The idea that mobile could overtake fixed internet access has gradually transitioned from sensational headlines to reality. We now know for a fact that we live in a mobile world with user preference tipping towards smaller devices with smaller screens. With nearly 55.68% of web traffic originating from mobile devices (with some sources reporting this share as high as 70%), mobile marketing campaigns are now seen as a viable option for reaching out to the target audience.
And that’s not all.
The COVID-19 pandemic has offered further stimulus to this booming digital trend (including mobile marketing trend) as consumers around the world now rely heavily on mobile technologies for various reasons. Considering that the average time spent on mobile phones has increased from 2 hours to approximately 5 hours per day, meeting your target audience on their preferred platform is the easiest way to appeal to them. You can go through these trends in detail here.
In this spirit, here’s taking a look at some stellar mobile advertising examples to inspire you!
In the mobile marketing campaign examples that follow, here are some common themes that may be visible:
A successful mobile marketing strategy could remain hyper-focused on any one of the goals cited above or blend these together.
Finally, let’s deep dive into some of the most successful digital marketing campaigns that leveraged mobile phones to generate greater brand awareness.
When Pizza Hut was the official Super Bowl sponsor, Domino’s had to “go big” to gain attention. And the brand achieved this feat through its innovative Piece of the Pie Rewards program.
It allowed customers to sign up for the Rewards Program and earn 10 points for scanning any pizza. Yes, any pizza, even if it was not Domino’s! Upon collecting 60 points, the participant would receive a free pizza from Domino’s!
This guerilla mobile marketing campaign only required a simple AI-driven pizza scanning mobile app, which in turn, contributed to tons of user-generated content and increased brand awareness.
What lengths would you go to get some sweet internet access?
Advertising giants, Ogilvy & Mather asked Paris this very pressing question through their “Free WiFi” mobile marketing campaign.
The firm partnered with Scrabble to offer smartphone users free WiFi connections, especially in poorly-connected areas. The catch was simple – show off your spelling skills and rack up points to gain internet access for longer durations. The brands promoted the initiative through marketing campaigns over social media as well.
The result was phenomenal – users unscrambled over 6,000 words to score more than 110,000 minutes of free WiFi! And not to mention, the mobile apps registered countless downloads during this period!
Automobile company, Ford, deployed a simple yet effective mobile marketing strategy to promote their Escape and Taurus line. They requested their target audience to text “FORD” at 63611 to know more about the cars. In response to this call to action trigger, Ford collected the crucial details from their prospective customers – information such as their names, zip codes, and the type of vehicle of their interest. Thereafter, a Ford dealer would take over to close the deal.
And in case the SMS marketing attempt went cold, the brand ran effective retargeting campaigns to win your interest! And for those who thought that text messaging was dead, this mobile marketing campaign increased conversion rates by 15.4%!
Burger King is unafraid of taking cheeky jibes at the competition. In fact, the brand ran (a very successful) real-time troll campaign called “Burn That Ad.”
Smartphone users could download the Burger King mobile app and use the Augmented Reality (AR) scanner to locate and virtually burn down their rival’s ads and win a free Whopper! Of course, it is not the classiest (or most ethical) of ways to improve conversion rates, but the mobile marketing campaign was too clever to be taken in poor taste. Customers genuinely enjoyed trying their hand at the new piece of technology, and Burger King got to make the best of their competitor’s investment!
Sometimes, a mobile marketing campaign is all about capitalizing on an existing opportunity!
When supermodel Miranda Kerr used the #MyCalvins hashtag, little did she know that she would be kicking off a mobile marketing campaign for the brand! Her post, which currently has 185,000+ likes on Instagram, offered a unique insight into the social media platform’s engagement capacity. The brand then roped in other celebrities like Trey Songz, Fergie, and Chiara Ferragni, along with influencers like Aimee Song and Bryanboy to propagate the hashtag far and wide.
The trend, which started in 2014, continues to stay relevant even today!
Okay, placing orders and paying through your mobile devices may not seem like a big deal now. But Starbucks was championing this cause almost a decade ago!
Back in 2011, the Starbucks mobile app could inform users of the closest outlet, show the customer the menu, and accept payment for the order. Now all one had to do is visit the cafe and collect their order! Over the years, the app evolved more to include personalization, surveys/feedbacks, loyalty programs, in-store music, and more.
This small consideration resulted in 7 million downloads and profits in excess of 22%. And, of course, it may have laid the foundation for other ground-breaking food delivery mobile apps.
IKEA Place serves the dual purpose of allowing smartphone users to browse through their catalog and to check out how a piece of furniture would fit in its intended surrounding. To achieve the latter, the mobile app makes use of Augmented Reality (AR) to overlay a life-scale image of the object against the backdrop captured by the camera.
This creative solution has earned IKEA Place 370,000+ monthly active users on the global stage. Furthermore, this mobile marketing strategy boosted engagement as the app users spent an average of 8 minutes on the app, an appreciable increase from the otherwise 3 minutes.
Nivea Sun’s mobile advertising strategy took a very selfless approach to marketing to their target audience – parents.
The brand distributed tear-out bracelets in Brazilian magazines. Parents were encouraged to place this bracelet around their child’s wrist and to download the Nivea Protects app. The app monitored the child’s location and sounded the alarm if they were to venture out too far.
In essence, it spread the altruistic message that Nivea cares.
The brand registered a whopping 62% increase in sales in Rio de Janeiro as a response to this campaign! A study later discovered that 8 out of 10 individuals were deeply impacted by the ad and had downloaded the app!
As such, it should come as no surprise that this mobile marketing campaign fetched the brand a Grand Prix at the Cannes Lions International Festival of Creativity in the Mobile category.
The Gorrilaz elevated the digital marketing game by making a comeback with their Lenz app.
Lenz allowed fans to tap into the wonders of Augmented Reality (AR), Virtual Reality (VR), and geo-tagging to participate in virtual concerts. Fans could enter any one of the 500 Gorillaz House and listen to songs from their latest album, Humanz.
The experiential nature of the marketing campaign promoted the album to the max, while also bringing the fans closer to the band.
Snickers ran a successful promotional campaign with the motto “You’re Not You When You’re Hungry”.
While the offline performance of the campaign was quite successful on its own, the mobile marketing campaign in partnership with Spotify put it in the digital spotlight. When the app registered that the user was listening to musical genres quite unlike their usual ones, a mobile advertising pop-up delivered the Snickers ad. The banner came with an actionable call to action button that redirected the user to Snickers’ Hunger Hits. This campaign generated nearly 7 billion overall impressions and a little under 2 billion unique reaches!
Japanese brand UNIQLO integrated social media, geo-tagging, and incentives to create a failproof mobile marketing campaign. Store visitors who used their social media profile to “Check-In” at any of the 62 UNIQLO stores in Tokyo were awarded a 100-Yen coupon. As a result, the store gathered more visibility and made referrals fun. UNIQLO, over a span of three days, saw a tsunami of visitors resulting in 202,479 check-ins and a historic sale record touching 10 billion Yen!
The above examples illustrate the success of mobile marketing campaigns and mark the arrival of the mobile-first future of marketing. It is abundantly clear that a hint of creativity can go a long way in reinventing your brand for mobile users. Use these examples as an inspiration and develop ways to capture your audience’s interests while furthering your brand. With just enough experimentation, you will be successful in discovering ways in which you can connect with your audiences and generate a buzz surrounding your brand!
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