Mobile Technologies: SMS, MMS, USSD and Bluetooth /Wireless /Infrared

download Pdf

Case Study

Case Study Image

Kommando, an innovative marketing company based in Glasgow needed a thought provoking strategy to increase the awareness of Know Your Limits, a National Health Service (NHS) anti-drinking campaign.

Launched in the city of Weston, the campaign aimed to curb binge drinking in the UK, a dangerous pastime which is all too popular with the younger crowd (specifically those between the ages of 18-24). Kommando needed to get the message across and stimulate PR on a rather modest budget.
 
The result was an interactive campaign which used mobile projectors (with sound), Bluetooth SMS messaging and digital vouchers to send a warning to binge drinkers - specifically while out and about and at the 'point-of-binge'.

A video compilation was projected onto the side of buildings in the 'pub and club' areas of Weston and Bluetooth messages were broadcasted to geo-target partygoers. A limited number of flyers and glow sticks were also handed out.

Free to download, the Bluetooth messages raised awareness and could be redeemed for free non-alcoholic drinks, coffees, shakes and reduced entry at participating bars and clubs.

With plenty of co-operation and support from the police and other concerned parties, the messages were downloaded 563 times over the 2 evenings of broadcast, sparking plenty off media attention (TV, radio, newspapers and online).

On a tight budget and spanning only 48 hours, the campaign was successful in reaching the goals of increasing awareness and publicity - thanks to the availabilty, immediacy and interactivity of the mobile technology and the Kommando strategy.

Further Discussion

  • Using the younger, tech-savvy generation, how can you reach an older audience?
  • Discuss how a USSD system can be used as a ‘low-tech’ alternative to a Mobile website or payment system.
  • Can you segment mobile web users between various connection speeds/types?
  • How can physical wireless hot spots be used in an interactive Mobile Marketing campaign?
  • How can you use multiple P2P connections (Infrared, WiFi etc.) in an interactive campaign?

What's Up Next

Mobile 101: Chapter 5
Mobile Technologies: Popular Mobile Operating Systems and Applications

In the next chapter of the Mobile 101 series, we will be looking at the advancement of operating systems, mobile development as well as what applications are popular on mobile phones and why.

References

Bailey [16 May 2009] Online SMS Usage Is Poised To Explode
http://www.articlesbase.com/business-articles/online-sms-usage-is-poised-to-explode-919914.html
[Accessed May 18, 2009]

Covey, Nic. Nielsen provides iPhone 3G and smartphone statistics
http://www.nielsenmobile.com/html/press%20releases/iPhone3GandSmartphoneStats.html
[Accessed May 13, 2009]

Covey, Nic. Nielsen: Texting now more popular than calling
http://www.nielsenmobile.com/html/press%20releases/TextsVersusCalls.html
[Accessed May 11, 2009]

Culligan, Barry [13 May 2009] GSM/GPRS module includes GPS
http://dataweek.co.za/news.aspx?pklNewsId=32404
[Accessed May 22, 2009]

ESATO Forum [Ongoing discussion]
http://www.esato.com/archive/t.php/t-117670,1.html   
[Accessed May 13, 2009]

GSM World [Date unknown] GPRS
http://www.gsmworld.com/technology/gprs.htm
[Accessed May 18, 2009]

Komarov, Ivan [20 May 2008] Define USSD. What Is It?
http://www.eyeline.mobi/blog/2008/05/20/define-ussd-what-is-it/
[Accessed June 1, 2009]

Komarov, Ivan [10 December 2008] USSD 1 + 2
http://www.eyeline.mobi/blog/2008/12/10/ussd-1-2/
[Accessed May 28, 2009]

Mac, J [17 January 2009] SMS Statistics
http://www.everysingleoneofus.com/no-way-back-from-here/1--lay-of-the-land/statistics/sms-statistics
[Accessed May 22, 2009]

Mobile Phones UK [Date unknown] What is GPRS?
http://www.mobile-phones-uk.org.uk/gprs.htm
[Accessed May 28, 2009]

MyITForum.com [Ongoing discussion] SMS Metrics
http://www.myitforum.com/forums/m_72703/tm.htm
[Accessed June 1, 2009]

Nielson Wire [8 December 2008] The (Marketing) Revolution Will Be… Texted?
http://blog.nielsen.com/nielsenwire/consumer/the-marketing-revolution-willbe-texted/
[Accessed May 13, 2009]

Reporter Wireless and Mobile News [9 December 2008] Americans Should Expect More SMS Text Marketing Msgs, Says Nielsen
http://www.wirelessandmobilenews.com/2008/12/american_should_expect_moresms_text_marketing_msgs_
says_nielsen.html
[Accessed May 13, 2009]

TechRepublic [May 2004] T-Mobile and CISCO Systems Join Forces to Offer Public Wireless LAN Services.
http://whitepapers.techrepublic.com.com/abstract.aspx?docid=161231
[Accessed May 13, 2009]
 

download Pdf

Prev | 1 | 2 | 3 |

Other Articles in the Mobile Marketing 101 series:

Return to Mobile Marketing 101 Articles Page