MobileMonday Austria meets University 2011 - Schöller
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Transcript of MobileMonday Austria meets University 2011 - Schöller
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Mobile Marketing Campaign
Marcel Falk / Michael Gruber / Julian Lehr Sascha Trefelik / Claudia Willach
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Mobile Marketing Kampagne
Zielgruppe ,Junge Erwachsene‘
Image stärken
Absatzsteigerung 10% in der Produktgruppe Tüte
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Mobile Marketing Kampagne
Zielgruppe ,Junge Erwachsene‘
Image stärken
Absatzsteigerung 10% in der Produktgruppe Tüte
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Junge Erwachsene zwischen 14 und 29
Technikaffin
Urbaner Lifestyle
Wanna-be-entertained
Moderne Performer, Experimentalisten, Hedonisten
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Größe der Zielgruppe: ~ 1,67 Mio.
34% verwenden Smartphones
85% davon verwenden Apps
Spiele am beliebtesten
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Mai bis September
App für iOS, Android & Windows Mobile
Schnitzeljagd mit QR-Codes
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QR-Codes zum Einscannen / Einchecken
Foursquare-Prinzip
Einchecken um Punkte zu sammeln
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Follower Prinzip: The Early Bird Catches The Worm
Erhöht die Viralität
+5+5
+1
+5+1+1
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Plakate
Von uns platziert
PassendeLocations
Zeitlich begrenzt
BASIS CODES USER CODES
Sticker in den Eistüten
Vom User platziert
Erhöht Absatz und viralen Effekt
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Promotion
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Gesamtkosten ~ € 190.000
Teilnehmer 20.000
Amortisation bei 10 Eis pro Teilnehmer
Imagegewinn
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Mobile Marketing Campaign
Marcel Falk / Michael Gruber / Julian Lehr Sascha Trefelik / Claudia Willach