GOALS
• Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
• Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October

MECHANICS
The SMS offer was sent to 7,500 targeted opt-ins.  Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning.  In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content.  Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

RESULTS
The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon.  The SMS message promoted the viral element of the coupon.  This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend.  In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts. Source: Mobile Marketing Association

In the run up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative.  Its Super Can contest gave fans the chance to win Super Bowl tickets for life and a jewel-encrusted can valued at $100,000.  Alongside traditional and online promotions, Pepsi also became the latest brand to deploy a mobile advertising program on the Sprint Mobile Media Network, and one of the first to incorporate video into its campaign.

GOALS
• Expand the promotion of its Super Can contest
• Increase awareness of the 15 new Pepsi can designs
• Drive traffic to its mobile web site
• Increase video and wallpaper downloads

MECHANICS
Pepsi was able to cut through the noise around the Super Bowl as the exclusive advertiser on the Sprint Mobile Media Network’s homepage in the days leading up to the big game.  And, as a result, drove consumers from four different banner display ads to Pepsi’s branded mobile web site, where consumers engaged in a variety of actions.

Pepsi enabled users to download a custom wallpaper of the “blinged-out” Pepsi can, click to see the video spots featuring the new Pepsi can designs, and click through to Sprint Power View -- the only made-for-mobile video programming network in the United States with original sports and entertainment shows -- where they could view live Super Bowl video clips, sponsored by Pepsi.

RESULTS
• 9 million impressions
• An average click through rate of 4.5 percent, with the most popular creative achieving an 11.5 percent average
• 175,000 Pepsi wallpaper downloads

The program was one the first to integrate several engagement mechanics, including content downloads, click-to-view a video ad, and click to see a live TV broadcast.  At a time when advertisers are vying for consumers’ attention across multiple media channels, Pepsi built awareness and engagement for a major marketing initiative using the Sprint Mobile Media Network – leaving a lasting impression with the 175,000 people that now see the Pepsi wallpaper every time they look at their Sprint mobile phone. Source: Mobile Marketing Association

McDonald’s makes everyone a winner - Just send a text to Santa & get your gift within seconds.

GOALS
Create a new mass market sweepstake mechanism for McDonald’s Italy where consumers can participate and win directly in the restaurant. Bind winning a prize to the purchase of the product & activate POS to increase response.

MECHANICS
Print unique codes on cups for consumers to send in with 1 text message – right in the restaurant. The revolutionary idea: Every code wins - for the first time even physical prizes. Presents ranged from mobile content such as personal calls from Santa, sending postcards to friends, personal photos with Santa to attractive physical prizes like prepaid credit cards with 20.000 Euro, 13.000 x free airtime and 150 mobile phones. This innovative prize pyramid combining physical prizes with millions of digital presents was shown on TV and in the restaurants (on products, traymats, menu boards, etc.). SMS & WIN granted customers a very Merry Christmas!  

RESULTS
A stunning 25% response rate - with more than 1.5 million participations in five weeks. The best result of a McDonald’s mobile marketing campaign ever. Source: Mobile Marketing Association

GOAL
In March 2008, Yahoo! conducted a study to measure the brand impact of a mobile campaign on the Vodafone Live! platform.

MECHANICS
Using the Guinness St. Patrick’s Day campaign, we surveyed those exposed to the campaign and a matched control sample, to understand differences in:

• Brand awareness
• Mobile ad awareness
• Brand favourability
• Purchase intent

RESULTS

• Campaign results for the target audience, men age 25-44, were extremely positive as a result of exposure to the campaign on Vodafone Live!. Exposure led to:
• 2.5 million impressions
• 25%pt lift in mobile ad awareness
• 12%pt lift in brand favourability
• 9%pt in purchase intent
• Benchmarked against online norms, these results emerge as above average or excellent campaign impact
• Additionally, irregular/non-drinkers of Guinness reacted well with a significant impact on purchase intent.

Source: Mobile Marketing Association

GOALS
• Encourage ELLEgirl readers to focus on advertisements
• Provide readers with reasons to buy, keep and read the magazine
• Capture the interest of media savvy, ad-saturated, instant-gratification-driven Gen-Y readers
• Authentically link print magazine to the mobile and online space

MECHANICS
A full page spread introduced the instant win calendar.  Each day of the month a different advertiser is featured in the calendar.  Readers are instructed to find the ad in the magazine, snap a picture of the advertiser’s ad using their mobile phone and send it to Mobot to get a chance to win a prize and get more information about the advertiser’s products. The Mobot visual search technology recognized the pictures sent in and responded back with notification of whether the reader won a prize along with product information from the advertiser.   Examples of prizes include Target $100 gift certificate, Sweetooth handbag, and a Split tube dress.

RESULTS
A follow up survey revealed that purchase intent was on average 14% higher, advertiser favorability was on average 18% higher, and aided recall was on average 15% higher among participants compared to non-participants.  Readers enjoyed the promotion and entered on average of 22 times during the month.  Instead of throwing out the magazine after a few days reader participation actually increased as the month progressed.Source: Mobile Marketing Association