Mobile Marketing Case Studies - Five Case Studies of Successful Mobile Campains! I'll go over 5 different mobile marketing case studies in this case study ppt. which have been extremly successful in the past. You should study them to improve your own mobile marketing campains. You can see them also as a case study of marketing in general.

1. 1
Mobile Marketing
Case Studies

2. Case Study One:Case Study One:
Red CrossRed Cross
Goal – was to raise as much money as possible for
those affected by the devastation in Haiti.
In a recent campaign the Red Cross was able to raise
$5,000,000 for Haiti. This was done by making use of text
messaging. It is estimated that there are 270 million
people in the United States alone that own a cell phone!
To date this has been the most effective SMS campaign
done by any charitable organization. Even though the
concept was simple, the Red Cross needed help to put
their campaign into place.

3. Case Study One:Case Study One:
It is known that text messages get opened by the majority
of people, and this is the one component that makes SMS
campaigns so successful. You know that your message
will be opened and read.
The reason this campaign worked so well was due to the
nature of the text message. The message was simply a
way to donate money; there was no writing a cheque or
going to a local bank. It was all done via people’s cell
phones. Quick and easy!
The majority of cell phone users are younger and hold
current jobs. People from all walks of life were made
aware of the severity of the situation. Reaching so many
people from diverse backgrounds found those that had the
money to donate.

4. Case Study Two:Case Study Two:
Barack Obama CampaignBarack Obama Campaign
Goal – to identify new voters and persuadable
voters
It is well known that most elections are won by fewer than
10 percentage points. So the name of the game is to
develop a way to find that 5 to 10 percent of people that
can help you swing the vote. This is exactly what
President Obama did in his last campaign.
The smartest thing about using a text messaging
campaign was that Obama was connecting with the
young people of the country. Many of whom had not yet
even registered to vote.

5. Case Study Two:Case Study Two:
The SMS campaign was used in various ways:
• To remind voters to get registered to vote,
people were asked to provide their zip codes
• State by State reminders for people with
details of their cut off dates
• To remind voters that they can mail in their
ballots
• To invite people to local campaign events
• To send reminders to vote on Election Day

6. Case Study Three:Case Study Three:
British Airways Mobile App CampaignBritish Airways Mobile App Campaign
Goal – to promote their Executive Club mobile
application
British Airways recently wanted to promote their
Executive Club mobile app. This app allowed members
to manage their account and reservations, and access
real time flight information all from their mobile devices.
The mobile campaign was meant to target members of
the Loyalty Club and get them to download an
application. The results of this campaign were that
250,000 downloads of this app were done by members.

7. Case Study ThreeCase Study Three
British Airways decided to run a mobile email campaign to
reach their members. For this type of campaign to be
successful the email had to be optimized. Mobile email
allowed users to access their inbox no matter where they
were traveling on any given day.
The email was targeted and to the point. Someone with an
iphone would receive information about a new app that would
allow them to scan their tickets versus printing them out. It
showed examples of what the app could do.
• Find arrival and departure times
• Check flight status
• Perform Check ins
• Find travel news from British Airways

8. Case Study Four:Case Study Four:
PepsiCoPepsiCo
Goal: to help streamline the lives of busy females
by offering them a mobile app.
Pepsi first came out with their mobile app to help promote
their Propel brand of sports drink. This has now been
streamlined into a shopping app that is directly aimed at
the busy woman aged 25 to 49.
The mobile app is based on the Google Maps system and
allows the users to enter all their daily chores and tasks.
The mobile app works on your iphone and suggests the
easiest route to get to your next appointment.

9. Case Study Four:Case Study Four:
To market this effectively, Pepsi combined forces with
local businesses in six major categories.
• Travel
• Well being
• Food
• Home
• Shopping
• Organize
For the future Pepsi is looking into using bar code
advertising as well as additional mobile marketing to
enhance their branding and reach more customers.

10. Case Study FiveCase Study Five
General Motors – ChevyGeneral Motors – Chevy
Goal: to build awareness for their two new
vehicles, the Chevy Volt and the Chevy Cruze.
Recently, Chevy was the sponsor for the South by
Southwest Festival in Austin, Texas. Their problem were
neither of the two new cars were available at this show.
Both of these cars were being used as the test bed for
mobile marketing.
Chevy hooked up with a geo based firm called Gowalla
and decided to test how people would interact with
different brands.

11. Case Study FiveCase Study Five
As people arrived at the Austin airport (they had to be
Gowalla users) they received a message from Chevy
welcoming them to the area. Chevy randomly chose
users to receive a free ride in a Chevy vehicle. Chevy
also set up walking tours of Austin, and users who
checked in at certain points could get a reward.
Outside the festival Chevy parked Corvettes and
Camaros which people could take for a test drive.
Chevy set up the Chevy Volt Recharge lounge which
allowed people to recharge their personal devices. This
was an easy way for users to recharge their laptops,
cell phones and iPods.

12. Case Study FiveCase Study Five
In addition, Chevy had pre-production models of both the
Chevy Cruze and Volt. They applied QR codes on the
outside of both cars. When scanned, the code took the
user to a website that showed the features and benefits
of the new cars.
The results of this campaign were that 40 people
completed the walking tour and 75 prizes were
redeemed at the festival. Chevy had the second highest
number of check-ins at the show at 730.
For the future Chevy plans to commit 30% of its budget
to mobile marketing along with using more social
marketing.

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