7 Mobile Campaigns That Work - 8/30

 Sprint - Kaufman Stadium Kansas City, MO

I recently attended a baseball game in Kansas City with my 6 year old daughter to see our beloved Yankees play. I was anticipating mobile offers to be present since Overland Park, KS (a suburb of KC) is the world headquarters to Sprint-Nextel.

I was not disappointed. Sprint was seen throughout the ballpark but more importantly they took advantage of the very captive audience of baseball fans through the giant video board in centerfield. The "Text-2-Play" feature gave fans a chance to text in to participate and a chance to win prizes.

I was also pleased to see a few additional mobile pitches around the ballpark and in the game program via QR code and SMS. 

Bath and Body Works Direct Mail 

This was a direct mailer piece that my Director of Client Development, Brynn Mays, received late last week. She says she frequents Bath & Body Works so was glad to get the free coupon but then of course wanted to know what the QR code was going to offer.

After scanning the QR code it lead to a mobile friendly list of new products. Bath & Body Works did a great job of giving an incentive with the "free" product but then providing a call to action with the QR code. The "free" item they offered is available for online or in store which is great for those online shoppers.

Heinz Ketchup QR and SMS

I have noticed the QR code on the back of a few Heinz Ketchup bottles over the past few weeks. Now that either says I am very observant of mobile calls to action or I eat out WAY too much. I think both are probably true.

At any rate, the QR code was large enough on the back label to draw my attention in and as I looked closer I also noticed an option to text in as well. "Scan this code or, text PLANT to 5700**" Texting is my preferred method so I joined the campaign and received a great bounceback message that clearly reinforces their marketing message that "Heinz uses PlantBottle(TM) packaging". They also directed me to a WAP site to play trivia and be entered into their sweepstakes. 

The thing worth pointing out with this whole campaign is the effective use of both QR and SMS technology. As popular as QR codes they miss one key ingredient, they do not collect data like a personal mobile number, that can be used for ongoing marketing communication. Had I just scanned the QR code I would have been directed to the WAP site immediately. But Heinz would have missed an opportunity to send me alerts in the future. The SMS call to action delivered the exact same end result with sending me to the WAP site but now they have the ability to send me more offers or campaign messages. A true strategic plan for mobile must consider these issues.

The Oklahoma Lottery

 This is a great example of a traditional medium, radio, driving traffic and participation with a mobile campaign for the Oklahoma Lottery. The Lottery relies on the mass reach radio can provide and finds it to be succesful in responses for mobile giveaways, sign-ups, etc... The radio station in this example takes advantage of their online audience by adding elements that are consistent and reinforce the on-air message listeners hear throughout the day. Radio streaming is very popular during the daytime, working hours so when fans of the station leave their vehicle and go to their office they will typically tune in and listen online via the station websote. With the stations ability to surround the listener with the Lottery message both on air and online it increases the likelihood of success tremendously. Listen to the radio commercial - Click Here!

Bank of America

I, like so many people today, LOVE banking via my mobile phone. The convenience of it is incredible and I feel like I am always in reach of anything and everything I need both personally and for my business. I also love the convenience of doing virtually all my on-site banking through the ATM like depositing checks.

I rarely pay attention to the scrolling messages at my local Bank of America ATM but obviously this message gave me cause to snap a pic. I already use the BOA iPhone app but I think the way they offer this to those that don't have it is perfect. No long explanation to go to the app store and do this or seacrh for that. They used SMS to help them deliver the information they want you to have in your hands. The bounceback message I received diected me to their WAP site with a great deal more detail and information about mobile banking and thier app specifically.

This is precisely why SMS is so useful. The simplicity lends to the success of calls-to-action like this example.  

American Harvest

Every few weeks I hit Apple.com/trailers and watch all the upcoming movie previews. I almost enjoy the trailers as much as the actual movie.

So recently as I skimmed through the various horror flicks and the latest comic book hero movie I saw this documentary clip called American Harvest. I'm not a huge documentary person but I always like to at least see if it piques my interest. This film floored me. I won't get into specifics of the content but sufficed to say I will most definitely watch this as soon as I can get my hands on a copy.

At the end of the trailer was a very clear message related to the film to text HARVEST to 67463. The bounceback simply directed you to their website http://www.theharvestfilm.com/ to learn more. Another great example of taking a captive audience and offering them additional content through a simple method like SMS.

Don't take this as any political soapbox message but I urge you to check out the trailer for yourself.

Route 66 Harley-Davidson

We work with some really great clients at 7 Media Group and our Harley-Davidson clients are some of the best. Their ability to integrate mobile into their awesome campaigns continues to reinforce their faith in the mobile channel. It has become a critical part to their succes from both a promotional standpoint as well as a true revenue generator.

Route 66 Harley-Davidson in Tulsa, OK is giving away a special package to their customers for the upcoming Def Leppard concert. They include dinner and a limo ride to and from the concert as part of the package plus a pair of tickets to the show. They consistently use their mobile database to alert customers of bike nights, specials, charitable events and much more. So their recent alert about this concert giveaway gave them an opportunity to enhance their simple text message with some fun elements like video.

They directed customers to come to their bike night and find out how to register to win the tickets. The mobile web page that clearly stated the giveaway details as well as a YouTube video clip of "behind the scenes" of the Def Leppard tour. The video wasn't directly related to the giveaway but was a great way to get some "sticky" content for the customers and increase their overall experience and desire to win the prize.

They estimated around 500 people came out to their event that evening.