Were shining a spotlight on each category in the run up to the 2012 Effective Mobile Marketing Awards. Today, its the turn of the Most Effective Mobile Sales Promotion/Direct Response Campaign category.

Debenhams/Fetch – Debenhams Summer Sale

In May, Debenhams worked together with Fetch to launch its first major mobile marketing initiative, in order to promote its annual summer sale. The campaign aimed to promote Debehams iPhone and iPad apps, and then encourage conversion – getting shoppers to to buy sale products in-app, as well as using the store location function.

The Guardian/Muir Howard – Guardian iPad Edition

The Guardian ran an interactive survey in its iPad edition, created by muirhoward. To help increase the amount of respondents, it used an incentivised call-to-action, giving away copies of the Observer newspaper to customers who took part in the survey. The survey itself used touch gestures to make it a more playful interactive experience, and encourage participants to share the promotion via social media.

Faberge/OpenFundraising/OpenMarket – The Faberge Big Egg Hunt

OpenMarket worked together with Faberge on its Big Egg Hunt fundraising campaign, which saw specially decorated Faberge eggs placed around London. Each egg had a unique SMS keyword that could be sent to a five-digit shortcode, in order to enter a prize draw to win the Diamond Jubilee Faberge egg. It cost £3 to enter the competition, and then 25p for each additional SMS entry, with profits shared between the two charities.

Papa Johns/Net Media Planet – The Price Isn’t Always Right

Pizza restaurant Papa Johns wanted to improve its bottom line, while moving away from discounting, which damages its margins. As its search marketing agency, Net Media Planet targeted hungry customers, by place and time – such as people on their way on the home from the pub – with messages – written by professional copywriters, based on taste testing sessions – intended to whet their appetite

La Redoute – La Redoute Street Shopping

In June, La Redoute launched an iOS and Android app, Street Shopping, which incorporated geo-location, Augmented Reality, and social media functionality to bring virtual shops to the 10 biggest French cities, as well as treasure hunts in 56 cities. Users could win prizes by finding hidden virtual objects in set locations, or browse products in an AR environment.

Unilever/Rabarba – Cornetto My Loooove 2012 Summer Campaign

Cornetto’s 2012 summer campaign integrated mobile as a central channel. Unilever was another company hoping to sidestep discounting – it felt its usual BOGOF summer offer had the potential to decrease brand reputation – by offering meaningful mobile content to its target group. Customers who bought Cornetto products received a unique code which could be sent by SMS to win 120 minutes of free off-peak airtime. First time entrants also received IVR call (Interactive Voice Response), encouraging users to shout the campaign tagline in order to win further prizes.

Its a great, and varied, selection of campaigns – but which will take the honours as the Most Effective Mobile Sales Promotion/Direct Response Campaign on night?

Theres only one way to find out – join us 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.