In Focus

5 mobile success stories

Brian Cowley
Mobile Posted on May 12, 2008

MINI Cooper and CoverGirl

MINI Cooper

Early in 2007, MINI Cooper executed one of the most entertaining and creative campaigns that Ad Infuse saw across its network. By using mobile to complement its online webisode campaign called Hammer & Coop, BMW brand MINI Cooper was able to reinforce its campaign messages and reach the mobile public with entertaining, branded content. MINI took advantage of the rich format of mobile video and made the content available on Versaly's FastLane, a channel on Sprint TV's Lifestyle segment, and it also made a video podcast available with content publisher Mondo Media. This BMW MINI campaign was also awarded the "Mobile Campaign of the Year" by advertising agency Butler, Shine, Stern and Partners and continues to be an example of the possibilities of mobile in multi-format campaigns.

CoverGirl
CoverGirl Cosmetics leveraged one of mobile's most important capabilities: targeting. The campaign's goal was to reach Hispanic and other females in the narrow age range of 18 to 24, in order to generate increased brand awareness for some of its specific product lines. This campaign successfully deployed WAP display ads across content partners on the Ad Infuse network that were targeted specifically to reach its young, female audience. In doing so, Ad Infuse was able to assist Brand In Hand in executing a campaign that would be ranked in the top third of all CoverGirl initiatives in 2007.

More articles from Mobile

 

Comments

Evan Gerber
Evan Gerber May 12, 2008 at 9:01 PM

Great stuff, Brian... I couldn't agree more with some of the key points you raise here, especially the importance of a cohesive cross channel approach, and creating an engaging 'go anywhere' experience through the use of multiple formats (ie video, SMS, etc). I'd be curious to know your thoughts on how the mobile advertising space will mature as carriers become (or profess to become) more open, and users migrate from relatively unsophisticated WAP interfaces to more portable HTML capable devices. Thanks for writing a great article!

Jeff Janer
Jeff Janer May 12, 2008 at 7:16 PM

It's good to see that major brands are continuing to expand their mobile advertising efforts and gaining experience with what is clearly a major opportunity to make a significant impact on the third screen.

It would be interesting to hear about unique ad formats and executions that truly take advantage of the mobile medium - either in and of itself or in concert with a larger cross-media campaign.

Once mobile advertising proves truly relevant and useful for the consumer - both in the context of the medium and in helping consumers to get something done - then the projected growth of this industry will occur.