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Mobile MarketingCase Studies

Case Study Case Study One:One:Case Study Case Study One:One:Red CrossRed Cross

Goal – was to raise as much money as possible for those affected by the devastation in Haiti.

In a recent campaign the Red Cross was able to raise $5,000,000 for Haiti. This was done by making use of text messaging. It is estimated that there are 270 million people in the United States alone that own a cell phone!

To date this has been the most effective SMS campaign done by any charitable organization. Even though the concept was simple, the Red Cross needed help to put their campaign into place.

Case Study One:Case Study One:

It is known that text messages get opened by the majority of people, and this is the one component that makes SMS campaigns so successful. You know that your message will be opened and read.

The reason this campaign worked so well was due to the nature of the text message. The message was simply a way to donate money; there was no writing a cheque or going to a local bank. It was all done via people’s cell phones. Quick and easy!

The majority of cell phone users are younger and hold current jobs. People from all walks of life were made aware of the severity of the situation. Reaching so many people from diverse backgrounds found those that had the money to donate.

Case Study Case Study Two:Two:Barack Obama CampaignBarack Obama Campaign

Goal – to identify new voters and persuadable voters

It is well known that most elections are won by fewer than 10 percentage points. So the name of the game is to develop a way to find that 5 to 10 percent of people that can help you swing the vote. This is exactly what President Obama did in his last campaign.

The smartest thing about using a text messaging campaign was that Obama was connecting with the young people of the country. Many of whom had not yet even registered to vote.

Case Study Two:Case Study Two:

The SMS campaign was used in various ways:

• To remind voters to get registered to vote, people were asked to provide their zip codes

• State by State reminders for people with details of their cut off dates

• To remind voters that they can mail in their ballots

• To invite people to local campaign events

• To send reminders to vote on Election Day

Case Study Case Study Three:Three:British Airways Mobile App CampaignBritish Airways Mobile App Campaign

Goal – to promote their Executive Club mobile application

British Airways recently wanted to promote their Executive Club mobile app. This app allowed members to manage their account and reservations, and access real time flight information all from their mobile devices.

The mobile campaign was meant to target members of the Loyalty Club and get them to download an application. The results of this campaign were that 250,000 downloads of this app were done by members.

Case Study ThreeCase Study Three

British Airways decided to run a mobile email campaign to reach their members. For this type of campaign to be successful the email had to be optimized. Mobile email allowed users to access their inbox no matter where they were traveling on any given day.

The email was targeted and to the point. Someone with an iphone would receive information about a new app that would allow them to scan their tickets versus printing them out. It showed examples of what the app could do.

• Find arrival and departure times

• Check flight status

• Perform Check ins

• Find travel news from British Airways

Case Study Case Study Four:Four:PepsiCoPepsiCo

Goal: to help streamline the lives of busy females by offering them a mobile app.

Pepsi first came out with their mobile app to help promote their Propel brand of sports drink. This has now been streamlined into a shopping app that is directly aimed at the busy woman aged 25 to 49.

The mobile app is based on the Google Maps system and allows the users to enter all their daily chores and tasks. The mobile app works on your iphone and suggests the easiest route to get to your next appointment.

Case Study Four:Case Study Four:

To market this effectively, Pepsi combined forces with local businesses in six major categories.

• Travel

• Well being

• Food

• Home

• Shopping

• Organize

For the future Pepsi is looking into using bar code advertising as well as additional mobile marketing to enhance their branding and reach more customers.

Case Study Case Study FiveFiveGeneral Motors – ChevyGeneral Motors – Chevy

Goal: to build awareness for their two new vehicles, the Chevy Volt and the Chevy Cruze.

Recently, Chevy was the sponsor for the South by Southwest Festival in Austin, Texas. Their problem were neither of the two new cars were available at this show. Both of these cars were being used as the test bed for mobile marketing.

Chevy hooked up with a geo based firm called Gowalla and decided to test how people would interact with different brands.

Case Study FiveCase Study Five

As people arrived at the Austin airport (they had to be Gowalla users) they received a message from Chevy welcoming them to the area. Chevy randomly chose users to receive a free ride in a Chevy vehicle. Chevy also set up walking tours of Austin, and users who checked in at certain points could get a reward.

Outside the festival Chevy parked Corvettes and Camaros which people could take for a test drive. Chevy set up the Chevy Volt Recharge lounge which allowed people to recharge their personal devices. This was an easy way for users to recharge their laptops, cell phones and iPods.

Case Study FiveCase Study Five

In addition, Chevy had pre-production models of both the Chevy Cruze and Volt. They applied QR codes on the outside of both cars. When scanned, the code took the user to a website that showed the features and benefits of the new cars.

The results of this campaign were that 40 people completed the walking tour and 75 prizes were redeemed at the festival. Chevy had the second highest number of check-ins at the show at 730.

For the future Chevy plans to commit 30% of its budget to mobile marketing along with using more social marketing.

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