XL Marketing Trends

1

XL MARKETING TRENDS | The Trends Reshaping Marketing

VOLUME 2 : ISSUE 1 FALL 2009 INSIGHTSSpecializing in Digital, Branding & Promotions

OVERVIEW

Technology’s rate of change, and improved methods of measurement and accountability, all heightened by a recession and expected slow to moderate 3% cumulative annual growth in the general economy over the next five years, are bringing

forth the most dramatic shifts in marketing ever recorded.

That’s why Moosylvania has conducted primary and secondary research to simplify and summarize where clients should be focused as they resume planning to move forward.

We have studied best practices, forecasts, and industry statistics and utilized our globally-ranked research facility to survey the industry to identify the Top 10 XL Marketing Trends that are shaping the way consumers and businesses find, learn about, buy and build loyalty for products and services over the next decade.

This report provides insight into each growth trend and provides real examples for context around the discussion. For the super-high growth segments like mobile, we have numerous examples and are also providing a resource tool for brand marketers to access, that provides a regular update of market activity on an on-going basis.

Interestingly, just as we were finalizing this report, the private equity firm Veronis Suhler Stevenson (VSS) released their 23rd annual U.S. Communications Industry

Moosylvania INSIGHTS

VOLUME 2 : ISSUE 1 FALL 2009 XL MARKETING TRENDS

Specializing in Digital, Branding & Promotions

2

Forecast. The company looks at total communications spending from consumers and businesses, and it includes traditional and new media along with information providers to businesses, trade shows, education and training, making its analysis on of the most comprehensive of all media analysis.

For 2009, VSS expects U.S. advertising to end up declining 7.6- percent, with a 1-percent decline to follow in 2010 and expected growth in 2011 - 2013.

The segments forecasted to decline most rapidly in 2009, according to the estimates, are newspapers (down 18.7 percent, to $35.5 billion); consumer magazines (down 14.8 percent, to $11 billion); radio (down 11.7 percent, to $15.8 billion); and broadcast television (down 10.1 percent, to $43.0 billion).

The firm expects a few sectors to increase their advertising dollars this year, including mobile (up 18.1 percent, to $1.3 billion) and the Internet (up 9.2 percent, to $23.8 billion).

In spite of negative trends, the media industry is expected to be the third-fastest-growing economic sector over the next five years, after mining and construction. Almost none of that growth is forecasted to come from shrinking traditional media.

Instead, it will be drawn from areas like Internet and mobile devices with a 10.2% compound annual growth rate from 2008 to 2013, branded entertainment at 9.3% and word-of-mouth marketing and public relations at 9.2%.

The fastest-growing forecast areas in the report include paid interactive television gaming and advertising (42.6%), mobile advertising and content tied to broadcast television (35.5%), Internet and mobile home video downloads (34.4%), mobile

advertising and texting (33%), and e-mail and in-game advertisements (18.5%).

The report notes that 2008 was the first time in the history of modern electronic communication during which consumers spent more time with media they paid for, like books or cable television, than with ad-supported media, like broadcast television and radio.

Taking all of this into consideration, and other interesting highlights, statistics and case studies along the way, we invite you to examine our report and reach out to us with your questions, thoughts and perspective.

Best,

In spite of negative

trends, the media

industry is expected

to be the third-fastest-

growing economic

sector over the next

five years … almost

none of that growth is

forecast to come from

shrinking

traditional media.

RODNEY MASON, CMO

314.644.7987

[email protected]

HTTP://MOOSYLVANIA.COM/

CONTACT.ASPX

AND CHECK US OUT ON TWITTER

TWITTER.COM/MOOSYLVANIA OR

TWITTER.COM/RODMOOSE

http://moosylvania.com/contact.aspx


http://twitter.com/moosylvania

http://twitter.com/rodmoose




3

Herein are Moosylvania’s top 10 XL Marketing Trends that will reshape communications now and well into the next decade. This list was generated through primary and secondary research, including key facts and statistics we will share in the report, along with industry surveys conducted by our globally-ranked research facility. It is categorized, weighed and measured based on overall growth, impact on the market and ability to maximize spend vs. return.

The Top 10 XL Marketing Trends ranked in order of priority are:

1. Mobile GPS – Geo based messaging, Bluetooth – Acknowledgement of presence, Snap Tag/Bar Code – Interactivity, Augmented Reality – Providing on the spot alternative and overlaid views and Digital Video – Real time live feeds and on-demand.

2. Digital VideoTV everywhere, Web TV, Pay-per-view, Mobile, Klickable, Real-time live feeds, On-demand, Augmented Reality overlays and Hologram videos

3. Social Networking Twitter – What are you talking about? Facebook – Adding Value, Linked-in Groups, News Share Communities, Location-based Communities, Bloggers, Ratings and Reviews and Wikis

4. Organic SEO Embedded content in natural, reputable, third-party-links trumps Paid Search and Web rankings. How to grow more offsite SEO for your brand.

5. Word Of Mouth Building ambassadors through experiential incentives to share with friends and family.

6. Product Placement e-Publishing via Kindle and other devices, In Game, Video (as TV leaps to web and phone, completely different integration opportunities) and Augmented Reality.

7. Shopper MarketingRetailers embrace solution-based selling to build traffic and raise average basket ring.

8. PR Keeping the word out and spinning the spin to add heightened digital velocity.

9. Website Mission control and the epicenter of your marketing universe.

10. Holistic BrandingEvery touch point delivering a reason to believe.




4

A SNAPSHOT of where consumers were just a few years ago helps anchor a foundation of understanding around digital influence and creates a good starting point for determining where we are headed. While the research proved what we know today to be true about digital influence, it wasn’t acknowledged or embraced, and even at this moment is just becoming widely accepted in marketing circles.

According to a 2007 study by the IBM Institute of Business Value, 75-percent of all retail shoppers

research products online. Just over half of prospective customers visit a product website when considering a purchase. This number skews higher for high involvement purchases and

lower for everyday products.

The opinion formed on the website is the most influential driver to in-store purchase that a marketer controls. Consumers’ overall opinion and trust in a brand is based primarily on a website’s relevance and visual design. That means, it’s more important than ever to provide the right tools and information that can be shared electronically, and to also make sure the overall design of your website is appealing to customers, especially when compared to your closest competitors.

More importantly, 42-percent of online consumers report they have changed their minds about the brand they were going to buy based on web exploration, as reported in AOL’s Brand New World report in 2007.

That report also found online research is the #1 way customers make informed purchase decisions, as 76-percent feel more empowered and better informed as a result of the Internet. Think about the retail environment with bigger stores, fewer clerks, overwhelming selection and product information overload. It’s easy to see why, above and beyond technology adoption, online research continues to grow in importance for consumers.

Consumer Snapshot – The Way We Were

DOUBLECLICK TOUCHPOINTS IV, 2006 SURVEY QUESTION: “THINKING ABOUT YOUR MOST RECENT PURCHASE, HOW DID YOU FIRST HEAR… / HOW DID YOU FURTHER LEARN ABOUT THIS PRODUCT/SERVICE?”

It’s easy to see why,

above and beyond

technology adoption,

online research

continues to grow

in importance for

consumers.

Websites are the Single Greatest Source of Influence for Online Consumers when

making Shopping Decisions

WEBSIT

E

RE

SP

ON

DE

NT

S

IN-S

TORE

WO

RD O

F MO

UTH

CATEGO

RY INFLUEN

CER

SALES P

ERSON

TV AD

MA

IL/C

ATALO

G

NEW

S/MED

IA

eNEW

SLETTER

SEARCH E

NG

INE

WEB A

D

MAG

AZIN

E/NEW

S AD

RAD

IO A

D

OUTD

OO

R AD

TELEMA

RKETING




5

SO WHAT DOES or did the purchase path look like? For high involvement purchases, consumers are conducting their purchase research via discussions with trusted family and peers on-line and off – researching through opinion posts and boards in the blogosphere and using comparison tools found on independent non-biased sites and branded websites.

For lower involvement products, brands that make connections to influencers, adding value with easy- to-use tools to make comparisons and encourage educated decisions that can be shared with others, are pulling ahead.

As an example, right now, we’ve found through our studies that over 2/3 of all consumers we have surveyed make a list before they go to the grocery store, and this list is heavily influenced by price and

product opinion research on-line. As the recession set in and newspaper circulation has gone down, coupons that are e-mailed, texted, posted on blogs, linked to banners, and other electronic formats, have grown exponentially.

Rapid technological changes are spinning the new digital decision model on its head with advanced interactivity and location-based identification. All digital influence trends are beginning to shift. This migration will continue well over the next 10 years as the web and mobile become one and the same.

For the U.S. market, mobile will take over as the #1 way people access the web by 2010. What’s beginning to take shape is a migration to true and meaningful, geo-based, behavioral relevance. That is why top investment analysts and our independent research are forecasting

mobile to be the most influential medium as it pertains to purchase.

Take the mobile spin and add another significant migration to what we have identified as “E-Versioning” of traditional media – or the morphing of existing traditional media into digital formats – and you find the customer has an extraordinarily powerful advertising filter that delivers instant “truth and information” directly to their hand at a moment's notice.

Conventional media is still a significant and important part of the overall marketing mix, especially from an awareness standpoint. But alone, it no longer works. What follows are XL Marketing Trends that will reshape the future of marketing and, together with conventional media, will change the marketing landscape over the next 10 years.

EXAMPLE: Buying a washing machine

PRE-INTERNET

DISCUSSION WITH

PARTNER

DISCUSSION WITH PARTNER + DECISION

SEARS STORE

WHIRLPOOL

$ PURCHASESEARS

DISCUSSION WITH

PARTNERDISCUSSION

WITH PEERS

SEARS STORE DECISIONSEARS ONLINE

GOOGLE GOOGLE

YAHOO

CHEAP WASHING MACHINE

SITES

WHIRLPOOL

$ PURCHASE

WITH INTERNET

ONLINE OFFLINE ONLINE

SEARS ONLINE




6

THE SMART PHONE will become the #1 way US consumers access the web by the end of 2010. The math to conclude this is simple. Cell phones outnumber computers 3 to 1. Smart phone penetration is already in the double digits in the US, 20% and growing at the time this document is being written, and only needs to equal 34% to surpass computers. Best Buy conducted a survey in 2009 that found 40% of all non-smart phone customers intend to purchase one within the next year.

Combine that with the fact that wireless phones in general have much greater use incidence than a computer, as they are always on and always with consumers, and it’s easy to see why mobile marketing is quickly becoming a game- changing medium.

Marketers believe The Future Of Mobile is here and now. We surveyed the marketing industry and asked, “Will your marketing initiatives include Mobile and, if so, do you see the budget growing or contracting over the next year?”

We received a resounding, “yes!” - mobile will be included and budgets are growing. Some interesting verbatims from our study that speak to where mobile is now and in the near future include:

“If you simply implement mobile into your existing marketing initiatives so those people who want to interact with you via mobile can, then you will see results.”

“User-driven systems are the future of mobile marketing. Effectively marketing on mobile devices will require that developers take advantage of the unique qualities of the mobile platform, like location based services and two-way communication.”

“An interesting question and even more interesting timing. We are evaluating mobile for our business now.”

“We are mostly seeing B2C rather than B2B and definite interest from some clients on mobile apps.”

e-Marketer’s forecast for mobile marketing expenditures for the next five years projects growth of more than five times over the $648M spent in 2008. This projection includes mobile message advertising, display advertising and search. But that’s only half the story on expenditures.

As consumers begin to use mobile more and more to access the internet, it is imperative marketers have a mobile strategy for where the lines are blurred. Simple things like developing a mobile version of your website because Google Ad Word buys include mobile search (whether you specify them to or not), acknowledging that e-mail is read both from computers and handheld, and being relevant for digital content to be experienced on handhelds are all immediate fixes most marketers have yet to address.

Mobile – Anticipated Spending




7

Office Depot distributes coupons via e-mail. But try to redeem one from your handheld, as we did in our retailer mobile audit. You might find a store manager refusing to redeem the coupon because there isn’t a system in place for mobile coupons, even though the coupon is why the customer came into the store and it is shown to the manager in an e-mail on an smart phone screen.




8

Comscore’s look at changes in mobile expenditures between May 2008 and April 2009 shows a variety of varying industries migrating to mobile. The big climbers are personal care products, apparel, accessories and luxury goods and movies.




9

Moving is what makes mobile marketing different from any other medium. It’s the actual connection between click and brick. Movement means you have the opportunity to communicate with your audience when they are in the right location and frame of mind to make a purchase. Mobile holds the greatest chance for impulse purchases and is why mobile is proving to be the most granular direct-response tool in the marketing arsenal.

So mobile’s significance cannot be ignored. But where do you begin? Accessing the web via phone is different than accessing it with the computer. In this discussion, we will touch on immediate mobile marketing opportunities and where things are headed in the next few years.

The real energy driving smart phone demand is the combination of:

1. Simplified interfaces,

2. Information always with you at your fingertips and

3. GPS location-based capabilities.

We conducted a survey representing smart phone users across the country

in various ages, usage types and age groups to find out the kind of Apps smart phone users choose and actually use.

The Moosylvania Smart Phone Qualitative Study of Smart Phone Users found:

1. Over half have more than 10+ Apps on their phone,

2. More than half will not pay more than $5 for an App, but a surprising 8% would pay more than $10 and another 8% would pay more than $20,

3. Over 2/3 prefer Apps to Browser

4. Facebook is easily the most used and most popular of all Apps.

“I can pull up by the curb,

I can make it on the road,

Goin’ mobile

I can stop in any street

And talk with people that we meet

Goin’ mobile

Keep me moving,”– Pete Townsend, The Who




10

HOW MANY Apps do have on yoursmart phone?

• 54% had more than 10 – 54%• 46% had less than 10 – 46%• 27% had 30+• 16% had 20-29• 10.5% had 10 – 19

WHAT WOULD YOU PAY for an Appyou like?

• 11% wouldn’t pay• 11% less than a dollar• 43.2% less than $5• 19% less than $10• 8% less than $20• 8% more than $20

DOWNLOAD an App or Browser for Mobile Site?

• 67.6% prefer Apps vs. 32.4% for Browser

HOW DID YOU HEAR about Apps you use?

• App Store – 65%• Friends – 60%• Reviews on Internet – 32%• Ads on TV or Internet – 8%• Other 18.9%

WHAT ENTICES YOU to downloadan App?

A few common comments -

– When I realize it will make whatever I am doing faster and easier.

– …functionality and convenience, and also what people are tweeting regarding that application.

– …if it satisfy my needs exactly.

– Realistic usability…

– It must make my life easier and make it faster to retrieve info I want.

– If I think it will be very useful or entertaining. For me, it's probably mostly about entertainment.

– How fun it is.

– Its use to me and function.

– How relevant it is to my routine.

– Recommendations and reviews from trusted sources…

WHAT IS YOUR favorite application that you have used on your smartphone, and why?

• News, sports, weather, location and Facebook topped the list.

• Special Interests – music was tops, followed by games and a variety of other options

WHAT IS THE APPLICATION you use most often?

• Facebook won resoundingly, followed by e-mail and maps




11

MOBILE VIDEO AND TV are so big, we save this discussion for XL Trends Chapter 2, which covers the #2 XL Trend, Digital Video.

But, now that we understand where the consumer was and where the current numbers and projections are leading, let’s look at the explosion of mobile marketing ideas coming from every corner of the world. There are many tools that make mobile an outstanding marketing platform. The six characteristics that make mobile our top XL Marketing Trend are:

1. GPS – Geo based messaging

2. Bluetooth – Acknowledgement of presence

3. Snap Tag/Bar Code – Interactivity

4. Augmented Reality – Providing on the spot alternative and overlayed views

5. Digital Video – Real time live feeds and on-demand.

6. Text messaging – Direct communication.

The following case studies provide top line examples of leading edge mobile programs that are proving mobile is more than just a viable tool of the future, it’s already delivering results now. Immediately following these case studies is a brief discussion around the 700 Mhz spectrum and the impact it will have on the mobility with it’s much greater bandwidth and reach.

There are a lot of examples here, but all the better, we’ve created an addendum to this report we call “The Moosylvania Mobile Marketing Tracker” that provides weekly updates for best in class programs. Currently the review has over 160 total fresh programs and growing.

We offer the Tracker to brand marketers who want to stay abreast of the latest trends in mobile. To access visit us online at http://www.moosylvania.com/insights.aspx

I Want My Mobile TV!

Warner Brothers – WAP, Bluetooth experienceBLUE TOOTH BASED PROMOTION - UK

“The Hangover” campaign, delivered via a Bluetooth enabled network featured the film's trailer and was sent to mobile phones via Bluetooth over a one-week period. Consumers that walked into the proximity of a Bluetooth-enabled “pod” were sent an alert on their mobile screen asking if they would like to download a trailer for “The Hangover.” They could then download an application to their phone, where they selected what type of content they wanted to see.

A Bluetooth-enabled network included kiosks in 85-percent of Britain’s cinema chains, the top 15 largest shopping malls in Britain, and a network of more than 500 clubs and bars, as well as Premiership Football Club stadiums.

Consumer activity was measured in bar locations of the network and verified by ABCe to the industry-agreed standards and metrics agreed by JICWEBS.

Confidential measurements included an audit for the campaign that was based on unique Bluetooth devices that successfully accepted the trailer; Bluetooth downloads, which tracked the number of times the trailer was downloaded; and exposed Bluetooth devices, which counted the number of devices detected during the campaign period.

MOBILE CASE STUDY

http://www.moosylvania.com/insights.aspx

http://www.moosylvania.com/insights.aspx




12

Spyderlink allows customers in the U.S. to take pictures with their phones of special logos and bar codes for informational and promotional messaging. The process, which is new in the U.S., is widely used in Japan to identify everything from price checks to food content and time-specified, in-store redeemable coupons.

Spyderlink drives promotional messages and offers in the U.S. to phones.

Barcodes are used in video on TV and the web in France to access further content and information.

In Japan, barcodes are used for a variety of information including identifying food origin and content.

Barcode Tagging – Japan, U.S., Western EuropeTAGGING WITH PHONE CAMERAS

MOBILE CASE STUDY




13

Deal Chime - U.S.REPLACES THE FSI

Deal Chime mobile App and website replace the FSI with a mix of alternative out-of-home and social media to reach 10x the audience for the same cost as a standard FSI, while delivering greater flexibility in mobile coupon messaging.

Consumers can find deals based on their specified distance from their current proximity. Coupons include map to specific retail locations and can be customized by location, retailer, time of day, etc.

Moosylvania developed Deal Chime in conjunction with alternative out-of-home specialists, MacDonald Media, electronic media specialist, Media Partner Group and leading data measurement and management agency, hawkeye.

MOBILE CASE STUDY




14

The campaign built on Armani's existing Text A/X initiative, which allows people to opt-in from the desktop Internet to receive text messages about new collection arrivals, exclusive offers, A|X events, and mobile downloads.

The new A|X mobile advertising campaign was designed to leverage and drive consumers to a specially designed mobile website where they can sign up for Text A|X, find stores near them, watch videos, see images of the new 2009 Spring lines, and read the A|X Styletraxx blog.

The engaging iPhone text, banner and canvas ads highlighted the most current design collections.

The iPhone accounted for one-third of mobile Web traffic worldwide and half in the U.S.

Armani Exchange – Global in 26 CountriesMOBILE AD CAMPAIGN

MOBILE CASE STUDY




15

Nestlé Cozi – U.S. FAMILY ORGANIZER TOOL

Cozi is a free service available on mobile and online that helps busy families organize and simplify their daily lives. The service is now available at http://www.nestlefamily.com and is a branding tool for Nestlé.

With Cozi, shopping lists are available whenever and wherever consumers need them. Consumers can upload their shopping and to-do lists. When they need the lists they can call Cozi toll-free from any mobile phone to have their schedule or grocery list read or texted to them.

Families can easily collaborate on things by sending a grocery, shopping, or to-do list, or even the day's appointments, to themselves and other members of the family via mobile.

Users can get appointment reminders by text and email. Consumers can even sync their calendars with Microsoft Outlook.

MOBILE CASE STUDY

http://www.nestlefamily.com




16

Unilever's AXE – U.S. MOBILE FLASH

The campaign utilized new Greystripe technology that translates Flash applications into formats that can run on the iPhone.

The AXE “Dirty Night Determinator” experience was created to support the launch of the AXE Detailer Shower Tool. Axe is using the iPhone to reach 18-34 year old male demographic, which is especially prevalent amongst iPhone users and mobile gamers.

What started as an online Flash game, where the users interact with the ad to calculate how “dirty” their night will get, migrated to mobile with a Greystripe technology that can convert Flash apps into a combination of java and html to run on the iPhone, and provide an experience similar to Flash.

MOBILE CASE STUDY




17

Universal Studios – U.S.BLUE RAY DVD INTERACTION

Universal Studios turned Apple’s iPhone into a remote control, allowing consumers to control content on their Internet- and Wi-Fi-connected Blu-ray players via their handset.

The company is delivering a variety of iPhone and iPod touch-enabled features on its Blu-ray releases. This functionality launched in Apple's App Store on July 28, coinciding with the 2-Disc Special Edition Blu-ray release of the box-office smash “Fast & Furious.”

Blu-ray is a next-generation optical disc format developed to enable recording, rewriting and playback of high-definition (HD) video, as well as storing large amounts of data. The format offers more than five times the storage capacity of traditional DVDs and can hold up to 25 GB on a single-layer disc and 50 GB on a dual-layer disc.

Consumers are also able to access bonus content found on their Blu-ray disc and download it into their iPhone and iPod touch to watch features on-the-go, use the devices as a virtual remote to control their Blu-ray disc features and access additional detailed information about the film and its cast while watching the movie.

The platform is also set up to integrate with social networking applications and sites such as Facebook and Twitter to let users update their friends about movie-related activities.

With iPhone or iPod touch in hand, Blu-ray viewers can use their devices' touch screens to control 360-degree views of the Fast & Furious’ supercharged street-racers and instantly punch up exclusive technical specs for the film's high-tech cars.

MOBILE CASE STUDY




18

Envivio – U.S. TV ON THE SMART PHONE

iLiveTV is available now for iPhone users and a private demonstration can be found at www.envivio.com/solutions/ilivetv.php.

Envivio iLiveTV gives subscribers all of the time-shifting and on-demand capability they expect at home, but makes it available anytime, anywhere on the iPhone.

Since iLiveTV supports the advanced capabilities of the iPhone OS 3.0’s new mobile video format, it can adapt to available bandwidth, optimize full screen video playback and increase battery life.

iLiveTV comes readily equipped with all the software necessary to deliver protected video from standard Web servers.

Audi of America – U.S.iPHONE GAME TO SELL DISTINCT OWN-ABLE DIFFERENTIATOR

Using the iPhone’s accelerometer, players experience one of the world’s most notorious races, the 24 hours of Le Mans. Racers compete against the clock and opposing race cars.

The plot centers on the 2008 duel between upstart Peugeot and the Audi teams that had won seven of the previous 24 Hours of Le Mans competitions. NFL Films helped with the storytelling, behind-the- scenes access.

MOBILE CASE STUDY

MOBILE CASE STUDY

www.envivio.com/solutions/ilivetv.php




19

Molson Coors – UKPROXIMITY CONTESTS

Molson Coors ran a Bluetooth-based proximity-marketing coupon campaign in the UK to drive traffic into bars and encourage more people to try its Carling brand beer.

A pub quiz application, delivered via Bluetooth across a network of pubs in Britain, prompted patrons to enable Bluetooth on their mobile phones to take a branded quiz for a chance to win a free pint of Carling beer.

Bluetooth, text and rich media were combined to send content such as wallpapers, video clips, games, music clips, vouchers and links directly to consumers’ mobile phones.

If consumers answered a certain number of questions correctly, they received a voucher via SMS for a free pint of Carling beer. In the first two weeks, the campaign achieved a 9.4-percent redemption rate. Pubs also saw an increase in foot traffic during non-peak times to redeem their vouchers.

Heineken – BraziliPHONE APPS

Heineken is targeting young adults in Brazil with a free application for the iPhone and iPod touch.

The app includes a GPS-enabled Bar Finder and a Party Maker, which provides detailed instructions for planning a social event. Using Google Maps features, The Bar Finder helps find the nearest bar selling Heineken.

Consumers can find the bar by type – restaurant, pub, night club, etc. – choosing from a menu, then generating the most direct route to get there from the current location.

A list of taxi services and a calculator that determines the appropriate amount of Heineken and ice necessary for a specific party are included.

MOBILE CASE STUDY

MOBILE CASE STUDY




20

Best Buy - U.S.MOBILE ADVERTISING WITHIN MSNBC APP

Best Buy is running mobile advertising within the new msnbc.com application for the iPhone and iPod touch. Ads encourage consumers to click for the deal of the day or be linked to Best Buy’s Twitter feed.

The App offers the same content as msnbc.com. The application incorporates a nav dial that users can tap to access the news topics that best fit their interests along with NBC News, MSNBC cable shows, blogs and Twitter streams straight from their mobile phones.

User settings make it possible to scan and scroll through content, play and pause video, choose and read news stories, and tweet articles or follow tweets from NBC News and MSNBC cable anchors.

MOBILE CASE STUDY




21

Hardee’s – U.S.MOBILE AD SUPPORTED PROMOTION

Hardee’s asked consumers to think of names for its new miniature biscuits product via a promotion centered on mobile advertising.

The Hardee’s campaign delivered geo-targeted advertising across sites and applications frequented by males 18 - 49. Banner ads were run on a collection of social networking, entertainment, sports and lifestyle mobile properties.

The mobile-optimized Web site NameOurHoles.com collected suggested names for the biscuit holes, as well as other user profile data such as zip code, email and phone number.

The data was transmitted to the website database, where the suggested name was inserted into television spots. Consumers could opt-in to Hardee’s CRM program from the landing page.

The mobile site also featured rich media such as videos of the TV spots, viral branded mobile greeting cards sent person-to-person, site forwarding and product information.

MOBILE CASE STUDY

http://nameourholes.com




22

Harper Collins – U.S.CONNECT PRINT WITH PHONE

Harper Collins linked print and digital content through a mobile marketing campaign with the book releases of L.A. Candy and The Amanda Project, along with the paperback release of the best-seller, Freakonomics. The product leverages digital channels such as 2D bar codes, mobile sites, social networking features, mobile video and SMS to allow a direct connection between book publishers and on-the-go readers.

The campaign has “watch it,” “send it,” and “read it” features all in a very compact site. The Amanda Project is an interactive series that is available as a printed book, complemented by an online adventure and will also incorporate codes to extend the reader’s experience.

Users can download the free application from http://m.harpercollins.com to their smart phone and scan the 2D bar code with the camera in their mobile phone.

The codes can be found on the back of book jackets and on other select marketing materials. They will link the user to a mobile site with exclusive content on the author and the book.

No matter where users are, they can read a Q&A with the author, share the new site with their friends via SMS and access video content.

MOBILE CASE STUDY

http://m.harpercollins.com

http://m.harpercollins.com




23

Doritos/PepsiCo’s Frito-Lay – U.S.TEXT-BASED PROMO

Doritos Blast Zone enabled consumers to text to enter for a series of prizes that get more intense as the promotion goes on.

The consumers text keyword BLAST to short code CHIPS (24477) to enter the Blast Zone promotion. The program is supported with radio ad with the mobile call-to-action.

Prizes include:

• Xbox-related prizes

• Free Doritos products

• Chance to attend NASCAR driving school

• Fly in a MIG fighter aircraft

• Fly in the Vomit Comet, a plane that replicates zero gravity.

MOBILE CASE STUDY




24

Hyatt Hotels & Resorts – U.S.MOBILE RESERVATIONS AND CHECK-IN

Microsoft’s Bing powers Verizon Wireless mobile search. If consumers search for Hyatt and click on the result, they will be redirected to Hyatt’s mobile website.

With Verizon Wireless, Hyatt can reach 86 million subscribers, and is taking advantage of Verizon inventory for this particular initiative, getting consumers to book rooms and check in and out using their mobile phone.

The program is designed to provide customers with a faster and more convenient way to find Hyatt hotels, book rooms, view and change reservations, check in or out, receive special promotions and access general information on-the-go when using the carrier’s Mobile Web service.

The synergy between mobile search and mobile display showed similar results, with mobile display experiencing a 350-percent lift in ad recall and a 125-percent increase in brand recall through the inclusion of mobile search ads.

MOBILE CASE STUDY




25

VH1 – U.S.LIVE REAL-TIME CONNECTIVITY WITH BROADCAST SHOW

With its “Watch and Discuss Live Chat” application, VH1 lets TV viewers use their mobile phone to chat in real time with friends, fans and celebrities while watching TV programming. TV viewers can use the product to ask a question of a show’s host or a reality show cast-off to gain a behind-the-scenes perspective on the show as they watch it.

Schlage – U.S.MOBILE ADS AND DEMO APP

Schlage’s integrated marketing campaign for its Link System, a product that uses wireless technology to allow consumers to monitor door locks and provide remote access from any computer or mobile phone device with Internet access, includes mobile ads on Yahoo and MSN. Once clicked, the application opens to fill the screen to provide a demonstration. The application works as if the user already owns the service, showing them how to unlock doors or adjust thermostat and lighting settings.

MOBILE CASE STUDY

MOBILE CASE STUDY




26

Coldwell Banker – U.S.INTEGRATION WITH OUT-OF-HOME

Coldwell Banker Real Estate hosted an interactive billboard in New York’s Times Square that displays requested home listings in real time.

The billboard is part of a larger program the company has been implementing to provide interactive and engaging ways for people to search listings, find brokers and learn about local communities when and where they want to.

The billboard asked people to text the word “homes” and any zip code to a promotional text code. Within moments, the highest-, median- and lowest-priced properties in that area were displayed. Coldwell Banker also sent a text to the phone with a link to more information.

Coldwell Banker launched a customized online platform for iPhone users specifically designed for smaller screens to make it easier to search for real estate listing while on the road. The platform includes a home-value estimator and search functions to find a home and agent.

And through a partnership with YouTube and Google, the Coldwell Banker on Location Channel debuted in May and is populated by brokers and sales associates. The number of videos on the channel has grown to 3,000, after launching with 300 pre-populated videos.

MOBILE CASE STUDY




27

American Airlines – U.S.MOBILE WEBSITE LAUNCH PROMOTION

American Airlines teamed up with Nokia to run a sweepstakes to promote the airline’s new website, AA.com, available on mobile devices.

The sweeps was found at http://www.AA.com/promo where visitors could learn about the mobile-friendly website, which launched in 2009. There, people entered the “On the Move” Sweepstakes for a chance to win a trip or Nokia N95 phones, among other prizes.

The site also included a game, which asked players to help one of two characters, Frank and Fran, get to the airport on time using AA.com mobile. The game included three scenarios asking people to navigate through piles of e-mail, dodge open door meetings and avoid coworkers trying to intercept them on their way out of the door. At the end of each segment, the site offered information about different features of AA.com mobile.

Visitors to the mobile version of AA.com using any Web-enabled mobile device were entered for a grand-prize of 100,000 miles. People could earn up to three additional sweepstakes entries by sending the details to a friend.

MOBILE CASE STUDY




28

Victoria’s Secret – U.S.PERSONAL PURCHASES

Mobile is considered a highly personal medium, and Victoria’s Secret tapped into that with a mobile e-commerce site and a text-message campaign to promote the site.

Users can shop the Victoria’s Secret catalog that is available on the retailer’s main Web site or in print by entering an item number into a “Catalogue Quick Order” box. Once they’ve located the item they want, they can then buy it securely over the mobile site and check the status of their shipments.

In a recent survey, Harris Interactive found 45% of those polled consider shopping by mobile phone to be “somewhat safe.” But that confidence rose among the 18-34 age group, 59% of whom found mobile shopping “somewhat safe,” compared to 34% of those over 54.

Users can also purchase gift cards from the site, either on plastic or in an e-card form that can then be e-mailed to a recipient and used for online purchases.

Mobile customers can opt-in to receive notice of new products, special offers and promotions either via e-mail or text message. They can also sign up for alerts without going to the mobile site by texting START to the short code 26435 (ANGEL).

MOBILE CASE STUDY




29

Hallmark – U.S.MOBILE GREETINGS

Hallmark Mobile Greetings is a mobile application downloadable to handsets, from which users can send – for 99-cents – a Hallmark greeting card message, where recipients click on a "next" button to get to the inside card.

The mobile cards are intended to go beyond what might be considered traditional text messaging. It’s taking the words and adding an emotion to them.

Vegas – U.S.MOBILE SEARCH CAMPAIGN AND WEB SITE

Vegas.com has seen ad click-through rates as high as 20-percent for their iPhone and Android search ad campaign and attributes solid conversion rates for the Vegas.com campaign to the mobile platform.

Search ads appear next to search results on iPhones, Palm Pre and devices running the Android operating system. The campaign targets consumers looking to book travel to Las Vegas.

The major advantage to using this type of search campaign is the entire website serves up to consumers looking for information about Vegas. The campaign first launched in 2008 on the iPhone to raise awareness for services.

MOBILE CASE STUDY

MOBILE CASE STUDY




30

Nike – U.S.RUNNER PERSONAL TRAINER

Nike introduced its new Nike+ SportBand and a mobile site designed to give runners Nike+ data and access to other runners wherever and whenever they need it.

The Nike+ SportBand gives runners real-time performance feedback on their distance, pace, time and calories burned with just a glance at their wrist. Nike also redefined the online running experience by giving users access to their Nike+ accounts right from their mobile phones.

The Nike+ SportBand features a new screen with a white background to enhance visibility and a welded seal to improve water resistance.

Runners who enjoy listening to music may continue to hear their run details through the Apple iPod nano, iTouch or iPhone systems. Runners sync their runs with the Nike+ mobile site in order to check their progress via mobile.

MOBILE CASE STUDY




31

Time Inc. / Sports Illustrated – U.S.2-D TAGGING MOBILE TECHNOLOGY

Time Inc.’s Sports Illustrated allowed its readers to get a sampling of the SI swimsuit pictures delivered to their mobile phone via multimedia messaging.

Readers of Sports Illustrated’s June 29, 2009 Swimsuit Vault issue could take and send a picture of a 2D bar code to receive the photo spread, which includes between seven and 14 pictures delivered via a single MMS, depending on their phone's capabilities.

The mobile technology delivers optimized multimedia content to both smart phones and standard feature phones.

Every participant's camera phone works instantly, without having to download a code-reading application or incurring the costs of accessing the mobile Web without a data plan.

The creative in the return message is optimized for every handset on the market, based on the requesting phone's technology requirements, media player and screen size, which allows marketers to return high-quality, optimized creative to every participant requesting content.

MOBILE CASE STUDY




32

GM's Chevrolet Spark – IndiaBLUETOOTH MARKETING CAMPAIGN

During the Chevrolet campaign, which ran over a single weekend, existing BluFi infrastructure in the well-known mall in Bangalore was converted into a “Chevy Zone” that delivered 11,000 downloads to consumers' phones.

Chevy Spark LPG cars were exhibited in a Bangalore mall that were enabled with Bluetooth transmitters.

Posters and banners around the mall and stickers on the car were used to educate consumers about the activity.

Customers who switched on their mobile Bluetooth and accepted messages from GM could download wallpapers, car details, specifications in animated format and details about dealerships selling General Motors vehicles.

Consumers in other parts of the mall who had activated the Bluetooth feature on their handset received a message about the car prompting them to check it out in the exhibition area.

MOBILE CASE STUDY




33

Layar allows viewers to point their Android video phone where they are physically located and overlay information on top of their view. Point your video phone in the neighborhood you’re in to find homes for sale, apartments for rent, the closest restaurants or bars.

Other augmented reality tools that work in similar fashion include:

TwitARound – U.S.This allows Twitter users to identify proximity of where the people they Twit with are located and interact with them. TwittARound hasn’t made it into the iPhone App Store yet; the iPhone SDK doesn’t provide public APIs for manipulating live video yet.

Nearest Tube – UKProvides overlays from the video viewer to find the Nearest Tube Stop (subway stations) in London, all prioritized by location with specific details about each.

TAT Augmented ID - U.S.This App uses Flickr facial recognition technology to identify a person’s face and pull up the online profile they have preselected and contact info.

Wikitude – AustriaPoint the mobile camera at an object or location and get a resulting display of information related to the objects in view. The latest version includes socially-aware geo-tagging where you can log in with an existing Facebook, Twitter, Google, or Yahoo account and add location-based information that other users will be able to access later at that same spot.

Layar – The NetherlandsAUGMENTED REALITY

MOBILE CASE STUDY

YouTube Video of Layar Demonstration

http://www.youtube.com/watch?v=b64_16K2e08&feature=player_embedded#t=19




34

MOBILE HAS TREMENDOUS bandwidth on the horizon. 4G is now being launched in select markets which will improve current speeds and challenges with the U.S. Mobile Web. One option for much greater bandwidth in the U.S. is the 700Mhz spectrum vacated by television broadcasters when they moved to HD this year. The Federal government auctioned off the spectrum last year and the reported highest bidders were AT&T, Verizon, Google and Craig McCaw – the founder of Nextel who has his own consortium in Seattle rumored to be partnering with Sprint.

What will happen when 700 Mhz is unleashed? The Internet will be omni-present – with access pretty much everywhere at speeds that can deliver seamless two way live video streaming. The Obama administration is cautiously probing the industry to understand the immediate and long term implications of the 700 Mhz release, as it is a tremendous game changer that could eliminate large industries overnight if unleashed without a plan.

For example, Google requested and was granted, that if a bid of more than $4B came in from a single party for the spectrum, the

Federal Government would approve the ability for consumers to choose their access provider at a moment's notice, and all devices would allow the switching to a new access provider instantly.

What this ultimately would lead to is pretty much everyone with a mobile device would have two way video communication access at unprecedented speeds for virtually little to no charge. This sounds great for consumers. But what happens to the infrastructure if there are no revenues to support it?

Eventually a solution will come to pass, the Genii will escape the bottle and communication will change in ways like you’ve never seen it in its

most advanced interactive forms. Look for that to come to fruition within the next 5 years.

There’s always more!There are more than 160 mobile examples on the “Moosylvania Mobile Marketing Tracker” that is updated weekly. We offer access to this engine to brand marketers who want to stay abreast of the latest trends in mobile. To access visit us online at http://moosylvania.com/Insights.aspx and request your password. While there you will also find chapters 2-6 of “XL Marketing Trends” when they are released sequentially in 2009 and several of other white papers we’ve generated.

Questions, thoughts or suggestions reach me at:

700 Mhz

SPECIALIZING IN

SPECIALIZING IN DIGITAL, BRANDING AND PROMOTIONS

DIGITAL, BRANDING AND PROMOTIONS

Moosylvania is “The Great State of Design” where insights are Hatched in our globally ranked research facility and nurtured by experts in the fields of Digital, Branding and Promotions. Great design is more than the extraordinary composition of creative elements; it is a process of originating and developing a concept from insights and a carefully constructed strategy – all designed to achieve measurable results.

©2009 MOOSYLVANIA THE GREAT STATE OF DESIGN

All rights reserved. No part of this work may be reproduced without express written permission of Moosylvania Marketing.

RODNEY MASON, CMO

314.644.7987

[email protected]

HTTP://MOOSYLVANIA.COM/

CONTACT.ASPX

AND CHECK US OUT ON TWITTER

TWITTER.COM/MOOSYLVANIA OR

TWITTER.COM/RODMOOSE

http://moosylvania.com/Insights.aspx

http://moosylvania.com/Insights.aspx



http://twitter.com/moosylvania

http://twitter.com/rodmoose