In Focus

5 mobile success stories

Brian Cowley
Mobile Posted on May 12, 2008

Dell and EA

Dell

 
Dell opted to include mobile as a part of its campaign as a new and innovative way to connect with and build consumer awareness. Ad Infuse also assisted in creating an opt-in viewer database capture from Dell's WAP pages. The campaign was successfully structured to build awareness about its wireless capabilities and to increase sales for the Inspiron and XPS models of Dell notebooks.

EA
In order to garner awareness and increase downloads for EA Mobile's Harry Potter mobile game, Ad Infuse applied two approaches that leveraged its rich media capabilities. The first was the creation of a first-ever clickable video podcast that used pre-roll advertising and enabled users to click to the Harry Potter splash page directly from the podcast. The second strategic tactic leveraged mobile social networking, a pastime quite popular among the younger target demographic for Harry Potter. Through Ad Infuse's partnership with AirG, a mobile social networking publisher, Ad Infuse was able to bring the Harry Potter campaign on-deck with Boost Mobile. These advertisements successfully directed mobile users to a download page where they were able to immediately access the mobile game. EA knew that its young target market is active on mobile and social networks and this campaign was designed specifically to reach them.

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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.