Mobile Futures Pilots Launch into Market in 90 Days
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"The Mobile Futures program has been an extraordinary experience for all of us at
Brands and start-ups worked together as follows:
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Bringing Mobile Pilots to Market
The pilots, which use mobile-at-retail, social TV and/or SoLoMo (social/location/mobile) technology to enhance consumer experiences and drive impulse purchases, include the following:
- Stride gum and Waze, a crowd-sourced traffic and navigation app, were the first to launch a pilot in
February 2013 , bringing users unexpected coupons for Stride gum at nearby retailers while on the go. Early results were very positive, indicating that the mobile integration leads to increased store traffic. Stride gum and Waze have two additional initiatives already underway and will continue to expand the partnership throughout the year as Waze brings new tools and services to its user base.
"Our team has had a wonderful experience working with Waze. Our similar thinking and complementary skill sets enabled us to quickly and effectively activate a test pilot that has already shown huge success," saidKathryn Sheaffer , Senior Associate Brand Manager, Stride, atMondelez International . - Chips Ahoy! and social video start-up Shelby.tv launched the first ever brand page on the platform, http://chipsahoy.tv. Centered on March Madness, the Sweetest Bracket program allowed college students to see March Madness through the eyes of Chips Ahoy! . The brand leveraged Shelby's unique video curation engine and video content from Tongal, a social content development start-up, to bring together the hottest March Madness footage in a custom and interactive Chips Ahoy! environment.
- Nabisco's Wheat Thins, Ritz, Chips Ahoy!, and Oreo all partnered with Endorse, an iOS and Android application that brings consumers a daily flow of offers that deliver them cash back on their favorite products. The partnership has allowed the brands to leverage the loyalty inherent to the Endorse platform and incentivize purchase during the NCAA® March Madness® tournament.
- HALLS partnered with Dailybreak to create a custom gaming challenge, while introducing consumers to the suite of HALLS products and their cooling benefits. The brand will continue to update their challenge throughout the year, including an in-store component that will see users completing mobile challenges at shelf.
"We're excited and honored to launch our mobile app with an iconic and innovative brand partner like HALLS," saidJohn Federman , Dailybreak's CEO. "HALLS will be the very first brand featured on the Dailybreak mobile channel and will be able to reach and interact with consumers on the go." - Trident gum is leveraging Roximity's place-based proximity notification technology and database to drive impulse purchases of Trident. When consumers enter a radius of certain stores, they will receive a notification with a Trident offer either via SMS, mobile application or in their Ford SYNC AppLink equipped vehicles. Consumers can then redeem the offer on their mobile device with a personalized barcode for Trident products.
- Trident gum is also working with Lisnr to give consumers exclusive music content via both TV and social media. Lisnr identifies inaudible sound frequencies and compares them to a custom content management system (CMS) for delivery — creating a passive second-screen experience. Trident's social media followers will receive push notifications with music content simply by downloading Lisnr and viewing Trident brand's online music content.
- Sour Patch Kids and Kiip, a prominent mobile network that enables brands to reward in-app achievements, is bringing rewards to consumers in places and moments unique to Sour Patch Kids and Kiip. Given the brand's unique and quirky equity, consumers can expect to be surprised and delighted with the creative integration. The brand will also be testing out some leading-edge integrations with iOS tools as part of Kiip's innovation roadmap.
- Oreo is working with Banjo, a SoLoMo app that curates social feeds based on location to create streams of real time, social content. Tapping into events most relevant to their consumers, as well as events that Oreo sponsors, the brand will provide unique, real-time content to enhance the event experience via the Banjo platform.
- belVita Breakfast Biscuits partnered with inMarket, a leading startup in developing mobile applications used in store and at the shelf, to understand the impact of mobile technology on shopping conversion. Through its CheckPoints mobile application, inMarket will allow belVita to incentivize shoppers to find and interact with the product and learn if the interactions ultimately drive to a sale.
Next Steps for Mobile Futures — Brands to
During phase two of the program, the brand teams and their start-up partners will work together again to ideate around broader business challenges. Based on the outcome of the ideation process,
"Mobile Futures is a truly unique opportunity to infuse the start-up entrepreneurial spirit into our organization. With this second phase, we're going beyond launching pilots to create entirely new mobile ventures," continued Bough. "This is where our brand teams get to truly act like start-ups and help deliver on our mobile-first strategy."
The Mobile Futures Network
The Mobile Futures Network members include: convenience store retailers Quick Chek and Kum & Go; Viacom and AT&T AdWorks; incubator partners Prehype, Kicklabs,
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