QR Code Bottles Sell More Beer While Helping Singles Meet at the Bar (Video)

Posted on September 18, 2012 by Rick Mathieson

It’s interesting enough that a Harry’s Bar in Singapore has gone to so much trouble to sell beer during happy hour.

But producing a video like this featuring a mix of US TV celebs puts this project over the top.

Does the seriously large budget for a bar make sense for this innovation?

Personally, I think it’s a fantastic idea – and it looks like it did indeed boost sales. In fact, this could go over well in casual bar & grill franchises with many locations.

Of course, they could have done the same thing by letting people write on tags without having to download an app and use it (I can only hope no one’s mobile phone numbers are included in the communiques).

But what would be hip and cool about that?

Q&A: Enter Social + Mobile + Local + Commerce (Roundtable Pt 5)

Posted on September 5, 2012 by Rick Mathieson

Move over SoLoMo – SoLoMoCo is here.

In part five of our August Mobile Marketing Roundtable, we move beyond mere Social + Local + Mobile to Social + Local + Mobile + Commerce, the ability to not just connect with consumers via the mobile channel based on where they are, but also to enable transactions based on that context.

This time out, you’ll get some outstanding insights from Jonathan Becher, CMO for softare giant SAP, and Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes.

At the heart of the conversation: A new report from ABI Research that by 2017, one quarter of all online sales will come through mobile. Retailers can choose to do what they can to stem this tide, or capitalize on it in powerful ways through the power of SoLoMoCo.

SOCIAL + MOBILE + LOCAL + COMMERCE: MOBILE MARKETING ROUNDTABLE (PT 5)

>> CLICK HERE TO LISTEN TO: Social + Mobile + Local + Commerce & The Future of Retailing <<

(Approx 5:27)

Also, don’t miss:

PART 1: SAP CMO: ‘Digital is Dead’ – And So Is Mobile

PART 2: Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success

PART 3: Social + Mobile + Local & The Facebook Free-Fall

PART 4: Foursquare’s New ‘Promoted Updates’ & The Race to Make Location Click

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Q&A: Foursquare’s New ‘Promoted Updates’ & The Race to Make Location Click (Roundtable Pt 4)

Posted on August 26, 2012 by Rick Mathieson

Is Foursquare upping its game?

Foursquare has always been at the forefront of location-based mobile marketing, and it is always at the vanguard of what’s next in this nascent arena. (Listen to my Q&A with Foursquare Co-founder Dennis Crowley on the eve of the launch of Foursquare to get a sense of his early vision for the service.)

But as innovative as it is, even Foursquare is still finding its footing in what’s possible and what’s compelling for both marketers and consumers when it comes to SoLoMo.

In recent weeks, Foursquare has launched Promoted Updates, an advertising product that gives merchants a way to reach people who are near their stores, based on location and interest as indicated in past check-ins and other data.

In part four of our August Mobile Marketing Roundtable, GEN WOW sponsor and Mozes CEO Dorrian Porter, SAP CMO Jonathan Becher and Ignited LA VP/CD Jordan Atlas weigh in on this new feature and some of the current challenges in making location a vital part of the SoLoMo equation.

SOCIAL + MOBILE + LOCAL & THE FUTURE OF FOURSQUARE: MOBILE MARKETING ROUNDTABLE (PT 4)

>> CLICK HERE TO LISTEN TO: Foursquare & The Race to Make Location Click <<

(Approx 5:40)

Also, don’t miss:

PART 1: SAP CMO: ‘Digital is Dead’ – And So Is Mobile

PART 2: Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success

PART 3: Social + Mobile + Local & The Facebook Free-Fall

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success – Mobile Roundtable (Pt 2)

Posted on August 14, 2012 by Rick Mathieson

In part one of our new mobile marketing roundtable, SAP CMO Jonathan Becher told us why “digital is dead” – and that mobile may soon be joining it.

In part two, we hear from Dorrian Porter (pictured top), CEO of longtime GEN WOW sponsor Mozes, on how his company and Coca-Cola have been quietly revolutionizing the way this iconic brand uses mobile to connect with consumers in amazing new ways – and why text may still be the killer app.

Consider it a warm-up to a special, must-attend webinar Mozes, the Mobile Marketing Association & Coca-Cola’s Center for Mobile Excellence is hosting this Thursday, August 16th at 11 AM Pacific, where you’ll get the inside scoop on how to become best-in-class in mobile marketing.

Along the way, we’ll hear about how brands like Macy’s are taking the cue – and launching new mobile marketing initiatives of its own.

MOBILE MARKETING ROUNDTABLE (PT 2): MOBILE ‘HAPPINESS’: COCA-COLA’S SECRETS OF MOBILE MARKETING SUCCESS

>> CLICK HERE TO LISTEN TO MOBILE ‘HAPPINESS’: MOBILE MARKETING ROUNDTABLE PT 2 <<

(Approx 6:26)

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

SAP CMO: ‘Digital is Dead’ (And Mobile Is, Too): Mobile Roundtable (Pt 1)

Posted on August 13, 2012 by Rick Mathieson

Digital is Dead…and mobile may soon join it.

That’s the word from Jonathan Becher, chief marketing officer for enterprise software giant SAP, in a new Gen Wow Mobile Marketing Roundtable.

This time out, Becher is joined by Jordan Atlas, vice president/creative director for LA digital marketing powerhouse Ignited LA, and Dorrian Porter, founder and CEO of longtime Gen Wow sponsor Mozes, which is teaming up with Coca-Cola’s Center for Mobile Excellence for a must-attend webinar on mobile marketing best practices this Thursday at 11 AM Pacific.

As many observers have no doubt noticed, Becher is one of only a handful of Fortune 100 CMOs with an active social media presence. In part one, I ask Becher about his views on a report last week from Fortune magazine on the sorry state of CEOs and social media. Along the way, we’ll hear why Becher is predicting the death of social (and mobile) – and his three recommended steps for companies looking to capitalize on the mobile channel.

MOBILE MARKETING ROUNDTABLE (PT 1): DIGITAL IS DEAD – AND SO IS MOBILE

Click Here to Listen to: GEN WOW Mobile Marketing Roundtable Pt1: Digital Is Dead – and So Is Mobile

(Approx 7:02)

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Project Re:Brief from Google & Coke Wins 1st Ever Cannes Mobile Grand Prix (Video)

Posted on June 25, 2012 by Rick Mathieson

You gotta love this mobile-age edition of Coke's classic "Hilltop" spot.

It's a mobile ad that enables viewers to buy a Coke for someone in a city of their choice by sending a text message to a specially-designed vending machine in that city. The viewer can even watch the Coke being delivered.

It was all part of Google's Project Re:Brief, which, as I reported at the time, includes elements that seem to borrow liberally from similar initiatives launched by Pepsi earlier a year earlier.

Still. A Cannes Lion. Major kudos to all involved.

Fans ‘Download’ a Coca-Cola Concert (Video)

Posted on June 18, 2012 by Rick Mathieson

You have to dig this refreshing initiative from Coca-Cola Columbia.

During this concert, the band was playing on a stage that was 50 meters above the crowd.

As Adverblog reports, in order to bring the band down lower, the audience had to “download” them by using their mobile devices to log onto Coke FM and download songs from the band. As they did, the performers would be lowered closer to the public.

This effort, from Ogilvy Columbia, seems to have been a lively way for activate this live event through mobile. And as you can plainly see, it worked quite well.

A QR code or something to instantly log on and download songs might have worked even better.

Either way, Coca-Cola has done it again – with mobile innovation that clearly spread some happiness.

Mobile Roundtable (Concl): Brand Marketing & The Future of Social TV

Posted on June 11, 2012 by Rick Mathieson

Will consumers and brands really tune into social TV over the long term?

The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year’s Super Bowl that included a branded app from Chevy and Coca-Cola’s interactive Polar Bear experience on Facebook.

I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced last month it will sit out Super Bowl 2013, it stands to reason the initiative wasn’t a touchdown.

Coca-Cola’s experience, however, was another thing entirely. At last month’s Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they’d engage a couple million people for an average of 2.5 minutes, the Bears – which reacted in real time to the game and even Super Bowl spots from other advertisers – attracted 9 million viewers who spent an average of 28 minutes with the brand.

In the conclusion of our spring Mobile Roundtable, Dorrian Porter, CEO of longtime roundtable sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh in on the efficacy of various forms of branded social TV experiences, and prospects for the future.

MOBILE ROUNDTABLE (CONCL): BRAND MARKETING & THE FUTURE OF SOCIAL TV
(7:56)

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION

MOBILE ROUNDTABLE (PT 4): FACEBOOK’S MOBILE CHALLENGE POST IPO

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Mobile Roundtable (Pt 4): Facebook’s Mobile Challenges Post IPO

Posted on June 3, 2012 by Rick Mathieson

Can Facebook monetize the mobile channel as well as it has its desktop experience?

Both before and after the now infamous Facebook IPO, there has been considerable industry commentary on that outstanding question.

Here, our GEN WOW mobile marketing panel – Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime GEN Wow sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) – put their views on opportunities for both Facebook and brand clients in the mobile space.

MOBILE ROUNDTABLE (PT 4): FACEBOOK’S MOBILE CHALLENGE POST IPO

Click here to listen to: Mobile Roundtable (Pt 4): Facebook’s Mobile Challenges Post IPO

(3:28)

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION

(11:07)

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Mobile Roundtable (Pt 2): Organic’s Rachel Pasqua – Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing

Posted on May 21, 2012 by Rick Mathieson

In part two of the May 2012 GEN WOW Mobile Marketing Roundtable, I ask Rachel Pasqua, executive director of mobile marketing at New York City-based Organic about her upcoming book Mobile Marketing in An Hour A Day, and her insights into Kimberly Clark’s plans to merge its social media and mobile marketing initiatives.

Along the way, we’ll hear about the future of mobile apps and wearable computing at brands like Specialized Bicycles, and much, much more.

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLARK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

Click Here to Listen to: Mobile Roundtable Pt 2: Rachel Pasqua

(9:55)

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum – How AMEX Banks on Mobile Marketing

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.