Awards Preview – Most Effective Location-based Service/Campaign

There are just 11 business days between now and the 2011 Effective Mobile Marketing Awards Ceremony, headline-sponsored by Upstream. Today, we continue our preview of the finalists in each category with a look at the entries shortlisted for the Most Effective Location-based Service/Campaign.

The Awards Ceremony takes place in London on 3 November. If you havent yet booked your place at the event, theres still time – but tickets are selling fast. Right now though, lets take a look at the companies and campaigns vying for the honours in the LBS category, in alphabetical order.

Found/Autoglass – Smashing the Glass Repair Market on Mobile
Following successful campaigns for Premier Inn and Flybe, Found turned its hand to windscreens with a mobile strategy designed to provide Autoglass with an optimised presence across mobile search, and incorporate click-to-call functionality to capture motorists who need immediate roadside assistance.
The project combined simple, conversion-focused mobile web landing pages with a highly targeted mobile PPC campaign, including dynamic insertion of different click-to-call phone numbers, according to the referring search terms, and geo-targeting of ads for location-based searches.
The project represented an ideal marriage of consumer need and new technology, with the popularity of the concept proven with excellent click-to-call conversion rates, right from launch.

Grapple – Fable III Kingmaker
Fable III: Kingmaker was a multiplayer, geo-location gaming app. The app was created by Grapple Mobile for the launch of the video game, Fable III, in order to generate buzz, and encourage sales of the game once it hit the shelves. It was free to download for iPhone and Android devices.
The game assigned players to a team, and challenged them to battle across the ‘Kingdom of Europa’, an imaginary kingdom plotted over the real map of Europe. Players could plant up to 10 ‘flags’ a day via GPS technology, and collect Kingmaker gold by visiting GAME shops where the game was on sale. Players could even take the gold earned in the mobile game into the Fable III Xbox game, linking the mobile, physical & Xbox worlds for the first time. By the time the console game launched, there were over 93,000 active users of Fable III Kingmaker, who had cumulatively planted over 5m flags and collected more than 5bn gold coins.

Mazda/Joule/Mindshare – Mazda MX5 Facebook Deals
Armed with only a minuscule budget, Joule and Mindshare took on a massive challenge in a brief from Mazda. The campaign aim was to sell 100 Mazda MX-5 cars in a five week period in February to March. Selling convertibles in winter is no mean feat, but the campaign shifted 100 motors within just two weeks.
Joule and Mindshare approached the challenge using Facebook. They set up all 155 dealership as Facebook Places, and with Mazda happy to offer a 20 per cent discount on the MX-5 as part of its campaign, the campaign offered this discount as reward for a check-in at a Mazda dealership. Consumers were also entered into a draw to win one of five MX-5 Miyako cars.
With the car sales, the campaign generated an estimated £1.5m, from a media budget of less than £150.

NAVTEQ Media Solutions/Peugeot – Peugeot Hyper-local Advertising Campaign
NAVTEQ’s campaign for Peugeot represents the first time a major automotive brand has leveraged Navteq’s LocationPoint platform to connect with potential customers. The ads invited users of navigation apps to detour to a nearby Peugeot dealer to test drive the new Peugeot RCZ – attempting to entice drivers with a special lease deal of €299 per month. The campaign targeted users as they approach one of 428 Peugeot dealers across France. The ads ran on different mapping publishers such as Ovi Maps, Appello or nDrive.
Location-aware banner ads were placed on the apps, and the ads linked to a landing page with more details about the offer, as well as details of the nearest dealer. The campaign delivered a 1.25 per cent clickthrough rate. Of those who clicked through, 29 per cent asked for driving directions to the nearest Peugeot dealer.

NAVTEQ Media Solutions/ Spur Restaurants/ Wand – Spur Restaurants Location-aware Mobile Ads
This three-month brand-awareness campaign for the S. African steakhouse chain delivered mobile ads to smartphone users when they came within 5km of any of Spur’s 280 restaurants. Ads appeared on consumers’ handsets when they were running certain Ovi apps such as Weather, Lonely Planet, and Qype, and invited them to their nearest Spur restaurant with the message to “Come Hungry!”
Ads linked to a landing page with more information on the nearest Spur. The campaign achieved a 3.66 per cent clickthrough rate, with 36 per cent of those going on to engage with the content. 19.5 per cent of these then requested the map to the nearest restaurant, while the campaign also generated more than 1,900 phone calls to Spur branches.

Rippll – Rippll GeoWave
Rippll GeoWave is a technology platform for running location-based mobile advertising campaigns. It provides simple-to-use ad-serving tags to publishers and ad networks, so that they can turn regular ad campaigns into location-based campaigns.
GeoWave allows for ads to be served in specific regions, or even around the advertiser’s stores. The solution incorporates an ad server that can tell where a consumer is; an interface for uploading campaigns; reporting tools including maps that show where ads perform best; and the ability to add rich media features to ads.
In 2010 Rippll launched the very first ‘ad-served’ location-based ad campaign for TGI Fridays in partnership with 4th Screen Advertising. GeoWave has since delivered ad campaigns for leading brands such as McDonalds, Vodafone, HMV, IKEA, and Dove.

To book your place at the Awards Ceremony, please email or telephone +44 (0) 77696 74824. The event is strictly limited to 250 people. Tables of 10 cost £2,050, while individual seats are priced at £225.

And dont forget theres a native iOS app, a hybrid Android app, and a web app for other platforms, for the event. More details on that here.