MMA - Mobile Marketing Association

Capitalise on a association between Pepsi and football using timed draws and aspirational prizes (Xbox 360)
Speak to "bulls eye" audience of 22 year olds
Drive sales of all Pepsi Variants
KPI Sales Uplift

Media

Large ATL campaign supported the activity (using Pepsi endorsers like David Beckham and Ronaldinho)
Users were encouraged to text a code found on pack for their chance to win an Xbox every 90 minutes
If users didn't win an Xbox they were given the chance to download exclusive mobile content

Results

Circa 1m unique users to date (1% redemption rate)
User paid 25p to enter - cost of text set up self liquidated
Anecdotally, sales are up from promotional period at the same time in 2005

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Ideal World


Brand:	Ideal World
Company:	Ideal World

Mechanics
mkodo works with the Ideal World Shopping channel on the following activities:

Broadcasts to segments of an opted-in customer database to prompt tune-in
On air premium rate text competitions at Ł1 tariff
SMS alerts for special offers and promotions

Results
Key Results:

Over 5K viewers respond to text-to-win competitions
Over 130K Ideal World customers happily received SMS communications in 2005
Very low unsubscribe rates for SMS Broadcasts shows that messages are of interest and value to customers

mkodo were selected because their Intelligent Mobile Platform (IMP) is rich in tried and tested functionality ; this means they can fulfill all manner of mobile campaigns and services with rapid deployment and minimum fuss. They are experienced at working in a pressurized air environment and understand the importance of a good customer experience. We are very happy to rely on them for our mobile service provision. Phil Lewis, Marketing, Ideal World
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LOCATION BASED


Brand:	Zingo
Company:	Enpocket

Mechanics
Location based taxi hailing service using GPS and mobile triangulation technologies Voice taxi hailing plus SMS customer recruitment, driver and customer CRM

Results
One of the first location based services to launch in the UK Successful trials of customer and driver management Delivers clear value to end user
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MMS


Brand:	Hasbro (mymonopoly)
Company:	Mindmatics

Objectives
To promote mymonopoly

Mechanics
Target opt-in users of the Sony Ericsson T68

Results
Worlds first MMS marketing campaign MMS Promotion contained animated slide show in colour with embedded sound file
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LOYALTY MARKETING

Campaign:	'HeySexy'
Brand:	Kiss 100
Company:	Flytxt

Objectives
To increase the loyalty of Kiss 100 listeners and to develop and interactive relationship.

Mechanics
A series of on-air and off-air campaigns were run incorporating offers and fun competitions to develop the database.

Results
Attracted 96,000 of KISS 100 listeners with an average of 13% response rates when users were invited to interact i.e. 23.5% requested to receive the 'HeySexy' logo to their phone
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SPONSORSHIP


Brand:	Vodafone Ferrari Sponsorship
Company:	WIN

Objectives
Raise awareness of the sponsorship

Mechanics
Customers sent in a SMS to enter competitions for fans to go on F1 simulators, win merchandise etc.

Results
Over the course of the weekend over 6,000 messages were sent 10% at Silverstone participated in the event
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NEWSPAPER PROMOTION


Brand:	Sun / Surf
Company:	Broadsysteml

Objectives
Interact with readers and build a CRM database

Mechanics
One week campaign in the publication offering readers the opportunity to win Ł10,000 if they could name the celebrities

Results
103,777 players entered 747,239 messages sent 2/3 opted in further promotion messages to be sent to them 81% of readers thought the promotion suited The Sun 40% asked to see more
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DIRECT RESPONSE


Brand:	Smart Car (Daimler Chrysler)
Company:	The Mobile Channel

Objectives
Generate leads for test drive bookings

Mechanics
An SMS was sent to over 21's living within 25km of one of the 32 Smart dealerships across the UK

Results
First 800 messages sent led to the sale of three Smart cars First 20,000 messages resulted in 1,500 test drives Extremely successful and cost effective Anke von Platen, New Media Manager, Daimler Chrysler UK: "The main lesson we learned was that SMS is very efficient and very applicable to our customers. It is fast, simple and you can do it all over the country"
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MEDIA INTERACTIVITY

Campaign:	GMTV's Inch Loss Island
Brand:	GMTV
Company:	Opera Telecom

Objectives
To use mobile / SMS to aid dieters to loose weight through alerts

Mechanics
Those that subscribed to the service via SMS then received diet incentive straight to their phone

Results
20,000 subscriptions in the first two weeks. Information provision, where appropriate, replaces all previous forms such as leaflets and printed fact sheets. GMTV have also now incorporated SMS as and integral part of programming
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CHARITY / FUND RAISING

Campaign:	Sport Relief
Company:	Flytxt

Objectives
Raise money for the Sport Relief campaign via the mobile device

Mechanics
Consumers simply had to text in an answer to the quiz via a premium rate short-code

Results
First time in the UK that a short-code was used across all networks, first premium rate campaign to run across mobile and also the first time a charity used SMS to raise funds Ł220,000 was raised for Sport Relief
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MOBILE COUPONS


Brand:	Gossard G-strings
Company:	Flytxt

Objectives
Raise awareness of the new line of Gossard lingerie to encourage purchase

Mechanics
Text in code to receive a Ł1 off m-coupon Media First time a major brand had chosen SMS as SOLE entry channel for DRTV also supported with print

Results
20,000 coupons were requested in the first two weeks, significant data collection of names and addresses for further information
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BRAND AWARENESS


Brand:	Chapsticks / MTV
Company:	12Snap

Objectives
Raise awareness of Chapsticks brand

Mechanics
Push SMS campaign to MTV database with fun SMS quiz and viral component

Results
16.5% response rate and the first use of MTV's permission based list for marketing
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EVENT PROMOTION

Campaign:	Free football tournament
Brand:	Nike
Company:	Enpocket / O&MM-Digital / o2

Objectives
Promote free football tournament at The Dome to link Nike with football ahead of the World Cup

Mechanics
SMS alerts were sent to 18-35 year old males within the radius of The Dome invited to join the tournament. The alert was sent at half time in the Manchester United Champions League Semi final 2002

Results
The overwhelming response dispensed with the need for subsequent bursts
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SALES PROMOTION

Campaign:	Txt a Monster
Brand:	McDonalds
Company:	12Snap

Objectives
Raise awareness of the Monsers Inc film through mobile marketing and to develop the McDonalds txtclub for CRM

Mechanics
Consumers were simply asked to text in their monster code to a long number and if they won a prize they were alerted back.

Media
Instore, print and TV

Results
Due to the success the CRM txtclub was developed in the UK, Germany and the Netherlands
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_________________________________________________________________ Pepsi - XBOX 360

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Pepsi - XBOX 360