1. Mobile Marketing Success Stories
Alexandra Deutsch
Wirelesse Wednesday
Prague, Nov. 7 2007
Copyright by Out There Media 2007
2. Overview
• Out There Media –
at a glance
• 3 Mobile Marketing Success
Stories
• What we learn from them
Copyright by Out There Media 2007
3. Out There Media - At a Glance
Full Service Mobile Advertising & Media Agency
Founded 2006
We bring together
• Traditional advertisers, e.g. Coca Cola
• Agencies, e.g. McCann Erickson
• Content Providers, e.g. BBC, Vodafone Live
• Aggregators, e.g. WIN
• Operators, e.g. A1, Vodafone, WIND
Strictly Confidential Copyright by Out There Media 2007
4. Out There Media – Our Services
1. Creative Conceptualization 4. Delivery
• Target Audience Identification Aggregation
• Message Definition Network Transmission and
• Integration Planning Handset Compatibility
2. Creative Design 5. Analysis and Performance
• Campaign Design Monitoring
• Application Design Response Rates & Profiles
• Building and Development
Response Measurement and
of Campaign
Reporting
Performance and Campaign
3. Technical Implementation Tracking
• Enabling of campaign on mobile Feedback and Improvement
portal
• Ensure rendering and device
compatibility
6. Billing and Invoicing
Manage revenue share
agreements, orders and invoices
Strictly Confidential Copyright by Out There Media 2007
5. Out There Media - Technology
Our business is based on three pillars:
1. Our network of advertisers, media groups, content providers
and network operators
2. Campaign and Creative Services
3. MoBUCKS® (Ad - Serving Platform)
Strictly Confidential Copyright by Out There Media 2007
7. Objectives
Add value to existing SMS-ONLY “My Coke
Music” Campaign by extending it to Vodafone
Live On Portal
• Increase reach in the target group
• Maximize promotion results
• Promote coke as innovative market player
Collect user data
Increase consumption
Increase traffic on Coke Mobile Portal
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8. The concept
First On Portal Campaign by Coke in Austria:
• via interactive banners and mobile landing page
• in Music and Games portal of Vodafone live! (mobilkom austria)
By entering a code (found on every Coke can) users participate and
win festival tickets
If user does not have a coke at hand (because not necessarily
consuming coke while surfing in Vodafone live!)
possibility to receive WAP push link and enter code later
sales stimulation
Strictly Confidential Copyright by Out There Media 2007
9. Musik Spiele
Die Top-Single: Nelly Stirb Langsam 4.0: Das
Furtado - All Good Handyspiel
Things
Künstler der Woche The Fast and the
Christina Aguilera Furious: Fugitve
Sasha
Coca Cola Gewinnspiel Neuheiten
Hier klicken und Festival Top Downloads
Tickets gewinnen! Kategorien:
Denksport
Musik in Ihren Ohren Spiele Klassiker
Musik Freizeichen Casino + Glückspiel
Musik Downloads alle Kategorien
Musik News
Musik Charts
Music Finder
CD Shop
Hier klicken und Festival
MP3 Klingeltöne
Tickets gewinnen!
A1 präsentiert A1 präsentiert
Top Angebot Top Angebot
Musik Clips SMS Gewinnspiel
Kontakt Kontakt
Home | Menü | Mein live! | Suche+www Home | Menü | Mein live! | Suche+www
Strictly Confidential Copyright by Out There Media 2007
10. Lesson 1
Be where your
target group is:
anytime, anywhere!
Copyright by Out There Media 2007
12. Objectives
SMS
Record
Increase
Sales
Increase Footfall &
Drive Traffic to Stores
Increase Brand Awareness
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13. WIN-NING CONCEPT
Massive Mobile Campaign (June):
30 days – 30 boats:
“At Germanos Stores a captain is born everyday”
Fun & addictive SMS Trivia Game around Sea, Greek
Islands & Holidays
• Users collect sea miles => increasing difficulty => more sea miles
=> more probabilities to win
Strictly Confidential Copyright by Out There Media 2007
14. Promotion
TV, Radio & Print Campaign
Leaflets & Brochures
In Store Promo
Beach Promo with Celebrities on all popular
beaches
Major Launch Event
On Line Promotion
Strictly Confidential Copyright by Out There Media 2007
16. Print Ads & Leaflets
In leading magazines &
newspapers
Leaflets handed out on beaches,
cafeterias and popular places during
weekends
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22. Objectives
Increase Market Share and Brand Preference by
accelerating acquisition of new customers.
Generate massive revenues from VAS
Design the Biggest SMS Contest in the history of mobile
telephony
Strictly Confidential Copyright by Out There Media 2007
23. The Concept
“100 days – 100 cars”: Create an SMS Game
where people can win a SMART every day for
100 days (by “Going Up”)
Develop an addictive game mechanism making
people want to play on and on...
Strictly Confidential Copyright by Out There Media 2007
24. The concept - overview
TO :
5050 Text as many blank SMS as you
Max wish, to 5050 and collect
Smtih
participations because for...
Text blank SMS to 5050
(5HRK + VAT).
Text your name and
surname to 5050.
100 100
Vodafone
Days
offers...
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25. Promotion
A.T.L.
Creative
Call Center
media
Communication SMS
Internet
Channels messages
Promotional
Statements
packaging
Stores
Strictly Confidential Copyright by Out There Media 2007
26. TVC
Example
Presenter: There is it! The one
down and right, is mine! Isn’t it the
most beautiful?
Speaker: Vodafone gives to all its
subscribers, 100 SMART, in 100
days. Send now, blank sms, to
Video 2 – VF GR 100 Smart
1111 and you might be the big
winner of the day. So simple, so
SMART. Every evening, luck is
knocking at your door!
Presenter: …Lucky me!
Super: Both post-paid and pre-
paid subscribers, 100 SMART 100
Click on the screen DAYS. Send blank sms to 1111.
Daily draw at midnight. Legal
terms at www.vodafone.gr
Strictly Confidential Copyright by Out There Media 2007
27. Example
Print
On air: mostly 2nd month,
some monthly titles of 3rd
month as well
(newspapers &
magazines)
You are expecting it
day by day…
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28. SMS (Bulk) Campaign to customer
WIN
database A Smart offered by
Vodafone simply by
sending SMS!
Bulk SMS sent gradually to ENTIRE
customer database
Strictly Confidential Copyright by Out There Media 2007
29. Shops
Creation of special leaflets with
codes that provide participation
points bonus for the participants
Brochures, Posters, stands
Strictly Confidential Copyright by Out There Media 2007
31. Key lessons summary
1. Be where your target group is –
anytime, anywhere!
2. Be fun and interact with your target
group!
3. Be addictive!
...AND...
4. Understand what they REALLY
want!
USE the mobile channel –
don’t ABUSE it!
Copyright by Out There Media 2007
32. Thank you!
Mag. Alexandra Deutsch
Managing Director
Out There Media GmbH
Tel.: +43 1 9081528
Fax: +43 1 9081528 20
Mail: ad@out-there-media.com
Schottenfeldgasse 20/2, 1070
Wien
www.out-there-media.com
Copyright by Out There Media 2007
