In Jan 2008, I went to Tokyo (the new New - York apparently) "on research" to see what's what over in Asia when it comes to mobile and what is now leading the industry for them. I took some snaps and I met with Ogilvy digital (Tokyo).
Tokyo is just a mad place and, eventually, I was dying to go home when faceed with all the media clutter and advertiser presence. In spite of this, it is the real vision of an "always on", digitally mobile and connected society where, if you do manage to intercept a Japanese consumer you have to make it count!
They do this by putting a mobile response number/url/QR code/ or search box on their advertising. This allows consumers to act on the advertising there and then, reducing OTS, and maximising advertising effectiveness (Plus it's relevant and cool etc..)
Here are some snaps of mobile enabled advertising (from Japan!) If you are interested in seeing a full presentation download slides below! (Just scroll to end - past all the pictures)
Donald
Guinness Drip mat pub locator - you snap the QR matrix and it takes to you mobile website.
Mobile response QR code on McDonalds POS, Leads to mobile website where information on menu and nutritional value can be found.
Mobile Search box on advertising
Coca Cola Ambient advertising - snap image and be brought to "coke side of life" mobile website.
PRESENTATION!
Toky'o'Mobile_Return2Sender.ppt (4.92 mb)
Posted by donald | Comments (2)
Tags: donald douglas, mobile marketing japan
Its always very well documented that we are a nation of texters... and that we love to thumb away our social relationships through text but new stats confirm that SMS really is the channel of choice when communicating with each other.
The latest report by Comreg shows that not only are there 5.4 million mobile phone subscriptions in Ireland but the number of text messages sent by mobile phone users between the period of January - March 2008 totalled 2.32 billion!!
This figure is a 12% increase on the same period last year and is a massive 86% increase from 2006.
This means that the penetration rate for mobile phone subscriptions is 121% (this is good but Italy still lead in Europe with a phenomenal 151%) and that the average users is sending on average 156 text messages per month.
Interestingly, picture messaging (MMS & video formats) has increased in penetration and popularity with 10.5 million MMS messages sent in the 3rd quarter of 2008. This is up from this time last year where 8.2 million MMS were being sent quarterly.
There's still a ways to go in terms of mass market acceptance of picture messaging.
Posted by lisa | Comments (0)
Tags: irish market quarterly stats, mms, text messages
You may or may not have noticed but last week was Budrising week in Dublin and what a week it was.. Jam packed full of already established bands like Hard Fi, The Streets and The Ting Tings and up an coming acts such as Hadouken! and Ravonettes, the gigs took place in urban venues around the city from Monday 9th April.
The week finished on a high with a purpose built stage being erected on the docks of the IFSC. The stage was graced by The Streets and Mix master Mike (I think?? He is the DJ who previously played with the Super Furry Animals).
The Budrising Street Party was a low key event with all 1,000 tickets having being won by those who had pre - registered their details online.
Having attended the gig myself (we did some work there -- see below!) I can honestly say, as branded experiences go, it was top - class.
Upon arrival (after a walk along the red carpet) there were a myriad of activities in which to spend your time including a strong man competition, a vintage shop, a shoebox disco, a falafel stand...the list goes on.
The venue itself (inside the tent) was pimed out to the max with LCD screens placed from front to back so that anyone who was any height could catch the main acts.
As for the acts.. Mike Skinner & co put on a rockin show to a limited audience of 1,000 people and with their new found intimacy had to deal with neglige being chucked at them! The band responded well by getting everyone to kneel down for parts of songs before jumping back up for cresendos.
Something that I'm sure was a first experience for all.
In between acts break dancers entertained the crowd and also got most of them involved in some way or another!
For our part, we provided Bluetooth for the gig which was a bit of a first in terms of placing multiple bluetooth pods or units at an event.
The units were fully branded and spouted out ringtones from 'The Streets' and also a handy mobile venue guide.
The venue guide was a video and gave everyone who received it the opportunity to get a taste for the main attractions of the night.
Other mobile stuff at Budrising included SMS alerts around concerts, Mobile internet advertising and WAP site for information and content and finally Bud Snappers who took pictures of everyone as they arrived.
The pictures were saved and subsequently sent out to all those who wanted them.
A great Festival enjoyed by all - looking forward to Budrising Summer 2008 now!!:)
Posted by lisa | Comments (0)
Tags: budrising, dublin, mobile content, return2sender
Last week we released the first official study of mobile consumer behaviours and attitudes towards phone services and mobile marketing. The research, conducted on our behalf by Lansdowne Market Research, is nationally representative and highlights Irish mobile consumer attitudes and behaviours to SMS, picture messaging and mobile internet.
It was found that over a third would respond using text and that more consumers would prefer to respond using the text number supplied as opposed to visiting the website. Marginally more under – 35s would respond when compared with their older counterparts and there is little difference across social classes.
Our report also found that one in five mobile consumers are regularly using the mobile internet. These consumers represent the adoption of mobile internet as a new technology and are namely the “early adopters”. We expect to see considerable growth in this area through the second half of 2008 and going into 2009. Key mobile web services used by respondents vary by age.
While younger mobile Internet users are interested primarily in downloading ringtones, browsing and music, the over- 35s are more motivated by information services such as news and directions. As would be expected, male-oriented services include sports and news-related content. It is, however, significant, that larger numbers of females are using key services such as downloading ringtones and music.
77% of those asked admitted that they had never used the mobile internet and they cited lack of interest, perceived need and high data costs as reasons for this. Interestingly slow service, connection problems or lack of time were not seen as barriers to usage leading us to believe that there is a clear gap in the market for content owners and producers to engage the mobile audience by creating new needs and interests.
Another area of interest to us was picture messaging and we found that 60% of respondents have at some point sent or received a picture message with 10% doing so daily and a further 10% weekly. This supports statistics released by Comreg this week which claims that MMS usage increased by 6% in the last quarter of 2007.
To receive a full report on the research please click here
Posted by lisa | Comments (4)
Tags: statistics, mobile marketing, ireland, return2sender, mms, mobile internet, text marketing
New Statistics released by the MDA (Mobile Data Association) show interesting results for picture messaging...
In its first ever aggregation of MMS Statistics from all operators, it is clear now that UK mobile consumers are more and more interested in snapping pictures and sending them on to their friends, loved ones etc..
The 55% increase inpicture messages being sent is the physical equivalent of 19 million rolls of camera film!
Also in the stats it was revealed that 17 million people accessed the internet using their phones in December. This equates to 23% of the UK's mobile user base.
To see all stats from the report click here.
Posted by lisa | Comments (0)
Tags: mobile marketing, picture messaging growth, mobile internet, uk, mda
The mobile phone has become integral to the concert experience as now equipped with Camera’s and Bluetooth on their mobiles, concert - goers regularly record their memories by sending pictures to loved ones, film a band singing their favorite songs and after the event, post it all on YouTube. Bands and popular music acts are embracing the behaviour rather than admonshing it by integrating mobile marketing into the concert program. At recent Gwen Stefani concerts, as many as 20% of the audience entered a text to win competition and agreed to pay 99c per text to be in with the chance of winning better seats. Matthew Knowles, Beyonce's father and manager, said that he intends to use the thousands of numbers collected on her recent tour to pitch a variety of products, including a Beyonce phone!
We haven't had a great summer of it but it has to be said that in Ireland the popularity of festivals and big outdoor gigs is growing massively and providing the perfect opportunity for brands to enhance the experiences of revellers.Bacardi do this with their hugely popular “Live” tent and Budweiser do it twice a year with it’s BusRising series. Having everyone in one place is a great way to really reach your audience whether a band or a marketer. Mobile offers endless opportunities for advertisers to communicate with crowds of this nature and this is why experts predict a growing mobile presence of brands at concerts and festivals over the coming years.
We were helping out at BudRising this year and by using mobile the brand enhanced the consumer experience by adding new levels of interactivity. Pictures taken by promotional staff were sent to the Big Screen, numbers were simulateously gathered and the activity was followed up by sending consumers out branded print outs of their concert pictures; A Mobile Internet site was developed where people could download videos and ringtones from their favorite bands. They could access stage times and download a map of marlay park; Finally, a text and win promotion on the day, linked to purchase of Budweiser gave away 100 pairs of pit passes via SMS, which we authenticated with PDAs.
The opportunity is there at these massive events to target specific audiences and capture their mobile number for possible future communications either during the festival/night itself or in the weeks and months that follow, creating the ultimate in brand experience that speaks with consumers; making them feel welcome.
Posted by lisa | Comments (0)