Nick Fisher of Marvellous, one of the UK’s top mobile agencies, recently shared his thoughts on mobile marketing.
Nick identifies ‘The Big Three of Mobile Marketing’ as:
- Brand Engagement
Functional Utility
Direct Response
Which feels like a tight way to think about your mobile strategies. A campaign can do any combination of these, but if you’re using mobile, it should probably be doing at least one of them.
Recent Marvellous campaigns show some really creative ways to bring together voice, SMS, video, downloads and the mobile web into something new for each brand:
- For a Peugeot .mobi site, they used a pretty slick Java app to let users change the colour and wheels on the cars. In the EU, a location-based service helped users find their nearest dealer.
When the UK smoking ban came into effect, Marvellous extended the support service of NiQuitin (the stop smoking patches), using text messages and personalized IVR calls. When users got a craving, they texted in and got a tip to get them through.
For Sprite, they rewarded purchases with downloads of wallpapers, ringtones and games (both branded and unbranded).
For Guinness, they gave users a quiz to occupy their time while their pint was being pulled – and promoted the experience on pub drink mats (as well as other environmental media). Quick tip: publishing a leaderboard with top scores made their participation swell.
Marvellous stuff.
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