3 Incredibly Unique Mobile Marketing Success Stories: Allergy Medicine, Toothpaste and Rich B!tch Fridges!
Mobile marketing is everywhere these days – literally and figuratively. If your site isn’t mobile-friendly, meaning it’s optimized for the mobile user, you’re missing out on valuable conversion opportunities.
But, why stop there? Don’t just make sure your site is mobile-friendly. Go one step – or several steps – further and harness the power of mobile savvy marketing to create a buzz about your company, products and/or services.
Think it can’t be done? Here are a few case studies that show just how successful mobile marketing can be – especially for small and medium-sized businesses.
Be Inspired by Mobile Marketing Success : What Can Your Company Do to Create a Buzz?
Mobile marketing success usually requires that you think outside the box to cash in on ideas that tie into products, services, needs or interests that are degree or two removed from your own nucleus. This allows you to cast a wider net and attract visitors and followers who probably wouldn’t have found you otherwise.
Here are three of our favorite examples. You can access the full 400+ Here:
Zyrtec’s Allergy Tracker. Mobile Apps can be expensive to develop, but more than the App, it is Zyertec’s savvy means of using technology – GPS, Weather Mapping, Symptom Tracking, etc. – combined with some networking tricks (you bring the results to your doctor) that we salute here.
The Zyrtec Allergy Tracker compiles your symptoms and other data, along with where you live and the pollen counts and air quality information, in order to isolate the probable stuff you’re allergic too. That in itself is brilliant. Then, take into consideration that the user is continuously engaging with Zyrtec (the allergy medicine manufacturer) to solve their problem and that Zyrtec encourages the client to bring the results to their doctor, and you have a winner. Now you have doctor offices and allergy specialists recommending the app to patients since it makes the doctors’ jobs even easier. Win-win, right?
The RICH B!tch Fridge. Sorry about the expletive but this campaign is WAY too successful, clever and downright enviable to ignore. RICH Secco is Germany’s most popular canned Prosecco drink. Their traditional target market: Women. They decided to revolutionize the idea of “Buying a drink for the ladies” by creating the “RICH B!tch Fridge” where a man’s presence in a bar isn’t even required. These fridges (high-tech vending machines equipped with cameras) stocked full of RICH Secco were set up in hundreds of bars and clubs.
Men buy virtual RICH Seccos through Facebook from anywhere, set up a profile with their location and describe their “ideal date”. Women who feel they fit a description can cruise by a participating fridge, interact using the Facebook mobile app and – if the right match is made – Voila! The fridge opens when the girl Friends him on Facebook, and she gets retrieve her drink. The virtual/real couples/matches pictures are posted on the RICH Secco Facebook page.
- RICH Secco sales increased more than 400% through the Facebook App
- They added the male demographic to their target market
- Their brand appeal increased by 22%
Now, why didn’t you think of that?
Colgate’s Maha Kumbh Mela Campaign. Perhaps they were inspired by the fact that more people own smartphones than toothbrushes? Who knows? Regardless, Colgate had a small budget ($8,000) they wanted to use to try to market their brand to the 80+ million Indian pilgrims that make their way to Maha Kumbh Mela. Since literacy is an issue, they used voice-based communications via mobile phones.
Then, Colgate tagged three cell phone towers in the area (location-based targeting at its finest – another example of how local SEO still matters). When pilgrims entered the “Colgate Zone”, their phones were dialed and they could listen to famous radio personality, Amin Sayani, telling them to visit the Colgate booth, receive free samples, yadda yadda yadda. Rather than increasing sales, Colgate was more interested in exploring mobile marketing interactions and connecting with a previously untapped market. It worked. Once the campaign kicked into gear, the Colgate booth had 300% more visitors than before – resulting in 700,000 more contacts.
Mobile marketing can be very successful; it’s all in the implementation. What creative and innovative blow-our-minds methods could your company use to increase sales and wiggle your way into untapped target markets?
Has your company come up with a killer mobile marketing campaign? We’d love to hear about it. Share the details in the comment box below.
Written by David Kaufer
David Kaufer is Founding Partner and Chief Dynamic Office in Kaufer DMC. He’s also a huge Oregon Ducks & Microbrew nut, Dad of awesome 8 year-old twin boys, husband, and big Sustainability and Autism advocate.