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Awards Preview: Most Effective Entertainment Campaign or Solution

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, it's the turn of the Most Effective Entertainment Campaign or Solution category.

TwicketsCaseStudy

Future Platforms – Twickets
Twickets is a cross-platform ticket exchange which enable music, sport and theatre fans to trade tickets at face value or lower, designed as a viable and ethical solution to the much-plagued secondary ticketing market. Starting out life as an internal agency R&D project, Twickets now has almost half a million users in the UK, across its responsive website and iOS, Android, and Windows Phone apps, and has secured exclusive partnerships with One Direction, Adele and Queens Park Rangers FC.

HTC, Spotify and SapientNitro – HTC Mood Player
Building on a through-the-line 'More You' campaign from HTC, the HTC Spotify Mood Player took the brand message and made it literal using facial recognition software. The Player scans a selfie for the user's expression in order to generate a bespoke playlist designed for their current mood – either to complement or counteract it. If the user is sad, for example, they can choose between wallowing in musical misery or try to turn their mood around with a happy playlist.

Nimbletank – Kobalt: The Future Of Music
The Kobalt app enables music creators and artists to see where their money is being made, down to the performance of individual songs, type of song, rights or country, all in real time. Since its launch, the app has smashed all its KPIs, and received rave reviews, both from the music press, and the artists themselves, with Jonny Quinn of Snow Patrol and Gary Go, producer and songwriter for Rihanna and other artists, among those heaping praise on it. And despite the huge amount of data it allows artists to access, it’s very easy and intuitive to use.

Paramount Pictures International, MEC and Phunware – Mission: Impossible - Rogue Nation
To promote the latest film in the Mission: Impossible franchise – and to go beyond delivering pre-roll video – MEC partnered with Phunware to create custom levels that integrated the film and its characters into two popular mobile biking games, through its Phusion native brand placements. The campaign delivered 13m gameplays against the target audience, an 87 per cent video completion rate and a 6.7 per cent click-through rate.

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.

Warner Music Group and IMImobile – Gift An Album
When one of the UK’s most established rock acts embarked upon their European tour, playing 68 shows in 17 countries, IMImobile was tasked with building a campaign that helped them to enhance the tour experience. The resulting ‘Gift an Album’ campaign sent out a promotional code with every ticket purchased, that could be redeemed for a digital or physical copy of the band’s new album, for themselves or gifted to a friend. The code had a 25 per cent redemption rate, spreading to 46 countries – nearly triple the number the tour stopped at.