Heineken Personalized QR Code Stickers Become Ice Breakers At Music Festival (Video)

Posted on January 23, 2012 by Rick Mathieson

Hat’s off to Heineken.

We’re digging this this very cool initiative from Leo Burnett Warsaw for the Heineken Open’er Music Festival: A special system that enabled concertgoers to create customized QR code stickers that other attendees could then scan to spark up conversation.

It’s just one of the ways Heineken’s been using innovation (digital and otherwise) over the last year – from the Occasionally Perfect Billboard, to Starvision personalized club signage to augmented reality advertising.

In this particular effort, QR codes (or”U-Codes,” as they call them here) become social lubricants to make the concert-going experience more social and fun.

And isn’t that that great music is all about?

Holler Gram Turns Your iPad Into A Hilarious Billboard

Posted on May 31, 2011 by Rick Mathieson

What’s not to love about spending $600+ on a digital tablet that can also double as a personal billboard?

In this case, it may very well be worth it. Holler Gram from Made by Many turns your iPad into a billboard for you to spread your message – your own, or some hilarious pre-made options, including “I’m Tweeting The Crap Out of This”, “Ask the Flipping Question!” (a few of which are shown in this App Store publicity shot) and an Olympic-style scorecard – to those around you.

We can immediately see uses at concerts and sporting events – the ultimate in self expression to show the love to your favorite band or team.

But we also like the suggested uses from one iTunes reviewer, who says this “is going to be great at meetings, but I can see it being used while driving.”

Suddenly, the iPad is no longer merely digital. It’s analog, too.

A must-have app for the iPad 2. Find it here - and learn more about the company behind it, here.

The Future of Online Promotions: Using Social + Mobile + Coupons to Drive Engagement (Video)

Posted on May 24, 2011 by Rick Mathieson

You don’t want to miss this video from ad:tech SF 2011: Social Media: The Future of Online Promotions.

Among the highlights: Tony Francis, head of mobile strategy for Coca-Cola, and Dorrian Porter, CEO of Mozes, in a segment titled “The Future of Online Promotions: Using Social + Mobile + Coupons to Drive Engagement.”

In focus: A case study of how Mozes and Coca-Cola used mobile to engage attendees at the Coke Essence Festival, through special events, giveaways and more. As you’ll see, 15%-20% response rates aren’t uncommon – nor is brand enthusiasm.

What’s key here is that the world “location” can also be added into the equation, as the examples given here emphasize the power of mobile as a response mechanism for offers displayed in other media, and at live events.

The secret to success: Capitalizing on the three “p’s”: People, passion and place.

As you’ll see, the impact makes physical world coupons handed out by street teams obsolete. And more importantly, it gives Coca-Cola the chance to become a part of attendees lives long after the live event is over.

A sign of things to come.

‘The Voice’: Print Ads That Speak To You (Video)

Posted on May 17, 2011 by Rick Mathieson

Love this print series from Publicis for Reporters without Borders, promoting freedom of the press.

Scanning a QR code and placing your phone on the print ad creates the effect shown here.

It reminds me of the “UN Voices Campaign” from a couple years back that enabled a similar experience. Here, the physical engagement of placing the phone on the ad – and the fact that it’s initiated through QR codes – has a nice impact for an important effort.

Mobile Roundtable (Pt 3): Mozes CEO Dorrian Porter on Mobile Engagement at Live Events

Posted on April 26, 2011 by Rick Mathieson

Our exclusive mobile roundtable continues with Dorrian Porter, CEO of Mozes, a mobile platform company focused on consumer engagement around music, sports, entertainment and more.

In part one of our roundtable, we heard from Scott Kelly,digital marketing manager, Ford Motor Company, on how Ford is using mobile to connect with consumers in new ways. In part two, Winston Binch, Partner & managing director, interactive, Crispin, Porter + Bogusky, shared insights on mobile+social+local.

This time out, Porter (pictured here), ties it all together and adds +commerce to the equation – with new tech that enables bands, for instance, to sell merchandise to concertgoers. (Full disclosure: Mozes is one of the sponsors of this blog.)

As you’ll hear, the results can be phenomenal for bands and the brand marketers who sponsor their concerts.

MOBILE ROUNDTABLE PART THREE: MOBILIZING LIVE EVENTS

(Approx 5:12)

Audio link:

Mobile Roundtable Pt 3: Mozes CEO Dorrian Porter on Mobile Engagement at Live Events

Roundtable: Mozes’ Dorrian Porter Joins Execs From Ford, Crispin To Talk Mobile Marketing

Posted on April 12, 2011 by Rick Mathieson

It’s not often you get top execs from one of the world’s most powerful brands, one of our most celebrated ad agencies, and one of the most cutting edge digital platform providers in one place.

I did it today (virtually, anyway), in an exclusive roundtable discussion with:

• Scott Kelly, digital marketing manager, Ford Motor Company (pictured here)

• Winston Binch, Partner & managing director, interactive, Crispin, Porter + Bogusky

• Dorrian Porter, CEO, Mozes, Inc

The topic: Mobile marketing – what’s hot, hip and happening (and what’s not), from QR codes to mobile apps to augmented reality to social media and more.

This is a roundtable you won’t want to miss – and you won’t, thanks to the excerpts I’ll post over the next few days.

First up: How mobile has helped Ford leap ahead of GM in domestic sales for the first time since 1998 – and how the brand plans on using this amazing medium to connect with consumers in the year ahead.

MOBILE ROUNDTABLE PART ONE: FORD’S MOBILE MARKETING ROADMAP

(Approx 4:35)

Audio link:

Roundtable with Ford, Crispin & Mozes on The State of Mobile Marketing

Interview: Donovan Neale-May, Exec Dir, CMO Council – On The Rise of ‘Mobile Relationship Marketing’

Posted on March 29, 2011 by Rick Mathieson

Five billion people can’t be wrong – at least in the eyes of the CMO Council.

In a new initiative with the Mobile Marketing Association, the CMO Council is launching what it calls “Engage at Every Stage” – a thought leadership program designed to examine how companies can improve customer loyalty and value through a new discipline calls Mobile Relationship Marketing (MRM).

I went to the Donovan Neale-May, executive director of the CMO Council, to find out more about this concept, which can have tremendous implications for place-based marketing initiative – in-concert, conferences and other events.

Donovan Neale-May Pt 1: The Rise of Mobile Relationship Marketing

Click to hear interview

(Approx 5:06)

Viacom dumps DoubleClick and closes Microsoft $500 mill partnership

Posted on December 21, 2007 by patty

Viacom has successfully been ramping up it’s digital strategy within the last 2 years to make up for their lack of digital initiatives in the past. They seem to be carefully following the trends and positioning themselves in 08/09 to go up against the current industry powerhouse Google – investing in Flux to power Viacom niche social networks, pulling all of their content off You Tube/Google, filing a lawsuit against Google…..it’s easy to see where their minds are at. Now with the $500 million dollar partnership with Microsoft becoming official – the two companies are looking to go up against Google/Double Click in the online advertising space.

Viacom’s content will be distributed in Microsoft properties such as XBox and MSN, as just another avenue to distribute their highly valued content – and Microsoft’s Atlas will now be serving ads to all of Viacom’s properties. Perfect partnership indeed. Although it’s too soon to really see if turning their backs on Google’s high traffic destination site You Tube will help with their overall goal of increasing impressions on their content.

Which leads us to the question if Viacom will start seriously testing other avenues of distribution and monetization – specifically in the mobile landscape (I should say seriously and effectively start testing – ie. The Amped Mobile Bust). This advertising/content partnership definitely gives them the leverage and resources to create and innovate new forms of revenue for them in the mobile space. Having brands dollars and the accessibility to wrap brand ads around premium mobile content is a sure win for this new powerhouse team. It’s exciting to see what new business models will spawn from this marriage.

Read Hollywood Reporter Article Here

Mozes Voice: Going Strong

Posted on December 16, 2007 by patty

We’ve launched several voice campaigns within the last month that have gained significant momentum in the mobile space. We put a lot of TLC into creating each artist campaign with their respective label. Listed below are just a couple -

CASHMONEY $1,000 MOZES GIVEAWAY

Cashmoney’s Birdman has launched voice with Mozes, but with a creative spin. Mozes and Birdman are giving away $1,000 to the fan that can tell Birdman what they would do with a stack of $1,000. Call (504) 322-4477 to hear Birdman’s personal message introducing his holiday promotion. Not only is this contest promoted online – but if you pick up his newest album 5 Star Stunna that dropped on 12/11, you’ll find a special insert with Birdman’s Mozes fan number. Check out all the messages fans are leaving at www.mozes.com/cashmoney – It’s worth a listen – they’re pretty hilarious. The flood gates are open and calls are pouring in. Call Birdman for your chance to win his 1k Stack.

WU TANG CLAN MOZES EXCLUSIVE LISTENING PARTY

Wutang Clan preimered snippets of their new album 8 Diagrams one week before their album drop on 12/11. Fans can call into the Wu Tang Number at (718) 715-4663 to listen to Rza shout out to his fans and introduce the album. Wu Fans are calling in as a way to preview the album before they purchase. Fans can press 2-7 for a sneak peek of each song and press 1 to leave the Clan a message telling them what they thought of the listening party.

Ramping up for UGC popularity in Mobile

Posted on December 6, 2007 by patty

UGC (User Generated Content) has spread throughout the net like wildfire and has changed the course of many if not all industries. Consumers are not only embracing UGC content as a new form of entertainment, but they are also putting on their director hats and creating content as well. The result is a self feeding phenomenon that’s exponentially bombarding the net and paving the way for new opportunities in all industries. Such as for music to be exposed, brands to execute more product placement, b-list celebrities to be created and more. It’s evident that not only is user generated material making its mark to consumers in the entertainment capacity, but moreso in regards to businesses and all new “rev share” models developing – creating a way for companies to monetize of content they never were able to before.

With all that said – now that online has taken shape and integrated into our everyday lives, consumers and businesses are ready for the next step. Which brings us to the mobile landscape. It’s interesting to see how Video content keeps on getting truncated. From 30 minute episodes to 10 minute online video clips and now to 2 minute mobi – sodes. Content can quickly become created, karate chopped, and packaged into bite sized morsels – ready for delivery into the mobile world. Once handsets start ramping up and figure out how to house more mobile content – 08 is going to be an interesting time to watch and see how the adoption of mobile will develop and the new business models and “rev share” deals on content, will be created.