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Rick Mathieson - Branding Unbound the Future of Advertising Sales and the Brand Experience in the Wireless Age 2005

Rick Mathieson - Branding Unbound the Future of Advertising Sales and the Brand Experience in the Wireless Age 2005

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10/31/2012

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Harkening back to the golden age of television, sponsorships are
expected to be a major model for marketers in every medium in
coming years, as consumers continue to tune out advertising, and
as brands demand alternative advertising opportunities. The idea:
Advertisers sponsor content that may or may not have anything to
do with what they sell, but nonetheless targets those who fit their
customer profile.

Case in point: Cadillac. The company has launched a ‘‘channel’’
within the Vindigo City Guide that’s all about pointing out the
trendy night spots, restaurants, and events in a given city. See Fig-
ure 2-9.

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Figure 2-9. Cadillac Hot Spots
leads mobile consumers to all
things hip in their immediate
vicinity.

‘‘We’re building out these extra features that are brought to
you by advertisers who want to associate themselves with these
consumers, and seem out on the cutting edge,’’ says Himelfarb.
Even decidedly ‘‘unsexy’’ brands are getting into the act. Ac-
cording to reports in the Wall Street Journal Europe, Germany-based
agrochemicals maker Bayer CropScience, for instance, sends
weather alerts by text message to farmers, giving them information
on airborne bacteria—as well as related product recommendations.
Sometimes these sorts of sponsored applications come in the
form of regularly updated downloads that are cached on the device
for access when the user isn’t connected to a wireless network. In
the United States, for instance, Maxim magazine’s ‘‘Maxim To Go
Beer Buddy’’ serves up news on the latest new beer brands, best
picks, expert reviews, bar jokes, and official beer rankings for bar-
hoppers everywhere.
In Japan, greeting card giant Hallmark took a different ap-
proach. In an effort to launch a mobile greeting card service called
Hallmark Hiya, in a market unaccustomed to sending cards for
birthdays and anniversaries—much less expressing one’s innermost
feelings—the company worked with OgilvyOne to create a make-
believe soap opera. Consumers could sign up to become part of a
‘‘virtual’’ drama involving seven fictitious friends. Each participant

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would then periodically receive a message from one of the charac-
ters, asking for a response. To do so, the participant would choose
from three possible messages, each expressing an intimate feeling
or expression. Depending on the selection, the story line would
take a different direction, with different dramatic outcomes. At the
end of the drama, participants were able to send their own free
messages to any one of the seven characters.
Within its first twenty days, over 40,000 consumers signed up
to participate in the campaign. Best of all, sales to the Hiya service
exceeded a quarter of the company’s annual targets within three
weeks of launch.25

‘‘In Japan, for many parts of the population, mobile really is the
dominant medium,’’ says John Ricketts of Ogilvy Asia/Pacific. ‘‘In
the United States, mobile is still relatively underdeveloped com-
pared to the rest of the world. Here, it’s as real as TV being part of
your life. It’s as real as print media being part of life. It’s as real as
the Web being part of your life. We haven’t been inventing oppor-
tunities. The opportunities are coming to us.’’

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