Mobile Campaigns

Six Location Aware Mobile Campaigns

With location aware devices in everyone’s pocket, it’s no surprise that a lot of the best campaigns in marketing are making the most of this hugely important targeting attribute.  Location data is not new, but these days location-based-advertising means a lot more than it used to. These days marketers can not only target customers based on their current location, but narrow in on their proximity to a particular store, or even serve up information related to what they’re looking for while in the actual store. Increasingly we’re seeing brands engage their customers with fun and interactive games and reward programs that build databases and earn trust & brand affinity by using location in compelling ways. Location data makes it possible to target your competitor’s customers, take advantage of showrooming trends, re-target customers after they’ve left a location of interest, and even measure the success of a campaign based on where customers go after seeing it.

Here are six location aware campaigns we’ve recently come across that use location data in creative and innovative ways to achieve their marketing goals. While some involve complex technology solutions, others are a simple reinvention of mobile display with clever targeting, richer creative and a smart use of location data. If you’re not already using location in your campaign mix, you may find some inspiration here.

 

Hyundai – Location Data Enables Competitor Conquesting and Footfall Reporting

A recent local campaign by Hyundai demonstrates how effectively location data can be applied, not only to generate a target audience, but also to evaluate campaign effectiveness. Hyundai wanted to divert in-market auto buyers from their local competitors Mazda and Toyota. They started by identifying and mapping nearly 400 competitor dealerships and setting up a geofence around each one. They then used Snakk’s ad network to harvest device IDs that were picked up in these locations.  This audience was then targeted with Hyundai’s interactive mobile campaign.  Intelligent use of location data helped Hyundai identify customers who were already in the market for a car, and had already looked at their competitor’s product.  Hyundai was able to earn over 800k unique user impressions from customers who had previously visited a Mazda and Toyota dealership and 41k went on to engage with the Hyundai campaign.  Hyundai’s use of location smarts didn’t end there however.  By tracking the Device IDs that visited a Hyundai Dealership AFTER engaging with the campaign, Hyundai were able to accurately report a 26% footfall conversion rate from the campaign at a cost of around $11 per conquest. Watch the Hyundai Campaign case study video here.

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Bendigo Marketplace – Mobile treasure hunt builds database, footfall and brand affinity

Bendigo Marketplace decided to trial beacon technology by offering a free smartphone treasure hunt to customers during the school holidays. They used existing centre-based marketing to promote the hunt and on-site support staff to hand out stickers and treasure hunt maps, as well as help families download the app and turn on bluetooth. The treasure hunt had participants hunting for clues that were marked with hidden beacons around the centre.  Participants received push notifications via bluetooth when they got close to a beacon, prompting them to find the next clue. Participants who finished the challenge were eligible to win prizes.  As a result Bendigo Marketplace increased centre footfall and added something special to their school holiday program. It was a low cost solution that rewarded them with a 10% increase in their customer email database, positive press coverage and a social media buzz, and engaged visitors who don’t typically participate in onsite functions. They’ve also taken the first step to educate themselves and customers about the opportunities that bluetooth technology can present. Read more here.

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Walmart – Geofencing means opted-in customers receive alerts in store

When U.S. store Walmart realised that 70% of their web traffic was from mobile devices, they decided to develop more mobile-specific experiences for shoppers. One of these was a small loyalty savings program, called Savings Catcher which allowed customers to scan Walmart receipts and QR codes to find out if any local competitors had advertised the same items for a cheaper price. Customers received gift cards with the difference in price, prompting app downloads over 10 million in one week.  A new location feature was then introduced allowing customers to get directions to products and departments while in store. Walmart geofenced all 4,300 stores so that shoppers would receive triggered alerts about special promotions in nearby aisles, and improved the shopping experience by helping them find items they need without asking for assistance. Savings and special offers for mobile customers were the incentive to drive app downloads, while beacons and geo-fencing improved the in-store experience, offered more deals and fostered customer loyalty. Read more about one of Walmart’s best location aware campaigns here.

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Coca-Cola – Location based offer successful because of partnership with popular app

Coca-Cola partnered with a Norwegian newspaper and a cinema chain to offer free cokes to cinema goers. Cinema goers with the newspaper’s free app installed on their device when they arrived in the foyer were prompted with an offer to redeem a free coke. 24% of those who had the app on their device accepted the offer and later these customers were retargeted by Coke with another offer of free movie tickets. This retargeted offer achieved an unprecedented 60% open rate and 50% of those who opened it returned to the cinema to redeem their free ticket. Rather than requiring customers to download a new app, this campaign was effective because the newspaper app was already popular with Norwegians, with 30% of the population having this app on their device already. Read more here.

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Northface – Geofencing means opted-In customers receive alerts when nearby

Outdoor and clothing company Northface set up a geo-fencing campaign to target opted in customers with alerts when they were near a store. By drawing a virtual fence around a certain area, the brand was able to define a region in which its shoppers would receive sales and promotional offers via text message. Customers who were within half a mile of a store in urban areas, and a mile of stores in suburban areas received sales and promotional offers via text message. Northface used in-store promotions to encourage consumers to opt into these text messages. Read about the original campaign here.

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Whole Foods – Geo Conquesting Improves Mobile Ad Conversion rates

Whole Foods used location data to improve post-click conversion rates for its mobile ads, while edging out local competitors. They placed geofences around a number of Whole Foods locations and targeted ads toward users who passed through these areas. Their use of employing geo-conquesting tools to aim ads at smartphones near competing grocers earned them a spot on our best location aware campaigns list. Both timing and location were factors, as ads were served on weekends, when most customers do their food shopping for the week. By the end of the campaign, Whole Foods had a 4.69 percent post-click conversion rate — more than three times the national average of 1.43 percent. Read more here.

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