Mobile Advertising with Cases from India

8/2/2019 Mobile Advertising with Cases from India

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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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Mobile Advertising with Cases from India

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