Big Brands Start to Bet on Mobile Marketing

Posted on Thu,Apr 14, 2011 @ 10:00 AM


From Keith Dawson at the CMO Site, here's a look at the recent launch of mobile marketing initiatives at Volvo, Walgreen's, Sears and Toyota, which underscore the growing importance of mobile strategies for all marketers.

Volvo
  • Exclusive sponsorship deal with Major League Baseball
  • Ads appear on MLB.com's At Bat applications on Apple, Android and Blackberry devices
  • Sponsoring free trials of MLB.tv during April for Apple iOS mobile devices
  • Used Celtra's mobile ad creation and tracking platform
  • Custom in-app landing pages
  • Earlier mobile campaign with Mobext achieved a 3.91% click-through rate
  • Now views mobile as a branding mainstay

Walgreen's
  • Used automation feature in Foursquare app to run offers across numerous locations without having to enter each separately
  • Most locations offer patrons who check in on Foursquare a discount on eligible items and Walgreen's-branded products
  • Top brand on Foursquare

Sears
  • Recent webinar stressed that mobile would be key to the company's overall marketing, commerce and customer service strategies
  • A multichannel strategy to reach consumers via apps, mobile Web and SMS alerts

Toyota
  • First national brand to seek out advertising on jail-broken Apple devices
  • Around 9% (15 million) Apple iOS devices have been jail-broken
  • Toyota running ads on Cydia, an app store for jail-broken devices which gets 1.5 million hits per day
  • Toyota ads and theme are part of a campaign for the 2011 Scion tC

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Tags: Social Media Marketing, Marketing Strategy, Mobile Marketing, FourSquare

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