Adidas mobile messaging campaign is a winner

Like online strategy, mobile marketing is a complex mix of technologies, business skills and interactive sensibilities. Obviously, the mobile phone is the most important communication solution out there. As the Adidas All-Star Mobile Experience shows, mobile interactive is a wave that will carry far into the future.

Below is a news clip about the Adidas All-Star Mobile Experience.

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Adidas All-Star Mobile Experience

Everyone in the interactive biz is buzzing about Isobar’s multi-million dollar Adidas All-Star Mobile Experience- an interactive mobile campaign that kicked off in Los Vegas for the NBA All-Star week. Neighborhood America’s MOVO mobile solution was used to reach out to the NBA fans and engage them in an Adidas brand-centered web/mobile experience that included store discounts, Adidas events, athlete appearances, fan club community, All-Star event information, free music
downloads and ringtones, video, chat and a prolific offline and billboard mobile call to action:

“Text ‘Vegas’ to Adidas (234327) for exclusive All-Star information”

But does mobile messaging work?

During the five day event, rumors have it that Adidas store sales were recorded at many times the average daily sale receipts. In fact, friends of mine there on the scene say it worked too well. There were several sales events that were apparently mobbed within minutes of a mobile alert going out.

Mobile Technology

Unlike most fixed phones, mobile phones represent a sophisticated communication solution that goes way beyond voice: SMS messages, MMS messages, email, digital photo sharing, music sharing, GPS, internet browsing, search, chat, video, file sharing, and soon- television.

One very cool thing about Bucharest is that there are a lot of early adopters for mobile phone technology and you can actually find friends with fully featured phones… and feel the future now.

When I am stateside, I switch to an almost featureless phone and try very hard to muster a little enthusiasm when someone shows off their blackberry… keeping quiet about… how I use video call in Bucharest when I am at the office and want to see my two year old son who is answering his mommy’s phone in the kitchen… amid scattered pots and pans. Let’s not tell Mommy!

Or better still, when I am doing lunch away from the office and I can see everything going on in the office.

Zooming down to read a Shakespearean Sonnet in the browser window of the security guard’s monitor? No problem.

Restarting a client’s server from the club at 2am on a Thursday night-Friday morning? No problem.

Mobile Marketing

Like online strategy, mobile marketing is a complex mix of technologies, business skills and interactive sensibilities. Obviously, the mobile phone is the most important communication solution out there; with an estimated three billion plus mobile phone subscribers, mobile phone users outnumber fixed phone (land line) subscribers.

Mobile marketing can facilitate several business objectives:

+ increase brand awareness
+ build brand relationship
+ build a brand-centric community
+ generate a customer profile database
+ drive offline and online traffic to destinations and events
+ get customer feedback
+ solve customer issues
+ increase revenues

Unlike online advertising, mobile marketing is not often fully used as a stand alone channel; it seems to work better in a strategic mix of online and offline channels.

But this will change very soon according to some of the very interesting research that we are reviewing at IAB Europe.

I can’t talk about the exciting IAB Europe findings on interactive mobile messaging just yet, but I will let the cat out of the bag- soon.

Stan Faryna
February 20, 2007
Washington, D.C.

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FEED UPON other popular posts by Stan Faryna:

>> Outsourcing
>> Great Websites
>> IAB Europe
>> Online Strategy
>> Open Source

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About Stan Faryna

Stan Faryna is a member of the IAB European Leadership Council and National Director of the Interactive Advertising Bureau Romania. He is the founder and co-founder of several technology, design and communication companies in the United States and Europe including Faryna & Associates, Inc., Halo Interactive, and others.

His political, scholarly, social and technical opinions have appeared in The Chicago Defender, Jurnalul National, The Washington Times, Sagar, Saptamana Financiara, Social Justice Review, and other publications.

Mr. Faryna is editor-in-chief of Black and Right (Praeger Press, 1996), a landmark collection of socio-political essays by important American thinkers including U.S. Supreme Court Justice Clarence Thomas.

Copyright

Copyright 1996 to 2008 by Stan Faryna.

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