Not all brands are stuck in the quagmires of archaic digital marketing. There are certain companies who have identified mobile technology as the future of consumer engagement and are reaping the rewards as fans engage with their innovative campaigns.
A great example of this was illustrated in Carlsberg’s #happybeertime campaign, whereby the brand took advantage of its audience’s ever-reliable mobile activity to subsequently promote themselves as a company ahead of the innovation curve and able to relate to key consumer interests. The initiative allowed bar-goers to ‘top-up’ the happy hour at a drinking venue by Instagramming photos of themselves and hashtagging the #barname and #happybeertime. The stunt proved mutually beneficial for both the brand and the consumers; with drinks kept at half-price whilst Carlsberg-branded content trended on social media – providing both exposure and advocacy for the popular beverage brand.
Nivea’s mobile sun protection campaign is another revolutionary use of mobile-based brand engagement that highlights mobile’s ubiquity across a spectrum of audience demographics. This campaign tapped into the smart-phone omnipresence by developing an app for beach-going parents concerned with their children’s skin care. The Nivea-branded app supported a tracking device that prevented impulsive toddlers from wandering off on a busy beach and getting sunburnt. The initiative proved hugely popular among Nivea’s target demographic and positioned the brand as one of the pioneers for innovative digital marketing.
The respective successes of these campaigns further accentuates the significance of mobile-oriented marketing in our current landscape. Tomorrow’s post, the final of this 3-part series, discusses how brands and agencies should tailor their traditional strategies to ensure that they are not stuck in the residue of this dynamic and ever-evolving digital revolution.