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
All the right pieces. All working together.
&(!!#x1f!!);
!
&(!!#x1f!!); &(!!#x1f!!);
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 “
rebook-ing 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.”
Wright believes this is a sign that
mobile — and its clear direct response aspects of analytics, data and measurement
— is coming into its own. But, he says,
