The Best Mobile Campaigns in recent history
by Chilldor
At Mobile Marketing Forum last November NIKE’s year 2006 was noted as especially successful in the field of mobile marketing. In addition to that some outstanding examples of mobile marketing campaigns were pointed out. From their Top 10 I would mention a few:
Nike’s ID campaign where by-passers could via mobile phones design sneakers displayed on an electronic billboard and win brand new Nike sneakers. In the videos shown by Eric Wheeler (Ogilvy) and Gene Keenan (Isobar International) some people totally lost it, to put it mildly, when they saw on the big screen footwear designed by themselves. Besides the fact that Nike gave out 3000 pairs of sneakers during this campaign, the project was made especially exciting by giving people the chance to participate in it first hand.
“True Beauty” campaign by Dove - in the same way as Nike, Dove put up a picture of an elderly woman on an electronic billboard and by-passers could vote per SMS “wrinkled” or “beautiful”. The image on the billboard kept changing according to what kind of messages were sent.
Pontiac G6 promotion campaign, where people who spotted G6 on the street, had to take a picture of it with their mobiles and send it as an MMS in order to participate in the drawing of 1 million dollars.
The promotion of the movie “Snakes on a Plane” - the campaign participants could themselves design a phone call from Samuel L. Jackson and forward it to their friends. The receivers of the call thought that the call was from their friend but, when answering it, it turned out to be Jackson. The campaign was unbelievably successful in creating a positive “fuss” around the movie. More than 4 million calls were made during the campaign.
But in order to set up a phenomenally successful mobile campaign, you only need a bit of imagination!