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Coca-Cola affirms mobile strategy with interactive QR code push

Thu, 31 May 2012 00:00:00 -0700

May 31, 2012

Coca-Cola taps QR codes to drive consumer engagement

Beverage giant Coca-Cola is placing QR codes on its packaging to further connect with new and existing customers on a much deeper level.

The company partnered with ScanLife on the mobile initiative. By using mobile bar codes, Coca-Cola is strengthening its position in the mobile space and further engaging with consumers.

�By placing QR codes on Coca-Cola cans, the company is utilizing ScanLife to build relationships with their consumers and discover what content interests their customers the most,� said Mike Wehrs, president/CEO of ScanLife, New York.

�Because the codes are dynamic, they can deliver unique experiences as well as new content to consumers as they are scanning,� he said.

Coca-Cola�s portfolio includes 12 brands such as Coca-Cola Light, Fanta, Sprite, Coca-Cola Zero, Powerade, Minute Maid and Georgia Coffee.

Scanbuy develops services that power the connection between the physical and digital world and the developer of the ScanLife mobile bar code platform.

Scannable content
The QR codes are featured on Coca-Cola products in Spain.

When consumers scan the mobile bar codes, they can view content such as UEFA�s Euro 2012 videos and Coca-Cola SmileWorld � the brand�s online community.

Coca-Cola is promoting the campaign in a variety of ways, including a television commercial that illustrates how the initiative works.

Consumers can also learn about the initiative by going to http://www.cocacola.es/eurocopa2012.

According to ScanLife, the partnership with Coca-Cola shows that mobile bar code scanning reached a global tipping point.

�Mobile bar codes are a convenient way for their customers to engage with the brand right from the can, bottle or package,� Mr. Wehr said.

�In this case, Coca-Cola can introduce its customers to new promotions as they develop, exclusive videos and a social community called SmileWorld,� he said.

�The platform helps them manage the delivery of these dynamic experiences, and provides valuable intelligence on how people are engaging.�

Mobile force
Coca-Cola has been a force to reckon with in the mobile space.

The company is constantly looking at new technology to continue building a relationship with its customers.

Last year, Coca-Cola used mobile advertising to ramp up its Facebook presence and further engage beverage lovers with its brand.�

The company�s mobile banner ads were featured within the TV Guide iPhone app. They led consumers to a mobile version of its Facebook page (see story).

Most recently, in its largest digital campaign ever, Coca-Cola leveraged music to target teenagers and bring them closer to the Olympic Games, with mobile playing a key role (see story).

QR codes are helping Coca-Cola find a new and engaging way to drive customer retention.

�The QR codes are visible on millions of packaging, with a specific call to action to scan the BIDI � a QR Code in Spain,� Mr. Wehr said.

�Plus, TV ads are running that quickly explain how the packaging can deliver these mobile experiences,� he said.�

Final Take
Here is a demo of how the campaign works

�

Rimma Kats is associate editor on Mobile Marketer, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

Why did Yahoo Livestand fail and lessons to learn

Thu, 31 May 2012 00:00:00 -0700

By Lauren Johnson

May 31, 2012

Yahoo's Livestand app

Although Yahoo Inc.�s recent killing of Livestand could point to the company not having a centered mobile strategy, it is still too soon to count the media publisher completely out of the race, according to analysts.

The mobile space is thick with other news aggregator and media companies all pushing content onto mobile devices. Because of the high number of companies involved, several analysts think that Yahoo pulling Livestand could be a sign that in order to succeed, marketers need to think of ways to carve out a niche in the market.

�In short, the easy answer is that Yahoo did not understand the conditions of the market,� said Josh Martin, director of app research for the global wireless practice at Strategy Analytics, Newton, MA.

�But it�s not an indication of the news aggregator industry � Yahoo drew up a poorly-executed idea and it�s better for them to kill it now rather than later,� he said.

Yahoo did not respond to press inquiries.

Good intentions
Yahoo launched its Livestand newsstand in October 2011 with the promise of bringing advertisements to life with engaging sound, motion and graphics. The cost to advertise on the platform ranged between $20,000 and $500,000 for ad units though, causing speculation over the high price tag.

Similar to competitors such as the Flipboard and AOL�s Editions, Yahoo positioned the Livestand iPad app as a way to bundle news content from across the Web into a customized package.

However, Yahoo was also late to enter the space.�Apps such as Flipboard, which launched in 2010, already had an established reputation.

The Livestand iPad app

�The space is relatively crowded, but Yahoo came late to the party,� said Kevin Culbert, senior analyst at IBISWorld, Santa Monica, CA.

�It is difficult to enter and compete against an established best player,� he said.

Mobile future
In addition to writing off Livestand, Yahoo also launched its mobile browser app Axis, which lets consumers browse the Web on desktops and mobile devices.

The move could signal where Yahoo�s intentions are headed with HTML5-based products. The idea behind Axis is that it connects users� desktop and mobile Web browsing.

Yahoo's Axis iPad app

In a blog on the company�s Web site, Yahoo said that it is working towards a mobile-first strategy.

�We are pivoting to a mobile-products-first development model and there�s no doubt that one of the biggest, if not the biggest, priorities for us is to innovate for the mobile user, whether they�re using feature phones, smartphones or tablets � or iOS apps, Android apps or mobile web browsers, for that matter,� the blog post said.

However, Yahoo has also gone through four CEOs in the past five years and by consolidating its products, it could be a further sign that the company is not doing well.

Without a clear focus on a long-term mobile strategy, Yahoo will have to work hard to establish itself as a prime player in mobile.

�I think there is a big question mark about Yahoo�s long-term strategy - what it should be worried about is how to transition from being a Web business to making revenue on mobile,� said Jason Armitage, London-based senior analyst at Yankee Group.

�Basically Livestand was part of its short-term strategy of cutting costs and boosting cash,� he said.

Media powerhouse
According to some mobile experts, the main takeaway point from Yahoo�s Livestand primarily affects publishers and how media brands need to think about monetizing content.

�I think to monetize, publishers are thinking less about aggregation and more about doing their own things,� said Mark Beccue, senior analyst at ABI Research, New York.

News aggregator apps often go head-to-head with publishers that have long-established brands in app stores.

Depending on what types of content consumers are looking for, they might be more inclined to download and subscribe to a branded app if the content is relevant enough.

For example, ABI Research recently found that magazines, newspapers and books were tops areas of tablet consumption, meaning that it will be difficult for independent news aggregators to crack into the space.

�We�re just on the edge and nowhere near mass market,� Mr. Beccue said.

�One thing is that if you are in the space you have to say, �How will consumers use tablets?� and really think through those ideas,� he said.

�Do focus groups, play with these things to understand the device and its uses and then think about what you want to do.�

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York

Lauren Johnson is editorial assistant on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

Tablets take off with mobile video consumption: study

Thu, 31 May 2012 00:00:00 -0700

By Lauren Johnson

May 31, 2012

An example of a tablet ad from Rhythm NewMedia

When it comes to watching mobile videos, consumers are turning to their tablets with 50 to 175 percent more viewing taking place on the devices versus smartphones, according to a new study from Rhythm NewMedia.

Rhythm NewMedia�s latest quarterly report found that not only are consumers watching video on their devices, in some cases mobile might be becoming the primary way that consumers watch TV. Additionally, mobile video advertisers that use a combination of social media and display ads are particularly effective at targeting consumers, per the company.

�The trends that contribute to the explosion of mobile video consumption in general also influence the rise in tablet video viewing,� said Lisa Abramson, director of marketing at Rhythm NewMedia, Mountain View, CA.

�With the development of faster connections through Wi-Fi and 4G, sharper screens, higher capacity batteries and availability of content that consumers love, the trend of consumers watching video content on mobile is going to continue its tremendous growth,� she said.

�Consumers increasingly desire to watch their favorite shows and clips on their time and on the go. It makes sense that mobile advertising performs better when utilizing social media calls-to-action.�

A mobile video ad for Lincoln

Rhythmn NewMedia sells and serves mobile video and rich media advertising to premium media companies. Examples of brand advertisers include Ford, Macy�s and Procter & Gamble.

Mobile engagement
Rhythmn NewMedia claims that mobile in-stream videos, which run as either a commercial break or before a video plays, generate an 89 percent completion rate. To compare, Web in-stream videos average a 68 percent completion rate, marking a 31 percent increase for mobile.

During the first quarter of 2012, 93 percent of Rhythmn NewMedia�s campaigns included an in-stream component. This is a 41 percent year-over-year growth, showing how brands are increasigly interested in targeting users while they watch video content.

According to the company, Rhythmn NewMedia�s media properties represent 32 percent of all monthly mobile in-stream viewing.

Paired with findings from Nielsen Co. that mobile consumers watch an average of four hours and 20 minutes of video on their devices, it is clear that for some, mobile devices are the primary way that consumers watch TV.

A mobile video ad inside the TV.com iPhone app

Connected audience
With mobile serving as a primary channel for video, consumers might be more receptive to advertising, which opens the opportunities for marketers to target consumers with relevant, creative content.

Not only are consumers watching video on their devices, they are also going back to content multiple times. For instance, out of the top ten monthly most-viewed entertainment news videos, 50 percent were watched twice for each unique visitor, according to the report.

Therefore, it is crucial for marketers to not only include video as an advertising tool, but also target users with engaging ad campaigns that do not feel repetitive to users.

Display ads were used in 88 percent of Rhythmn NewMedia�s campaigns in the first quarter of 2012, pointing to the growth of in-app advertising.

Additionally, the combination of full-page ads with in-stream videos increases engagement by 15 percent compared to full page-only campaigns, per the report. The average full-page tablet ad generates a 20 percent engagement rate.

Giving consumers an option to take a direct action on a mobile ad is always a smart marketing tactic. However, engagement increases when a social media layer is added, per Rhythmn NewMedia.

For example, by including a button to let users click to a mobile Web site, a Rhythmn NewMedia campaign averages a .9 percent engagement rate. However, when users can tap to visit a social network, the engagement rate increases to 1.48 percent, representing a 64 percent growth.

�Social media is now a required part of any advertising - consumers are less and less trusting of brands and increasingly more trusting of their friends and family's opinions,� Ms. Abramson said.

�Mobile devices take advantage of this change in trust because they are extremely personal and social in nature � they are always with us and are our gateways to connecting with friends and family, through text, calls or instant social media updates,� she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York

Lauren Johnson is editorial assistant on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

Quaker Oats promotes new products via mobile, social initiative

Thu, 31 May 2012 00:00:00 -0700

By Rimma Kats

May 31, 2012

Quaker Oats is tying mobile and social into its new marketing campaign that aims to promote its new products and lets consumers learn more about them.

The company is running full-page mobile ads within Pandora�s iPhone application. By using mobile advertising, Quaker Oats is able to reach a larger audience who are always on the go.

�I think the Quaker Real Medleys campaign is a real muddle because little too complicated for small screen mobile devices,� said Simon Buckingham, CEO of Appitalism, New York.

�There are just too many choices for a mobile campaign � the search page includes three selections and the entry of a ZIP code, the second page includes recipes and healthy heart advice,� he said.

�The best thing about the campaign is the landing page itself � the text is very legible and the product description and visuals are very clear. �

Mr. Buckingham is not affiliated with Quaker Oats. He commented based on his expertise on the subject.

Quaker Oats did not respond to press inquiries.

New endeavors
The Quaker Oats mobile ad promotes the company�s new Real Medleys products and encourages consumers to explore the flavors.

When users tap on the mobile ad, they are redirected to an optimized landing page that lets them check out more Quaker products, find a recipe and find out which stores sell the products.

Consumers can learn more about the brand

The mobile ad also has social elements that let consumers further engage with the brand, such as links to Twitter, Facebook, YouTube and Google+.

Consumers can search to see if their favorite products are nearby

A mobile ad campaign such as this is a great�way to promote the new offerings and to get consumers engaged.

Additionally, by adding social features, Quaker is able to connect with users even after they are done looking at the mobile ad.

�It is important that the mobile marketing agency has control not only of the landing page visual and messaging but all the sub-pages too in order to truly create a real medley rather than a real muddle,� Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

New Balance’s Brine takes a swing at mobile with lacrosse game

Thu, 31 May 2012 00:00:00 -0700

By Chantal Tode

May 31, 2012

The Brine mobile game

New Balance brand Brine has introduced a new mobile lacrosse game designed to engage its audience and build loyalty by letting users unlock real gear to improve their scores.

To play the Brine Shootout app, users flick a finger across the screen to recreate the action of a shot. The app helps Brine engage lacrosse players � its core audience � while also introducing new products, building the brand�s social network and driving customer loyalty.

�It�s challenging to reach an audience who are constantly playing a sport, studying or hanging out with friends,� said Carolyn Hadlock, executive creative director at Young & Laramore, Indianapolis, IN.

�By creating an endemic mobile game, we�ve developed a platform to launch new products through, while reinforcing the Brine brand�s leadership position in the game,� she said.

�We also saw an opportunity in the LAX category since there wasn't a game or app that lived up to the mobile expectations of this target.�

Advertising agency Young & Laramore developed the Brine Shootout mobile game.

Scoring a goal
In addition to providing a way for Brine to continue the relationship with lacrosse players when they are off the field, the app also enables the brand to capture consumer data during summer lacrosse events.

Users view the lacrosse field at eye level from the vantage point of a player getting ready to shoot. A stick can be seen floating in front of the player and a ball is inside the pocket of the head.

By flicking a finger across the screen, the player recreates the action of a shot. Scoring gets increasingly more difficult through as the distance, angle and opposing players change.

The game also features a Power Shot, fueled by filling the Power Meter, which knocks over the opposing players in its path.

The game has four venues, Backyard, High School, College and Pro. Backyard is available initially, and new venues are unlocked as players score goals.

Users are rewarded with enhanced equipment and in-game features by submitting their contact information or by liking Brine on Facebook.

The app is available for the iOS and Android platforms.

Building a community
In its first month of being available, the game had just under 60,000 downloads, with 30 percent of users playing for half an hour or longer and 80 percent of all users having played more than once.

Additionally, players have created a Brine Shootout account on Twitter and using Brine Shootout hash tags to share their victories and defeats, Young & Laramore reports.

Footwear brands such as New Balance and Nike are enlisting mobile to help them reach targeted audience segments as sports fans increasingly flock to their mobile devices to check scores, watch recaps and otherwise keep up to date on their favorite sports.

For example, Nike recently launched an iPhone app designed to help golfers improve their game through the use of photos, social media and location (see story).

�The strategy is to ultimately build a community of lacrosse players around the Brine experience,� Ms. Laramore said.

Associate Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.