As smartphones become ubiquitous and social media becomes a primary feature of mobile devices, it is crucial to stay up to date about what your audiences like. Accordingly crafting your marketing strategy around mobile with the latest hits and trends can increase engagement and conversions. In this article, we’re looking at some of the best mobile marketing campaigns that had an impact on us.
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This year saw some of the most creative, innovative, and intelligent mobile marketing campaigns. As the year ends, we pick out the top five to inspire your 2020 mobile marketing strategy.
5 Top Mobile Marketing Campaigns of 2019
Let’s look at why they can inspire your mobile marketing campaigns for 2020 and how you can incorporate them into your strategy.
1. Domino’s – Piece of the Pie Rewards
Domino’s Piece of the Pie Rewards during the SuperBowl required customers to sign up for the Piece of the Pie Royalty Program on the Domino’s app and scan any pizza (even from competitors) to earn 10 points. They could get a free Domino’s pizza after collecting 60 points.
Video of Domino’s Piece of the Pie Launch
Instead of advertising during the Super Bowl where their rival, Pizza Hut, was the official sponsor, Domino’s decided to create a buzz by focusing on user-generated content and launching an Artificial Intelligence enabled Pizza Identifier app. Through the app, users could scan any pizza and receive 10 points.
By incentivizing pizza lovers, Domino’s ‘ambushed‘ the rivals Pizza Hut during the Super Bowl.
Pro Tip: Ambush marketing could get your brand in trouble, but it is a risk worth taking if you are armed with an idea your rival can’t counter, out of the box thinking, and the technology to entertain and win over your customers.
2. Sephora’s – Identify as We
Sephora, the cosmetic giant launched the Identify as We campaign under their vision – We Belong to Something Beautiful. This campaign is centered on depicting the LGBTQ, non-binary, and gender-fluid people in Sephora ads to send a message that the differences are celebrated and everyone is included.
As a part of the campaign, Sephora partnered with the NeuroLeadership Institute to train their employees and create a company culture devoid of bias to build an environment of inclusion.
Video of Sephora’s Identify as We Campaign
Sephora sent out the message to champion all beauty – with diversity and self-expression.
Pro Tip: Campaigns that showcase your commitment to your brand values and social causes can instill confidence in your values-based customers.
3. Wendy’s – Keeping Fortnite Fresh
Twitch.tv, popular among gamers to live-stream themselves, comment on the game for viewers, and earn money for their channels, launched Fortnite, a video game where players were on a mission to hunt the cattle, harvest the beef and place it in the freezer and receive coins for battle ammunition and gear.
Wendy’s sensed an opportunity here – as they have a ‘Fresh, Never Frozen Beef‘ policy. Since Twitch isn’t open to brands, the brand created character dressed as the mascot Wendy and began to destroy all the freezers. Other players soon joined Wendy to smash freezers, and the campaign went viral receiving tweets, comments, and brand mentions, which helped spread brand awareness and drive user engagement.
Video of Wendy’s Innovative Game Plan
Pro Tip: Purpose-driven marketing can be highly successful if you can identify the right platforms that your audience is using, interact with them on those platforms, and devise innovative ways to engage and entertain them.
4. Apple’s – Privacy. That’s iPhone
Apple’s ‘Privacy. That’s iPhone’ debuted this year to reiterate the company’s stance on privacy. The campaign talks about how people want to ensure their privacy in everyday activities and then culminates with a tagline, “if privacy matters in your life, it should matter to the phone your life is on.”
Apple’s Privacy Matters Video
Through this campaign and other advertisements, Apple has demonstrated its commitment to protecting user privacy and being transparent about how their personal information is protected or used. By emphasizing how user data protection and privacy is important, Apple has been able to build trust and loyalty among its customers.
Pro Tip: User data privacy and protection are paramount. It is a good step to inform your users (through your campaigns) about your commitment to protecting their data and being transparent about how you use it. This is a differentiating factor that will help you win your customers’ trust and earn their loyalty.
5. Burger King’s – Burn That Ad
Burger King has never shied away from taking jibes at their competitors. Burger King ran a troll campaign using Augmented Reality (AR), where customers could use the Burger King app to scan and virtually burn rival’s ads to win a free Whopper burger.
Burger King’s Burn That Ad Video
We may differ on whether this is indeed the ‘best’ ad campaign or a marketing tactic in poor taste. But it is a clever way to turn your rivals’ media investments to benefit you and create enjoyable experiences for your customers using technology.
Pro Tip: Hackvertising could go either way and if not done right, can diminish your brand image. Nevertheless, a cleverly planned, covert, and innovative strategy that benefits and pleases your customers is worth the risk.
It is challenging for a campaign to stand out among the multitude of mobile campaigns launched every day. But a few tips from some of the best mobile marketing campaigns can help you think creatively and plan your 2020 strategy.
Here are our key learnings from the top mobile marketing campaigns of 2019:
- Create innovative campaigns that still resonate with your brand image and brand values.
- Understand what is important for your customers and capture the essence in your brand message.
- Privacy is one of the topmost priorities for customers; use your campaigns to inform them how you collect and use their data.
- While using ‘hackvertising‘ and ambush marketing, be creative and use fresh technology to garner audience attention. However, be cautious not to get in legal trouble.
- Identify where your target audiences are and find novel ways to engage and entertain them.
To stay ahead with your mobile marketing campaigns in 2020, create memorable and engaging experiences leveraging the right technology, tools, and platforms.