Mobile Now Moments:Setting Your Brand Up For Success

10.18.2012

ENGAUGE

Engauge is a full-service marketing agency built for the social age.

235 Employees

Offices in Atlanta, Columbus, Orlando, Pittsburgh and China.

A FEW “HOUSEKEEPING” ITEMS

Please feel free to ask questions.

The USB drives contain:

- Our mobile one-sheet

- A variety of our thought leadership papers

Tweeting during lunch? We hope so! Our handle is @Engauge.

Use hashtag

#mobileNC

Dustin Garis, Global Marketing InnovationProcter & Gamble“Chief Troublemaker” at P&G FutureWorks, the brand building innovation hub of Procter & Gamble. Leads disruptive innovation, from P&G's first franchise operation (CMO of Mr. Clean Car Wash), to rural India health clinics. Beyond P&G, he is a marketing consultant and director for a breakthrough new mobile platform.

ABOUT TODAY’S SPEAKERS

Carla Paschke, Director of Mobile InnovationEngaugeFounding member of the Digital Innovation Group (DIG)

Instrumental in propelling Engauge into the mobile space

Accountable for end-to-end quality and growth of Engauge’s mobile portfolio

Mobile Now Moments

+

THE COMMON THREAD

THE OPPORTUNITY

We’re ADDICTED to checking our phones

94% of Americans are

worried that their phone might vanish, with 73% saying such fears

induce feelings of panic.

Young consumers

switch media 27 times an hour.

“IN THE NOW” BEHAVIORAL TRENDS

ALWAYS ON

CATALOG MEMORY

INFORMED CONSUMERISM

INSTANT GRATIFICATION

NOW MOMENTS

URGENT NOW REPETITIVE NOWBORED NOW

URGENT NOWBe present when and where users may need your products or services.

Instant Gratification

Always On

Informed Consumerism

Catalog Memory

70% of all mobile searches result in action within one hour. 70% of online searches result in action in one

month.

Mobile Internet users will surpass desktop Internet users in 2014.

SMS has 8x the response rate

of email.

90% of messages

are read within 3 minutes.

Synopsis:

Wells Fargo, Bank of America, and many other banks have implemented mobile banking, including SMS alerts, to draw attention to key account activity such as the bouncing of a check or large deposits.

Participant Trends:

Instant Gratification

Always On

URGENT NOW

URGENT NOW

Synopsis:

For the first time in over 10 years of their presenting sponsorship, Coca-Cola activated its sponsorship of the Essence Music Festival's “Main Stage Moments” with mobile.

Participant Trends:

Instant Gratification

Always On

Synopsis:

Charmin crowdsources recommendations from brand enthusiasts for public restrooms around the world.  Charmin recognized a universal need, and chose to sponsor an early-to-market app that tackled the awkward but necessary process of finding a clean bathroom on the go.

Participant Trends:

URGENT NOW

Instant Gratification

Always On

Catalog Memory

Synopsis:

The BAND-AID® Brand Magic Vision App featuring Disney’s The Muppets uses augmented reality (AR) technology to provide parents with an unprecedented ability to entertain their kids during the traumatic moment of getting hurt. Whether singing along to Kermit the Frog’s serenade, striking a pose with Miss Piggy or aiding The Great Gonzo on his daring act of lunacy, the AR app is designed to entertain and make Muppets fans forget about their boo-boos.

Participant Trends:

URGENT NOW

Instant Gratification Always On

P&G “Thank You Mom” Campaign

The P&G app, “Proud Sponsor of Moms” gives users the opportunity to thank their mom in a big way.

Users scanned the P&G-IOC worldwide partner logo, write a message for their mom and share their message with the world.

Synopsis:

Participant Trends:

URGENT NOW

Instant Gratification

Always On

Synopsis:

General Motors has filed for a patent where highway billboards are designed to show ads that are relevant to the driver using data collected from their OnStar in-vehicle system.

GM and OnStar have specified that the billboards would only collect information regarding the destination inputted by the driver. The data is anonymous and is immediately deleted afterward from the ad server.

Participant Trends:

Instant Gratification

Always On

URGENT NOW

BORED NOWIdentify downtime or “tween time” within consumer routines and develop experiences to engage users.

Instant Gratification

Accidental Discovery

Always On

On average a person spends an estimated 45 to 62 minutes waiting

every day.

Nearly 60% of smartphone owners use

their phones while waiting in line.

Synopsis:

Six Flags partnered with Ask.com to provide a relevant experience to users at park locations. Based on a user’s location, the Ask.com app will launch a “Skip the Line” game where guests can earn points and win a move to the front of the line if they answer trivia questions correctly.

Participant Trends:

BORED NOW

Instant Gratification

Always On

Instant Gratification

Always On

BORED NOW

Synopsis:

Gap’s recent location-based ad campaign tied physical ads to virtual ones, combining traditional transit ads with geo-fencing technology. From 2/20 to 3/6, bus stops and other public transportation in New York, San Francisco and Chicago were equipped with standard poster ads and geo-fences around the ads, which activated ads within Words with Friends which served up coupons within the game.

Participant Trends:

Synopsis:

P&G partnered with Walmart this summer in a month-long marketing effort in New York to promote online and mobile shopping and free delivery from Walmart with a food truck type of mobile initiative.

Passersby scanned QR codes and bought P&G products instantly.

Participant Trends:

Instant Gratification

Always On

Accidental Discovery

BORED NOW

Synopsis:

P&G’s, UK-focused, Beauty Recommended app integrates beauty tips with P&G product recommendations and is integrated with Facebook and Twitter.

It also featured three interactive, virtual tours of London called “Beauty Spots.” The app was timed to coincide with the swarm of visitors to London for the Olympics.

Participant Trends:

Instant Gratification

Always On

Accidental Discovery

BORED NOW

38% of cell phone owners

(not just smartphone) used their phones “to keep

themselves occupied during

commercials or

breaks in something they were watching.”

62% of participants want

advertisers to make it easier to purchase products seen on

TV.

Instant Gratification

Always On

Informed Consumerism

BORED NOW

Synopsis:“Watch With eBay” allows users to explore merchandise related to television programming, sporting events or movies by bringing up the eBay app.

This new feature supports the growing trend toward “couch commerce,” a term being coined by the press that represents the considerable number of purchases we make while relaxing and watching television with our mobile devices in hand.

Participant Trends:

BORED NOW

REPETITIVE NOWDevelop a strong value proposition by narrowing in on actions that users take on an ongoing basis and make it easy for users to repeat these tasks.

Instant Gratification Catalog Memory

Always On

In just a year, the average number of apps per smartphone has jumped 28%, from 32

apps to 41...

... And time spent on apps versus mobile Web has increased 10%.

Value exchange is critical to driving repeat usage.

Instant Gratification

Always On

REPETITIVE NOW

Synopsis:

With the Starbucks App for iPhone and Android, you can check your balance, reload your card with any major credit card, view your transactions and conveniently track your Stars in the My Starbucks Rewards program on your iPhone, iPod Touch or Android. Just scan and go!

Starbucks reports the total number of mobile transactions today is close over 60 million — or close to 25% of transactions.

Participant Trends:

Instant Gratification

Always On

REPETITIVE NOW

Synopsis:

Neiman Marcus has developed a location-aware iPhone app called NM Service that adds a heightened level of personalization to in-store shopping:

•Set preferences to automatically alert sales associates when in store, or “check-in” when ready for assistance

•Provide staff with instant access to shopping history and Facebook profile image.

•Allow shoppers to see which sales associates are in-store and message and/or make appointments with an associate of their choice

•Scan QR codes to unlock product information and trends and mark favorite products -- helping associates make smarter product recommendations.

Participant Trends:

Instant Gratification

Always On

Catalog Memory

REPETITIVE NOW

Synopsis:

Give customers simple information on how to solve life’s messy problems — that’s what P&G’s Tide “Stain Brain” app does.

Blot or soak? Cold water or hot? The app offers solutions to 85 stain types with on-the-go tips and washing instructions. Users can also ask questions and get advice from fellow stain-fighters.

Participant Trends:

Instant Gratification

Always On

REPETITIVE NOW

Synopsis:

Getting little kids to brush their teeth well can be tough. This app strives to make brushing more fun so that kids want to do it longer. A customizable character gets your children ready to brush and reminds them when to switch to each area of the mouth. A timer counts down for two minutes while a catchy song plays. Two minutes is the key — that’s how long dentists recommend for the best results.

Participant Trends:

Instant Gratification

Always On

REPETITIVE NOW

Synopsis:

Canada-based Hospital for Sick Children has created the Pain Squad application, which helps motivate patients who often suffer deep emotional trauma to keep track of their symptoms and condition. The app gamifies the process of tracking the physical and emotional well-being of young people with cancer.

Participant Trends:

Instant Gratification Always On

REPETITIVE NOW

Synopsis:

Ford Motor Company and State Farm Insurance partnered to implement a system where a driver’s behavior on the road determines the amount they pay for insurance, based on data about how often an individual drives, how fast they go, and their average driving distance.

The collaboration is made possible through Ford’s current dashboard platform, the SYNC app, which records pertinent driving data and communicates it with the corresponding smartphone application.

Ford estimates that people who drive the national average of 1,000 miles per month can save 10% on insurance premiums, and a low-mileage driver could save up to 40%.

Participant Trends:

Identify and fulfill “in the moment” need states.

FINAL THOUGHTS

OrdinaryMoment

MemorableExperience

OrdinaryMoment

MemorableExperience

Jump the fence!Innovating the Organization:

Q & A

THANK YOU!@carlapaschke

@dustingaris

A nearly 1,000-year-old town in Wales is being transformed into the world’s first Wikipedia town. QR codes are posted around the town of Monmouth to connect physical locations with Web pages. A quarter of a million Wikipedia pages are estimated to be produced by this project. This easily accessible information enables tourists to learn facts and insights about the town.

Synopsis:

Participant Trends:

Instant Gratification Always On

Catalog MemoryInformed Consumerism

URGENT NOW

Synopsis:Soon, you might simply be able to walk straight out of supermarkets with a trolley full of groceries. Select retailers in Germany and Australia are exploring leveraging RFID tags printed onto items, and the trolley’s contents would be transmitted into the system. Using credit cards synced to mobile devices, the transaction would then immediately be charged to the linked account.

Participant Trends:

Instant Gratification

Always On

URGENT NOW

For the past eight years, Chili's Grill and Bar Restaurant has held an annual fundraising campaign for childhood cancer. In 2011, they incorporated QR codes into their campaign, resulting in 291,000 scans and more than $5 million in donations raised for St. Jude Children's Research Hospital.

Synopsis:

Participant Trends:

Instant Gratification Always On

BORED NOW

The LG Smart Refrigerator has French doors and an LCD panel that gives you access to online shopping, a grocery list, calendars and photos. You can scan your groceries into the system to track them as they get old and moldy.

All of this fun stuff hooks up with your smartphone so you can get menu suggestions, check expiration dates, and see if you're running low on Cheez Whiz.

Synopsis:

Participant Trends:

Instant Gratification

Always On Catalog Memory

REPETITIVE NOW

P&G Beauty Mentor is a voice-activated, personal consultant that tailors beauty recommendations to meet an individual's needs. Users can complete consultations by answering questions about their skin and hair type, concerns and desired results. Once the consultation is complete, results reveal customized recommendations for P&G products.

Synopsis:

Participant Trends:

Instant Gratification

Always On Catalog Memory

REPETITIVE NOW

Synopsis:Walgreens launched an SMS reminder system for prescription refills. The free service reminds patients about medications due for a refill and makes it easy for them to replenish their meds: Patients need only reply “refill” to the reminder text.

Walgreens also has a smartphone app, Refill by Scan, that (fittingly) refills applications by scanning the bottle’s barcode.

Participant Trends:

Instant Gratification

Always On

REPETITIVE NOW