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WAP site for the launch of the Mitsubishi Lancer.
In addition, there is no more powerful form of advertising than word-of-mouth. Peer-to-peer interaction can have an extremely positive or negative effect on a brand. Marketers need to provide their consumers with communication that will be talked about in a positive way. Mobile campaigns offer marketers opportunities to incorporate prizes, downloadable content or tell-a-friend options which are highly effective in generating viral aspects and P2P interactivity. These new and exciting ways of interacting with a brand’s target audience ensure that it receives increased share-of-mouth space in social circles, giving such campaigns an extra boost in the cluttered market space. Much along the same lines of viral campaigns, mobile can be used to generate high levels of interest around a particular brand or product. Providing consumers with the option of designing their own sought-after content (as can be seen from the case study below) can generate a great deal of hype around a particular product or brand.
Case study Mitsubishi recently commissioned the design of a WAP site as part of its launch of the new Mitsubishi Lancer. The campaign was designed to entice consumers to test drive the car, and even rewarded consumers for interacting with the brand and ‘pimping out’ the Mitsubishi Lancer on the site by giving away Mitsubishi hampers. Once consumers had designed their own Lancer, they were given the option of sending it on to their friends, creating a chain effect of consumers interacting with the brand.
PREDICTIVE MODELLING Reaching the right people Through the use of database marketing and opt-in services such as Vodacom’s AdMe, marketers are able to reach their specific target markets through personalised and tailored messages. The use of mobile is far more reach-effective than traditional forms of direct response marketing when it comes to communicating to the right consumers, and far more