3. Engauge is a full-service Offices in Atlanta,
marketing agency built 235 Employees Columbus, Orlando,
for the social age. Pittsburgh and China.
4. A FEW “HOUSEKEEPING” ITEMS
Please feel free to ask questions.
The USB drives contain:
- Our mobile one-sheet
- A variety of our thought leadership papers
Tweeting during lunch? We hope so! Our Use hashtag
handle is @Engauge.
#mobileNC
5. ABOUT TODAY’S SPEAKERS
Dustin Garis, Global Marketing Innovation
Procter & Gamble
“Chief Troublemaker” at P&G FutureWorks, the brand building innovation hub of Procter & Gamble.
Leads disruptive innovation, from P&G's first franchise operation (CMO of Mr. Clean Car Wash), to
rural India health clinics. Beyond P&G, he is a marketing consultant and director for a breakthrough
new mobile platform.
Carla Paschke, Director of Mobile Innovation
Engauge
Founding member of the Digital Innovation Group (DIG)
Instrumental in propelling Engauge into the mobile space
Accountable for end-to-end quality and growth of Engauge’s mobile portfolio
19. SMS has 8x
the
response rate
of email.
90% of messages
are read within 3
minutes.
20. URGENT NOW
Synopsis:
Wells Fargo, Bank of America, and many
other banks have implemented mobile
banking, including SMS alerts, to draw
attention to key account activity such as the
bouncing of a check or large deposits.
Participant Trends:
Instant Gratification
Always On
21. URGENT NOW
Synopsis:
For the first time in over 10 years
of their presenting sponsorship,
Coca-Cola activated its
sponsorship of the Essence Music
Festival's “Main Stage Moments”
with mobile.
Participant Trends:
Instant Gratification
Always On
22. URGENT NOW
Synopsis:
Charmin crowdsources recommendations from
brand enthusiasts for public restrooms around the
world. Charmin recognized a universal need, and
chose to sponsor an early-to-market app that
tackled the awkward but necessary process of
finding a clean bathroom on the go.
Participant Trends:
Instant Gratification Catalog Memory
Always On
23. URGENT NOW
Synopsis:
The BAND-AID® Brand Magic Vision App
featuring Disney’s The Muppets uses augmented
reality (AR) technology to provide parents with an
unprecedented ability to entertain their kids during
the traumatic moment of getting hurt. Whether
singing along to Kermit the Frog’s serenade,
striking a pose with Miss Piggy or aiding The
Great Gonzo on his daring act of lunacy, the AR
app is designed to entertain and make Muppets
fans forget about their boo-boos.
Participant Trends:
Instant Gratification Always On
25. URGENT NOW
Synopsis:
The P&G app, “Proud Sponsor of
Moms” gives users the opportunity to
thank their mom in a big way.
Users scanned the P&G-IOC
worldwide partner logo, write a
message for their mom and share their
message with the world.
Participant Trends:
Instant Gratification
Always On
26. URGENT NOW
Synopsis:
General Motors has filed for a patent where
highway billboards are designed to show ads
that are relevant to the driver using data
collected from their OnStar in-vehicle system.
GM and OnStar have specified that the
billboards would only collect information
regarding the destination inputted by the driver.
The data is anonymous and is immediately
deleted afterward from the ad server.
Participant Trends:
Instant Gratification
Always On
27. BORED NOW Instant Gratification Always On
Identify downtime or “tween time” within
consumer routines and develop experiences
to engage users. Accidental Discovery
28. On average a person
spends an estimated 45
to 62 minutes waiting
every day.
Nearly 60% of
smartphone owners use
their phones while
waiting in line.
29. BORED NOW
Synopsis:
Six Flags partnered with Ask.com to provide a
relevant experience to users at park locations.
Based on a user’s location, the Ask.com app
will launch a “Skip the Line” game where guests
can earn points and win a move to the front of
the line if they answer trivia questions correctly.
Participant Trends:
Instant Gratification
Always On
30. BORED NOW
Synopsis:
Gap’s recent location-based ad campaign
tied physical ads to virtual ones, combining
traditional transit ads with geo-fencing technology.
From 2/20 to 3/6, bus stops and other public
transportation in New York, San Francisco and
Chicago were equipped with standard poster ads
and geo-fences around the ads, which activated
ads within Words with Friends which served up
coupons within the game.
Participant Trends:
Instant Gratification
Always On
31. BORED NOW
Synopsis:
P&G partnered with Walmart this summer in a month-
long marketing effort in New York to promote online and
mobile shopping and free delivery from Walmart with a
food truck type of mobile initiative.
Passersby scanned QR codes and bought P&G
products instantly.
Participant Trends:
Instant Gratification
Always On
Accidental Discovery
32. BORED NOW
Synopsis:
P&G’s, UK-focused, Beauty
Recommended app integrates beauty tips
with P&G product recommendations and is
integrated with Facebook and Twitter.
It also featured three interactive, virtual
tours of London called “Beauty Spots.” The
app was timed to coincide with the swarm
of visitors to London for the Olympics.
Participant Trends:
Instant Gratification
Always On
Accidental Discovery
33. 38% of cell phone owners
(not just smartphone) used
their phones “to keep
themselves occupied
during
commercials or
breaks in something they
were watching.”
35. BORED NOW
Synopsis:
“Watch With eBay” allows users to explore
merchandise related to television programming,
sporting events or movies by bringing up the eBay app.
This new feature supports the growing trend toward
“couch commerce,” a term being coined by the press
that represents the considerable number of purchases
we make while relaxing and watching television with
our mobile devices in hand.
Participant Trends:
Informed
Instant Gratification
Consumerism
Always On
37. REPETITIVE NOW Instant Gratification Catalog Memory
Develop a strong value proposition by
narrowing in on actions that users take on an
ongoing basis and make it easy for users to Always On
repeat these tasks.
38. In just a year, the average number of apps
per smartphone has jumped 28%, from 32
apps to 41...
39. ... And time spent on apps versus mobile
Web has increased 10%.
41. REPETITIVE NOW
Synopsis:
With the Starbucks App for iPhone and Android,
you can check your balance, reload your card
with any major credit card, view your
transactions and conveniently track your Stars
in the My Starbucks Rewards program on
your iPhone, iPod Touch or Android. Just scan
and go!
Starbucks reports the total number of mobile
transactions today is close over 60 million — or
close to 25% of transactions.
Participant Trends:
Instant Gratification
Always On
42. REPETITIVE NOW
Synopsis:
Neiman Marcus has developed a location-aware
iPhone app called NM Service that adds a
heightened level of personalization to in-store
shopping:
• Set preferences to automatically alert sales
associates when in store, or “check-in” when
ready for assistance
• Provide staff with instant access to shopping
history and Facebook profile image.
• Allow shoppers to see which sales associates
are in-store and message and/or make
appointments with an associate of their choice
Participant Trends:
• Scan QR codes to unlock product information Instant Always On
and trends and mark favorite products -- helping Gratification
associates make smarter product
recommendations.
43. REPETITIVE NOW
Synopsis:
Give customers simple information on how
to solve life’s messy problems — that’s
what P&G’s Tide “Stain Brain” app does.
Blot or soak? Cold water or hot? The app
offers solutions to 85 stain types with on-
the-go tips and washing instructions. Users
can also ask questions and get advice
from fellow stain-fighters.
Participant Trends:
Instant
Catalog Memory
Gratification
Always On
44. REPETITIVE NOW
Synopsis:
Getting little kids to brush their teeth well can
be tough. This app strives to make brushing
more fun so that kids want to do it longer. A
customizable character gets your children
ready to brush and reminds them when to
switch to each area of the mouth. A timer
counts down for two minutes while a catchy
song plays. Two minutes is the key — that’s
how long dentists recommend for the best
results.
Participant Trends:
Instant Gratification
Always On
45. REPETITIVE NOW
Synopsis:
Canada-based Hospital for Sick Children has
created the Pain Squad application, which
helps motivate patients who often suffer deep
emotional trauma to keep track of their
symptoms and condition. The app gamifies
the process of tracking the physical and
emotional well-being of young people with
cancer.
Participant Trends:
Instant Gratification
Always On
46. REPETITIVE NOW
Synopsis:
Ford Motor Company and State Farm Insurance
partnered to implement a system where a
driver’s behavior on the road determines the
amount they pay for insurance, based on data
about how often an individual drives, how fast
they go, and their average driving distance.
The collaboration is made possible through
Ford’s current dashboard platform, the SYNC
app, which records pertinent driving data and
communicates it with the corresponding
smartphone application.
Ford estimates that people who drive the Participant Trends:
national average of 1,000 miles per month can
save 10% on insurance premiums, and a low- Instant Gratification Always On
mileage driver could save up to 40%.
55. URGENT NOW
Synopsis:
A nearly 1,000-year-old town in Wales is being
transformed into the world’s first Wikipedia
town. QR codes are posted around the town
of Monmouth to connect physical locations
with Web pages. A quarter of a million
Wikipedia pages are estimated to be produced
by this project. This easily accessible
information enables tourists to learn facts and
insights about the town.
Participant Trends:
Instant Gratification Always On
Informed Consumerism Catalog Memory
56. URGENT NOW
Synopsis:
Soon, you might simply be able to walk
straight out of supermarkets with a trolley
full of groceries. Select retailers in
Germany and Australia are exploring
leveraging RFID tags printed onto items,
and the trolley’s contents would be
transmitted into the system. Using credit
cards synced to mobile devices, the
transaction would then immediately be
charged to the linked account.
Participant Trends:
Instant Gratification
Always On
57. BORED NOW
Synopsis:
For the past eight years, Chili's Grill
and Bar Restaurant has held an
annual fundraising campaign for
childhood cancer. In 2011, they
incorporated QR codes into their
campaign, resulting in 291,000 scans
and more than $5 million in
donations raised for St. Jude
Children's Research Hospital.
Participant Trends:
Instant Gratification Always On
58. REPETITIVE NOW
Synopsis:
The LG Smart Refrigerator has French
doors and an LCD panel that gives you
access to online shopping, a grocery list,
calendars and photos. You can scan your
groceries into the system to track them
as they get old and moldy.
All of this fun stuff hooks up with your
smartphone so you can get menu
suggestions, check expiration dates, and
see if you're running low on Cheez Whiz.
Participant Trends:
Instant Gratification
Always On Catalog Memory
59. REPETITIVE NOW
Synopsis:
P&G Beauty Mentor is a voice-activated,
personal consultant that tailors beauty
recommendations to meet an individual's
needs. Users can complete consultations
by answering questions about their skin
and hair type, concerns and desired
results. Once the consultation is
complete, results reveal customized
recommendations for P&G products.
Participant Trends:
Instant Gratification
Always On Catalog Memory
60. REPETITIVE NOW
Synopsis:
Walgreens launched an SMS reminder
system for prescription refills. The free
service reminds patients about
medications due for a refill and makes it
easy for them to replenish their meds:
Patients need only reply “refill” to the
reminder text.
Walgreens also has a smartphone app,
Refill by Scan, that (fittingly) refills
applications by scanning the bottle’s
barcode.
Participant Trends:
Instant Gratification
Always On
