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Describe your company and what role does it play in the mobile marketing ecosystem?
Unkasoft is boosting our advertiser’s campaigns by the use of the most exciting content, mobile games and applications.
We provide benefits & services for our advertisers, such as:
- Advergaming complements our clients’ advertising scope with a new medium with penetration indexes above other media like TV or radio.
- We provide interaction with the user, such as allowing them to make phone calls, send SMS, etc.
- Advertising is intertwined with entertainment, as the advertiser's brand appears throughout the game
- We make it possible to create an engaged community around the brand
How does your company add value or differentiate itself in the marketplace?
Advergaming is a game which functions as an advertising vehicle. It is sent to your mobile phone, with the goal of creating a positive experience for consumers with a new product or brand name. Advergaming creates greater awareness of the message and permits a positive (fun) identification with a brand name. The contact time between the brand name and the client in traditional “pop-up” advertising is about 2 seconds; however, a consumer can enjoy from 5 to 35 minutes, on average, with an advertisement/game.
What’s Advergaming on the Fly? It’s the killer in-game advertising solution for any Mobile Marketing Campaign. Advergaming on the Fly drives unintrusive advertising. GameSpace provides media companies with an effective way to promote digital content, products or brands to vital segments of the market.
Advergaming on the Fly’s innovation is to allow advertising agencies to insert ads into any interactive mobile game, without investing in development.
What advice would you give to someone who is new to mobile marketing?
Follow these steps:
- Connect to the MMA and get educational information and a list of trustworthy providers which follow best practices guidelines and codes of conduct;
- Mobile Marketing works, use this information to build a successful campaign and measure the results;
- Use unintrusive advertising
What is the one thing you wish you would have known before getting into the mobile marketing industry?
Unkasoft was a pioneer in the mobile marketing industry, so we had no previous experience to learn from. Now, companies getting into mobile marketing have the benefit of being able to study the successful campaigns and marketing strategies of those who have done it before.
Would you like to mention one of your successful campaigns?
The one I love most was our first campaign with Pepsi. We created a game for mobile and web. The objective of the game was to get through a labyrinth by drinking cans of Pepsi-Max, and at the same time dodging the enemy. In this case, the enemy were lumps of sugar which followed a set design to chase the protagonist; “Pac-Max”. If the player could make it in time, they could eat the Pepsi logo, making them invincible for a short period.
To encourage users to play and compete, a ranking system was used so that contestants could win a free one year’s supply of Pepsi-Max.
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What are 3 three things one should do to ensure a successful mobile marketing (MM) campaign?
- Targeting: reach the right people in the campaign.
- Value: send valuable information to your consumers.
- Metrics: gather information in order to keep improving.
How does Mobile Marketing Association help you drive your mobile strategy?
The MMA helps Unkasoft to improve its strategy by allowing us to get feedback from other members. The MMA also keeps us updated on the best companies working in the industry – we have the opportunity to learn from others’ successes. And so, it creates huge value for us.