MOBILE PRODUCT ADDED VALUE  gesammelten Treuepunkte

MOBILE ADVERTISING

MOBILE DIENSTE

MOBILE INFORMATIONSDIENSTE

MOBILE ENTERTAINMENT

LOCATION BASED SERVICES

MORE MOBILE CAMPAIGNS BEISPIEL - KREATIVE KAMPAGNE

VIRTUAL AUGMENTED REALITY

PROFESSIONELLE KAMPAGNENPLANUNG I CAMPAIGN SCOPEOUT OF SCOPE MARKETING MISSION STATEMENT NEEDS IN ALIGNMENT WITH MARKETING STRATEGY BENEFITS ASSUMPTIONSCONSTRAINTS TARGET GROUPS BUDGET …… MARKETING IT OTHER …… …… Total [in T€] 2010 [in T€] OBJECTIVES A BC D E FG H I J

PROFESSIONELLE KAMPAGNENPLANUNG II FebruaryJanuaryMay Today AprilMarchJune Planning/ Campaign Management Phase 3 Phase 2 Preparation Phase Phase 1 Follow up Execution & Controlling Planning Follow up Phase Execution & Controlling Planning Follow up Phase Planning & Progressive Elaboration Planning & Progressive Elaboration Update meeting 1 1

Overview Relevance Key Findings / Relevance Pointed Mobile Strategy Mobile Boarding via 2D-Code via / SMS Mobile Services – Expanding Customer Solutions More Information Key Topics Published in year Company / Product Industry Roll Out Concept by Agency Lufthansa Travel MindMatics Location April 2008 Deutschland Target Group Customers TG 1, Business people, HON-Customers Success of the Campaign Offering Customer new Mobile Solutions Nominated for the „Made for Mobile Award 2008“ Boardings per week (Expanding route system to 400 routes) Stand Alone / Integrated Campaign Additional Services Technology, Function & Deliver Mobile Portal: -Itinerary -Check In, -Bokking Flights -Miles and More Overview Mobile Boardcard (Etix) Download Goodies: -Ringtones, Wallpapers … Webpage Special-URL Mobile.lufthansa.de Further Information: article_mindmatics.pdf lufthansa_mobile- services.pdf

Overview Relevance Key Findings / Relevance Outdoor-Campaing; combined classic and mobile Huge interactive Poster  Tractor sound via SMS More Information Key Topics Published in year Company / Product Industry Roll Out Concept by Agency Mini (BMW) Automotive Mediaplus/Plan.Net Location Februar until March 2006 Germany (Berlin + Munich) Target Group Joung People, style oriented mobile people Success of the Campaign 1st Place Marketing Awards 2007 „Wake the bull“ Stand Alone / Integrated Campaign Stand allone Interactive Huge Poster Technology, Function & Deliver Activate a huge poster via sms Send an SMS to a certain number. The sms activates the steam inside of the poster and the bull will be waked up. Webpage Special-URL N.S. Movie Further Information:MINI_macht_Dampf.pdf

AUSBLICK

Overview Relevance Key Findings / Relevance Positive Linking between new Technology and H&M Create brand awareness Incentives More Information Key Topics Published in year Company / Product Industry Roll Out Concept by Agency H&M Consumer Products & Retail YOC Location 2004 Berlin – Store Opening Target Group Youngsters, in the area of Berlin members of the yoc Community Success of the Campaign -Get people the the point of sale -Mobile Couponing: 78% Response in 48 hours Incentives in 4 Hours Stand Alone / Integrated Campaign Integrated Communication Campaign Technology, Function & Deliver Permission Marketing & Mobile Couponing Use Push-SMS Technology to choosen TGoriented YOC Community. Youngster get sms and invite them to send a code to a number. Get a coupon and threat it in via a coupon reader  Incentive. Webpage Special-URL N.S. Further Information: H-und-M_MM.pdf hm-kampagne.wmv

Overview Relevance Key Findings / Relevance Local Based Services – Pubfinder Infotainment  Pub Quiz Viral Marketing  Picture forwarding / Upload Facebook More Information Key Topics Published in year Company / Product Industry Roll Out Concept by Agency Guinness Consumer Products & Retail Marvellous Location 2008 – St. Patricks day United Kingdom Target Group year olds, familiar with mobile technology, relaxed about sophisticated digital interaction Success of the Campaign More than 30% of the 35,000+ unique users downloaded at least one of the Java applications  12% lift in brand favourability & 3% clickthrough rate Stand Alone / Integrated Campaign Integrated: destination site, accessed via calls to action in press, radio, online and mobile media Technology, Function & Deliver Apart from basic information about Guinness and its products, the site with applications (Image Gallery, Pub Quiz) including: Pubfinder – this enables users to identify pubs via LBS, postcode or area look-up Webpage Special-URL guinness.marvellous.mobi Further Information:Guinnes_article.pdf