As an essential part of every mobile commerce operation, mobile marketing strategies—especially thoroughly researched ones—can potentially improve perceptions of your store for the better.
But creating an effective mobile marketing strategy isn’t an easy feat either, as there’s no one-size-fits-all approach to this kind of thing.
However, there’s still something to be learned by observing the big guys—and that’s why we’ll be discussing and showing you 6 marketing case studies from big brands.
1. Burger’s King
The competition in the fast-food industry is tough, like fire-blazing tough.
With its aim to boost app downloads and appeal to younger demographics, Burger’s King recently launched a now-famous campaign called Burn That Ad. This one is one of the very few innovative mobile marketing campaigns that have elements of Augmented Reality (AR) incorporated into it, expanding the potential of mobile marketing even more.
While it was only launched in Brazil, the campaign was wildly popular worldwide because of the idea behind it. Simply with Burber’s King app installed on their smartphones, users could set any of Burger’s King’s main competitor ads on fire in real-time—figuratively, and receive a free Whopper for doing so. Although there’s no official number from Burger’s King to prove the effectiveness of this campaign yet, its popularity is already an indicator of which, as the ad can be said to be the future of Augmented Reality marketing which seamlessly mixes elements of real life with the fictional, digital world.
Recommended reading: Augmented Reality: The Future of E-Commerce
L’Oreal brings a whole new experience to the table when it comes to mobile marketing, as the brand, in keep with the current trend, now utilizes augmented reality to give its lady-audience a first-hand experience of their products.
This is the proper way to marketing, as people should be able to try out products by themselves, online. And since the road that we’re heading toward has mobile-first as its goal, you can be assured that there are only more marketing campaigns and AR-powered applications like this.
For a furniture brand, IKEA is unmatched in its ability to innovate. The brand is known for being one of the first brands to have adopted Augmented Reality into their mobile marketing campaigns, making the future of mobile marketing be the future of seamless integration between devices, with a focus put more toward the mobile devices owing to its ability to conveniently utilize the latest techs.
This is the first of many similar marketing campaigns that come after, indicating a trend of mobile marketing that has augmented reality at its core for the best visualization experience possible for the customers. The successes of AR-powered apps are also not be downplayed, as IKEA Place — IKEA’s trademark app for augmented reality furnishing — is ranked No. 2 among the most popular free apps that use Apple’s ARKit.
4. Gordon’s Tonic
Gordon’s Tonic might be the first among many to have incorporated geofencing into their SMS marketing campaign, and it was brilliantly executed as well. With ‘alleviating frustration at the station’ as its central theme, the campaign launched off targeting frustrating train commuters within a specific group age (18+) and geographic area.
The shared feeling among stuck commuters isn’t that unknown to most of us, as we’ve all once felt the same—weary after work, stuck in the crowd, and in desperate need for a drink. This is the reason why the campaign was a huge success and its result was among the best that we’ve seen. The campaign converted 21 percent of its targeted audience into purchasing Gordon’s Gin & Tonic; and as if that’s not impressive enough, 60 percent of targeted commuters admit that they’d be more likely to purchase from the brand again because of their initial experience.
5. Warner Bros.
By teaming up with Snapchat, Warner Bros produced the first ever voice-activated AR lens to promote its movie – Shazam!. The idea behind the campaign was simple and yet innovative at the same time as it uses the famous catch-phrase from the movie, Shazam, as its augmentation triggering keyword. Simply with a simple “OK, Shazam!” voice command when using Snapchat, the user can have him/herself transformed into a real-life superhero, exactly how the hero would appear in the movie.
There couldn’t be a better way to engage with their core audience than Warner Bro’s team-up with Snapchat, since as much as 70% of Snapchat active users play with or view AR Lenses daily, and that’s not to mention that Snapchat’s core audience primarily consist of 13 to 34 year-old users. As a result of which, the campaign proved to be a phenomenal success globally and boosted recognition of the movies beyond what Warner Bros first expected.
6. Coca Cola
When it comes to marketing, Coca Cola seems to always be at the top of their game. And if we’re talking mobile marketing, they have plenty of marketing case studies to share as well. Let’s take a look at one of the most famous mobile marketing case study from them to see where they did right:
With its central message to invite people from all over the world to submit selfie entries, from which a largest digitally produced photomosaic, “Happiness Flag”, is made.
As a major sponsor of the 2014 FIFA World Cup, the campaign was Coca Cola’s most ambitious marketing campaign ever as it was launched with a digital and mobile-optimized initiative, aimed at above 170 global markets.
Every component in the campaign was as optimized as possible for mobile, including the ability to submit entries through popular smartphone apps such as Facebook and Twitter, through mobile web, and even via SMS (text- based submissions would generate a custom, branded badge that became an image in the photomosaic). In addition to a responsive desktop design, Coca-Cola leveraged a mobile-specific site to ensure the optimal experience across a wide variety of devices.
And that’s the end of the list. As you can see, we’re seeing a clear shift toward mobile-first multichannel as it’s proven to be the more effective marketing method for brands who want the best return on investment (ROI).
Mobile commerce, as it currently, is widely popular and is projected to be the default channel for retail in the future. In case you’re a Magento store owner who hasn’t yet gone for the mobile-first approach, here at SimiCart we offer a full, cost-effective solution with the fastest time-to-market for you and your store.