Let these six mobile marketing campaigns inspire you to make the most out of your creativity, not just in marketing but across your entire company.
Creativity matters — but not just in marketing. According to a recent Forrester report, brands that invest in creativity throughout their company experience a boost in sales. Get inspired by these six great mobile marketing campaigns that have engaged with consumers in fresh and innovative ways.
Nivea — Protection
It’s rare for marketing to combine powerful brand messaging with something of genuine use to the consumer. In Nivea’s case, it hit a home run with its Protection campaign — aimed at the Brazilian market, the campaign combined a reusable locator bracelet (mounted in magazine ads) which could be worn by a child on the beach. The parent would then be alerted by the Nivea app when their child strayed too far, and allowed them to track down and locate their offspring. The message? That Nivea not only protects your child’s skin but protects them from wandering off too. A brilliant concept that highlighted Nivea’s core marketing values with a value-added execution.
The Bottom Line
Nivea’s Sun Kids brand enjoyed a 62% increase in sales in Rio de Janeiro and for the first time ever, achieved top sales in its sector. The company still receives requests for the bracelet to this day.
Hyundai — The Walking Dead Chop Shop
In first three seasons of the hit series The Walking Dead, the auto maker’s Tucson model was the de facto choice for the show’s survivors to escape from the undead in. Capitalising on this, Hyundai created an app that allowed mobile users to create their own zombie-slaying Hyundai car using hundreds of post-apocalyptic auto parts. Fun, engaging and critically, highly shareable on social channels.
The Bottom Line
Hyundai experienced a 150% increase in traffic to its website over three months and was the number one ranked automotive lifestyle app in iTunes with nearly half a million downloads.
X Games — Trick Track
While snowboarding attracts huge audiences, the organisers of X Games knew that the tricks pulled by athletes were bewildering to most casual viewers. To combat this, an app was created that tracked snowboarders live as they made their runs and whenever a trick was mentioned by a commentator, the viewer could see an explanation instantly — for instance, a ‘Double McTwist 1260’ is two flips and 3.5 spins. The campaign saw site visits climb by 72%, pageviews by 99% and time spent by 57%.
Pepsi — Augmented Reality
To reach out to consumers, Pepsi in Turkey turned 30 million drinks cans and table mats into cinema screens via augmented reality. By booting up the Blippar AR app, users could point their phone camera at the can and interact with it, playing games and winning prizes. Simple and effective, the key selling point was the immediacy of the marketing offering combined with the typical ‘wow’ factor that properly implemented augmented reality generates.
The Bottom Line
32,000 unique users ‘blipped’ the cans over 460,000 times during the campaign’s four-month run.
Anzac Appeal – The Minute of Silence
To commemorate the centenary of Anzac Day, Australians hold a one-minute silence. To help the public donate more easily in a world where people carry less and less physical notes and coins, a phone line was created which mobile users could call and listen to a minute’s silence, the call costing them $2.26 with the majority going to veterans and their families. The appeal generated PR coverage worth over $2 million and has raised over $3 million to date.
Cornetto — Love in 8 Seconds
China’s number one ice cream maker wanted to connect with teens via its mobile social channels to cement its position as market leader. The resulting campaign tapped into ‘the 90s generation’ who have typically found it difficult to express their feelings, by creating online films starring major Chinese stars to encourage teens to answer the question: “If you had only 8 seconds left before the end of the world, how would you express your love?”. By using Weishi — China’s answer to Vine — thousands of teens created and posted videos.
The Bottom Line
Over 70,000 consumers created love messages which were viewed over nine million times on Cornetto’s Weishi page, extending the company’s reach to millions of teens.
- Mobile is becoming king in the marketing space.
- Where possible, offer genuine added-value for consumers.
- No matter what your market is, there is always room to innovate.
- Don’t use new technologies for the sake of them; make the tech shine.
- Don’t save creativity for your marketing; deploy it across your company.
Now that you are feeling inspired by these marketing campaigns download the eGuide Modern Marketing Essentials Guide: Mobile Marketing and continue your journey to marketing superstardom.