| News for mobile marketing professionals |  |
- Google Coke demo wins first ever mobile Grand Prix
Google's demonstration of how new technology could revive a classic Coke ad won the first-ever Grand Prix in the mobile category at the Cannes Lions festival, as the MMA Mobile Circus came to the festival for the first time. The campaign updated the 1971 "I'd like to buy the world a Coke" commercial, incorporating a mobile application that allows users to buy a Coke for someone at special vending machines and send them a good-will message. Business Insider
(6/20), USA TODAY/Live From... blog
(6/20)     
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| Consumer Engagement |  |  |
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- Cannes mobile awards point way to effective user engagement
Toronto agency Cundari's Cannes Gold Lion for its mobile game that encourages cancer-stricken children to fill out pain charts gave a strong indication of how marketers can better engage users through mobile, writes Susan Krashinsky. The key to effective engagement is providing real utility for the user, going well beyond just a chance to connect with a company, she writes. The Globe and Mail (Toronto)
(6/21)
- Australian agencies are urged to take more risks in mobile
Australian agencies and brands known in the past for their inventiveness have been too cautious since the advent of smartphones and are being left behind in the mobile field at Cannes Lions. "What needs to happen now is more risk taking. The brands have almost caught up with the consumer which is great, but [now] they need to be trying to get ahead of them, which is much harder," said Geoffrey Handley, co-founder at the Hyperfactory and a Mobile Lions juror. BandT.com.au (Australia)
(6/20)
| Marketing & Sector Solutions | | |
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- Twitter makes case for "second screen" at Cannes Lions
Twitter marked its first appearance at Cannes Lions as a full-fledged participant with an appeal to brands to consider the social network a second screen to be paired with TV campaigns. Twitter CEO Dick Costolo noted the experience of H&M with its Super Bowl ad featuring David Beckham, which generated tweets throughout the broadcast. Twitter's co-creator Jack Dorsey was named "Media Person of the Year" at the event. Brand Republic (U.K.)
(6/21), Mashable
(6/21)
- Mobile marketing works best in line with user behavior, panelists say
Increasingly, mobile marketing is becoming a matter of gauging user behavior, with successful brands bringing their goals and programs into alignment, experts noted at last week's MMA Conference in New York. To reach the goal, however, a number of steps are necessary, including testing that looks at how consumers use mobile media and where to reach them, writes Michael Della Penna, senior vice president of emerging channels at Responsys. ClickZ
(6/21)
- Microsoft hires shops for Surface apps to come
Microsoft has hired a spate of roster shops to help sell applications for its upcoming Surface tablet-style PCs. Agencies AKQA, Big Spaceship, Razorfish, Team Detroit, UM and Y&R have been enlisted in the effort. "With these partners, we will look to create a new standard for what ads within Windows 8 apps can and will be, as well as ensure that experiences will be engaging for consumers and effective for marketers and publishers," Jennifer Creegan, general manager of the Microsoft's brand advertising business group, wrote in a blog post. Adweek
(6/19), MediaPost Communications/Online Media Daily
(6/19)
- Travelers targets golf fans via Weather Channel app
Insurance firm Travelers is teaming with The Weather Channel this weekend for a mobile campaign targeting golf fans attending a PGA Tour event in Connecticut. Thanks to a geo-fenced promotion, people who check the weather using a Weather Channel application while attending the event will see ads displaying Travelers' red-umbrella icon. The insurance company will also be running Twitter and Facebook campaigns linked to the golf championship. Adweek
(6/21)
| Industry By the Numbers | | |
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- Mobile devices play key role in travel decisions
Mobile devices have become such an ingrained part of their users' life experience that they feel uncomfortable traveling without one and would be less traumatized by the loss of a wedding ring than the loss of a smartphone, according to Intel's "Tech Norms for Travelers" survey. Vacationers even make decisions about which restaurants and cafes they visit based on the accessibility of power outlets for recharging. eWeek
(6/21)
| Making It Work | | |
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- HTC, Huawei line up Windows Phone 8 handsets
Details have surfaced about which Huawei and HTC smartphones will carry Microsoft's Windows Phone 8 software, with one analyst predicting the software giant will contract with a vendor to produce a Microsoft-branded handset. HTC reportedly will make three phones -- the high-end Zenith, the midrange Accord and the budget-minded Rio -- while Huawei will produce one of its Ascend phones for Microsoft. Reuters
(6/21), CNET/Dialed In blog
(6/21), The Verge
(6/21)
| MMA News | | |
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- Mobile Update from Cannes
We hope that during his time at Cannes Lions, President Clinton has time to stop and admire some of the awards, especially those that prove how mobile is the channel for change. Mobile has been incorporated into almost every aspect of the festival -- not just in the awards but as a tool to help attendees be more productive with their time and and importantly, connect them with Cannes Lions again and again. For instance, every campaign that is entered into the festival is on display around the venue and most are tagged with a QR code next to the ad. Scan the code and look at the ad later at your leisure. This feature frees delegates from taking laborious notes and encourages sharing the ad with friends and colleagues. Mobile at Cannes Lions isn't just part of the awards, it is endemic to the Cannes Lions experience, leveraging the efficiencies we have come to expect with our devices that go where we go -- allowing us to refer to our favorite awards from the Croisette or the MMA Big Top.
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Upcoming webinars:
How to Manage the Increasing Complexity and Costs of Mobile App Development (June 28)
Learn how to manage the increasing complexity and costs associated with mobile app development across Apple iOS and Google Android devices. Apps are everywhere. Sparked by the introduction of Apple's App Store as well as the emergence of Facebook as a distribution platform for apps and content, consumers and businesses alike have embraced the app experience. As a result, organizations across all industries need to engage with their audience through mobile apps, but developing apps for these devices has become increasingly complex and costly. There are now more platforms and devices to support, more app versions to build and maintain, and new performance metrics to master. While the app environment offers exciting new opportunities for publishers, it also involves additional technical work, higher costs, and increased complexity -- all of which distract from higher-value needs like content development and business strategy. To register to attend this free webinar, click here.
Addressing Fragmentation in Mobile (July 12)
Fragmentation occurs at multiple levels in mobile: operating systems, devices, features, assets, advertising. With so many flavors and combinations, how do you maximize your offerings, deliver quality apps, without breaking the bank? In this upcoming webinar, Phillip Broyles, Associate Director, Digital Products & Operations at NBCUniversal and Marci Weisler, COO at EachScape will discuss the challenges and approaches to overcome them, and will share insights into how media brands like E! have found success in mobile. To register to attend this free webinar, click here.
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