Mobile: What’s Next?

Jonathan SchaafGlobal Director, Global Digital Strategy, Omnicom MediaGroup

John SwordsPartner and Ringleader, Circ.us

• Ever more powerful mobile devices• Speeds rivaling broadband• Device specialization and diversity• Proximity sensors and tags

• New approaches to point of sale• Deeper engagement• More collaborative experiences• New kinds of loyalty programs

What is “mobile”?

Tools of a Mobile Marketer

Past and Present• Phone• WAP• Text• Email• Mobile Websites• Apps

Future• Agents• Sensors• Everything Connected

Metro LightsParking Tickets

Phone KiosksBus Benches

Print

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1414

ChallengeGenerate excitement and engagement around the series and connect with the mobility and socially active nature of the youth community

SolutionThe idea was a community based Alternate Reality Game, in essence a treasure hunt. Linking closely into the plot-line of the new series, we developed a game centred around the players’ mobile device. Working with Warner Bros marketing team in LA and the production crew in Vancouver, we filmed teaser trailers with the actor who plays Lucifer and recorded video clues with the actor Misha Collins who plays Castiel, a Fallen Angel. This set the plot-line for the game and revealed that there were 25 symbols hidden throughout the UK.

Using SnapNow technology, players would hunt the for the symbols, take a photo, send it to a shortcode number and then their score would dynamically update. The mobile device was vital to the game, as it gave almost full functionality of the online site and facilitated the capturing of the symbols.

QR Codes and AR Markers

Play Natural Feature Recognition

Play Ben and Jerrys

1.6m bluetooth downloads – most successful entertainment campaign in the UK and second best campaign ever.

25k podcast downloads – Two appearances in iTunes “What’s Hot” chart

Achieved value worth over ten times the media investment

ChallengeMaintain engagement throughout the duration of the series. Historically, marketing activity was focussed around driving as many viewers as possible to episode 1, however, the previous series saw drastically fluctuating audience figures.

SolutionOpted for a mobile campaign based on bluetooth technology. The campaign ran throughout the entire series, with weekly updated content including a trailer of the next week’s show and a weekly podcast discussing the previous week, hosted by celebrity TV presenter Olivia Lee. Locations for activity included cinemas, bars and shopping malls – crucially areas where young women socialise together.

ResultsThe deal which valued the campaign at £560k was achieved for just £45k Over 12 weeks, there were 1,600,000 downloads – smashing the previous record for an entertainment campaign, and second only to a campaign which ran for 4 months

Play RFID Rev 2

Play IBM Video

Mobile: What’s Next?

Jonathan SchaafGlobal Director, Global Digital Strategy, Omnicom MediaGroup

John SwordsPartner and Ringleader, Circ.us