Let us analyze a creative Mobile Marketing campaign done by AirNewZealand based on my 10 factors for mobile marketing::::
Air New Zealand launched the first human interactive billboard in the US, controlled entirely by mobile phone users, in Los Angeles in May. A very innovative use of two common medium i.e. Mobile and Billboard to promote the product/brand:
1.Strategy: To promote the airline's USD599 round-trip fares from Los Angeles to London. WELL DEFINED
2.Relevant to the consumer: Was launched at 9:30pm(21 may) at the Staples Center in Downtown Los Angeles. PROPER LOCATION
3.Awareness: Through digital billboard projection which featured a 1970s-era airline pilot holding a sign saying "TXT WHAT YOU WANT ME TO DO 310310". USE OF TRADITIONAL MEDIUM
4.Content: The animated character on billboard will respond to over 150 different text commands, such as eating fruit, moon walking and attempting to strip. CREATIVE
5.Target Customer: Mobile phone users. FOCUSED TARGET
6.Cost: No info yet.......
7.Customer Control: Animated Character is fully controlled by customer. No spam messages are sent to customer, customer can just sent text message and have fun as per there convenience. FULL CUSTOMER CONTROL
8.Post-Campaign customer satisfaction survey: Yet to be Known....should be good...
9.Privacy: Customer name or number will not be displayed on billboard. FULL PRIVACY
10.Medium: SMS short code and billboard. INNOVATIVE WAY OF INCREASING DATA ARPU
This is one of the best example of integrated marketing and perfect combination of MOBILE & BILLBOARD......I hope it increases the sale.........
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