Category: Mobile Marketing

Some brands truly shined when it came to using the smartphone and tablet channels for advertising and promotions.

The winners of the Most Effective Mobile Marketing titles were announced at a 2013 awards ceremony in London, recently, with top brands grabbing up some of the most coveted positions.

Entries of the winners came from countries around the world but primarily involved large corporations.

This year’s Most Effective Mobile Marketing Awards winners include brands such as Colgate, Pepsi Co., Orange, Specsavers, Mothercare, and Warburtons. Entries for the winners came from around the globe, with countries that include the United States, the United Kingdom, Brazil, Poland, and India.

There were 270 attendees representing the brands, agencies and firms for the Most Effective Mobile Marketing awards ceremony.

More of the brands that came out on top at this ceremony included The Body Shop, TUI Travel, the British Journal of Photography, and Universal Music. There were also agencies that received awards, including Golden Gekko, OMD, AKQA, Appitude Media, Iris Mobile, Nimbletank, Upstream, Manning Gottlieb OMD, Leo Burnette, Publicis Blueprint, and Initiative.

The awards for two different categories were given to Mothercare. Their partnership with Demandware was seen as the most effective m-commerce solution, and they also had the best b2c app. There was particular praise for this company’s application as it provides a comprehensive advice mixture, which includes a feature for a pregnancy guide that is broken down week by week. It also allows consumers to shop the entire line of products at Mothercare.

The partnership between Warburton and Golden Gekko received the award for the b2b app, Red Insights Tablet. It is used by the Retail Field team of the baker for the management of inventory throughout the United Kingdom’s over 20,000 different retail outlets. It is believed that every year, 5,000 man-days worth of time are saved in data entry because of this application.

In terms of the most effective mobile marketing, itself, the best advertising campaign award was given to the partnership between Intel and OMD, for a crowdsourcing campaign that employed Shazam for encouraging X-Factor viewers, last year, to star in an ad that would run at the end of the final show.

These quick response codes allow senders to attach video content to their letters and parcels.

Hrvatska Pošta, the Croatian mail system has already been using QR codes on stamps in order to allow the postal service in the country to be able to track the location of the mail that it is responsible for sending.

Now, Australia Post has also added these barcodes to its services, but in an entirely new way.

Where Hrvatska Pošta is using QR codes for internal functions that help them to better serve their customers, Australia Post is providing mail senders with an entirely new service. With these barcodes, customers in Australia can link them to video messages that they have recorded and then send them as stamps on physical envelopes that can be scanned by the recipient and viewed on their smartphones or tablets.

These postage stamps with QR codes are special editions and each have their own unique barcodes.

The quick response codes are printed on the envelopes for free for customers that are sending their mail through the Express Post or Express Courier International Service from the postal service. The service comes with an instruction card that signals to the recipient that this is more than just a standard barcode. It encourages them to download the Video Stamp app, for free, from the Apple App Store and from Google Play.

Those cards are attached to the packages and letters and can be peeled off by the recipient so that the directions can be followed. From the time that the letter is sent, the sender has 12 hours in which to record their video message so that it will be possible for the recipient to view the message upon receipt.

This unique use of the QR codes gives Australia Post the opportunity to bring their traditional type of shipping into the present by linking physical mail with the digital environment. This service has been released just in time for Christmas – the busiest time of the mail sending year – allowing consumers to be able to send their video messages to recipients along with cards and gifts.