The best of mobile marketing 2015
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THE BEST OF MOBILE MARKETING 2014. The list of projects, campaigns and concepts from 2014. Only a little bit subjective. In random order. Definitely worth remembering. By Monika and Karolina from mobee dick. Enjoy!
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- 1. THE BEST of MOBILE MARKETING 2015 The list of projects and concepts from 2015. Only a little bit subjective. In random order. Definitely worth remembering. From @mobee_dick.
- 2. A fitness tracker brand, Fitbit, has partnered up with a food bank network, Feeding America, for a campaign called „Fit for Food” that encouraged Fitbit users to donate their burned calories to feed those hungry. 106,000 users have burned one billion calories which Fitbit then converted into a donaAon to Feeding America. FITBIT: FIT FOR FOOD wearable devices acAvity tracker Bluetooth 4.0 1 USA
- 3. Stop racing friends on fitness tracking apps and take on something more compeAAve instead… Like a tiger with a GPS tracker for instance. Contestants can monitor their performance against the big cat and each other using the hashtag #Run4Tiger on TwiOer. Each looser needs to donate $5 to the WWF’s Save The Tiger campaign. WWF RUSSIA: TIGER CHALLENGE Russia social media 2 running mobile apps
- 4. Exercise brand Equinox was losing members of its indoor cycling classes to bouAque brands like SoulCycle and Flywheel, which offered a more compelling cycling experience. By leveraging mobile technology, Equinox created “The Pursuit,” an interacAve cycling course that reported members’ biometrics in real Ame and set up compeAAons, both individually and team-‐based, to moAvate beOer performances. The new, innovaAve experience helped increase class sizes and drove member retenAon. EQUINOX: THE PURSUIT biometric 3 USA second screen
- 5. MCDONALD’S: MOVE UPDATE fitness mobile apps Poland Move Update is a unique project turning real life data, collected from fitness apps into mobile games bonuses. All user has to do is to connect the game with one of the fit app account such as RunKeeper, Fit Bit or Strava. The mechanism converts data collected during the execuAon of any acAons into bonuses and extras in games. The more user moves in real life the more powerful, faster and stronger he becomes in the mobile world. The project won Golden Drum 2015 (Branded content Games) and Cannes Lions 2015 (mobile games, services bronze). 4
- 6. Millions of children struggles to make eye contact due to AuAsm. ‘Look At Me’ is an interacAve camera app, that is scienAfically designed, tested and proven to help children with AuAsm learn to make eye-‐ contact with their family and friends. Jong-‐Hyun trained with Look At Me every day for eight weeks. And it's not only helped him to make eye contact more easily, but also brought him closer to his mom. SAMSUNG: LOOK AT ME mobile app worlwide 5
- 7. Flash photography is one of the easiest ways to detect the early signs of ReAnoblastoma (Rb) – an aggressive, deadly eye cancer affecAng predominantly young children. When a tumour is growing inside a child’s eye, it ogen reflects back as a white pupil in photos, which can be the warning sign parents and guardians need to ensure a life-‐saving early diagnosis. Instead of posters that told the audience what to look for, the campaign’s posters took them through the experience of seeing eye cancer in their photos. CHECT: THE NEXT PHOTO ‘InteracAve’ posters UK 6
- 8. SAMSUNG: BACKUP MEMORY Bluetooth mobile app A smartphone can be extremely important for an Alzheimer's paAent -‐ it helps jog memories that might otherwise be lost. Samsung is clearly aware of this, as it released a dedicated Backup Memory app to sAmulate the memories of early-‐onset paAents. The Android tool uses Bluetooth to detect when friends and family running the app are nearby. If they are, it'll both idenAfy the person and show user-‐ uploaded photos and videos that recall past events. 7 Tunisia
- 9. The campaign encouraged to donate virtual hearts through taking and uploading photos to the network marked with #GiveYourHeart. Images tagged this way are transferred to an applicaAon for a joint photograph of heart on dawca.pl/oddajserce. The campaign used Instagram’s naAve funcAon – double tap to like (heart). DAWCA.PL: #GIVEYOURHEART Poland social media (Instagram) 8
- 10. VODAFONE: THE RED LIGHT APP mobile app Turkey With one in three women in Turkey being a vicAm of domesAc violence, Vodafone launched an app which allows women to alert their contacts. The app is designed to look just like a flashlight, and when the phone is shaken three trusted people in the user’s contact list receive a message that the user is in trouble, in addiAon to indicaAng their exact locaAon. Over 254,000 women have downloaded the app, the equivalent of 24% of all female smartphone users in Turkey. Vodafone won the Media Grand Prix at Cannes Lions 2015. 9
- 11. ALWAYS: BACKMEAPP Lonely and late home return can be a challenge, especially for girls. BackMeApp offers a simple way to feel more confident in this situaAon. If something unexpected happens along the way, such as deviation from the original route, our friend is alarmed immediately by its smartphone. mobile app 10 Israel
- 12. HONDA: #HRVSELFIE With 10 cameras across the interior and exterior, the HR-‐V Selfie EdiAon allows drivers to snap self-‐portraits while the car is in park. This campaign was organised at April Fool’s Day J 3 months later Honda kicked off #HRVSelfie Contest. If one was interested in entering the contest, scheduled their Honda HR-‐V test drive and took a selfie with Honda’s newest vehicle. USA social media 11
- 13. DOVE: #LOVEYOURCURLS Many of curly-‐haired girls feel the exisAng female emojis underrepresent their hair type. Dove decided to help every woman to be proud of their curly hair and made ‘Dove Love Your Curls Emojis Keyboard’ app. The app works with all of your favorite apps: iMessage, WhatsApp, Facebook Messenger, Kik, Viber, email, and more. USA mobile app 12
- 14. social media (TwiOer) USA 13 DOMINO’S PIZZA: EMOJI ORDERING Dominos took an innovaAve approach to pizza orders, catering for the Snapchat and Yo! GeneraAon with emoji based ordering system. Users can simply tweet the pizza emoji at the restaurant to place an order. The system involves registering their TwiOer handle and entering their topping preferences and payment informaAon. This campaign was so successful it won Cannes Titanium Grand Prix 2015 for most breakthrough idea of the year.
- 15. DUREX: #CONNECT Durex has unveiled smartphone ‘technology’ that claims it could change couples’ sex lives forever: the OFF buOon. The Durex Connect app is a user-‐ friendly way to synchronise your phone with your partner’s, so that neither can renege on the promise of dedicated, tech-‐free connecAon. At agreed Ames, or by spontaneous agreement, it will simply mask user phones’ home screen, effecAvely purng the handsets to sleep and removing all distracAons so that their can disconnect from technology and connect with each other. mobile app 14 worldwide
- 16. WHISKAS AUSTRALIA: CATSTACAM A wearable collar camera lets cats to take and post pictures on Instagram. Whenever the cat comes within range of a Wi-‐Fi network, the camera automaAcally uploads the photographs to the Instagram account set up for the cat by its owner. Australia wearable devices 15 social media (Instagram)
- 17. PEDIGREE & GOOGLE: THE REAL TIME LOST DOG APP If a dog goes missing, every second counts. Pedigree has created a ‘Found’ app that allows dog owners to pre-‐register their dog. If a dog is lost, the owner can use the app to send out a real Ame, geo-‐targeted message to people in the vicinity. When an owner hits 'LOST' on the app, a pre-‐registered 'lost dog' adverAsement featuring their dog is created and instantly served across the Google Display Network within a 1.5 mile (2.5km) radius of the owner. New Zealand mobile app 16 Google’s digital ad network
- 18. Every passenger hopes for a chance to get a free upgrade to the business class. Air France launched a clever liOle mobile game that lets people waiAng at the gate to compete against each other for upgrades to business class. AIR FRANCE: #UPGRADE CHALLENGE Asia mobile game 17
- 19. S7 AIRLINES: THE IMAGINATION MACHINE biometric markeAng Russia S7 Airlines used EEG technology to turn people’s imaginaAon into game controllers of a virtual plane. People were fiOed with an EEG-‐ brainwave headset that monitored their brain acAvity throughout gameplay via a forehead biosensor. The more people focused on their dream desAnaAon, the closer the plane on the projecAon mapped globe stayed to the ideal flight path. If people were able to stay focused throughout gameplay they would receive a roundtrip Acket to actually go there. 18
- 20. VOLVO CARS US: #VOLVOREALITY mobile app VR -‐ Google Cardboard Volvo had to find a way to fuel interest in its not-‐yet-‐released XC90. Although the car wouldn't be available unAl the following spring, Volvo wanted to demonstrate its design and capabiliAes. The company teamed up with R/GA and FrameStore to design an interacAve experience using Google Cardboard, a new and low-‐cost virtual reality plaxorm. Ager downloading the Volvo Reality app, users could slide their smartphone into the Google Cardboard mount to look around the inside of the car and take a virtual test drive. 19 USA
- 21. PIZZA HUT: BLOCKBUSTER PIZZA BOX dedicated mobile website QR codes Thinking that movie nights and pizza are a natural fit, Pizza Hut created a new cardboard pizza box that turns into a working movie projector powered by your smartphone. If you don't have Nexlix, Pizza Hut has printed a QR code on each box that you can scan with your smartphone to download a free movie (there were four different genres: acAon, scary, romance and sci-‐fi). 20 China
- 22. In an effort to reclaim family mealAmes from the ringing of mobile phones and blare of televisions, the food brand has created a rather revoluAonary piece of technology. Pepper Hacker is a pepper grinder that will turn off all electronic devices in its range. It’s a saviour for all frustrated moms. DOLMIO: PEPPER HACKER electronic devices Australia 21
- 23. TELEKOM: FESTIVAL BUDDY electronic device Hungary's Telekom, sponsor of the famous Hungarian music fesAvals Sziget and Balaton Sound, wanted to illustrate the reliability of its 4G signal even during crowded events, as well as engage fans at the fesAvals and those at home who couldn’t aOend. The FesAval Buddies were sog and lightweight characters worn on the shoulders of specially recruited Buddy Guides at the event. During the fesAvals, 2,000 connecAons were established, and three FesAval Buddies succeeded in showing the fesAval from a unique angle to 54,000 people. Hungary 22 internet connecAvity
- 24. IDEA BANK: MOBILE ATM/CDM The BMW i3 allowed Idea Bank’s clients not only to deposit, but also to withdraw their money. Ordering deposit machine through mobile app at defined address works just like ordering a taxi. The project was developed in partnership with iTaxi, which prepared the mobile booking app available for Android and iOS. Electric cars driving on the streets of Warsaw with ATM/CDMs is another step towards making banking truly mobile. Poland mobile app 23
- 25. To promote the new 308 GTi, Peugeot has launched a mobile video ad campaign that uses hapAc feedback technology to simulate the vibraAons of the car’s engine at key points during the ad. The ads are powered by a hapAc technology called TouchSense Engage, produced by a company appropriately called Immersion. The campaign was only available for Android devices at that Ame, and could be experienced through Immersions Content Portal app on Google Play. mobile video ad campaign hapAc technology PEUGEOT: ENGINE SIMULATOR 24 UK
- 26. McDonald’s became the first brand to buy into Snapchat’s latest ad product, geofilters. ApplicaAon users can decorate their snaps with an iconic double cheeseburger, or other equally brand-‐specific illustraAons. This soluAon works very similar to the filters that display locaAon. SNAPCHAT: SPONSORED GEOFILTERS US social media (Snapchat) 25
- 27. Guitar players were challenged to prove their skills: They had to perfectly play a difficult solo, wriOen by Björn GeloOe himself. The perfecAon was measured by using Shazam like never before: as a musical judge. Only if the user played well enough, Shazam would detect a match and reveal a website with the chance to exclusively pre-‐order or even win the new Les Paul. Shazam measured 250+ successful matches. One lucky guitar mastermind got the new Les Paul for free. The rest of the first producAon batch was sold out, before it was even in stores. EPIPHONE by GIBSON: THE LES PAUL SKILL CHECK Germany mobile app Shazam 26
- 28. MOTOROLA: MOTO EXPERIMENT adverAsing campaign social experiment Actor Ashton Kutcher is helping to promote two of Motorola's newest smartphones, the Droid Turbo 2 and Moto X Pure EdiAon, in a new markeAng campaign. It involves tricking people into parAcipaAng in an "experience" to find out their relaAonship with their smartphones. 27 worlwide
- 29. EX MACHINA MOVIE: ’HAVE YOU EVER BEEN IN LOVE?' Tinder users at the SXSW fesAval on Saturday were encountering an aOracAve 25-‐year-‐old woman named Ava on the daAng app. Ava’s profile was promoAng Ex Machina, a sci-‐fi film that just happened to be premiering Saturday night here in AusAn. The link in her bio went to the film's website. And it turns out the woman in the photos is Swedish actress Alicia Vikander, who plays an arAficial intelligence in the movie. social media (Tinder) USA 28
- 30. HAPPINESS BRUSSELLS: SHADOW WI-‐FI Wi-‐Fi that only works in shade intends to prevent skin cancer. The system lets more than 250 users to connect to the network at once. A direcAonal antenna ensures that the Wi-‐Fi is available only at the shadowed area. When the sun moves and the shade shigs, so Wi-‐Fi seekers do. Wi-‐Fi spot 29 Peru
- 31. VODAFONE: SUNDAY GRANNIES social media Romania With over 40% of elderly people in Romania living alone, Vodafone wanted to help combat loneliness while proving that mobile internet could be an empowering force amongst this age group. Vodafone started off by teaching two grannies how to use social media, and from there, these women who love cooking but no longer have large families to feed, created Sunday lunch menus and shared them on Facebook. The grannies connected with college students by inviAng them to their homes to enjoy a home-‐cooked meal. 30 Internet connecAvity
- 32. Thanks for watching! Good luck in 2016! Karolina Śladkowska @mobee_dick Monika Mikowska @mobimoni Beautiful pixels crafted by mobee dick