Chris Bendt - MozesUsing Mobile Marketing to Drive Sales

Mozes is the leader in mobile engagement

5K EVENTS 

13M25K5M

INTERACTIVECAMPAIGNS 

UNIQUE USMOBILE USERS 

SUBSCRIPTIONS TO MOBILE LIST 

10M INTERACTIONSPER QUARTER 

100 M

+ MINUTESIMPRESSIONS 

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Over 4.5M mobile brand connections made

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College Basketball

July 4th 125 Years of Happiness

Major League Baseball

Gold Cup Powerade ProsSprite Step-Off

American Idols Live! TourEssence Music Festival

Coca-Cola Beach

NCAA Football

Mexican National Team Futbol

NASCAR 600

Dollar General with Darius Rucker

Why Mobile?

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How Important is Mobile to Your CustomerMobile Connections• 234 million Americans over the age of 13 use mobile

devices*• 95% of 18-24 year olds own a mobile phone**• 54% of 18-34 year olds own a Smartphone**Text Messaging• 97% percent of 18-24 year olds use text messaging**• 18-24 year olds send/receive an average of 109.5

text messages/day (over 3,200 texts per month)**

Mobile Web• Over 94% of smartphone owners (between 18-29)

access the internet or email from their handheld**• 30% of 18-34 year olds surf the internet from their

mobile device*• Approx. 30% of teen smart phone users ”Liked" a

company on Facebook*

* 2010 study from Nielson** Pew Research Center’s Internet & American Life project, April 26-May 22, 2011

Spring Survey.

Find the best place to start with your mobile strategy

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Many struggle to extract hard, measurable results from their investment.

Visibility does not equal value. 

Brands spend $40+ billion on events and sponsorships annually.  

Your event dollars are worth more than impressions.

Events are a huge mobile opportunity

Billions Spent Questionable ROI

Broad reach of targeted audience

Social, experiential environment

Brand benefits from affinity transfer

 

Limited engagement with brand in-venue

Data acquisition is logistically difficult

Difficult to measure ROI

 

Event Benefits Event Challenges

Events Are Prime Engagement Environments

Passive media is no longer as effective

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Interact with consumers on their terms

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We deliver clear value to our customers

Interact with audience in real-time

Create user-generated content Excite audiences with special

offers Drive permission-based opt-ins Acquire key unique data

including demographics, interests and location-based data

Drive to web for online engagement

Drive to store for coupons and offers

Drive to experience in-venue© 2012 MOZES, INC. | PROPRIETARY AND CONFIDENTIAL. | 10

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Link to video:http://vimeo.com/47256585

Coke Case Studies

23,000CONNECTIONS IN 2 MINUTES ESSENCE MUSIC FESTIVAL

Activate Festival ‘Mainstage Moments’ via mobile for 1st time in over 10 years of event sponsorship

Collect fan first & last name to grant mobile RSVP’s to exclusive event. VIP winners notified via text & presented on-screen

500 mobile tickets delivered flawlessly allowing for quick & easy check-in

Mobile takes center stage in sponsorship

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Connecting with youth for the long-term

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Ford American Idol Tour

Link to Videohttps://vimeo.com/29682428

Ford Creates Database Gold On Tour

50,000MARKETING OPT-INS

 

AMERICAN IDOLS LIVE! TOUR

At over 40 tour stops, fans voted for their favorite Ford music video and were entered to win backstage meet-and-greets, gaining 50,000 new leads

Every mobile engagement on tour captured fan email addresses

Over 300,000 brand/fan connections were made on tour

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Taylor Swift Turns Concerts Into Commerce

$10,000IN INCREMENTAL SALES 

TAYLOR SWIFT ‘SPEAK NOW’ TOUR

Fans purchased exclusive hatch posters via PayPal, credit card or replied with email address to buy online post-show

Fan posted news to Facebook & Twitter directly from confirm page

Mobile commerce call-to-action incor-porated into all mobile activities on tour

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120 MinsEXTRA SCREEN TIME 125 Years of Sharing Happiness

Awareness of 125 Years campaign through ride-along sweepstakes & fan-generated content on largest jumbotron in US at NASCAR 600

Brand engagement through fan-generated content, traffic directed to My Coke Rewards program upon participation, data collection upon sweepstakes entry

Two extra hours of branded screen time earned at NASCAR 600 due to cool factor & engagement

Amplifying Your Traditional Assets

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Leverage your best advertising assets for mobile

Find a partner with multi-channel activation

Smart phones HTML5 templates Flexible forms to collect

and store data Use with apps or ad

units Social media integration

Live displays Configurable templates API for external

creative Integration with display

systems (e.g. Cisco) Tablet functionality

Web and social Receive and publish

tweets and photos API for external

creative Widgets and RSS feeds Moderation tools

Text messaging Flexible workflows High volume processing

capacity Complete carrier coverage Pre-approved campaigns

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Scale field programs with mobile toolkits

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1. Provide field marketers with turn-key mobile activation toolkits at a low cost

2. Potential to activate thousands of retail locations, points of purchase and events reaching tens of millions of people

3. Use regional activations (and the data) to inform national digital and marketing strategies

4. Start simple (SMS) and then grow to advanced toolkits (smart phone engagement, location based services)

Integrate mobile with your CRM & payment platforms

Mobile commerce and coupons are integrated

Data is collected and synced with 3rd party systems

Host catalog items for purchase via 3rd party (e.g. PayPal, Google Wallet)

Capable of connecting to 3rd party coupon clearinghouse

Items can be sold “on the spot” or reserved for future purchase

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As marketers, our challenge is to balance inspirational and operational marketing, while creating engaging experiences for people.  Mobile will play an increasingly critical role because it allows us to connect with people in exciting, immediate ways with the right message at the right time.

Sharon Byers, Group Vice PresidentSports & EntertainmentThe Coca-Cola Company

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Christopher Bendt (Director of the Coca-Cola Account)m: 310-592-0843 e: chrisb@mozes-inc.com