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Driving football footfall with mobile
John Roberts
Mobile Squared
9 November 2011
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Agenda
1. Whistlestop tour of Qustodian
2. Example campaigns and results
3. Insights
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What is Qustodian?
• Qustodian is a permission-based, engagement marketing service for mobile phone users
• Communicates over the mobile internet, independently of phone manufacturer and operators
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Brands Consumers Mobile Internet
CHANNEL
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Qustodian Partners
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UK Music Festival
Atletico Madrid FC
Mobile Virtual Operator
Qustodian User Experience
1. Simple sign-up and App download process:
3. User has personal messages inbox for commercial messages & coupons
– For advertising, direct marketing, sales (coupons) & research
– Rich media formats for advertisers
2. Works on all phones with internet access
– Apps for all major Smartphones
– Symbian, Android, iPhone, Blackberry, Windows Mobile, JME
4. Includes in-built reward mechanism to encourage user interaction and use
– Cash credit
– loyalty points (integrated with existing program)
– Miles
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3 1
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And then receive messages
Reference Agencies
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User Preferences are Key to Success
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Preference Profile Development
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Express interest / State preference / Add data:
Phone contract type Insurance renewal month
Or state not interested:
Preview
“Born from within”,
new Spain football
kit. Select next to
view video
Adidas kit launch
message
preview in inbox
Intro Video Ad Product info
Video of Ad Product details and
closing comments
1. Awareness: Adidas launch
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 12
2: Engagement: Play Station launch
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 13
3. Sales: Skyline film launch
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 14
4. Footfall: Tierry Mugler (Clarins)
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 15
Offers Channel
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Presentation Web redirect Inbox Notification
Canal Ofertas: (-46%) Andorra 4* +
Aventura
A continuación te redirigiremos al…
• Targeted based on location and preferences • Purchase via mobile or save coupon in wallet • ~2% redemption rates
UK Example
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Discount Codes App download Web redirects
(Web, Facebook, Shops)
Lead generation
Offerum: Consigue descuentos de
hasta el 70%
A continuación te redirigiremos al…
Typical ‘Footfall’ Examples
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 18
And a “Football” example: NPower
® Copyright – Qustodian S.L. Any reproduction or use is exclusively for the person(s) and companies referenced above. Reproduction prohibited. 19
Some Insights
1. Respect permission, privacy and preferences and get: – 70% open rate
– >90% read through rates (attention)
– 2% purchase rate on offers by 26% of recipients
2. Controlled environment works: – No spam
– User control
– Curated
– Quality of relationship >> volume
3. Leisure-time experience – Issue for location based marketing
– Summer time is peak viewing time
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John Roberts [email protected]
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Try it at: http://uk.qustodian.com (or if you like football at: http://ffc.qustodian.com)
