Mobile Marketing Workshop
Nov. 2010
Market Landscape
Mobile internet usage has continued to grow…
Source: CNNIC and MIIT, Dec. 2009 vs., June 2010
Mobile phone users
805 mm
Internet
Mobile
Internet
277 mm
Total: 422 mm
Mobile phone users
747mm
Internet
Mobile
Internet
233 mm
Total: 384 mm
95% Mobile Internet Users are on Flat Rate Data Plans
Source: DCCI
News
%
Downloading
%
Search
%
Readings
%
Mobile bank
%
Mobile Payment
%
Mini Blog
%
Online Game
%
Mobile Video
%
Online Music
%
Instant Msg
%
SNS
%
Mobile Shopping
%
Mobile Functionality is Surpassing PC Functionality on Many Fronts
Source: DCCI
来源： DCCI互联网数据中心
样本描述：N=33978；于2010年3-4月通过在了手机腾讯、手机新浪等数十家主流手机网站联机调研获得.
%的中国手机互联网用户平均每周使用手机上网超过50次，即平均每天超过7次。可见用户手机上网单次时长短、频次高，也体现了手机上网便利的特点。手机互联网用户每天手机上网时长集中在1-4小时。
New Trend and OPPORTUNITIES
Trend 1:
The number of Smartphone users is growing rapidly in China
(iPhone + Android)
2010E 13 Million
2011E 35 Million
Mobile App Usage continues to increase
Smartphone Ads Will Become More Visually Engaging and Interactive
HTML5 mobile ads and apps are now on its way to enrich user experience with more interactivity
Post-click experience
The new Smartphone ads allow us to integrated sounds, touch, motion sensor and vibration, GPS and even more functions
Post-click experience
The new Smartphone ads allow us to integrated sounds, touch, motion sensor and vibration, GPS and even more functions
Operators
Mobile Manufactories
NOkia
MOTO
Samsung
Third parties
Mediatek
Operators and mobile phone manufactories are developing their own application stores;
Third party app stores are also taking big advantage of the lacking of official app store of apple and android
China Mobile
China Unicom
China Telcom
HTC
Trend 2:
Fixed Internet Players are expanding to mobile
8 of 12 top ranked mobile sites are from internet.
Users are increasingly accessing Social networks and micro-blogs from mobile
50% traffic is generated from mobile
27% traffic is coming from mobile ( 200million PV through mobile per day)
More users are accessing internet content with their mobile phones (Mobile Web & App), it’s necessary now for brands to deploy campaigns covering both internet and mobile.
LBS (Location Based) Mobile Marketing is emerging
Trend 3
The LBS Key Players in China
Latitude - Like
Mytown - Like
Foursquare or
Gowalla like
Getyowza
Yelp like
……
……
……
……
Mimi Getaway Stockholm
Trend 4
iPad-like devices development give branded application and in-app marketing a new stage
iPad Game/iPad product demo
Today’s 360 mobile marketing
Awareness
Perference
Sync & Share
Purchase & Trial
TV
Internet
Outdoor
Store
Mobile CRM
Print
Maximum Reach the Target Audience, and to Build the Brand Awareness
Awareness
With mobile media,
advertisers can
PROFILE & TARGET
the most desired consumers
Samples
Targeting criteria based on user profile and handset characteristics:
By Carrier
（., China Mobile or China Unicom or China Telecom）
By Time
（., 9am-5pm everyday or every Monday, Wednesday and Friday)
By Geography
(., Beijing，Shanghai，Guangdong)
By Handset brand/Model
(., iPhone, Nokia(Symbian), HTC(Android), SonyEricsson…)
By Handset pricing
(., Handset retail price over 3000RMB)
By Handset feature
(., Smartphone，Music Phone，Female-oriented Phone，Game Phone)
Targeting to Young Generation
By Handset brand
(. Nokia, Motorola, SonyEricsson, Samsung, O2/HTC/Dopod…)
By Handset pricing
(. Handset retail price between 500-2000 RMB)
By Handset feature
(. Music Phone, Game Phone)
Targeting to 3-5 tier cities
By Handset brand
(. Nokia, SonyEricsson, Samsung, Motorola, K-Touch…)
By Handset pricing
(. Handset retail price between 500-2500 RMB)
By Handset feature
(. Female-oriented Phone)
Auto brand show their great interesting in 12580 magazine advertising
12580 Mobile Magazine
HP Mini110 Promotion on Mobile
Mobile users of different segments would see the different ads on mobile internet
Click the ads into pink or black mobile sites
vote for the photos featuring HP Mini 110 and potentially win a Mini 110
Download wallpapers featuring HP Mini 110, and click the hotline to call for inquiries
Refer the site to friends and join a lucky draw, bringing a viral marketing effect
Content sponsorship
(Portal/SNS/Vertical/LBS/baidu tieba,ifeng)
篮球专区
adidas 无线俱乐部
跑步专区
女子专区
足球专区
内容植入
内容植入
内容植入
内容植入
Encourage user to engage with the brand/product/campaign
Preference
Mobile Site Version
最新活动
徽章收集大作战
最新促销
产品介绍
TVC欣赏
调研赢奖
Challenge
How to take advantage of Valentine’s Day economy to arouse consumers’ brand awareness as a bond of love?
Solution
Set up a mobile campaign site to encourage consumers to express their love with the cartoon envoy Doro, engaging consumers by a customized theme package designed by friend which will show friend’s romantic message exactly on 14 Feb.
Result
80,000 visitors ordered a customized mobile theme package for friends in 14 days and mobile theme packages had 350,000 times download.
The customized message will be shown on 14 Feb
Deepen consumer engagement KFC Romantic Themed Campaign for Valentine’s Day
Challenge
How to introduce new products to the market and build an intimacy between Extra and consumers?
Solution
Designed a easy to play mobile game which is close related to the new products for consumers and urged them to share with friends, together with different stimuli to engage them.
Result
During the campaign period, the mobile game reached 60,000 download and every visitor played the game 800times.
Deepen Consumer Engagement: Extra
Step 2
Receive a WAP push containing user ID, password, and link to individual mobile space.
Step 1
Register on Pepsi's Internet/Mobile partner sites
Pepsi Creative Challenge III
Solution:
Created 1st Branded “Mobile Facebook” in China and built a National “Go China” Mobile Community with 360° Digital Interactive Campaign, Sync Data from Multiple Internet/Mobile Media Partners.
Challenge:
How to increase interactions between Pepsi and consumers and engage them in a Pepsi community?
Result:
Leveraged 530,000+ mobile participates in only 3 weeks and created the world’s largest branded mobile community.
Deepen Consumer Engagement
Starbucks: black is chill
Trial & Purchase
Trial & Sampling to Increase Consumption
Lipton Afternoon Tea Delivery
Challenge:
How to increase consumption of Lipton
tea in daily life?
Solution:
Created a integrated online and mobile campaign, encouraging consumers to send their friends an afternoon tea package online.
Inform the recipients via SMS once the order is submitted on the internet, and gain their feedback.
The friend will receive an Lipton tea sample package arriving at submitted address.
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2010 BMW X Riders Recruitment
COUNTRY
CHINA
BACKGROUND
With 2010 BMW ChengDu X Travel, to recruit consumers as elite riders
CHALLENGE
Promote users’s registion and participation successfully
STRATEGY
Establish website through wap and ad on QQ automobile channel and Kong
IMPLEMENTATION
Obtain large amount of awareness through wap website and ad on wap
Mobile Site Homepage
2010 BMW X Riders Mobile website
Join BMW X Travel
Recruit elite riders through mobile internet,discover mysterious travel and win BMW X1 28i Unlimited km use
Making your consumer talking about it,
Viral Marketing via SNS & LBS
Sync & Share
游戏顺利过关，转发6个好友就能免费获得一个新品品尝券哦！
今天在超市看到新包装的康师傅饼干，好像是星座包装的哦
分享到
再次传播/病毒营销机制
鼓励用户分享在网站内的互动/线下的购买和使用体验
利用LBS应用，带动零售点的人气和促销信息分享
我在武宁家乐福，参加
百事可乐现场AR游戏
赢了一箱百事哦！
NIKE signing in campaign at Dongdan
Solution:
Used viral power by posts on Sina,Renren,Kaixin001,Douban as campaign warm-up
Integrated online, mobile and offline, delivering gifts to participants on the spot
How to invoke heated social discussion on NIKE?
Integrate with other media effort
Cross Media
通过手机跨媒体整合,促进消费者互动
互联网
电视
户外广告
广告结局大猜想投票…
众多优惠等你赢
输入产品PINCODE，获得虚拟礼物和抽奖机会!！
发送PEPSI到1066XXXX
下载百事手机客户端赢大奖
产品包装
这两个麦璇风有什么区别
拍摄照片发送至1066xxxx
你就知道
Cross Media Integration: Pepsi Battle of the Bands 2009
Live TV show
On PC-site:
Live behind-the-Scenes
On mobile site:
live TV show and campaign video on demand
Cross Media Integration: Pepsi Dream Band Game
The band members’ performance
on the live will affect
their value in the game
Mobile Band
Broker Game
Vote for your
Bands online
and on mobile
Live TV Show
McDonalds Snap Now +IVR
Cross media integration
Starbucks Yunnan Modern Art painting competition
Solution:
Developed an integrated online and mobile campaign to maximize the impact of modern art exhibited on campaign site, by enabling consumer to listen the creation story of artists via mobile phone after sending SMS with the serial number of individual painting, together woth other different stimuli to engage with them.
Result:
5,256 mobile calls (19 days)
55,102 votes
1,237,851 unique visitors
Mobile campaign site
Posters in store
Challenge:
How to build awareness of Starbucks art competition for its new Yunnan coffee launch and create consumer’s emotional bonding to the new drink?
Choose a girl
Set alarm clock
Challenge:
How to promote interaction with TA (young men/football fans) during World Cup?
Solution:
- Created integration of online and mobile campaign with the new technology-IVR, providing alarm clock service for consumers during World Cup, therefore girls will give calling at a set time.
Cross media integration
2010 FIFA World Cup Bud Babe campaign
High security level
Secure
New marketing tool to fit users’ needs
Innovation
Numerous interactive elements
Rich content
Integration with all kinds of media
Integration
Gather user info and provide targeted service
Targeted
Deliver message to users directly
Fast
Mobile APP
How to get mobile APP
Print
TV
OOH
Internet
Mobile
Bluetooth
Apple Store
Java
& Android
version
iPhone
version
Input phone number online to download
Download APP
Mobile website to download widget
Bluetooth Device to push widget
Mobile APP Function
Mobile APP
Utilize the various mobile phone functions to create branded APP with an aim to increase stickiness and loyalty of consumers
GPRS
WIFI
Bluetooth
Video /Sound/Record
LBS
GPS
3D
SMS/MMS
Gravity sensing
Mobile Augment Reality
A Day IN life with ECCO – Mobile APP
It records your steps while you are walking
Mobile solution:
provide a more convenient way to communicate with consumers via mobile widget, which embedded with brand elements and interaction
Utilize SMS/MMS Push as a key exposure tactic for widget promotion
Cross Media Leverage —— SMS Interaction to get the mobile widget
Result
During this campaign, 25,633 download and 1,617 users activated the mobile widget.
How to increase member acquisition and enhance brand loyalty among user or potential user?
手机互联网
广播
户外媒体
杂志媒体
KFC Summer Kara OK– Mobile APP
Challenge
How to promote new drinks in hot summer and create special interaction with consumers?
Solution
Designed first brand Kara OK mobile application embedded with brand’s idea and elements, encouraging consumers to show their voice by sharing with friends for vote, also set up a mobile campaign site to support the campaign.
Result
About 240,000 times application download in 21 days.
Harbin Beer AR-Mobile APP
Challenge:
Enhance brand awareness against target consumers
Maximize traffic driven to official campaign website
Leverage offline activities to enhance registration and engagement
Solution:
Adopted in an innovative ‘Augmented
Reality (AR)’ mobile program, encouraging
The players to complete a relay on the mobile
with rewards for the winner, and set up a
mobile campaign site in the whole media
Integrated campaign.
Result:
3,837 game players
46,937 times AR downloads
53 of which win the AR prize
FAW-Volkswagen CC Mobile Application
360 visual impact
on touch screen
Branded content
for download
Infiniti G-Force Mobile Application
Step 2
Open the app to start the racing game with Infiniti
Step 1
Enter the campaign site to download the app and install it to mobile
Today’s 360 Integrated Marketing
Today’s 360 mobile marketing
Targeted mobile ad serving +mobile magazine push
Awareness
Mobile campaign site/App engagment
Perference
Micro Blog+mobile SNS+LBS
Sync & Share
Mobile coupon downloaded from mobile site /mobile App
Purchase & Trial
TV
Internet
Outdoor
Store
Mobile CRM
Print
Award Winning Mobile Cases
Pizza Hut iPhone App
Best Mobile Display Campaign(MMA 2009)
Best Emerging Technology Campaign(MMA 2009)
Pizza Hut iPhone App Best Mobile Display Campaign(MMA 2009) Best Emerging Technology Campaign(MMA 2009)
IKEA iPhone App CANNES LION 2010 ORO
iButterfly iPhone App Best Mobile Marketing Award (Japan 2010)
iButterfly iPhone App Best Mobile Marketing Award (Japan 2010)
Fanta Stealth Sound System
MMA Award for Overall Excellence
Mobile Mareking
Do’s and Dont’s
Make it simple, but keep user engaged,
Mobile users are most likely on-the-go (less patient), so the information should be clear, and the action required should be simple and fun! Interaction barrier design should be grounded in an understanding of TA’s mobile usage and/or behavior analyze .
Don’t make consumers type/click more than they have to,
this is because mobile keyboards are small and less fixable, so try to avoid long url, having user to key in their full mailing address, or click/upload more than they have to.
Think about cross media integration, SMS interaction, Bluetooth, IR or AR technologies make billboards and prints become interactive, so let mobile to activate your consumers on-the-go and get their instant response
Don’t let mobile stands alone, use your media effort to support it, print your SMS interaction code on your package, poster and most importantly, place ads on mobile internets where your consumers can visit your mobile website just one click away.
Remember some innovations only works on a certain % of mobile phones, and you might need your PR team to make sure there will be more people know about it, especially marketing magazines and award judge panels
Don’t develop any campaign just because of the technology is so sexy, Innovation is not necessary high-tech, there should be some kind of touch-point between your communication strategy/TA behavior and the technology you are applying.
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