MOBILE MARKETING 509During the summer of 2010, 's Cornetto brand ran an innovative mobile marketing campaign that brought
together a brand message of love and fun with leading-edge mobile technology. Cornetto is 's very popular
ice cream brand all across Europe and the market leader in Turkey. Cornetto has traditionally been a youth-focused
brand (the median age in Turkey is 28 years) and the brand messaging is that Cornetto helps you reach out to
people that you want to be with. Cornetto ice creams can act as an icebreaker and overcome shyness. The millions
who pass through the Beyoglu district, the heart of Istanbul, were invited to participate in a multi-player mobile
game. A ‘pac man’ type of game was projected on the windows of a large building so that almost everyone walking
down the street saw it straight away. A special phone number was also projected onto the wall. Once that number
was dialled, the game was explained to consumers via their mobile phones. Each player got a different coloured
character that they could move around by using their phone keys in order to catch three Cornetto ice creams cones
in less than 45 seconds. If successful, the player received a big heart on the mobile screen as well as an SMS coupon
for a free Cornetto at the event bar. The game was announced through leaflets and interactive screens. On the night
of action there was an event area enriched with live shows and musical entertainment. The game itself ran for 15
evenings, for two hours per evening. On average 100 people per hour played the game; nearly 3 million saw the
project in action. The Cornetto mobile game campaign in Turkey won the 2011 GSMA Award for ‘Best Mobile
Advertising & Marketing Campaign’.^103
In April 2012, the Belgian supermarket chain Delhaize launched Europe’s first virtual store at the central railway
station of Brussels. The virtual supermarket, named ‘Delhaize Direct Cube’, consisted of four panels containing
300 photos of popular items, where customers could scan the desired ones via their smart phone (an app is needed)
and get them delivered later to one of the 100 pick-up points. A mobile Internet connection was not needed because
the cube also featured a Wi-Fi hotspot. In total Delhaize had seven cubes moved across the country during a test
period of two months.^104
In Germany, the bank ING-DiBa wanted to connect its offering to a younger audience. During the Basketball
League the bank aimed to leverage smart phones to create an interactive experience that anyone could play: ‘Free
Throw Billboards’ were born. Users could connect their phone directly to a billboard, turning it into a virtual basket-
ball, and take three ‘Free Throws’ in the competition. The installation required Facebook Connect, powering a live
broadcast to friends and family, along with a wall post of the person in action shooting virtual basketballs.^105 This
campaign resulted in 21 493 passers-by during the event, 2823 actual players and 7981 likes.^106BUSINESS INSIGHT
Mobile marketing by Cornettoowner of the mobile operating system.^100 In the USA the average smart-phone user has 41
apps and is spending an average of 39 minutes per day in using them. Th e top fi ve apps are
Facebook, YouTube, Android market, Google Search and Gmail.^101
An InSites Consulting study revealed that 10% of smart-phone users participated in a
mobile marketing campaign. Most of them via SMS and about 20% of them by downloading
a branded app. Mobile couponing is not gaining a high acceptance. Th e overall penetration
of branded apps/games is very low and improvement in this domain is needed. A branded
app should add value for consumers, and help them do things better. ‘What’s in it for me?’ is
key for the app user.^102M15_PELS3221_05_SE_C15.indd 509M15_PELS3221_05_SE_C15.indd 509 6/6/13 8:55 AM6/6/13 8:55 AM