If Google research is anything to go by, quadrupled mobile searches indicate that reaching customers through mobile may be a good strategy. They note that advertisers that have a mobile-only campaign have an 11.5% larger click-through rate compared to ad campaigns that combine desktop and mobile. While targeting mobile-only might not be a cakewalk, however, if done right, it can lead to consumers engaging with the brands in the most innovative and interactive ways.
In order to commemorate the 50th anniversary of AMG, Mercedes-Benz in collaboration with Alivenow, an award-winning digital agency and MEC, a media agency created the Messenger Chat-bot for AMG, which was rolled out. Hundreds of exuberant social media users interacted with the chat-bot. Mercedes-Benz fans had the chance to show off their knowledge of their favourite brand by taking a quiz, taking the fans on a visual tour through the years in the history of AMG. Known for its 'One man, One engine' philosophy the AMG chat-bot created a custom video for each fan with their name in it, drawing parallels between their pursuit of excellence and that of AMG's.
With an immersive campaign, the watch brand connected with art. They created a campaign where clients and potential users could design their own watch and potentially receive the opportunity to have their design being part of their collection. A responsive watch customizer was created to allow users to quickly visualize how their colour selections were going to look together in their watch. As soon as their design is ready, they could rapidly submit their design to the contest and share their creation in their social networks to receive more votes and exposure.
The campaign conceptualised by Ogilvy & Mather North was released only on digital in a crisp and short 15-second format. KFC India released a set of digital films for the KFC Double Down. If you are wondering whatâ€™s so epic about this one, itâ€™s the countryâ€™s first-ever all-chicken, no bun burger. With a burger so unique, the communication had to be stand out. The digital film hooks the viewer with the question â€˜Ever imagined a burger without a bun?â€™. This was followed by visuals of two succulent chicken fillets, delicious sauces and cheese (no-bun) coming together to form the KFC Double Down. Apart from that, the mobile campaign that was used to build it up allowed users to play a game and find their â€˜no bun, only chickenâ€™ burger on their mobile cameras.
Cadbury Dairy Milk Silk
Capitalising on the festive season of Diwali, this campaign ran a contest where consumers were allowed to win a gift for their family/friends and type their name to personalize it and send across the Diwali gift to them. The participants just had to move their mobile phone towards a net and hunt a gift for their loved ones to win it. The campaign engaged a whopping 1.4 million users and made brilliant use of mobile marketing.
The Great Indian Laughter Challenge
To engross audiences, the comedy show ran an interesting mobile campaign with a laugh-o-meter. They roped in Akshay Kumar for the same to promote â€˜Ab lenge janam Comedy Superstars kaâ€™ kicking off one of Indiaâ€™s biggest laughter challenge. Participants had to make sure that their laugh reaches the mobile recorder and record it. The activity engaged up to 1.7 million unique users and became a big hit among mobile users
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