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Mobile phone technology is constantly evolving and the latest handsets, PDA’s and 3G technology, open up another exciting opportunity for advertisers and a rapidly growing library of wireless content.
Communication options include simple text messaging (SMS), Multimedia Messaging (MMS) with audio visual graphics, Wireless Application Protocol (WAP) mobile internet and WAP Push services and full multimedia Third Generation (3G) services. Mobile communications make it possible to earn revenue from marketing campaigns whilst capturing end-user information.
Mobile marketing is a personal channel enabling direct, spontaneous and interactive communication, at any time anywhere. Mobile marketing can be used in a wide variety of ways. From football highlights, skateboarding games, and even movies, companies are increasingly mobilising their brands. Integrating wireless into marketing campaigns provides a platform for sales promotion, building brand awareness and loyalty, and offering redeemable vouchers, logos and ring tones.
Campaign: 'Win a player'
Brand: Coke
Company: Sponge
Details: A football promotion supporting Coca-Cola's sponsorship of the Football League. The SMS campaign encourages consumers to text the name of their club to 80089. The club with the most votes wins £250,000 to buy new players, with the winner announced live on Sky Sports. Entrants also have the chance to win £10,000, with match ticket prizes available every hour.
www.colafootball.co.uk
Campaign: Sport Relief
Company: Flytxt
Details: Consumers simply had to text in an answer to the quiz via a premium rate short-code. This was the first time a charity has used a premium rate SMS mobile campaign to raise funds. £220,000 was raised for Sport Relief.
Campaign: GMTV's Inch Loss Island
Brand: GMTV
Company: Opera Telecom
Details: SMS campaign to aid dieters to loose weight through text alerts.
Dieters subscribed via SMS then received diet incentives , information and facts straight to their phone. In the first two weeks the service received 20,000 subscriptions.