6 Excellent mobile marketing cases

Compiling @jiayi_ma

Econsultancy summed up 6 innovative mobile http://www.aliyun.com/zixun/aggregation/9046.html "> Marketing cases," virtual shopping shop based on lbs services, mobile apps, Nokia's Check-in vending Machine "and Quidco check-in and return.

Debenhams: "Virtual shop" mobile app

In the 2011, Debenhams launched a "virtual shopping" mobile app based on lbs services in the UK. In this app, Debenhams calls on users to go to several famous locations (Trafalgar Square in London, George Square in Glasgow, Centenary Square in Birmingham, Albert Square in Manchester, Cardiff's Cardiff Castle, then opens the app on his ipad or iphone to see if anything "magical" happens.

If the location of the user station is biased, the screen will show how far you are from the correct position and show the direction on the map. When they get to the right place, they will "get" 10 evening dresses and choose "Wear". Debenhams through the reality enhancement technology, displays on the screen to change the user image after the evening dress. People who decide to buy can get a 20% discount, offer an address to buy directly, and share this experience with friends on Facebook and Twitter!

Nike: "Chalkbot" (Chalk Robot)

While Nike's Chalkbot is no longer new than some of the recent campaign, it is still a good example of increasing user participation through mobile phones. In the event, Nike wrote down letters from around the world on the tour of the French bike route.

France has a tradition of using chalk to write the name of his favorite ring athlete on the road to show his support. "Chalkbot" (The chalk Robot) automatically writes people's messages in chalk on the route of the ring law, and is actually part of the Lance Armstrong Livestrong anti-cancer action.

The goal of the campaign is to encourage athletes to play better by writing down their hopes, support, and perseverance.

When Chalkbot write your message on the ground, it will take a picture of the ground, plus time and GPS positioning information, to pass this information to the user.

Another aim of Nike Chalkbot is to promote the Nike Livestrong brand, and all Nike Livestrong's profits will be donated to the Armstrong Foundation.

This campaign not only innovates, but also effectively promotes income growth. Nike's sales grew 43%, and the Armstrong Foundation gained 4 million dollars for cancer action.

Nokia: "Check-in vending Machine"

Nokia launched a "check-in vending machine" in the British Glasgow social Media Week. The user can take out the handset to sign in on the Foursquare, and publishes a #nokiaconnections# state. After check-in, the user can get a gift from the vending machine. Everyone can sign in once a day, small gifts include some candy, mobile phone and some Nokia mobile phone accessories.

This is also part of the campaign of Nokia "Random acts of Kindness", where every user who signs up at a particular location in Foursquare can get a small gift.

IBM: Providing users with instant messaging applications

IBM is the first to provide instant information to users on mobile apps that add real-world enhancements.

The app is named "Seer", using the IBM VIP-level trading partner. Seer can provide them with "everything" in the Wimbledon arena. When the user points the cell phone to the field, the seer shows the player, the score, the remaining seats and what is happening on the pitch.

Seer can also help users avoid embarrassment by providing some small information, such as where the nearest toilet is, how many people are lining up, or how many strawberries and ice cream are left on the small dining car.

IBM says it has been successful in seer at Wimbledon, and seer a memorable experience with the business partners at Wimbledon by using reality-enhancing technology and instant messaging.

BMW: MMS Marketing

2008 BMW successfully used MMS to sell snow tires to users, although MMS a bit outdated, but this effect is good!

BMW has subdivided and analyzed recent customer information (including their phones, models and tyre models) and speculated which snow tires fit the customer. Select the target audience is very accurate: in the summer or fall car buyers and less than a year of customers. Because customers who buy more than a year must have bought winter snow tires.

BMW will make a picture of the snow tires that the user may choose to synthesize with their car, and send them when it snows on the first day in Germany. MMS also has a link to another mobile station, customers can browse more tires and rims, there are more consumption options.

The success of this campaign is that BMW has cleverly invested in mobile marketing. Of the users receiving MMS, 30% bought the tires and earned 45 million dollars for BMW.

Quidco: check-in return

In May 2011, Quidco released its first mobile app, and it was the first UK application to return it to the user. In addition to the return, Quidco app will also be based on LBS services to local user vouchers, store coupons, bar code vouchers and other concessions. Discounted coupons are immediately available to all users who use the Quidco app. Check-in users may receive more rewards and benefits.

The returned cash will be credited to the user's Quidco account, which can be taken two times a month.

The store's return will now go directly to the user-bound credit or debit card, which will let the retailer know how much of the return they are getting.

Retailers can also filter consumers by location, population, and past consumer behavior.

As of 2011, Quidco data showed that app users had signed in 65,000 times, an increase of 200% per cent in store consumption.

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