Mobile marketing is hot. And more and more brands are leveraging the technology through promotions to stay relevant and hip with their audience.
Take NBC’s popular game show “Deal or No Deal.” Viewers can play a text messaging game for a chance to win $10,000 each night the show airs. Consumers choose the case they believe contains the cash prize and text it to short code 59595.
“We felt confident that Americans would want to participate,” said Jon Vlassopulos, vice president, business development, digital media & strategic planning, Endemol USA, the company handling the campaign. “They like to participate in a program in an interactive way.”
During the second season of the show, the promotion received 130,000 interacts via text messages and online entries, Vlassopulos said.
Why is mobile marketing so popular? One of its benefits is instant action, panelists said.
“You can offer immediate gratification and get an immediate response you otherwise won’t get,” Robert Thurner, commercial director, Incentivate, said.
AKQA Mobile, for example, ran a mobile campaign in the U.K. for Coca-Cola during the Christmas holidays in which consumers sent Coke-branded m-cards to their friends and family. People could customize the card by choosing a design and adding a personalized message.
The campaign was an instant hit. A total of 120,000 m-cards were sent out, with the average user sending 1.7 cards.
The key to any mobile campaign is to make it special, panelists said.
“Mobile has to be unique,” Thurner said.
While the popularity of mobile marketing is growing, challenges still abound. Every carrier has different rules and regulations to follow.
“The time is now,” said Trish Halamandaris, vice president, marketing & Carrier sales, mDisney and Starwave Mobile, Walt Disney Internet Group. “The opportunity is here. But understanding how to execute [a campaign]…is key.”
“We are just at the tip of the iceberg for how we work with brand partners,” Vlassosulos added. “It’s a good time to get involved.”
Sessions at the Mobile Marketing Forum continue through today at the Marriott Marquis in New York. Attendance at the event has more than doubled over last year to about 600 people.
Network
