Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 38 categories. Today, it's the turn of the Most Effective Integrated Campaign category.
Heineken, Mediavest and LoopMe – Bulmers
To support the launch of Bulmers' new ‘Zesty Blood Orange’ and ‘Wild Blueberry & Lime’ flavoured ciders, two interactive rich media ad units utilising a 3D parallax effect were pushed out to an 18-34 audience with key passion points including music, festivals and sports.
Mediavest used location and weather targeting as well as LoopMe’s DMP and AI engine to optimise the campaign performance in real-time, generating over 1,165 hours of brand contact time.
Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste
Reaching the millennial audience isn't the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date.
The video itself racked up 112m views across channels, but it was also supported across social media, with Twitter's 'conversational video' card unit, Facebook ads targeted at known 'foodies' and an accompanying 'flavour profiler' web app.
M&S and Mindshare – M&S Food Summer Campaign
To highlight the explosion of flavours and carnival atmosphere in M&S's South America-themed #SpiritOfSummer range, Mindshare produced haptic creative and vertical video executions to complement the shape of the sizzling skewers of meat and chillis, all underpinned by a thermal feed that up-weighted media in those key summer moments.
Mindshare worked with Statiq to create relevant audience segments based on location history and then passed these along with tracking pixels to the four media publishers where the campaign was deployed. This gave Mindshare complete visibility on footfall numbers, meaning that for the first time ever, it could not only prove if mobile would drive an uplift in visitation, but could also work out exactly which creative executions, audiences and even publishers were delivering the results.
The results are confidential, but were shared with the judges, and were impressive enough for Mindshare to describe the campaign as “Our most successful mobile campaign to date”.
Mobkoi, General Electric and MEC Global – GE Octopus
Assets from a 60-second TV campaign were recycled to create a mobile-first rich media experience, including five-second animations to grab the user’s attention, an 'interscroller' native format, and a screen obscured by 'octopus ink' which revealed a video when the user wiped it away.
“This global mobile-first execution with MOBKOI has allowed us to engage a hard-to-reach but always-on audience in an unexpected way, across extremely premium placements,” said GE global media and marketing director Jenna Pelkey.
Sky Movies and Weve – The 360-degree Easter Egg Hunt
In order to target families and promote the Easter line-up of films available on Sky Movies, Weve used O2 customer data, IP addresses, and caller data from Sky's customer care numbers. Launching from an invitation banner, the Easter egg hunt took the form of a gyroscope-controlled game where users tilted their phone to find virtual eggs – each themed to one of the films on offer, including Jurassic World and Pixar's Inside Out.
OnDevice research running alongside the campaign demonstrating a 12 per cent increase in spontaneous awareness for exposed users as well as a four per cent increase in consideration to watch Sky Movies for current Sky customers.
Textlocal – Textlocal SMS Ticketing
UK car dealership franchise Lookers utilised the rich content of Textlocal SMS tickets to drive customers into four of their branches. Messages were sent to 80,000 customers in the North West, containing special offers on two Vauxhall models, and embedded links to find out more.
The tickets could be redeemed through Textlocal's app, enabling Lookers to track purchases back to the original messages. As a result of the campaign, 76 cars were sold, off the back of an SMS spend of just £1,800, which Textlocal works out to be an ROI of 'well over 4,000 per cent'.
Our winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.