Optism's 50 Best Mobile Marketing Campaigns

The 50 Best
Mobile Marketing
Brand Campaigns
2009
2010
2011
2012 www.optism.com
2013

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ALCATEL-LUCENT — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Starbucks: Multi-Channel Mobile Marketing
• Multi-Channel Mobile Marketing in 2011/ 2012
• Starbucks is one of the premier Mobile
Marketers by offering many ways for consumers
to connect with company, all while ensuring
privacy and permission. Mobile Marketing
Campaign.
• Results: Starbucks is a leader in mobile
payments, processing over 1 million mobile
payments a week.
Here is a sample of their mobile marketing
campaigns.
• Multi-Channel Marketing
• Mobile Payments
• Mobile Apps
• QR Codes

2

Target + ShopKick: Mobile Rewards with KickBucks
• Mobile Rewards App Partnership between
Target and ShopKick.

• Shoppers equipped with ShopKick on their
iPhone or Android devices will be eligible to
collect points, or “kicks,” as soon as they
step foot in one of Target’s 1,764 stores.

• Consumers can earn points by scanning
various products in the store using the app,
and then redeem those points for items
such as Target gift cards, Facebook credits,
dining gift certificates, iTunes downloads,
charitable donations, etc.

• Read More: http://dthin.gs/QeGesE

3

Sephora: Driving Mobile Results with Website
• Sephora Mobile Marketing Website
• Sephora was chosen as the retailer with best
mobile website from digital innovation think
tank Prestige L2 of 100 prestige brands.
• Sephora offers mobile apps for iPhone, iPad
and Android with 70% of traffic comes from
IOS and iPad App downloaded more than 2
million times.
• Read more: http://bit.ly/Qd2kkG

“Sephora has such a fantastically rich experience across
their mobile site with things like GPS-enabled store
locators, shopping list creators, order/history tracking and
mobile exclusive offers.” said Erin O’Neil Schultz, head of
industry, retail, at Google, Mountain View, CA.

4

Nordstrom's: Combining Mobile with Social
• Nordstrom Mobile Advertising/Social Media
Campaign in 2012.
• Nordstrom’s used a mobile advertising
campaign to drive social media engagement
and to help consumer learn about its Rack
brand. The mobile ads sent consumers to
browse its Facebook, Twitter and Flipbook
pages.
• Read more here: http://bit.ly/Q6SCw6

5

O2: Mobile Rewards with Priority Moments
• O2 Priority Moments Mobile App and
Rewards Campaign.
• A mobile app available to O2 customers which
provides local coupon offers and experiences
that are relevant and redeemable wherever
they are. The app offers 30 partners, including
ODEON, Harvey Nichols, WH Smith and Zizzi.
• Priority Moments is free, and O2 forecasts
that the average consumer could save about
100 pounds month.
• Results: Over 23 million O2 customers have
used the app.
• Read more: http://bit.ly/Q6W4qO

6

Adidas and Optism: SMS Mobile Marketing
• Mobile Marketing in
Fall 2010
• Adidas and Optism
offered a mobile
• Driving footfall to new
campaign to drive foot flagship store
Welcome to the street
traffic to a new where originality lives and
athletes, musicians, • Targeted to Sports and
Originals store in skaters and more come
together to show their
Fashion lovers
Egypt style. • Text sent just one day before
Do you want an the weekend
• Results: 35% invitation? 1=Yes 2=No
• Leveraging Dialogue format
Response Rate • Completely free to reply
• Read more:
http://bit.ly/qQgWJY

7

USAID: Maternal Health Program via Mobile Device
• Mobile Marketing Campaign May 2011
• The U.S. Agency for International
Development (USAID) started first mobile
application: free health care information and
tips to pregnant women and mothers via cell
phone.
• Secretary of State Hillary Clinton announced
the formation of the Mobile Alliance for
Maternal Action (MAMA)
• Goal: Raise $10 million, direct services to
women in Bangladesh, India and South Africa
• Read more: http://bit.ly/mvhZ3Z

8

Bristol Zoo Gardens: Celebrates the Royal Wedding
• SMS Text Campaign in April 2011
• The Bristol Zoo Gardens gave away two tickets for the
price of one ticket if mobile users texted wedding to
88802 “Thank you for texting Bristol Zoo. Show this
text to get 241 entry during May 2011. Restrictions
apply. View T&Cs www.bristolzoo.org.uk”
• Read more: http://bit.ly/jZ9a3i

9

Coca-Cola: Essence Music Festival and Coke Studio

• Mobile Marketing Campaign in May 2011
• The Essence Music Festival had 40,000 attendees in
New Orleans. During the show, attendees were
encouraged to text the keyword CELEBRATE then space
followed by their first and last name to the short code
66937.
• The company was giving away tickets to its BBQ event
to the first 500 entries, as well as four VIP passes. The
company found that in 30 seconds, 3,145 people pulled
out their phones for a chance to win.
• Results: 20% of users that engaged opted in for an
ongoing connection with the brand and 16 % of the
audience engaged with Coca-Cola digitally at the
concert more than once.
• Read more: http://bitly.com/gBdvlc

10

Powermat: Mobile Rewards with MyTown

• Mobile Marketing Sweepstakes in May 2010
• Powermat, a mobile recharging company, offer
virtual rewards at MyTown, virtual reality game with
3.3 million players.
• Users were rewarded when players check in to real
locations. The brand launched the first-ever
sweepstakes on MyTown, offering virtual items when
players checked in to a PowerMat retailer like Best
Buy, Target or Bed, Bath and Beyond.
• Campaign Results: PowerMat virtual goods garnered
nearly 15 million interactions during the program.
The clickthrough rate to PowerMat’s sweepstakes
page was 1.8%, compared to an industry average of
0.1%. Players submitted more than 21,000 entries.
• Read more: http://on.mash.to/oSi13x

11

Gap & Visa: Mobile Coupons via SMS

• Mobile SMS Text Campaign in
November 2010
• Gap Customers Can Now Get
Discounts Via Text Message.
• Gap and Visa have partnered for a
program that sends offers for real-
time discounts and promotions to
consumers via text messages.
• To redeem the offers, customers
present the text message on their
mobile device at nearby Gap
locations.
• Read more:
http://on.mash.to/hAWaRr
12

American Express, Foursquare and Austin, TX: Mobile Rewards

• Mobile Marketing Loyalty Campaign
started in March 2011
• American Express and Austin, Texas
where 60 merchants — including
Whole Foods, Starwood Hotels and
Stubb’s BBQ — are offering Foursquare
users “spend $5, save $5″ rewards
when they load the special and swipe
their AmEx cards.
• Participating merchants have posted
“Austin Unlocked” window clings to
highlight their participation, and
Foursquare users need only register
their American Express cards to unlock
this new type of special — the Loyalty
Special.
• Read more: http://on.mash.to/pYPdOz

13

Volkswagen, Tigo and Optism: SMS Mobile Marketing

• Mobile Marketing Campaign from
December 2010
• Tigo, mobile carrier from Ghana,
Volkswagen, the car maker and
Optism teamed up to offer Tigo
mobile subscribers the opportunity
to learn about new auto arrivals in
Ghana from Volkswagen dealers.
• Universal Motors, the exclusive
dealer for Volkswagen, was able to
query the subscribers with offers
and information.
• The response rate was 30%.
• Read more: http://bit.ly/mowaYj

14

Glamour Magazine: Mobile Commerce SnapTag
• “Glamour Magazine Mobile
Commerce Issue Powered by
SpyderLynk” USA/NA
• CoverGirl, Zales, Colgate and
Unilever are among the
advertisers that implemented
the mobile bar codes into their
static ads.
• Advertisers have gained more
than 50,000 new followers and
useful insights for future
advertising efforts.
• Read more http://bit.ly/Ul6TdW

15

Redbox : Mobile SMS with 10 Days of Deals Promotion

• Mobile SMS Campaign in June 2011
• Redbox reaches 1.3M #SMS
messages during #mobile
promotion.
• Consumers were encouraged to
text the keyword DEALS to 727272
to receive a promo for 10 cents to
$1.50 off a one-day rental.
• According to Redbox, the
promotion, was the most successful
mobile sweepstakes it has ever run.
The company offered consumers
deals via the campaign - big or
small.
• Read more: http://bit.ly/mMhcIB

16

Barclays Bank for Barclays Pingit
• Mobile Commerce Campaign from
Barclay’s Bank
• Barclays bank launched Europe's first
money-sending service that allows UK
current account customers to send
and receive cash through their mobile
phones.
• As of Aug 2012, over 1M people have
downloaded the app
• Read more http://bit.ly/Q1ezzJ

17

Chipotle Restaurants: SMS Mobile Marketing
• Mobile Marketing Campaign in May
2011
• “Gold” campaign to celebrate 18
years in business
• Opt-in text message program, offers
new part of their story w/ each
following text.
• Roughly 10 texts- last message being
final opt-in for special offers delivered
to mobile phone
• Text Messaging CAN Tell a Story
• Put the Customer in Control
• Use Point-of-Purchase Marketing
• Read more: http://bit.ly/jnxFsy

18

Pepsi: Multi-Cultural Mobile Campaign

• Mobil Marketing Campaign in Winter 2011
• Pepsi claims 123,000 opt-ins in 10 weeks for
multicultural mobile campaign, Familia de
Campeones campaign, which led up to Super
Bowl XLV
• Launched mobile campaign in December,
lasted eight weeks
• Targeted Hispanic families- the first ever in-
language mobile marketing campaign“
• Via the mobile site, consumers were able to
celebrate the Super Bowl XLV with a free
customized poster, courtesy of Pepsi.
• Read more: http://bit.ly/mniqw1

19

Cornetto Ice Cream in Turkey: Experiential Mobile
• Mobile advertising campaign in June 2010 • Campaign Results: Run for two weeks for
two hours daily, Cornetto had more than 3
• Winner of the 2010 Global Mobile Awards
million unique views, 3,500 players, and
was Turkey’s Cornetto Ice Cream, which
instant word of mouth, creating major brand
used a multi-player, interactive game awareness and trial for its ice cream.
projected on a building in Taksim Istiklal
• Read more: http://bit.ly/qxgm
Avenue in Istanbul, Turkey, activated by
mobile phones to promote its ice cream.

20

Heineken: SMS Mobile Marketing with Blok Party Promtion

• SMS Mobile Marketing Campaign from June
2009
• Leveraged cross-media in-store advertising and
cross-merchandising to promote sweepstakes
• Heineken "Blok" Party Sweepstakes (text
GREEN to 49737)
• Win party for no more than 50 guests who are
over 21. Value: $50,000
• Winners get their download codes via SMS if
they entered the sweepstakes using the
channel
• Two winners were selected at random
• Read more: http://bit.ly/oD7i6

21

McDonald’s: Mobile Advertising for McCafe Drink

• Mobile Advertising Campaign
• The Ad says “To the City That Knows a
Good Remix.” -Across an array of
platforms.
• Tap on banner ad to learn more about
company’s drink offerings.
• Vote for their favorite McCafe, help decide
which drink gets title.
• In return: Free mobile wallpaper
downloads, Find nearest McCafe though
ZIP code
• Read more: http://bit.ly/nHFfm1

22

Nike: Mobile Advertising and Marketing in Times Square

• Mobile Advertising Billboard in May
2005
• Interactive billboard in Times
Square, New York City
• Text a custom design to Nike, win
free pair of shoes
• Gave away 3,000 pairs
• People seemed to be more
interested in shoe designing than
free shoes
• Read more: http://bit.ly/TmiKIg and
http://bit.ly/gF0Qh

23

Dove: Mobile Campaign for Real Beauty
• Mobile marketing Campaign in May 2010
• “Campaign for Real Beauty” launched to encourage customers to think about
“Real Beauty” in NYC and LA
• People vote through mobile phones whether an image on billboard is
beautiful or not.
• Live count of votes displayed on billboards
• Campaign Results: Extensive media coverage
• Read more: http://bit.ly/pDRfWJ

24

Tiffany : Targets Luxurious Ladies Via Smartphones

• Mobile Marketing Campaign
• Promote new product line to female
consumers in 30s with iPhone or
BlackBerry
• To create excitement of new line,
awareness of new stores in CA
• Ultimately, generate product sales
• Mobile site lets visitors find out about
new store, get directions via Google
Maps and click-to-call the store.
• Read more: http://bit.ly/oOo5SV

25

Snakes on a Plane Movie: Mobile Marketing
• Mobile Marketing Campaign 2006
• Actor Samuel L. Jackson made over 1.5 million calls,
shouting at people to see “Snakes on a Plane”.
Partnered with VeriTalk
• “Snakes on a Phone” Internet site enabling users to
download and share ringtones, video clips,
screensavers, and user-generated content
• Immensely increased internet hype
• Read more: http://bit.ly/12Bket

26

Corona: SMS Campaign with Virtual DJ Beach Getaway

• Corona teamed up with Mogreet and
Grooveshark to create the “Virtual DJ
Beach Getaway" promotion
• Consumers host own parties with real-
time song selection by Corona through
mobile devices.
• Host’s friends can request songs by
texting host’s keyword to 94444
• Read more: http://bit.ly/j09wd2

“Corona Light expects that mobile will be a key
component for promoting the DJ to Getaway campaign
through the use of social media and mobile devices.”
-James Citron, CEO of Mogreet, Los Angeles
27

Wendy's: Mobile Advertising for Wild Berry Shakes
• Mobile Advertising Campaign July 2011
• “Tap to Find a Wendy’s” Campaign to
promote the company’s new Wild Berry
Frosty shake and drives consumers to the
nearest locations to try it
• Mobile banner ads within Pandora’s
iPhone app.
• After consumers enter the information
they are presented with a list of the
nearest locations where they can click-to-
call the restaurant or use the map feature
to see the directions to the location.
• “Wendy’s is using Pandora to align its
brand with something timely and
interesting.”
• Read more: http://bit.ly/oOlvzh

28

Blue Cross Blue Shield: Mobile App for Health Decisions

• Mobile Web site June 2011
• Blue Cross Blue Shield Helps
Consumers Make Informed Health
Decisions Via Mobile App
• Goal of helping consumers make better
health decisions
• Part of larger mobile strategy-
eventually include more apps as well as
an SMS program
• Read more: http://bit.ly/jjMBHE “If we get to you with the right
information at the right time, we can
help you take better care of your
health” -Adriana Murillo, director of
strategic development at Blue Cross
Blue Shield Florida, Jacksonville, FL.

29

Dell: Mobile Marketing for Vostro Model

• Mobile Marketing Campaign with
help of BuzzCity in April 2009
• To promote its Vostro models;
target laptop market in India
• Three-week WAP-interaction-
based text banner campaign
• Results: Daily exposure to average
of 71,308 consumers. Average
CTR: 0.55 %
• Read more: http://bit.ly/fBAlv

30

Home Depot: Mobile App and Mobile Advertising

• Ad units within Rotten Tomatoes Movie
app
• Mobile App makes it easy to find the
perfect tool for customers
• http://bit.ly/OpSRSs

31

Philips & Weather Channel: Daylight Saving Campaign

• Mobile campaign December 2010
• Phillips ran a campaign within The
Weather Channel’s mobile properties
to let consumers learn more about its
Wake-up Light for daylight savings
• 5-day banner-ad campaign;
countdown to daylight savings time
• Read more: http://bit.ly/eDM9kb

“The Weather Channel mobile platform is able to
bring advertisers amazing scale and reach not
offered by many digital publishers”
-Sheila Buckley, senior VP of digital advertising sales
at The Weather Channel, New York
32

Art Show: Mobile QR Code Campaign

• Mobile QR Code Campaign June
2011
• First mobile enhanced art show in
the North Carolina
• QR codes: smart phone users can
access artwork information during
show
• Smart phone users can download
free scanning apps
• Chose Mobile Marketing Max (in
NC) to help
• Read more: http://bit.ly/n9mAjW

33

Burger King: Mobile Commerce

• Mobile App June 2009
• Burger King is letting consumers place
orders and pay on iPhone (teamed with
Gomobo and PointAbout)
• Through NOW location-aware iPhone App
• Tracks and saves order history; acts as a
loyalty card by offering incentives and
deals.
• Results: orders placed via the application
have been 25 % larger than in-store
• Read more: http://bit.ly/Q6YxBr

34

IKEA: Mobile Advertising Initiative

• Mobile Campaign July 2011
• Mobile banner ads within Pandora’s iPhone
app
• Consumers would choose yes or no on
whether they would like to get a catalog,
emails or text messages from the company
• App drives consumers to locations, helps
build email and SMS database
• Read more: http://bit.ly/qaie6d

“It is essential that the pages
consumers are directed to are fully
optimized for mobile” -Nick Taylor, CEO
of Usablenet, New York.

35

Wal-Mart: Mobile Advertising for Back-To-School Sales

• Mobile Advertising Campaign in July 2011
• Walmart Holiday Mobile Alerts via ShopSavvy’s
AdOns platform program to build a database of
mobile customers and increase sales.
• Promise to deliver them early news of bargains
in-store or online
• Read more: http://bit.ly/oiUxBc

36

Brookstone: Tests QR Codes To Drive In-Store, Catalog Sales

• Mobile QR Codes June 2011
• Campaign in 30 stores in NYC and
catalogs: to provide consumers
with product info. + increase sales
• Popular scans: Tranquil Moments
Sound Machine for Sleep and iPad
or Drone Quadricopter related
items
• “QR code technology is growing
quickly” ” -Don Eames, VP of
stores at Brookstone in
Merrimack, NH
• Read more: http://bit.ly/mg4BXH

37

Stop & Shop: Grocery Shopping via Mobile

• Mobile Shopping App June 2011
• Stop and Shop, grocery store
application enables iPhone users to
check-in, receive targeted coupons,
and check out
• Presented with coupons/offers based
on shopping history
• Results: Through app, retailers:
Increase the average basket size by
10% during each shopping trip and
Cut shopping time by avg. of 13 mins
• Read more http://bit.ly/NktdP2

38

Renault: Phone-Less Facebook Checking

• Mobile RFID Campaign April 2011
• A promotion for Renault during the
Amsterdam Motor Show in April
• Attendees were given RFID-enabled
cards that they could use to check in
to pillars near Renault’s cars. Then,
they could check in on Facebook and
“like” various models.
• Phone-less mobile Facebook access
• Read more:
http://on.mash.to/iBBZA9

39

Diesel: Facebook Enabled QR Codes

• Mobile QR Code Campaign • If you “liked” a product, you got a
• A program by clothier Diesel offered discount on it, which seems like a fair
phone-less access to Facebook using exchange for basically advertising the
QR Codes item to all your Facebook friends..
• Linking QR codes to Facebook “likes.”
• Read more: http://on.mash.to/iBBZA9

40

Macy's: Multi-Channel Mobile Marketing Campaigns

• Multiple Mobile Marketing Campaigns
• Macy's is true innovator in mobile marketing with a
360-degree mobile marketing strategy that
encompasses commerce, advertising, mobile apps
and mobile Web.
Here are a few of Macy’s initiatives.
1.Macy’s Backstage Pass program, brought the
retailer’s celebrity designers and fashion
authorities via QR codes and SMS.
2.Macy’s created a mobile app for its Thanksgiving
Day parade.
3.Macy’s created the Believe campaign, to support
the Make-A-Wish Foundation. Macy’s asked
customers to mail their letters to Santa at Macy’s
“Believe Stations” in-store.
41

Coldwell Banker: “Branded Video” Mobile Advertising

• Realtor Coldwell Banker promoted its
iPad app in late May with a
new Google ad format called “Branded
Video” that featured a clickable video
ad.
• The ad, pictured above, appeared as a
banner or as an interstitial before an
app. Instead of just launching video,
consumers had the option to click to see
more.
• Employing an innovative new ad format.
• Read more: http://on.mash.to/iBBZA9

42

Source Code Movie: Jake Gyllenhaal Movie Uses Mobile Tagging

• Mobile Gaming Campaign
• Summit Entertainment, the studio
launching the Jake Gyllenhaal
thriller, Source Code, will have a social
media game called Source Code
Mission that can be activated by Microsoft
Tag technology within the movie poster.
• That bit of code, which any smartphone
can read, will lead to a game that takes 10
to 20 minutes and is based on the movie’s
plot, which features Gyllenhaal returning
to the scene of a bombing of a Chicago
commuter train and trying to change the
outcome.
• Read more: http://on.mash.to/eJvucP

43

InterContinental Hotels Group: Mobile Search Website

• For InterContinental Hotels Group a
mobile website has proven much
more valuable than an app.
• In the U.S., the mobile program
added another feature: Click-to-Call
from Google AdWords. Click-to-Call
now accounts for 40% of IHG’s
mobile web revenue globally.
• Campaign Results: The push
resulted in a 91% year-over-year
increase in mobile search revenues,
and traffic to the company’s mobile
site jumps about 20% every month.
• http://dthin.gs/NVkWj1

44

Nestle: Mobile Campaign for Drumstick Ice Cream
• Mobile Marketing Campaign
• Nestle selected Check Points to power
the mobile piece of its summer-long
marketing campaign for the Dreyer’s
and Edy’s Grand Ice Cream brands.
• Consumers are encouraged to visit
retail locations where Dreyer’s or Edy’s
Ice Cream products are sold, fire up the
application and scan featured Nestle
products and learn more about them.
• At certain locations, shoppers will be
awarded a $4-off coupon at checkout to
be redeemed at a future date, should
they spend $12 on Dreyer’s products.
• Read more: http://on.mash.to/kOEJO5

45

BMW Germany: MMS Mobile Campaign To Drive Tire Sales
• Mobile MMS Campaign April 2009 • There was no need to click through to a
link, which is typical of most mobile
• BMW sent a customized MMS advertising campaigns. The price of the
message to new customers just tire, lists of dealerships in the area,
before winter to remind them to picture and description of the tire were
all included in the MMS.
buy winter tires and to direct them
to a BMW dealership to buy them. • Campaign Results: Achieved a 30 percent
conversion rate.
• Read more: http://bit.ly/8cwB

46

Harley-Davidson: SMS Mobile Campaign Extends Brand Loyalty

• Mobile Marketing Campaign January
2010
• The Harley-Davidson dealerships were
able to integrate mobile marketing and a
social campaign by inviting new and
existing customers to opt-in to a mobile
text messaging club.
• Customers receive updates via texts
about special sales, events, and
members-only deals.
• They tracked significant growth. Most
importantly, they saw a tremendous
response almost immediately via mobile
text messaging on sales and walk-in
visitors to the stores.
• Read more: http://bit.ly/nPgAb3

47

General Electric: Mobile Marketing App Pushes Lighting Products

• Mobile Marketing App
• GE added a mobile application to an existing
multichannel lighting push in an effort to
boost the reach of its marketing endeavors.
• The new iPhone application lets users snap
pictures of indoor environments with their
iPhone and apply different mood filters using
a “GE Moodometer.”
• Users can then access a bulb finder to
determine which GE light bulbs will provide
the dramatic lighting effects displayed by the
application
• Read more: http://bit.ly/bHhOwS

48

Six Flags & Chrysler: SMS/ Multi-Channel Campaign
• SMS Mobile Marketing Campaign
August 2009
• Six Flags Theme Parks and Chrysler
have teamed up to offer consumers
the chance to win a Jeep Wrangler.
• Users can enter Six Flags' 2010 Jeep
Wrangler Sweepstakes via mobile, the
Six Flags Web site, mail or at the
theme park itself. The Wrangler is
worth over $33,000.
• Consumers can enter the promotion
by texting the keyword JEEP to 39668
• The target audience for the
promotion is young adults, ages 18
and older
• Read more: http://bit.ly/b6k4S

49

Dunkin’ Donuts: Marries Coffee and Mobile

• Interactive Mobile Advertising
Campaign June 2010
• Dunkin Dounuts is running in-app
mobile banner ads within the New
York Times iPhone application
• Banner ad reads “What’s Your Coffee
IQ?”
• When consumers click on the banner
ad, they are redirected to another
page that features a question with
four possible answers
• Read more: http://bit.ly/j9K1Vl

50

North Face: Location Mobile for Outdoor Apparel
• Mobile Marketing Campaign in February 2010
• The North Face rolled out its first-
ever location-based mobile marketing
campaign this month in New York, Boston, San
Francisco and Seattle
• Partnered with Placecast which sends text
messages featuring product announcements
and discount offers from the North Face with
the goal of driving those consumers in-store
• The clothing and equipment lines are catered
towards the wilderness chic, climbers,
mountaineers, skiers, snowboarders, hikers
and endurance athletes
• Read more: http://bit.ly/a7T0kw

51

Optism's 50 Best Mobile Marketing Campaigns

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