brand-e » -e.mobile

Playing brand love tag

admin — Sat, 04 Feb 2012 09:05:33 +0000

In time for Valentines Day, Moët & Chandon has begun chasing some street cred. The drinks brands has launched the Moët & Chandon Rosé Impérial app for iPhone/iPad, tasking consumers with taking photos of their romantic moments and then tagging them with ‘graffiti chic’, before sharing via Facebook, Twitter or e-mail, of course.

QR codes put action into mags

admin — Fri, 03 Feb 2012 11:44:56 +0000

Nellymoser surveyed the top 100 US magazines published issues betwen July and September 2011 and found that the percentage of advertising pages with at least one QR action code had risen from 3.5% in January to 5.8% in September, writes Maria Stadtmueller.

Advertising is outpacing editorial for QR action code growth – in January there were seven advertising action codes for each editorial code, by September, the ratio was nearly 20 to one.

“The strong action code growth we’ve seen in 2011 signals the growing importance of print-to-mobile campaigns to advertisers, in particular,” said John Puterbaugh, CEO of Nellymoser. “Print-to-mobile campaigns provide a compelling way for advertisers to connect with readers immediately that can’t be reproduced with a traditional print ad.”

In the third quarter of 2011, beauty, home and fashion magazine titles combined had the biggest share of action codes with 38%, with women a strong target audience for this mobile technology. Automotive, health and television categories represented 18% of magazine titles.

Tagging the Winter X Games

admin — Thu, 02 Feb 2012 14:40:33 +0000

ESPN has tasked media discovery company Shazam with supplying additional content to its coverage of the Winter X Games Aspen 2012. When winter sports fans use Shazam to tag the live telecast they will be able to access video highlights, photos, results and music, as well as connect to related social media. A portion of Winter X Games 2012 promos will also be Shazam-enabled.

“The X Games has always been more than a sporting event – it’s a lifestyle event, too,” says Carol Kruse, ESPN’s svp of marketing. “Shazam for TV will help us create a more connected experience for fans by bringing the great music and culture of the event, as well as photo galleries and highlights.”

NET-A-PORTER apps with Karl

admin — Tue, 31 Jan 2012 08:07:43 +0000

NET-A-PORTER is deploying its augmented reality shopping windows around the globe for its new Karl Lagerfeld collection. Consumers turning up at the stores with the NET-A-PORTER iPhone/iPad app simply target different fashion elements in the windows to fire up content such as model showcases, video catwalks and product info for retail.

By the way, the NET-A-PORTER Karl fashion app also features a contest tasking users with finding five Karl heads in a monochrome maze, while they can also get ‘Karlified’ by snapping a photo of themselves and giving it the Lagerfeld look.

Right now, it’s Karl’s world…

Shazam for second-screen TV

admin — Tue, 31 Jan 2012 07:55:43 +0000

Media discovery outfit Shazam is integrating Shazam for TV into a number of US shows, including Being Human on Syfy, E!’s The Soup and USA’s Psych.

When audiences use Shazam while watching Being Human, they’ll be able to see exclusive scenes from next week’s episode, a track list of the songs featured in that night’s episode and wallpaper for their mobile device.

Viewers of Shazam-enabled Psych will get to watch show bloopers, browse a photo gallery of stars James Roday and Dulé Hill, and download wallpaper.

The Soup watchers will get links to exclusive clips from the programme.

Lexus is sponsoring these ‘second-screen interactive experiences’ and is offering a chance to win trips for two to each of the three shows’ locations.

Absolut-ly augmented reality

admin — Thu, 26 Jan 2012 14:22:50 +0000

Absolut has launched an augmented reality app to enable consumers to explore the unnecessary lengths it goes to, to make its vodka good. “Browse through the wheat fields of Southern Sweden and the one source where every drop of Absolut comes from,” says the brand. “You will also get a drink recipe to taste the quality.”

Prestige brands need to get mobile

admin — Wed, 25 Jan 2012 14:30:42 +0000

The introduction of the iPad in April 2010 has escalated the mobile marketing opportunity for high-end brands, says L2 in its Prestige 100: Mobile IQ report. Tablets register e-commerce conversion rates of 4% to 5% versus 3% on traditional PCs. The user demographics for the iPad and other tablets illuminate the opportunity for prestige brands – 20% of individuals with $1 million or more in investable assets own a tablet and spend 50% more time on the device than on their smartphone.

However, to date, luxury brands have been prudish with mobile, says L2. Mobile strategies for most brands have been dominated by blind investments in Apple apps that lack utility and stickiness.

“Seven in 10 brands in the Index maintain at least one iOS app, but less than a third of all apps produced are commerce-enabled,” the report says. “Use of features such as notifications, geo-location, and language specification is more limited. Less than a fifth of brands have developed a distinct, iPad-specific experience.”

L2 believes the game will be won or lost with the development and optimisation of robust, device-agnostic mobile commerce sites.

“Although two-thirds of [Index] brands currently maintain a mobile site (the majority launched within

the past year), only 67%of these sites are commerce-enabled. Furthermore, use of such marketing tactics as mobile-optimized search marketing, cross-platform mobile promotion, and mobile display advertising is scant.”

The report adds, “while more than half the brands in the Index maintain both an app and a mobile site, 16% of brands have yet to produce either. Icons such as Hermès, Patek Philippe, Bottega Veneta, and Marc Jacobs rely exclusively on their traditional site experience, which in some cases proves inaccessible on mobile devices. Mobile competence may be a crystal ball for a brand’s global prospects.”

Upping app ROI

admin — Wed, 25 Jan 2012 13:55:17 +0000

IDC reckons it has identified six distinct consumer market segments for mobile apps in the shape of Tech Evangelists, Impulse Buyers, Experimental Adopters, Pragmatic Purchasers, Green Buyers, and Disengaged Functionalists, writes Steve Mullins.

Unsurprisingly, it’s those in the first category who have been found to be particularly influential.

“Tech Evangelists not only own the most devices and utilise the most advanced functions, features, and apps, they are also the group that drives adoption of device ownership and usage by other market segments,” says Michael DeHart, director of IDC’s Global ConsumerScape 360 deg programme.

“In terms of formulating a strategy for the prioritisation of app development and marketing, focusing on Tech Evangelists’ download and usage of apps will deliver the largest ROI by far in terms of segment-based app development and marketing.”

IDC says free apps comprise 85% of the total app market, while the most popular free apps are gaming, music, social networking, weather, news, entertainment and navigation. In the paid apps market, top sellers are music, games, navigation, entertainment, and books (a category that does not perform well in the free app space).