Ford’s innovative mobile marketing campaign in India

Okay folks, let me ask you a question.

You’re a billion dollar automobile company, you’ve just released a new, peppy edition of your car which appeals mostly to youngsters, and you want to grab the attention of young car enthusiasts all over the country. What do you do?

Simple. You do mobile marketing.

Ford did the exact same thing in India when it released its new Ford Ikon Music Edition car called the iKool. Ford used the services of MindShare, a mobile marketing company, to come up with a creative mobile marketing campaign for iKool. MindShare contacted Nokia and made an agreement to advertise on Airtel Live!, the WAP site of India’s leading mobile operator, Airtel. Airtel is part of Nokia Media Network and it readily agreed to this arrangement.

MindShare created an innovative, content rich WAP site for Ford iKool. Mobile users around the country were served with banner ads through Airtel Live!. Those who clicked on the banner ads were taken to the iKool WAP site where they had the chance to download mobile games, wallpapers, ringtones, and many more.

The response rate for this mobile marketing campaign was a terrific 8.58%. Especially, two content pages – “Services For You” and “News & Sports” – saw a phenomenal click through rate of 14%, which is unseen before.

Ford has actually set an important precedent, as far as I’m concerned. I still remember, when Ford came up with its new model called Fiesta in India about a year and a half back, it mostly relied on TV ads and newspaper and magazine coverage. Now, just within a couple of years, things have changed so much that it went straight to a mobile marketing company to get the job done. And the result was there for everyone to see, right?

Categories: Cell Phone Advertising.

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Pringo and Mozes announce partnership to bring social networking to mobile phones

A few days back, Pringo, a social networking solutions provider, joined hands with Mozes, a mobile marketing company, to take its social networking platform to the next level.

Pringo offers social networking platform which companies can use to build an online community with their existing user base. Mozes, on the other hand, offers mobile marketing solutions through an on-demand mobile marketing platform.

Thanks to this partnership, Pringo users will now be able to use Mozes’ platform to create text messages, games, polls, and many other things to connect with each other. They can also use mobile web effectively to connect with each other. Pringo is confident that with the ability to connect with each other using mobile technology, people will be able to enjoy social networking further and companies will find it easier to build online communities based on Pringo’s solutions. Also, this will be the perfect platform for brands to reach their target customers through advertising. You can offer ad-supported mobile content for users and grab their attention.

I’ve blogged a lot about social networking going completely mobile and this is yet another instance which reinforces my faith. Especially with high-end mobile phones becoming affordable, mobile social networking could become tremendously popular.

Categories: Cell Phone Advertising, All things mobile phones, Mobile Social Networking.

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