Simple yet smart campaign by Turkish mobile operator Turkcell to promote their new smartphones bundled with mobile internet.

The campaign featured the smartphone, which was packed in gift boxes and covered with post-its. Players had to tweet what was written on the post-its to unwrap the boxes, using the hashtag #turkcelltweet. Along the way contestants could take part in games, such as Pictionary, Trivia and word puzzles winning minutes and mobile data. The final challenge was to get a celebrity to retweet the message – winning the successful Twitter user a phone.

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Thanks to PepsiCo’s Social Vending System you can now buy your friend a drink even when he's not around. The vending machines enable users to send a gift to a friend by selecting a beverage and entering the receiver’s name, mobile number and a customized text message. There’s also the choice to further personalize the gift with a small video recorded right at the machine.

The gift is sent with a system code and instructions to redeem it at any PepsiCo Social Vending System. When the recipient cashes in their gift, they’re given the option of thanking the sender with a gift of their own or sharing the good karma and gifting a beverage to another friend.

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A lot has been said and done about mobile lately. But what is it exactly that makes mobile so special? And how can advertisers leverage the uniqueness of mobile devices and deliver true added value to their customers?

A slidedeck on mobile my colleague Nikolas Sterck and I presented for a group of Communication and PR-students at Arteveldehogeschool Gent:

Yesterday, the GSMA announced the winners of the 16th Annual Global Mobile awards, held at the GSMA Mobile World Congress in Barcelona. Unilever Turkey took away the Best Mobile Advertising & Marketing Campaign with an interactive wall projection game for their Cornetto Ice Cream brand.

Using a wall projection system, Cornetto took over the outside of a building in Taksim, Turkey's equivalent to Times Square. Anyone with any phone could play a game in which people texted to move images around the projection. Winners got a free ice cream, redeemable on the spot.

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Ruder Finn’s Mobile Intent Index is the first study of its kind to examine the underlying motivations or reasons – intents – people have for using their mobile phones.

Results clearly show that immediacy is the driving force behind usage; instant access to the web allows mobile phone users to socially connect to friends and family on the fly, conduct business by getting the most recent information on accounts and clients, and advocate on the spot on issues of pressing concerns they may have just learned about. Those who go online using mobile phones are different than traditional users; they don’t access the internet to learn or educate themselves or express their personal feelings. Their experiences are of the moment and transitory, rather then long term.

(download)

Click here to download:

mobile_intent_index.zip (624 KB)

As advertisers are increasingly favoring interactive media to the traditional 30-second spot, the television industry is desperately seeking ways to make their ads more engaging and actionable.

One such effort I deem worth mentioning is the Dockers “Wear the Pants” campaign that was aired during the last Superbowl.

Dockers teamed up with music recognition company Shazam to produce a tv ad that is “clickable”, just like other digital media. The spot includes the song “I Wear no Pants” which consumers can “tag” using the Shazam app on their mobile device. Shazam will then identify the song and directs the user to a mobile website that has been created especially for this campaign.

Dockers Wear the Pants – Teaser

Dockers Wear the Pants – Spot

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