Wal-Mart and Disney join for "Avengers" in-store AR experience | Greenscans makes fruit and vegetable stickers scannable | Timberland sees engagement value in 2D codes
April 27, 2012
MMA SmartBrief
News for mobile marketing professionals
Top Story
MMA's Stuart: Mobile campaigns click with creativity
Mobile ad campaigns benefit from creativity that is geared to the platform, says Greg Stuart, CEO of the Mobile Marketing Association. "Mobile is personal, mobile is pervasive and mobile has proximity. I want to see -- and the medium demands -- creative that engages mobile users in a fun and exciting way on a one-to-one basis," Stuart says in an interview.
Momentum Review (4/26) 
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Webinar: How to break the creative bottleneck
Whether you're a client demanding excellence of your agency or an agency striving to create stellar work for your client, the business of creative services can be tricky to navigate. Register today for this webinar which will present solutions for improving your collaborative creative process.
Consumer Engagement
Wal-Mart and Disney join for "Avengers" in-store AR experience
Wal-Mart is joining with Disney for an in-store augmented-reality campaign incorporating the studio's upcoming movie "The Avengers." Customers are invited to download the Super Hero Augmented Reality application, which includes social media links, and engage in an in-store scavenger hunt for images of the superheroes. As they roam a Wal-Mart, players can point their phone cameras at a superhero image to acquire that hero's powers and a chance at winning the game.
MobileCommerceDaily.com (4/27) 
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Greenscans makes fruit and vegetable stickers scannable
Using new technology from Greenscans, consumers will be able to use their phones to scan stickers on fruits and vegetables to obtain additional information. Greenscans is partnering with Chelan Fresh of Washington state with bar codes on Chelan apples that can be scanned for a brief video about the company.
MediaPost Communications/MoBlog (4/26) 
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Timberland sees engagement value in 2D codes
Although many people may not be up to speed on mobile bar codes, they are interested in learning and the number of consumers who do scan them is large enough to make a difference, Timberland executive Brian McGovern said at the Mobile Shopping Spring Summit. The company has used QR codes and Microsoft tags in print campaigns to provide styling advice augmenting the brand's ads.
Mobile Marketer (4/27) 
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Other News
Marketing & Sector Solutions
Can Punch create a knockout system for tablet advertising?
Punch Media, the iPad-native magazine service, is hoping to create a new model for tablet-based advertising. Rather than featuring conventional pop-up or display ads, Punch is working with brands to develop application-style advertorial units, encouraging user engagement by offering media-rich, genuinely interesting or useful content. "We wanted to do an ad unit, but we wanted to reinvent how it works for the tablet's more deep, immersive experience," says CEO and co-founder David Bennahum.
Adweek (4/26) 
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Many smaller retailers are not ready for mobile
Few small to medium-sized or specialty retailers have mobile-optimized sites, according to a survey by e-commerce solutions provider Briteskies. Although many of these companies are active in e-commerce, they often run up against problems trying to define a mobile strategy and adjust their existing sites for mobile presentation.
MediaPost Communications/Mobile Marketing Daily (4/26) 
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Industry By the Numbers
Kindle Fire catches fire, captures more than half of U.S. Android market
The low-price Kindle Fire from Amazon has captured more than half the U.S. market in Android tablets, according to comScore. And at the end of 2011, the Fire made up 17% of the overall tablet market, which includes Apple's highly popular iPad.
MediaPost Communications/Online Media Daily (4/26) 
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Other News
Making It Work
Twitter adds mobile functions with updated apps
Features from Twitter on the Web are now available with revamped Android and iOS apps for mobile. The added functions include a discover feature, push notification and improved search with auto-completion.
Mashable (4/26),  VentureBeat (4/26) 
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Other News
Business Tips and Advice
Sponsored Content from American Express
MMA News
Register early for MMA Forum NY, June 11-13, 2012
The 2012 MMA Forum New York is the leading mobile marketing event that brings together senior professionals from across the ecosystem and around the world. Join them for tactical mobile marketing tips, case studies and networking opportunities. Register early for early bird rates by May 1. Learn more
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Upcoming MMA Webinars
Recognizing the Full Potential of QR Codes (May 15) Last year was truly a breakthrough year for QR Codes, and many brands are just now realizing the full potential of the technology for millions of Smartphone users. This webinar will explore the newest trends, case studies, and tools that enable you to offer a more intelligent & personalized user experience that will keep consumers coming back for more. Come learn from the experts that power campaigns for some of the largest brands in the world. Learn more.        

Driving Sales, Engagement and Loyalty Through Mobile Devices (May 3) Many who have run mobile marketing and advertising programs have tremendous insights that others can use to further their business goals and boost their careers. Hipcricket Chief Marketing Officer Jeff Hasen interviewed more than two dozen experienced marketers for his new book, Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices. In a webinar with Michael Becker, the Mobile Marketing Association's North American Managing Director, Hasen breaks down how brands of all sizes have performed in their mobile efforts -- why some have failed and how others bravely turned to mobile. Hasen and Becker will discuss field-tested guidance from the experiences of brands such as CNN, MillerCoors, Macy's, Intuit, and ESPN. Learn more about this webinar and register to attend.

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Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.
John Steinbeck,
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