With the 2012 Effective Mobile Marketing Awards Ceremony less than a month away, and tickets selling out fast, we thought it would be good to take a look at the shortlisted entries in each category.
Today, its the turn of the Most Effective Mobile Affiliate Campaign/Solution category, so with no further ado, here are the shortlisted entries:
BHS/Affiliate Window – BHS Offline and Online Conversions
The campaign saw a VoucherCodes.co.uk-exclusive offer code, which ran for an eight day period during January 2012 – the first time BHS had used the affiliate channel with mobile to drive sales in-store.
The offer could be redeemed online, or by showing the voucher on a mobile in any BHS store in the UK – although, as BHS till systems are unable to scan device screens, a printed barcode was used. The campaign, online and offline, contributed to a sales value uplift of 1,427 per cent, and a sales uplift of 3,070 per cent.
nFluence – DealBoard
The DealBoard app uses nFluences Brand Sorter technology to create a user profile, filtered by which brands a user does and doesnt like – which users do themselves using a game-like interface.
The app is populated with over 35,000 deals from various affiliated daily deal suppliers, which are matched to the users interests using this technology.
The Body Shop m-Affiliate Programme
The Body Shop integrated Tradedoubler’s affiliate tracking soon after developing an mCommerce site in November 2011. As part of its affiliate strategy, which is tied into its wider marketing calendar, The Body Shop has delivered redeemable voucher codes to customers, and encouraged them to check-in at its stores on mobile via Quidco integration.
In the first half of 2012, the affiliate programme saw a 43 per cent growth in sales – and 48 per cent in order value – compared to 2011. Mobile is responsible for 76 per cent of that growth. 
Affiliate Window and VouChaCha’s entry focuses on an in-store couponing project that was initiated on the back of a significant rise in mobile traffic across the network and key Affiliate Window publishers such as MyVoucherCodes. At peak times this can account for as much as 20 per cent of all traffic. The end point, especially when the project was being conceived in 2011, would often be a retail website that was not optimised for use with a mobile device.
In this case, the conversion rate would often be low and the user experience would not be optimal. In addition many users were often already on the High Street when making their searches. These issues were occurring against a trend of increased coupon usage over the last 5 years, where it has grown from a niche activity to a major influence in purchase decision for over 60 per cent of shoppers.
The project sought to overcome these challenges by enabling publishers to increase mobile sales and providing a better user experience for mobile users. It also aimed to increase footfall, sales, order values and brand engagement for advertisers. Finally, it aimed to reduce the barrier to entry for affiliates to take their brand mobile.
Since launch, Affiliate Window and VouChaCha have succeeded in signing up the majority of the Affiliate Window advertiser base that has an in-store presence to take part in the project, including Debenhams, Paperchase, Phase Eight, PC World, Currys, B&Q, Dorothy Perkins and Evans Cycles. In addition, the reference app using the service, MyVoucherCodes.co.uk, has been downloaded more than 1m times, and users have saved an estimated £10m by taking advantage of the vouchers on offer through the app.
The MyVoucherCodes.co.uk app also features in another entry in this category, from VouChaCha and MarcoMedia. The app now features more than 10,000 nationwide discount codes, from over 2,000 retailers.
Its another great selection of campaigns and solutions – but which will take the honours in the Mobile Couponing or Barcode Campaign category on the night?
You can find out on 29 November, at the Awards Ceremony, at the London Film Museum. To book your place, contact Lisa Slavin by email or telephone +44 (0) 20 7183 5285. Individual seats cost £250; a table of 10 costs £2,150.
The 2012 Effective Mobile Marketing Awards are sponsored by Openmarket, 7Digital, Celtra and Propel. To find out more about how to get your business or brand involved, contact John Owen by email or telephone on +44 (0) 77696 74824.
