mobile advertising with cases from india
TRANSCRIPT
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Mobile Advertising&
Cases from India
Pratik MohapatraAyan Chakraborty
Shantunu Bhattachargee
Kunal Sharma
Abhishek Maniktala
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Seen such ads on the
walls of public toilets?
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also abrandpromotion!
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Why so much buzz?
49.8%Indiansdont have a toilet
53.2%have one or more mobilephones
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The problem
with traditionaladvertising isthat it's a
"disconnected"
process
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Huge Potential !
More than 7 trillion SMS were sent in2011
Over 71%
smartphone users
do product research
from their mobile
Mobile Apps have
been downloaded
11 billion times!
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Mobile is already a
platform, but the
consensus was that
leveraging the power
of the web,
integrating web
serviceswith path-
breaking innovations
into the mobilemedium is the future
of mobile marketing
strategies.
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REVOLUTIONS
Context Messaging Overt to Covert Messaging
Seek & Collaborate Communication
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Cases from
India
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Kodak Express Shoot It WinIt!
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Objectives- create awareness of Kodak
Express, drive foot traffic and gatherconsumer data
TG- men & women aged between 15
to 40 throughout India Titles- Kodak Express Shoot It Win It
and Print Them Now. Win ThemNow.
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Kodak Strategy
Kodak went with simple, concisemessages: "Kodak Express Shoot It WinIt!"
As incentive for completing the survey, It
started a contest where users made 50prints at a Kodak Express outlet from adigital camera or camera phone.
Then the customers were entered into a
draw to win a 2GB iPod Nano or a 1GBmemory card. To complete their contest entries, they
were prompted to enter their name,
mobile number and camera capacity
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Kodak in-storeprinter services
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Results of Kodak Campaign
11 million visits in a month
click through rate 1.7%
Customer-related info Mobile numbers for future SMS
marketing, and info about customers'
camera capacities and functionality
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Cricket Maharathi Campaign
The Cricket Maharathi contest wasopen for participation for each game ofthe World Cup, followed by the IPL
Season 4. Objective-
To tap the mobile mediums reach andinteractivity capabilities to engage users ina unique and entertaining manner
To leverage Marutis association withcricket during the ICC Cricket World Cup
2011, followed by the IPL Season 4.
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Strategy
Users give points(max 5 points/vote) to playerson their performance on a defined scale (1-10points) which add to cumulative scores forplayers
After each match, the players list gets refreshed
and users give points to a fresh set of 15 playersfrom each team.
Users earn points for various actions RatingPlayers; Referring friends, predicting the Man ofthe Match and Match Winner etc.
Users get highest points when the points givenby them to a particular player, matches theaverage points given to that player by all users inthe contest
The Top ranked Player is crowned the Maharathi
and top scoring users qualify for weekly/overall
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Execution
To ensure that mobile users have accessto Cricket Maharathi, the content wasmade available on:1. Mobile internet destination
(http://m.cricketmaharathi.com)2. Mobile Application across all platforms iPhone, Android, Blackberry & Java3. Integration on the largest messagingmedia in IndiaAffles SMS2.04. Contest promotion across Top MobileOperator & Sports portals
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Response to the Campaign
Over 6 million engagements
15 per cent engagements from userreferrals
Over 45,000 app downloads in fourweeks with 4 & 5 star ratings andreviews on all app stores
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Trends on why brand
marketers have to lookbeyond just traditional
promotions!
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Level of
Personalization
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Viral Marketing by Customers
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In 2011, Indian users
spent a total of 34.47billion minutes online
of which 32% was
on mobiles!
Thats 183,840,000hours & more than
36 hours perone person !
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