Nokia Puts DR in Your Pocket1 Jul, 2008 By: Thomas Haire Response
The new Nokia Interactive works with Hyundai, BP and Pepsi on mobile campaigns, and Jeremy Wright says the company — and the mobile marketing revolution — is just getting started.
Major Branders Succeed in Mobile
Wright speaks most eloquently about the different ways mobile can work as a direct response marketing mechanism when he shares examples of campaigns Nokia Interactive has worked on with major branders. In fact, Wright's presentation at Response Expo 2008 in May, along with Hyundai executive Eric D'Ablaing, on a TV/mobile campaign for the carmaker's new Genesis model received rave reviews from attendees.
Hyundai is debuting the Genesis luxury vehicle this summer, but its first marketing steps were taken in a campaign centered around Super Bowl XLII in early February. Two spots for the Genesis ran during the game broadcast, while on the Nokia Media Network, banner ads that mimicked the TV spots clicked users to the Genesis Web site. There were also cross-promotional ads online that urged consumers to text in a short code that would lead them to the Genesis site.
"At the Genesis site, there were wallpapers, ringtones — of the car's engine sound — and more were available," Wright says. "The campaign delivered a 3.4-percent click-through rate, and 11 percent of those click-throughs submitted an E-mail address for a free ringtone."
Another campaign Wright points to was a mobile coupon test for 1,000 BP gas stations that host a Wild Bean Café. This was a really great case on couponing for retail, he says. People were engaged online, via radio — in multiple media — to text in for a coupon for a free coffee."
Texters received an SMS message with the coupon to take to any participating location. The coupons were uniquely numbered, and consumers could read the voucher number to the counter attendant to get a free coffee," Wright says. "Of the people who responded to the original ads, 10 percent eventually redeemed the coupon. Consumers who got the coupon found it appealing and easy enough to redeem in a café."
A third campaign, for Pepsi showed the power of offering free downloads via mobile. The company was launching 15 new can designs and partnered with Nokia Interactive and the Sprint mobile portal (Nokia represents the carrier's mobile advertising inventory), to promote them via a sweepstakes that included Super Bowl tickets.
"There were Pepsi banner ads on the Sprint mobile portal, and users could click to download wallpaper, video and enter to win tickets to the game," Wright says. "What happened was that — to my earlier point about the value of free content — a higher percentage of users downloaded wallpaper than clicked to enter to win tickets to the game. The wallpaper download had a 4.65-percent click-through rate. Downloads reward the consumer and promote the brand."
More Tipping Points Still Ahead
Wright's belief in mobile as a brand and direct response tool shines through when he discusses successful case studies. And he clearly believes that mobile marketing is reaching a crucial point in the U.S. "There's a tipping point at the moment," he says. "Major brands are having an impact in mobile. And, instead of running one-and two-time tests, that success is leading to advertisers beginning to make a stronger move into the medium."
Wright contends that 65-70 percent of Nokia Interactive's clients are "rebooking and increasing spend" on mobile campaigns. "We've got more than a dozen advertisers planning annual commitments, and we're seeing brands go global," he adds. "Most of our discussions with the biggest brands are centering around a strategic roadmap for their mobile efforts, rather than a one-off campaign."