This is part three of our mobile marketing series. Part one was “What You Need To Do Mobile Marketing This Year” and part two was “Building a Mobile Friendly Website.

While you were being mildly amused by Clint (Not-From-Detroit) Eastwood, I’ve been compiling examples for that Mobile Campaign you’ve been kicking around for a month now.  Ranging in complexity, one truth holds for each campaign:  you must engage customers on-the-go by taking advantage of technology trends, social habits and reward systems.   

Dominos Pizza App
Dominos designed a functionally-outstanding Mobile Application that satisfies our most important need – the need for delicious food. The slick design cuts out the unnecessary fat, and leaves the meat (on your pizza). Dominos app finds stores near you and allows you to place the order through a specific mobile device. I was specifically impressed with the iPad version: large screen and faster connection speeds are utilized for luscious graphics and an intuitive interface. You can almost smell the food as your trembling fingers select pizza size, toppings and crust. The app offers latest deals and does an excellent job of upselling closer to the check out.

Highlights: Dominos built a stand-alone app which makes it easy and fun to order pizza.

 
Diesel Taps into Facebook
Diesel came up with a clever campaign that taps into the mighty power of Facebook and QR Codes. Picture this: Your girlfriend/wife drags you to go “pick up a few things Downtown” with her. After hours of stumbling around from store to store, you smell like pink unicorns and glitter. She asks ‘Hey hun!  Is there, like, anywhere you want to go?’ You skillfully navigate to your favorite Diesel store thanks to your handy smartphone. There’s a TON of cool clothes, but they’re a little expensive. Luckily you run into a QR Code Promotion which will let you 1) LIKE these cool trendy clothes on Facebook for all of your 400 friends to see, and 2) get a discount for doing so. Wait! What’s that sound? It’s the sound of tech-savvy-smart shopper, living unicorn and glitter free in his new Diesel clothes.

Highlights: Excellent use of a reward system in trending technologies. Advertising the item and brand to all of customers Facebook friends. Diesel upsells by making suggestions on items that would go together through your phone.
 

Intercontinental Hotels Group (IHG)
IHG took advantage of social habits with some heavy-duty technology. The staple of this campaign was Search. While travelling in a new city, short for time, consumers would search and book local hotels on their smartphones, and guess who would come up? IHG used Google Ad Words, which targets consumers based on what search terms they use and appropriately displays an ad for IHG hotels.  

The target market was strategically divided into customers new to the brand and loyalist. A clean, clutter-free website was created for people new to the brand.  The features included finding a hotel near you, viewing reservations and booking the hotel.  Loyalists, on the other hand, would download a free app, which would grant them quicker access to all of the regular features and let them collect loyalty points as an incentive and reward for checking into IHG hotels.

Highlights: Combined with Google Adwords campaign the traffic increased 20% month-to-month. Increase in revenue over 90% . Downloads increased 400% in August

Throughout the three part mobile series I’ve illustrated concepts and examples of how and why you should have a firm understanding of your consumer. Like all advertising, mobile is a reflection of your brand. Your product should help a customer satisfy a need or a want, solve a problem, it should delight them. Mobile is what your customers are using now. Meet them there.

Apps over Ads photo by Will Lion

Dmitri Pivtorak, Yaffe Social Team

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