1. Brand Evolution TED Talks:
Branding Goes Mobile
Kellstadt Marketing Group Symposium 2011
April 16, 2011
tweeting guide:
@mobilebranding
#KMG2011

2. @mobilebranding
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Background: Really?

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VenusBeach: The Setup

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Setup: The Brand

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Setup: The Target

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VenusBeach: The Theory

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Theory: Mobile Youth
Generation Y is mobile, 76-83M1
1800
2nd determiner of teen social status
Calls
8.6 average age of first mobile use2 1350 Texts
41% can text blindfolded 900
50% open to marketing through phone 450
79% have mobile phones 0
<12 13-17 18-24 25-34 35-44
1,200 texts per month3 Q2 ‘08 avg/mn2
Hispanic & African-
American over-index
1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08

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Theory: The Promise
The Right Message to the Right Person
“half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half”
- John Wanamaker
Mobile allows you to deliver the
right message to the right
person

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VenusBeach: The Case Study

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Case Study: Summary
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with X.XM women and millions of impressions
Won the Silver Promo Marketing Award for Experience
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game

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Case Study: The Oasis

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Case Study: Premiums
Venus Tattoos
Venus Tanks
Venus Beach Towels
Venus Shower Radios
Yoga Mats
Venus Emory Boards Venus Ice-Masks

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Case Study: Signage
HISS Large Banners
La Vela Beach Stage Banner Internet Café Door Wrap
Entrance Pole Wraps
Elevator Wraps
Pool Bottom Graphic

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Case Study: Campaign Integration

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Case Study: Mobile Game (before)

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Case Study: Mobile Game (before)

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Case Study: Textual Fling (during)

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Case Study: Textual Fling

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Case Study: Textual Fling

20. @mobilebranding
#KMG2011
Case Study: Textual Fling

21. @mobilebranding
#KMG2011
Case Study: Textual Fling

22. @mobilebranding
#KMG2011
Case Study: Textual Fling

23. @mobilebranding
#KMG2011
Case Study: Textual Fling

24. @mobilebranding
#KMG2011
Case Study: Textual Fling

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Case Study: mPictures (after)

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Case Study: mPictures (after)

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TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack

28. @mobilebranding
#KMG2011
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack

29. @mobilebranding
#KMG2011
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-
Events
pack

30. @mobilebranding
#KMG2011
In Conclusion

31. @mobilebranding
#KMG2011
It’s All About Her

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#KMG2011
Go Where Your Consumer Is

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Enable Existing Behaviors

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Give Her Something She Wants

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Delight and Surprise Her

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Make it Fun

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And Social

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And Interactive

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Make Sure They Know You

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41. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to
41411
for presentation
@mobilebranding
312.912.2837 (m)