AdsApps' Blog
All you wanted to know about mobile advertising, and more.
Klondike uses mobile apps to complete its “Everyman Challenge”
Jun 24th
Klondike is one of Unilever’s ice-cream brands and has just launched its first advergame for iPhone and Android users. Named “Klondike Unfolded”, the aim of the game is to unwrap a virtual Klondike bar as quickly as possible.
The launch of this advergame serves as an extension to their global communication campaign that celebrates “average men” and “how well an average guy can do life’s ordinary tasks in an above average way – like rapidly unwrapping a Klondike bar” says associate brand manager – Rachel Hudesman. This campaign includes a video challenge called the “Everyman Challenge” where people are encouraged to take up challenges such as “Pack the Car” where the competitor has to pack his car with as many items possible for a chance to win a car, or “Grab the Remote” where competitors have to find the most imaginative way to get their remote without moving from their couch. “After submitting a video to the “Pack the Car,” “Grab the Remote,” challenges, ice cream fans can continue to challenge themselves with a fun and interactive application, or online games,” she said.
The user starts off the game by choosing the flavor of his ice-cream bar among the nine available. Then, the concept is simple, he has to unwrap the bar the fastest possible. He may then save and/or publish his results on his facebook page and defy friends.
“The Klondike Unfoiled application is being showcased on EverymanChallenges.com, the online hub for the contest and games and included in our ongoing outreach about the campaign,” Ms. Hudesman said.
This application illustrates a good use of mobile opportunities as it proves itself to being a good complement to the viral effect of the global campaign launched by Unilever.
Positive results for Volkswagen’s advergame campaign
Jun 21st
Do you remember our article about Volkswagen latest mobile app for the launch of its new Touareg – the Volkswagen Touareg Challenge ?
We predicted positive results for the choice of this mobile marketing strategy, and Volkswagen has just announced the 1 millionth download of its advergame, just 10 days after the launch of the application.
More important, it seems that the application has generated numerous business leads with:
- over 3,500 consumers arranging test-drives after playing the game
- over 50,000 consumers have used the applications dealer search functionality
“We are overwhelmed by the tremendous amount of time players are spending with Volkswagen Touareg Challenge. But we are especially pleased that Touareg fans are eagerly using the dealer search and that the opportunity to arrange a test drive is doing so well” says Cornelia Lenz from Volkswagen’s eGames team.
Finally, it is interesting to point out that Volkswagen’s previous advergame for the launch of the Polo recorded 500 000 downloads after 10 days. Proof that the users’ appetite for those types of applications is growing rapidly and that their mobile marketing strategic choices are paying off.
Find your perfect engagement ring with Tiffany’s new iPhone app
Jun 17th
Tiffany’s is considered as being one of the world’s premier luxury jewelers. For their first mobile app, they have decided to marry mobile with interactive to sell engagement rings with their “Tiffany & Co. Engagement Ring Finder”. The vocation of this application is to help users find their perfect engagement ring by viewing a range of styles and learn about the qualities of the company’s diamonds, as well as finding the perfect size with the ring sizer feature.
This strategic choice was justified by the fact that these type of apps provide “another access point to Tiffany’s expertise and knowledge”, says Carson Glover, director of media relations at Tiffany & Co. He ads that “Today, more and more people are getting their information through mobile devices. We are now providing an additional interactive way to browse the Tiffany engagement selection, though Tiffany does not directly sell diamond engagement rings through their website or iPhone app”. Nevertheless, the user can bookmark and/or share his selection, as well as planning a rendezvous with the users’ closest Tiffany’s reseller for an expert consultation.
The aim of this tool is above all to offer Tiffany’s clients “an easy and effective tool for them to communicate with others on the magic of a Tiffany engagement ring. Tiffany is always looking for a new and exciting ways to engage with their customers”, Mr. Glover concludes.
It without doubt that such an operation and strategic choice will be much more valuable for Tiffany’s image than to do a traditional mobile advertising campaign.
Build your email marketing list through a mobile ad campaign
Jun 16th
Building an email marketing list was Unilever’s Bertolli’s goal when launching its latest mobile advertising campaign.
Their campaign was published on the American “Today Recipies” iPhone app where the brand offers the user to “win a trip into the heart of Italy”. The choice of the app being the proximity between the applications’s content and the brand image, both of them centered on good and simple food.
The ad itself is a simple banner at the bottom of the application that leads to a dedicated minisite on which the user has to fill in his name and email address to join into the competition to win a trip to Italy amongst other prizes.
Smartphones do give the opportunity nowadays to create more elaborate campaigns with precise goals such as building an email marketing list. The advantage of mobile phones over Internet is the proximity and intimate bond between the user and his phone which will encourage him to have more interactions with his devices content, assuring a better success and efficiency of such a campaign – think about it!
When Shrek enlightens mobile banner advertising
Jun 15th
For the promotion of the release of the fourth Shrek Movie, Shrek Forever After, Paramount Pictures and DreamWorks included mobile advertising as part of the multichannel campaign by advertising on Yahoo’s U.S. iPhone optimized mobile homepage and movie portal. The aim of this campaign was to boost ticked sales for the movie’s opening week-end.
The concept of the campaign is to exploit the opportunities of mobile rich media, as the head of mobile advertising at Yahoo, Alex Linde, explains: “We want to push the current boundaries of mobile advertising by showcasing experiences built in HTML5 to deliver ad experiences that are fun and compelling for both users and advertisers”.
The campaign itself starts with a simple mobile banner at the bottom of the page, simply advertising the movie. But when a user taps on the banner, Shrek’s head pops up on the screen with “Tickets” and “Showtimes” links on his forhead. When clicked, the user is then redirected to a dedicated microsite where he can watch the trailer or buy a cinema ticket.
The target of this part of the campaign was the “movie-goer in the U.S” and took full advantage of new technological opportunities that last generation smartphones and browsers offer. Indeed, while there has been a lot of buzz about HTML5, much of the investment has been focused on mobile web development so that mobile sites can be upgraded to feature compelling interactive content for smartphone users.
