for reaching travelers, especially those traveling for business. Some of these consumers may be otherwise difficult to reach through other media due to the amount of time spend on mobile devices. Relevant messaging is critical to impacting an audience on a mobile device. </span></strong></div>
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