Soundview Executive Book Summaries

Going Mobile
October 23, 2008, 12:48 PM
Filed under: Marketing | Tags: , ,

No, I’m not referencing The Who song about taking a road trip to nowhere—actually, mobile marketing is anything BUT going nowhere. With the Mobile Marketing Association (MMA)  standing behind the growth of this channel, mobile marketing is able to reach a growing audience nationally and globally.


Take for instance a case study of MobiTV, the leading video provider for mobile phones. According to the study on the MMA’S Web site, MobiTV’s campaign took place September 10 through October 9 in the U.S. MobiTV—The Club worked with Universal Motown Records Group and popular hip hop artist Nelly to provide fans with free listening access to the musician’s new album, Brass Knuckles on their mobile handsets one week before the album’s release. To access the album, fans were able to text the word CLUB to 63636. The campaign’s goal was to produce interest in Nelly’s new album and create awareness of MobiTV’s The Club.


According to the case study, “MobiTV partnered with digital marketing company Geary Interactive to develop an online and mobile campaign to reach music enthusiasts.  The campaign primarily focused on mobile ads on music sites through Ringleader Digital and mobile search through Google. In addition Geary supplemented reach and buzz through organic media placements and mentions on Web based music blogs and music sections in social media sites.”


Not only did the mobile campaign give Nelly fans with mobile handsets access to the new album in advance, MobiTV’s The Club also ran a sweepstakes where individuals could win prize packs featuring Nelly CDs and DVDs, as well as the grand prize of Grammys tickets and $1,000. In order to enter the sweepstakes, entrants had to join The Club; once they joined via texting on their mobile handsets, they were sent a welcome message with the WAP (wireless application protocol) link, something that is familiar to anyone who checks e-mail or stock prices from a mobile phone.


According to the case study, traffic “peaked at over 50 times the traffic before promotions” and “since the launch of the promotion, [the] Grammy Sweepstakes contest has consistently been within the top 5 traffic drivers for The Club.”


If a free (but valuable in the mind of the consumer) content offering can increase traffic by 50 times, how might you harness the capabilities of mobile marketing for your company?


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