TimmyHMobile Advertising Gets Smart, Adidas leads the Charge
September 22nd 2008 01:54
Mobile advertisers, who have found marketing to the Y Generation to be a unique challenge are beginning to figure out just what the mobile generation is after, Value and Entertainment.
The new advertising slogan for mobile advertisers has become P = V E. In others words to get teenagers to become willing participants in mobile advertising they want Value and they want Entertainment.
“Our proprietary motto of the best practices for reaching young people via mobile is P=V E, participation equals value plus entertainment,” said Steen Andersson, co-founder and vice president of marketing for 5th Finger, San Francisco. “This is an equation that we created as a result of many campaigns.
“We found that the most effective campaigns were ones where we used entertainment as the catch with a valued reward at the end,” he said.
The immediacy of mobile advertising works in the favour of suppliers, but rising above the noise of advertising in the modern world is tough to achieve. Thank god those little brats have always got their phones with them, the advertising industry must be thinking.
In the US, Nickelodeon, Adidas and Sony have been the best performers in mobile advertising. They have said that the success of mobile ads is vital to the communications industry, without it, content will stagnate and become the realm of users. Which does not represent the same quality or reliability.
Adidas has poured money into the medium, believing that their target demographics will be best reached through mobile ads.
Adidas wanted to empower consumers to spread the brand message by providing an interactive experience where the consumer becomes a part of the conversation.
The goal was to create an awareness of brotherhood through mobile and involve consumers in the creation of that content.
The campaign targeted boys and girls ages 13-19.
“The idea was that Adidas was promoting team basketball to the youth demographic, which is a wholesome message,” Mr. Miller said.
“We ran 15-second broadcast commercials showing a select group of five NBA All-Star players teaming up with students in a camp environment and asking views to send a text message in to participate in the new campaign,” he said.
Consumers could “join the Brotherhood” by sending in a text message to receive a personalized mobile voice message from their favourite NBA All Stars.
Results showed the purchase intent following the campaign was at 93 percent. Clearly a model that others can learn from and will most certainly copy.
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Skin Deep Adidas
“Our proprietary motto of the best practices for reaching young people via mobile is P=V E, participation equals value plus entertainment,” said Steen Andersson, co-founder and vice president of marketing for 5th Finger, San Francisco. “This is an equation that we created as a result of many campaigns.
“We found that the most effective campaigns were ones where we used entertainment as the catch with a valued reward at the end,” he said.
The immediacy of mobile advertising works in the favour of suppliers, but rising above the noise of advertising in the modern world is tough to achieve. Thank god those little brats have always got their phones with them, the advertising industry must be thinking.
In the US, Nickelodeon, Adidas and Sony have been the best performers in mobile advertising. They have said that the success of mobile ads is vital to the communications industry, without it, content will stagnate and become the realm of users. Which does not represent the same quality or reliability.
Adidas has poured money into the medium, believing that their target demographics will be best reached through mobile ads.
Adidas wanted to empower consumers to spread the brand message by providing an interactive experience where the consumer becomes a part of the conversation.
The goal was to create an awareness of brotherhood through mobile and involve consumers in the creation of that content.
The campaign targeted boys and girls ages 13-19.
“The idea was that Adidas was promoting team basketball to the youth demographic, which is a wholesome message,” Mr. Miller said.
“We ran 15-second broadcast commercials showing a select group of five NBA All-Star players teaming up with students in a camp environment and asking views to send a text message in to participate in the new campaign,” he said.
Consumers could “join the Brotherhood” by sending in a text message to receive a personalized mobile voice message from their favourite NBA All Stars.
Results showed the purchase intent following the campaign was at 93 percent. Clearly a model that others can learn from and will most certainly copy.
Really Long Link
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