OTB Launches Multi-channel Mobile Effort

Casual dining brand On The Border is launching a first-of-it's kind integrated mobile initiative to drive consumers into restaurants from a wide range of media.

Created by Mo7 Mobile/Mobile FKM, the multi-channel campaign will allow consumers to send an offer for a free bowl of queso or sopapillas, a Mexican pastry, directly to their phone from variety of interactive ads. The mobile element is designed to support the debut of OTB's new $6.99 Countless Combination menu offering.

The offer will be seeded in online ads, local search ads, the On The Border web site, emails and targeted mobile voice ads.

The online ads will be equipped with a field so that consumers can enter their mobile number directly into the ad unit and immediately send the offer to the mobile phone.

City Search listings will feature the offer with a click-through to a web page with the same opt-in technology. The offer and link also is included in an email sent to the On The Border Club Cantina database.

And targeted voice ads, served through the 1-800-Free411 platform, will include an option to press * and send the offer to your phone.

Each ad platform and unit is being tracked for its effectiveness in producing opt-ins.

Our take: We are truly activating these ads, not just with click-throughs, but with technology that makes getting this offer extremely simple for the consumer. Our strategy is to take down the barriers facing the consumer and to get the offer in as many hands as possible, since mobile has such an extremely high redemption rate.

Analytics to follow...

SMS: Critical Communications

Never has our real-time text messaging effort for the BP MS 150 been as relevant as it was this past weekend.

13,000 people annually participate in the 2-day charity ride between Houston and Austin.

With rain storms looming in the forecast, an unprecedented number of riders texted in to receive our alerts on their cell phones. For the past three years, we have linked riders, volunteers and their families with real-time messages. Typical content includes course changes, schedule changes and weather updates.

Then five inches of rain and flash floods washed away Saturday's portion of the ride.

Our alerts helped keep everyone off the road on Saturday, and got them to the starting line in La Grange on Sunday. Then it was off to Austin. A shorter trip this year, but another massive blow against MS.

Awesome job, everyone!

Armani Exchange Launches Mobile Campaign

(Reprinted from the "Mobile Marketer")

A|X Armani Exchange has launched its first mobile advertising campaign to promote its A|X Armani Exchange Spring 2009 collection.

Armani is using mobile ads served on the mobile ad network AdMob to raise awareness of the new A|X spring line, drive opt-ins to the brand’s text messaging program and to continue building the brand’s relationship with its customers.

“The Armani Exchange Spring 2009 mobile advertising program gives A|X the opportunity to engage our customers in a timely, relevant and entertaining way,” said Tom Jarrold, senior vice president of global marketing and communications at Armani Exchange, New York.

A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers – a collection offering urban, individual style. Armani Exchange is "Accessible Armani" that defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.

With A|X, Mr. Armani interprets his sensual and unique style to create a casual, yet sophisticated collection for the young, urban and sexy. Today A|X Armani Exchange has an exclusive direct controlled retail network that currently comprises 170 freestanding stores in 24 countries.

This is the first mobile advertising campaign that Armani Exchange has undertaken and it builds on the success of its Text A|X campaign, with the tagline of “Instant Message. Instant Style.”

“This is the first time we are working with Armani Exchange and this is their first mobile advertising initiative,” said Nicole Leverich, spokeswoman at Ad Mob, San Mateo, CA. “They previously allowed people to go to the site from their computer and sign up for text alerts and saw a lot of success with that.

“This new campaign is building on the success of that initiative,” she said. “It lets consumers learn more about the collection.”

The luxury retailer did a text-to-win promotion in an effort that also involved future SMS marketing.

The "A/X $1,000 Shopping Spree Sweepstakes" call-to-action was printed on the retailer's shopping bag.

It asked customers to text the keyword AX to short code 276264 (ARMANI) for a chance to win a $1,000 shopping spree.

Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, A|X events and mobile downloads.

The new A|X mobile advertising campaign is designed to leverage AdMob’s iPhone network and drive consumers to a specially designed mobile Web site where they can sign up for Text A|X, find stores near them, watch videos, see images of the new Spring 2009 line, or read the A|X Styletraxx blog.

“As everyone knows the iPhone is an engaging device and users of it tend to be interested in hearing from advertisers,” Ms. Leverich said. “The device allows advertisers to come up with unique campaigns because of the capabilities of the device.”

The engaging iPhone text, banner and canvas ads highlight the Spring 2009 collection.

“The program allows the A|X customer to experience the brand – to review looks, find stores, get downloads – on the fly,” Mr. Jarrold said.

Platform Integration: Mobile and Web, Linked

A new study by the Pew Foundation has shown a link between mobile internet access and online use.

The Pew Internet and American Life Project's report titled "The Mobile Difference" finds that 39% of adults have seen the frequency of their online use grow as their reliance on mobile devices has increased.

This follows our experience that repeatedly demonstrates a high correlation between mobile and online. Mobile, it seems, is the logical extension of the wired internet. And a substantial segment of early adopters -- more than 1/3 of all adults now -- are proving it.

We are consistently seeing extremely high conversions from our mobile campaigns to online. This is why mobile campaigns that mix in and compliment online initiatives will continue to show great success.

Wireless Web: Here Comes 4G

Like the brand new 3G wireless networks? Don't get attached. They will soon be nearing capacity, thanks to the explosion of smartphones and mobile apps. Details are in a white paper from Cisco unveiled at CTIA this week.

As a result, 4G networks are already being rolled out by the major carriers, with handsets to match slated to appear before the end of the year.

What does that mean for brands and consumers? Mobile is edging ever closer to replicating your current Internet experience.

"4G takes one-quarter to one-third of the time compared to 3G networks, giving consumers everything the Internet has to offer," says Benjamin Wolff, co-chairman/CEO of Clearwire Corp. They are partnering with Sprint on its new 4G "WiMax" network.

In fact, Pew Research predicts that the mobile device will be the primary connection tool to the Internet for most people in the world by 2020.

Apps: Forbes' App Comes w/ Ads

Forbes.com launched the Forbes.com Mobile Reader for BlackBerry handsets this week at CTIA.

The Forbes.com Mobile Reader delivers real-time Forbes.com headlines and updates to BBY smartphones.

That's cool, but brands will find their interest further piqued by this: Forbes is serving ads on it. That's right, revenue.

The ads include image, text and click to call functionality. Add in the rich target environment of busy execs, and it could be a highly effective platform, not to mention a lucrative revenue stream.

Stay tuned...

Sales Activation

Here's a truth that gets lost in the hype about mobile: Not everyone is open to marketing on their cell phone.

But 25% of cell subscribers are. And given the incredibly high action rates of mobile (think: double-digit redemption rates), it's more than worthwhile to mine this group heavily.

Some tips:
Make engagement via mobile simple. We use simple text messaging to activate sponsorships, ads, TV, radio, print and even online. We have developed a widget that clients can drop into ad units or web pages. With it, consumers can enter their cell number and have an offer delivered directly to their phones.

Make a premium offer. The hurdle you have to clear to get on someone's handset is fairly high. An added incentive helps.

Make redemption easy. Scanning barcodes just isn't happening yet. Use promo codes. Or offer unique offer codes that you can track in your POS system. We have developed a technique to serve these unique, trackable codes with each text we send.

Encourage viral opt-in w/ SMS. Include a reminder within your bounce-back that others can download by texting or going online.