MOBILE MARKETING 511The D’Ieteren Group sells cars in Belgium for the Volkswagen, Audi, Skoda and Porsche brands. For car dealers,
making appointments with customers increases the workload greatly. Sending out messages via e-mail didn’t
work as customers often read their e-mails too late or did not have the opportunity to connect online. Using an SMS
communication platform was the solution for D’Ieteren’s problem. Once a car is ready, the owner receives an
automatically generated SMS; there is also the option for the dealer to add a personal message such as opening
hours or other important details. In order to increase the innovative image of D’Ieteren, a mobile website and
dealer locator are also offered. With this mobile approach, D’Ieteren is able to reach 50 new dealer appointments
per month.^114
In June 2011, Bacardi partnered with Live Nation in a summer promotion using mobile marketing to strengthen
brand awareness, drive engagement and provide a deeper connection with fans whenever they seek music informa-
tion. Live Nation launched advertising on its Live Nation mobile website with Bacardi as the first big advertiser. The
campaign used Bacardi’s ‘Best Shared Live’ tagline to build customer engagement via mobile, online and in-store
elements and had as a goal to bring people together (in line with Bacardi’s together advertising campaign) and
strengthen brand awareness by integrating live music into their daily lives. When consumers click on an ad for
Bacardi on the Live Nation mobile site, they have three different options. They can link to a mobile page with cock-
tail recipes, they can enter sweepstakes with a chance to win a trip to any Live Nation concert in the USA or they
can link to the Bacardi Facebook page. Bacardi also participated in a new SMS share functionality: anyone searching
on the mobile site for a venue or band can send an SMS message to a friend with all the details of this band. Bacardi
sponsored these messages.^115
AMF Pension wanted to encourage people to start thinking about their pension while they were still relatively
young. Outdoor advertising was used to invite passers-by to take a picture of themselves with their mobile phones and
send it to the pension-provider. A few minutes later, AMF sent back a picture showing how the person might look
when they are 70 years old. The campaign is a smart use of mobile media to create an interaction with the end-user.^116
In a recent fundraising campaign the Red Cross was able to collect $5 000 000 for Haiti. This was done by mak-
ing use of text messaging. Giving a contribution was very simple. All people had to do to help out was text the word
Haiti to a certain number and a $10 donation was automatically made. This was very simple and yet effective
marketing campaign, since nobody had to go out to make a donation. To date this has been the most effective SMS
campaign done by any charity organisation.^117BUSINESS INSIGHT
Mobile marketing at workshould be regarded as a complement to other marketing communications. An SMS message
is most appreciated when the content is appealing (an off er, a game, an incentive, a contest)
and attractive. Th e most eff ective wireless campaigns are sweepstakes. An instant-win contest
is a good way to acquire a database of consumers.
Mobile phones can do more than just listen. Th ey can also create. Th e texting, imaging,
audio and video capabilities of mobile phones can be used to create near-real-time content,
known as mobcasting. Mobcasters upload their content directly from their phones to the
Internet where it can be downloaded/viewed by others. Mobile is certainly not a medium in
isolation. Th erefore all mobile marketing campaigns should be integrated into the overall
marketing and media mix.^113M15_PELS3221_05_SE_C15.indd 511M15_PELS3221_05_SE_C15.indd 511 6/6/13 8:55 AM6/6/13 8:55 AM