1. THE BEST of MOBILE
MARKETING 2015
The list of projects and concepts from 2015. Only a little bit subjective. In random order. Definitely worth remembering. From @mobee_dick.

2. A
fitness
tracker
brand,
Fitbit,
has
partnered
up
with
a
food
bank
network,
Feeding
America,
for
a
campaign
called
„Fit
for
Food”
that
encouraged
Fitbit
users
to
donate
their
burned
calories
to
feed
those
hungry.
106,000
users
have
burned
one
billion
calories
which
Fitbit
then
converted
into
a
donaAon
to
Feeding
America.
FITBIT:
FIT
FOR
FOOD
wearable
devices
acAvity
tracker
Bluetooth
4.0
1
USA

3. Stop
racing
friends
on
fitness
tracking
apps
and
take
on
something
more
compeAAve
instead…
Like
a
tiger
with
a
GPS
tracker
for
instance.
Contestants
can
monitor
their
performance
against
the
big
cat
and
each
other
using
the
hashtag
#Run4Tiger
on
TwiOer.
Each
looser
needs
to
donate
$5
to
the
WWF’s
Save
The
Tiger
campaign.
WWF
RUSSIA:
TIGER
CHALLENGE
Russia
social
media
2
running
mobile
apps

4. Exercise
brand
Equinox
was
losing
members
of
its
indoor
cycling
classes
to
bouAque
brands
like
SoulCycle
and
Flywheel,
which
offered
a
more
compelling
cycling
experience.
By
leveraging
mobile
technology,
Equinox
created
“The
Pursuit,”
an
interacAve
cycling
course
that
reported
members’
biometrics
in
real
Ame
and
set
up
compeAAons,
both
individually
and
team-­‐based,
to
moAvate
beOer
performances.
The
new,
innovaAve
experience
helped
increase
class
sizes
and
drove
member
retenAon.
EQUINOX:
THE
PURSUIT
biometric
3
USA
second
screen

5. MCDONALD’S:
MOVE
UPDATE
fitness
mobile
apps
Poland
Move
Update
is
a
unique
project
turning
real
life
data,
collected
from
fitness
apps
into
mobile
games
bonuses.
All
user
has
to
do
is
to
connect
the
game
with
one
of
the
fit
app
account
such
as
RunKeeper,
Fit
Bit
or
Strava.
The
mechanism
converts
data
collected
during
the
execuAon
of
any
acAons
into
bonuses
and
extras
in
games.
The
more
user
moves
in
real
life
the
more
powerful,
faster
and
stronger
he
becomes
in
the
mobile
world.
The
project
won
Golden
Drum
2015
(Branded
content
Games)
and
Cannes
Lions
2015
(mobile
games,
services
bronze).
4

6. Millions
of
children
struggles
to
make
eye
contact
due
to
AuAsm.
‘Look
At
Me’
is
an
interacAve
camera
app,
that
is
scienAfically
designed,
tested
and
proven
to
help
children
with
AuAsm
learn
to
make
eye-­‐
contact
with
their
family
and
friends.
Jong-­‐Hyun
trained
with
Look
At
Me
every
day
for
eight
weeks.
And
it's
not
only
helped
him
to
make
eye
contact
more
easily,
but
also
brought
him
closer
to
his
mom.
SAMSUNG:
LOOK
AT
ME
mobile
app
worlwide
5

7. Flash
photography
is
one
of
the
easiest
ways
to
detect
the
early
signs
of
ReAnoblastoma
(Rb)
–
an
aggressive,
deadly
eye
cancer
affecAng
predominantly
young
children.
When
a
tumour
is
growing
inside
a
child’s
eye,
it
ogen
reflects
back
as
a
white
pupil
in
photos,
which
can
be
the
warning
sign
parents
and
guardians
need
to
ensure
a
life-­‐saving
early
diagnosis.
Instead
of
posters
that
told
the
audience
what
to
look
for,
the
campaign’s
posters
took
them
through
the
experience
of
seeing
eye
cancer
in
their
photos.
CHECT:
THE
NEXT
PHOTO
‘InteracAve’
posters
UK
6

8. SAMSUNG:
BACKUP
MEMORY
Bluetooth
mobile
app
A
smartphone
can
be
extremely
important
for
an
Alzheimer's
paAent
-­‐
it
helps
jog
memories
that
might
otherwise
be
lost.
Samsung
is
clearly
aware
of
this,
as
it
released
a
dedicated
Backup
Memory
app
to
sAmulate
the
memories
of
early-­‐onset
paAents.
The
Android
tool
uses
Bluetooth
to
detect
when
friends
and
family
running
the
app
are
nearby.
If
they
are,
it'll
both
idenAfy
the
person
and
show
user-­‐
uploaded
photos
and
videos
that
recall
past
events.
7
Tunisia

9. The
campaign
encouraged
to
donate
virtual
hearts
through
taking
and
uploading
photos
to
the
network
marked
with
#GiveYourHeart.
Images
tagged
this
way
are
transferred
to
an
applicaAon
for
a
joint
photograph
of
heart
on
dawca.pl/oddajserce.
The
campaign
used
Instagram’s
naAve
funcAon
–
double
tap
to
like
(heart).
DAWCA.PL:
#GIVEYOURHEART
Poland
social
media
(Instagram)
8

10. VODAFONE:
THE
RED
LIGHT
APP
mobile
app
Turkey
With
one
in
three
women
in
Turkey
being
a
vicAm
of
domesAc
violence,
Vodafone
launched
an
app
which
allows
women
to
alert
their
contacts.
The
app
is
designed
to
look
just
like
a
flashlight,
and
when
the
phone
is
shaken
three
trusted
people
in
the
user’s
contact
list
receive
a
message
that
the
user
is
in
trouble,
in
addiAon
to
indicaAng
their
exact
locaAon.
Over
254,000
women
have
downloaded
the
app,
the
equivalent
of
24%
of
all
female
smartphone
users
in
Turkey.
Vodafone
won
the
Media
Grand
Prix
at
Cannes
Lions
2015.
9

11. ALWAYS:
BACKMEAPP
Lonely
and
late
home
return
can
be
a
challenge,
especially
for
girls.
BackMeApp
offers
a
simple
way
to
feel
more
confident
in
this
situaAon.
If
something
unexpected
happens
along
the
way,
such
as
deviation
from
the
original
route,
our
friend
is
alarmed
immediately
by
its
smartphone.
mobile
app
10
Israel

12. HONDA:
#HRVSELFIE
With
10
cameras
across
the
interior
and
exterior,
the
HR-­‐V
Selfie
EdiAon
allows
drivers
to
snap
self-­‐portraits
while
the
car
is
in
park.
This
campaign
was
organised
at
April
Fool’s
Day
J
3
months
later
Honda
kicked
off
#HRVSelfie
Contest.
If
one
was
interested
in
entering
the
contest,
scheduled
their
Honda
HR-­‐V
test
drive
and
took
a
selfie
with
Honda’s
newest
vehicle.
USA
social
media
11

13. DOVE:
#LOVEYOURCURLS
Many
of
curly-­‐haired
girls
feel
the
exisAng
female
emojis
underrepresent
their
hair
type.
Dove
decided
to
help
every
woman
to
be
proud
of
their
curly
hair
and
made
‘Dove
Love
Your
Curls
Emojis
Keyboard’
app.
The
app
works
with
all
of
your
favorite
apps:
iMessage,
WhatsApp,
Facebook
Messenger,
Kik,
Viber,
email,
and
more.
USA
mobile
app
12

14. social
media
(TwiOer)
USA
13
DOMINO’S
PIZZA:
EMOJI
ORDERING
Dominos
took
an
innovaAve
approach
to
pizza
orders,
catering
for
the
Snapchat
and
Yo!
GeneraAon
with
emoji
based
ordering
system.
Users
can
simply
tweet
the
pizza
emoji
at
the
restaurant
to
place
an
order.
The
system
involves
registering
their
TwiOer
handle
and
entering
their
topping
preferences
and
payment
informaAon.
This
campaign
was
so
successful
it
won
Cannes
Titanium
Grand
Prix
2015
for
most
breakthrough
idea
of
the
year.

15. DUREX:
#CONNECT
Durex
has
unveiled
smartphone
‘technology’
that
claims
it
could
change
couples’
sex
lives
forever:
the
OFF
buOon.
The
Durex
Connect
app
is
a
user-­‐
friendly
way
to
synchronise
your
phone
with
your
partner’s,
so
that
neither
can
renege
on
the
promise
of
dedicated,
tech-­‐free
connecAon.
At
agreed
Ames,
or
by
spontaneous
agreement,
it
will
simply
mask
user
phones’
home
screen,
effecAvely
purng
the
handsets
to
sleep
and
removing
all
distracAons
so
that
their
can
disconnect
from
technology
and
connect
with
each
other.
mobile
app
14
worldwide

16. WHISKAS
AUSTRALIA:
CATSTACAM
A
wearable
collar
camera
lets
cats
to
take
and
post
pictures
on
Instagram.
Whenever
the
cat
comes
within
range
of
a
Wi-­‐Fi
network,
the
camera
automaAcally
uploads
the
photographs
to
the
Instagram
account
set
up
for
the
cat
by
its
owner.
Australia
wearable
devices
15
social
media
(Instagram)

17. PEDIGREE
&
GOOGLE:
THE
REAL
TIME
LOST
DOG
APP
If
a
dog
goes
missing,
every
second
counts.
Pedigree
has
created
a
‘Found’
app
that
allows
dog
owners
to
pre-­‐register
their
dog.
If
a
dog
is
lost,
the
owner
can
use
the
app
to
send
out
a
real
Ame,
geo-­‐targeted
message
to
people
in
the
vicinity.
When
an
owner
hits
'LOST'
on
the
app,
a
pre-­‐registered
'lost
dog'
adverAsement
featuring
their
dog
is
created
and
instantly
served
across
the
Google
Display
Network
within
a
1.5
mile
(2.5km)
radius
of
the
owner.
New
Zealand
mobile
app
16
Google’s
digital
ad
network

18. Every
passenger
hopes
for
a
chance
to
get
a
free
upgrade
to
the
business
class.
Air
France
launched
a
clever
liOle
mobile
game
that
lets
people
waiAng
at
the
gate
to
compete
against
each
other
for
upgrades
to
business
class.
AIR
FRANCE:
#UPGRADE
CHALLENGE
Asia
mobile
game
17

19. S7
AIRLINES:
THE
IMAGINATION
MACHINE
biometric
markeAng
Russia
S7
Airlines
used
EEG
technology
to
turn
people’s
imaginaAon
into
game
controllers
of
a
virtual
plane.
People
were
fiOed
with
an
EEG-­‐
brainwave
headset
that
monitored
their
brain
acAvity
throughout
gameplay
via
a
forehead
biosensor.
The
more
people
focused
on
their
dream
desAnaAon,
the
closer
the
plane
on
the
projecAon
mapped
globe
stayed
to
the
ideal
flight
path.
If
people
were
able
to
stay
focused
throughout
gameplay
they
would
receive
a
roundtrip
Acket
to
actually
go
there.
18

20. VOLVO
CARS
US:
#VOLVOREALITY
mobile
app
VR
-­‐
Google
Cardboard
Volvo
had
to
find
a
way
to
fuel
interest
in
its
not-­‐yet-­‐released
XC90.
Although
the
car
wouldn't
be
available
unAl
the
following
spring,
Volvo
wanted
to
demonstrate
its
design
and
capabiliAes.
The
company
teamed
up
with
R/GA
and
FrameStore
to
design
an
interacAve
experience
using
Google
Cardboard,
a
new
and
low-­‐cost
virtual
reality
plaxorm.
Ager
downloading
the
Volvo
Reality
app,
users
could
slide
their
smartphone
into
the
Google
Cardboard
mount
to
look
around
the
inside
of
the
car
and
take
a
virtual
test
drive.
19
USA

21. PIZZA
HUT:
BLOCKBUSTER
PIZZA
BOX
dedicated
mobile
website
QR
codes
Thinking
that
movie
nights
and
pizza
are
a
natural
fit,
Pizza
Hut
created
a
new
cardboard
pizza
box
that
turns
into
a
working
movie
projector
powered
by
your
smartphone.
If
you
don't
have
Nexlix,
Pizza
Hut
has
printed
a
QR
code
on
each
box
that
you
can
scan
with
your
smartphone
to
download
a
free
movie
(there
were
four
different
genres:
acAon,
scary,
romance
and
sci-­‐fi).
20
China

22. In
an
effort
to
reclaim
family
mealAmes
from
the
ringing
of
mobile
phones
and
blare
of
televisions,
the
food
brand
has
created
a
rather
revoluAonary
piece
of
technology.
Pepper
Hacker
is
a
pepper
grinder
that
will
turn
off
all
electronic
devices
in
its
range.
It’s
a
saviour
for
all
frustrated
moms.
DOLMIO:
PEPPER
HACKER
electronic
devices
Australia
21

23. TELEKOM:
FESTIVAL
BUDDY
electronic
device
Hungary's
Telekom,
sponsor
of
the
famous
Hungarian
music
fesAvals
Sziget
and
Balaton
Sound,
wanted
to
illustrate
the
reliability
of
its
4G
signal
even
during
crowded
events,
as
well
as
engage
fans
at
the
fesAvals
and
those
at
home
who
couldn’t
aOend.
The
FesAval
Buddies
were
sog
and
lightweight
characters
worn
on
the
shoulders
of
specially
recruited
Buddy
Guides
at
the
event.
During
the
fesAvals,
2,000
connecAons
were
established,
and
three
FesAval
Buddies
succeeded
in
showing
the
fesAval
from
a
unique
angle
to
54,000
people.
Hungary
22
internet
connecAvity

24. IDEA
BANK:
MOBILE
ATM/CDM
The
BMW
i3
allowed
Idea
Bank’s
clients
not
only
to
deposit,
but
also
to
withdraw
their
money.
Ordering
deposit
machine
through
mobile
app
at
defined
address
works
just
like
ordering
a
taxi.
The
project
was
developed
in
partnership
with
iTaxi,
which
prepared
the
mobile
booking
app
available
for
Android
and
iOS.
Electric
cars
driving
on
the
streets
of
Warsaw
with
ATM/CDMs
is
another
step
towards
making
banking
truly
mobile.
Poland
mobile
app
23

25. To
promote
the
new
308
GTi,
Peugeot
has
launched
a
mobile
video
ad
campaign
that
uses
hapAc
feedback
technology
to
simulate
the
vibraAons
of
the
car’s
engine
at
key
points
during
the
ad.
The
ads
are
powered
by
a
hapAc
technology
called
TouchSense
Engage,
produced
by
a
company
appropriately
called
Immersion.
The
campaign
was
only
available
for
Android
devices
at
that
Ame,
and
could
be
experienced
through
Immersions
Content
Portal
app
on
Google
Play.
mobile
video
ad
campaign
hapAc
technology
PEUGEOT:
ENGINE
SIMULATOR
24
UK

26. McDonald’s
became
the
first
brand
to
buy
into
Snapchat’s
latest
ad
product,
geofilters.
ApplicaAon
users
can
decorate
their
snaps
with
an
iconic
double
cheeseburger,
or
other
equally
brand-­‐specific
illustraAons.
This
soluAon
works
very
similar
to
the
filters
that
display
locaAon.
SNAPCHAT:
SPONSORED
GEOFILTERS
US
social
media
(Snapchat)
25

27. Guitar
players
were
challenged
to
prove
their
skills:
They
had
to
perfectly
play
a
difficult
solo,
wriOen
by
Björn
GeloOe
himself.
The
perfecAon
was
measured
by
using
Shazam
like
never
before:
as
a
musical
judge.
Only
if
the
user
played
well
enough,
Shazam
would
detect
a
match
and
reveal
a
website
with
the
chance
to
exclusively
pre-­‐order
or
even
win
the
new
Les
Paul.
Shazam
measured
250+
successful
matches.
One
lucky
guitar
mastermind
got
the
new
Les
Paul
for
free.
The
rest
of
the
first
producAon
batch
was
sold
out,
before
it
was
even
in
stores.
EPIPHONE
by
GIBSON:
THE
LES
PAUL
SKILL
CHECK
Germany
mobile
app
Shazam
26

28. MOTOROLA:
MOTO
EXPERIMENT
adverAsing
campaign
social
experiment
Actor
Ashton
Kutcher
is
helping
to
promote
two
of
Motorola's
newest
smartphones,
the
Droid
Turbo
2
and
Moto
X
Pure
EdiAon,
in
a
new
markeAng
campaign.
It
involves
tricking
people
into
parAcipaAng
in
an
"experience"
to
find
out
their
relaAonship
with
their
smartphones.
27
worlwide

29. EX
MACHINA
MOVIE:
’HAVE
YOU
EVER
BEEN
IN
LOVE?'
Tinder
users
at
the
SXSW
fesAval
on
Saturday
were
encountering
an
aOracAve
25-­‐year-­‐old
woman
named
Ava
on
the
daAng
app.
Ava’s
profile
was
promoAng
Ex
Machina,
a
sci-­‐fi
film
that
just
happened
to
be
premiering
Saturday
night
here
in
AusAn.
The
link
in
her
bio
went
to
the
film's
website.
And
it
turns
out
the
woman
in
the
photos
is
Swedish
actress
Alicia
Vikander,
who
plays
an
arAficial
intelligence
in
the
movie.
social
media
(Tinder)
USA
28

30. HAPPINESS
BRUSSELLS:
SHADOW
WI-­‐FI
Wi-­‐Fi
that
only
works
in
shade
intends
to
prevent
skin
cancer.
The
system
lets
more
than
250
users
to
connect
to
the
network
at
once.
A
direcAonal
antenna
ensures
that
the
Wi-­‐Fi
is
available
only
at
the
shadowed
area.
When
the
sun
moves
and
the
shade
shigs,
so
Wi-­‐Fi
seekers
do.
Wi-­‐Fi
spot
29
Peru

31. VODAFONE:
SUNDAY
GRANNIES
social
media
Romania
With
over
40%
of
elderly
people
in
Romania
living
alone,
Vodafone
wanted
to
help
combat
loneliness
while
proving
that
mobile
internet
could
be
an
empowering
force
amongst
this
age
group.
Vodafone
started
off
by
teaching
two
grannies
how
to
use
social
media,
and
from
there,
these
women
who
love
cooking
but
no
longer
have
large
families
to
feed,
created
Sunday
lunch
menus
and
shared
them
on
Facebook.
The
grannies
connected
with
college
students
by
inviAng
them
to
their
homes
to
enjoy
a
home-­‐cooked
meal.
30
Internet
connecAvity

32. Thanks for
watching!
Good luck
in 2016!
Karolina Śladkowska
@mobee_dick
Monika Mikowska
@mobimoni
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