As smartphone penetration edges towards domination, some brands are developing clever marketing that exploits the mobile’s potential as a bridge between digital and physical experiences.
Though the mobile advertising industry has made huge strides this past year – a recent IAB report showed that marketers spent nearly twice as much in 2013 on mobile as they did two years ago – many don’t seem to have noticed that the parameters have evolved far beyond the static banner ad.
Mobile is becoming an increasingly popular touch point between brands and consumers. When used to its full potential, mobile technology has the capacity to bridge the physical and digital worlds, resulting in compelling experiences that no static ad could ever achieve.
Here are three examples of brands in contrasting sectors that are thinking differently to use the mobile as a tool to align the digital and the physical worlds to create highly engaging and interactive marketing experiences.
TNT energy drink wanted to create a campaign that not only promoted their beverage but also the MMA athletes it sponsors. To convey the adrenaline of the MMA and leave fans feeling like real fighters, TNT used media bridging technology to create Punchface – a Facebook app that connects to your smartphone to measure the force of your punch. When users open the app, they are provided with a one-time PIN to pair their smartphone. After entering the synchronization code, users can then hold their phone to unload a few punches at their opponent on the screen. Users are then prompted to share their score with friends via Facebook.
Kontor - Back to Vinyl
Kontor, one of the world’s largest dance music labels, wanted to promote the new Boris Dlugosch release to the advertising industry. However, it needed to figure out an inventive way to capture the attention of the notoriously jaded ad agency directors. Rather than sending a CD or MP3, Kontor sent out a truly anachronistic media format – vinyl. Not many people own turntables anymore, but that’s where the magic of mobile comes in. The vinyl disc came in an envelope which, when opened, looked like an actual turntable, equipped with a small QR code. Once the record is placed on the ‘turntable’, the recipient can scan the QR code with their mobile, place their device over the record and listen to the new track. The results were fantastic, with 71 per cent of the 900 QR codes activated (64 per cent more than the average response).
Adidas - Window Shopping
Beautiful window displays are a great way to entice people to come into your store, but how do retailers engage passersby when the store is closed? Adidas wanted to evolve the archaic act of window shopping, and used its teen brand, Neo, to debut a shoppable window that would be open 24 hours a day. The brand created an interactive window display interface which connected to a mobile experience built in HTML5. Through a by-directional connection via a simple URL, users paired their mobiles with a one-time PIN. Once connected, shoppers could interact with clothing items displayed on models, and if they wanted to purchase something, they could simply drag products into a shopping bag on the window. Products would immediately show up on their mobile device, as the mobile site was connected to the adidas eCommerce system. The shoppers could then buy the items on their mobile device or they could save their list and complete the purchase at their leisure. This truly innovative use of mobile proved to be effective as well – about 90 per cent of direct passerbys interacted with the storefront, and 1 in 4 came into the store during opening hours.
