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MOBILE CHAPTERS 1 2 3 4 Mobile Landscape Overview of recent statistics on mobile industry Mobile Trends Highlights current and upcoming trends for mobile Mobile Case Studies Featured case studies for each trend Mobile Roadmap Template guide/summary of mobile development

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MOBILE SOLUTIONS

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STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE SMS ‘ Short Message Service’ or text messaging – A brand can include a call-to-action on their traditional media prompting consumers to text-in and participate in a Campaign Walkers’ ‘Win an iPod’ campaign : Consumers text-in an entry code found in packets to enter – winners notified via SMS text MMS ‘ Multimedia Message Service’ – Allows people to share images and video over a mobile network BMW’s ‘Snow Tyres Reminder’ Campaign: Custom MMS messages sent to consumers before winter reminding them to buy snow tyre s MOBILE SITE A website that is compatible with all mobile platforms where consumers can download content (videos, wallpapers, ringtones), access and provide information and initiate calls Warner Bros. I Am Legend Campaign : Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club

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STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE GAMES Games designed for mobile devices – can be branded Rexona’s ‘Detective Stripes’ Campaign: Mobile banner ads sent consumers to a mobile site to download Detective Stripes Game, other content APPLICATIONS Mobile Apps, or special purpose software applications written to run on mobile phones (iPhone apps have gotten the most press but the majority of devices support applications) BMW’s ‘Snow Tyres Reminder’ Campaign: Custom MMS messages sent to consumers before winter reminding them to buy snow tyres VOUCHERING TICKETING Mobile vouchers that can be redeemed in-store – a consumer texts-in and is sent back a voucher (Redemption issues in many markets since the retailer needs specific hardware to validate the voucher) Warner Bros. I Am Legend Campaign: Moviegoers texted-in and received links to a mobile site to download trailer, wallpaper and join club

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STRENGTHS Source: The Mobile Marketing Handbook TYPES OF MOBILE SOLUTIONS TECHNOLOGY DESCRIPTION CAMPAIGN EXAMPLE LOCATION-BASED SERVICES Mobile service, application or advertising that can identify a consumer’s location Carlsberg’s ‘Where’s the Party’ Campaign: Mobile application based on GPS service connected to consumer’s social network sites so they could track parties, friends IMAGE RECOGNITION The ability of a system or mobile device to recognize an image and respond in some way Vodafone’s ‘Shoot and Score’ Campaign: Enabled consumers to ‘take penalty’ by taking a photo of the goal area they wanted to score in – image recognition technology enabled reply showing goalkeeper saving or missing ball AUGMENTED REALITY ‘ AR’ is a live, direct or indirect view of a physical, real-world environment whose elements are merged with, augmented by, virtual mobile-generated imagery, creating a mixed reality Nike’s ‘New Reality Campaign: Secret codes plastered around Hong Kong invited consumers to download a mobile app to view T90 soccer boots and ball in 3D on their mobile device

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APPLICATIONS

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The Marriot Annapolis <ul><li>Integrating Mobile Applications </li></ul><ul><li>Almost everything you would want to know about the hotel is included </li></ul><ul><li>Presentation is simple, engaging and ergonomic </li></ul><ul><li>Ideally this would be a great mobile engagement for every hotel, but this app only works for one hotel </li></ul><ul><li>The App has a huge range of features: </li></ul><ul><li>Watch a short video about the hotel </li></ul><ul><li>Book a room/check reward points </li></ul><ul><li>Restaurant and room service menus </li></ul><ul><li>Schedule housekeeping and wake-up calls </li></ul><ul><li>Send e-mails/feedback to the concierge </li></ul><ul><li>Maps and tourism advice for the nearby area </li></ul><ul><li>Connect with the hotel’s Facebook and Twitter accounts </li></ul><ul><li>Arrange transportation (soon: flight information) </li></ul>Users can scroll through a picture menu to find what they want quickly Easy to browse for local attractions and then Unique features like awake-up and housekeeping requests

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MTR Journey Planner and AR Browser <ul><li>Hong Kong iPhone AppStore overall #1 and Transportation category #1 </li></ul><ul><li>iPhone, Android </li></ul><ul><li>include journey planner with detailed </li></ul><ul><li>route results </li></ul><ul><li>search MTR shops and Point of </li></ul><ul><li>Interests (POI) </li></ul><ul><li>AR browser for out of station POI </li></ul><ul><li>Exit Tag for each POI </li></ul><ul><li>Integrate with MTR Forum and MTR </li></ul><ul><li>Club </li></ul><ul><li>Advertising-enabled </li></ul>Source: Cherrypicks

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Hang Seng Stock Quote and FX Trading <ul><li>Hong Kong iPhone Appstore overall #2 and Finance category #1 </li></ul><ul><li>Stock trading (iPhone) </li></ul><ul><li>For trading users </li></ul><ul><li>Real-time backend </li></ul><ul><li>FX/Gold Quote </li></ul><ul><li>Fast, clear, and easy-to-use </li></ul><ul><li>My portfolio </li></ul><ul><li>Portrait and landscape mode </li></ul><ul><li>Personalization functions such as lucky </li></ul><ul><li>color </li></ul>Source: Cherrypicks

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Reebok “Run Easy” <ul><li>Goal </li></ul><ul><ul><li>Dispel the myth – “no pain, no gain” </li></ul></ul><ul><ul><li>Encourage consumers to “run easy” </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Mobile opportunity to upload pictures and videos </li></ul></ul><ul><ul><li>Online component to view running trails and read blog posts </li></ul></ul><ul><ul><li>OOH posters and billboards </li></ul></ul><ul><ul><li>TV ads depicting athletes chatting as they run </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>4 countries </li></ul></ul><ul><ul><li>50K mobile responses </li></ul></ul>

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Nike “PhotoiD” <ul><li>Goal: </li></ul><ul><ul><li>- Promote new NikeiD service in </li></ul></ul><ul><ul><li>Europe </li></ul></ul><ul><ul><li>- Engage consumers while on-the-go </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>- Allow consumers to take pictures on phone, send to Nike, and receive a custom wallpaper </li></ul></ul><ul><ul><li>- Included: mobile, TV, print, online and OOH </li></ul></ul><ul><li>Result: </li></ul><ul><li>- 9 European countries </li></ul><ul><li>- TBA </li></ul>

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Puma “Together Everywhere” <ul><li>Goal: </li></ul><ul><ul><li>Unite friends in Europe </li></ul></ul><ul><ul><li>Encourage brand engagement </li></ul></ul><ul><li>Mobile Tools </li></ul><ul><ul><li>Free teleconferencing among friends </li></ul></ul><ul><ul><li>Country-specific ringtones </li></ul></ul><ul><ul><li>Mobile coupons (post-game) </li></ul></ul><ul><ul><li>Mobile TV channel </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>13 European countries </li></ul></ul><ul><ul><li>TBA </li></ul></ul>

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Land Rover <ul><li>Background: </li></ul><ul><ul><li>Land Rover wanted to increase brand affinity from affluent individuals in the NYC metro. An SMS campaign was launched to target professionals that received business news alerts. A second campaign mobile banner campaign was launched to generate leads. Both campaigns were live for two-weeks. </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Reach business professionals with $130K+ HHI in NYC metro </li></ul></ul><ul><ul><li>Drive to WAP site </li></ul></ul><ul><ul><li>Generate leads for NYC dealerships </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>12MM impressions </li></ul></ul><ul><ul><li>Over 500K visits to site </li></ul></ul><ul><ul><li>CTR: 1.46% </li></ul></ul><ul><li>Economics: </li></ul><ul><ul><li>88% conversion on video plays </li></ul></ul><ul><ul><li>3 % conversion on click-to-call </li></ul></ul><ul><ul><li>9% conversion on dealer locator feature </li></ul></ul><ul><ul><li>16% conversion for wallpaper downloads </li></ul></ul><ul><ul><li>1% conversion for email sign-ups </li></ul></ul>

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Toyota – FJ Cruiser <ul><li>Goal </li></ul><ul><li>- Promote the one-year anniversary of the FJ Cruiser; Experiment with </li></ul><ul><li>mobile marketing; Incorporate </li></ul><ul><li>mobile into a nontraditional </li></ul><ul><li>campaign: micro site, banners, videos, </li></ul><ul><li>mobile </li></ul><ul><li>Result </li></ul><ul><li>Video plays: 600K </li></ul><ul><li>Impressions: 2.1MM </li></ul><ul><li>Visits: 150K </li></ul><ul><li>CTR: 7.8% </li></ul><ul><li>Downloads: 50K </li></ul>

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Pepsi <ul><li>Background: </li></ul><ul><ul><li>Leading up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative. Pepsi became the first to incorporate video into its campaign. </li></ul></ul><ul><ul><li>Goals: </li></ul></ul><ul><ul><li>Generate entries in the Super Bowl Tickets 4 Life sweeps </li></ul></ul><ul><ul><li>Drive participation in Pepsi Super Can Contest (win jewel encrusted can), supporting launch of 15 new can designs </li></ul></ul><ul><ul><li>Extend Pepsi brand through wallpaper and video downloads of new can designs </li></ul></ul><ul><ul><li>Drive viewers of Pepsi-sponsored Super Bowl video updates on Sprint Power View </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>9 million impressions </li></ul></ul><ul><ul><li>CTR of 4.5% </li></ul></ul>

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SOCIAL

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Jimmy Choo <ul><li>Brands are using location-networking </li></ul><ul><li>Loyal customers will attend brand events </li></ul><ul><li>Brands can reward their best customers </li></ul><ul><li>Brands can create very engaging experiences with these tools </li></ul><ul><li>Foursquare (Location-based service) </li></ul><ul><li>Jimmy Choo teamed up with Four Squared to create “Jimmy Choo Trainer Hunt”. </li></ul><ul><li>This campaign connected people in the offline and online arena to learn about the Jimmy Choo brand lifestyle </li></ul><ul><li>Over 1000 people joined the hunt </li></ul><ul><li>Anyone who could catch the wandering pair of Jimmy Choo trainers could keep them </li></ul><ul><li>Allowed the brand to provide more information about their brand, promote new product line and gain more attention than traditional advertising </li></ul><ul><li>Engages consumers with the brand and lead them to do things that is both valuable for themselves and the brand </li></ul>

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ADVERTISING

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Essenuals Makes Print, TV and Outdoor Media Interactive <ul><li>Two way dialogue: interact immediately through text to provide feedback, request call back, find out more information, request a coupon/sample or find the nearest shop selling a particular product </li></ul><ul><li>ESSENUALS included a call-to-action on outdoor adverts in bus-stops and on phone booths asking consumers to text “HAIR” to 67777 to find the nearest essenuals salon, get details about services and a 20% voucher </li></ul><ul><li>Results: over 1000 consumers requested </li></ul><ul><li>vouchers which they received back via text </li></ul><ul><li>message </li></ul><ul><li>The response rate for this campaign was an </li></ul><ul><li>impressive 7% for all adults aged 15-35, with 25% of </li></ul><ul><li>consumers clicking the link for more information </li></ul>Source: The Mobile Marketing Handbook

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M-COUPON/VOUCHER

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Park n Shop View Special Offers and download coupon Coupon with Barcode saved in My Coupon Book

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AUGMENTED REALITY

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Sony Ericsson World Cup FIFA 2010 Source: Cherrypicks

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DIOR Perfume (Print ad + web) Source: Cherrypicks Displaying TVC + 3D Animation on the Print AD by augmented reality http://beauty.dior.com/int/en/woman/woman-fragrance/layout-fullscreen/miss-diorcherie- 2010.html

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TISSOT (Web+ Kiosk) Source: Cherrypicks Placing Augmented Reality application into a window outside Selfridges department store, allowing consumers to try on Tissot’s virtual T-Touch collection while standing in Oxford Street .