Description
The presentation covers mobile marketing campaign for Adidas called Brand in the hand. It tells about use of mobile media to connect with customers. It tells how Adidas shifted from traditional media to new age media for marketing.
THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS
Click to edit Master subtitle style
1/19/13
Agenda
• • • •
Adidas: Marketing Campaigns Why move from Traditional Media?? Why move to Digital Media?? Marketing Communication Approaches Role of mobile marketing in branding Objective of Mobile Campaign Issues in using MMC 1/19/13
• • •
Adidas: Marketing Campaigns
• • •
Lean Back Campaign for Soccer Football leader (Little
Focus on US Market T-MAC4, first laceless basketball shoes Living billboard in Japan
Interactivity )
• • • •
‘Impossible is Nothing’ Campaign ‘Colours’ Campaign in Sweden ‘Road to Lisbon’ Campaign 1/19/13
Lean Forward (High Interactivity )
Why move from Traditional Media??
•
Print media was a poor environment with regards to clutter Traditional media was expensive Attract consumers outside the sporting sphere
1/19/13
•
•
•
Why move to Digital Media?
•
Development of Mobile phones, Technology, platforms and Applications To make messages meaningful and memorable Offered richer, more personal and transactional experiences 1/19/13
•
•
Marketing Communication Approaches
Hig h
Location Dependen ce
Lo w
Out-ofhome •Billboards
•
TV •Print •Radio
•
Mobile Marketing Communicat ions •Web-Based
•
1/19/13
Lo w
Interactiv ity
Hig h
Role of mobile marketing in branding
•
Build brand awareness Increase consumer involvement and Interaction Influence consumer influence and response
1/19/13
•
•
Objective of Mobile Campaign
• • • • •
Show the product line, Create consumer demand, Drive traffic to retail outlets, Help consumers locate the products, Grow the existing database of Missy fans and capture SMS data, Alter fans to product line activity, Enable users to download exclusive 1/19/13
• •
Issues in using MMC
•
Issue 1: Exploiting the Capabilities of Mobile Marketing Issue 2: Using Universal Appeals to Tap Into Global Markets Issue 3: Addressing Privacy Concerns Issue 4: Aligning Value-Chain Partners Developing Issue 5: Integrating the Mobile Platform With Other Media 1/19/13
•
• •
•
•
Thank You
1/19/13
doc_190319696.pptx
The presentation covers mobile marketing campaign for Adidas called Brand in the hand. It tells about use of mobile media to connect with customers. It tells how Adidas shifted from traditional media to new age media for marketing.
THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS
Click to edit Master subtitle style
1/19/13
Agenda
• • • •
Adidas: Marketing Campaigns Why move from Traditional Media?? Why move to Digital Media?? Marketing Communication Approaches Role of mobile marketing in branding Objective of Mobile Campaign Issues in using MMC 1/19/13
• • •
Adidas: Marketing Campaigns
• • •
Lean Back Campaign for Soccer Football leader (Little
Focus on US Market T-MAC4, first laceless basketball shoes Living billboard in Japan
Interactivity )
• • • •
‘Impossible is Nothing’ Campaign ‘Colours’ Campaign in Sweden ‘Road to Lisbon’ Campaign 1/19/13
Lean Forward (High Interactivity )
Why move from Traditional Media??
•
Print media was a poor environment with regards to clutter Traditional media was expensive Attract consumers outside the sporting sphere
1/19/13
•
•
•
Why move to Digital Media?
•
Development of Mobile phones, Technology, platforms and Applications To make messages meaningful and memorable Offered richer, more personal and transactional experiences 1/19/13
•
•
Marketing Communication Approaches
Hig h
Location Dependen ce
Lo w
Out-ofhome •Billboards
•
TV •Print •Radio
•
Mobile Marketing Communicat ions •Web-Based
•
1/19/13
Lo w
Interactiv ity
Hig h
Role of mobile marketing in branding
•
Build brand awareness Increase consumer involvement and Interaction Influence consumer influence and response
1/19/13
•
•
Objective of Mobile Campaign
• • • • •
Show the product line, Create consumer demand, Drive traffic to retail outlets, Help consumers locate the products, Grow the existing database of Missy fans and capture SMS data, Alter fans to product line activity, Enable users to download exclusive 1/19/13
• •
Issues in using MMC
•
Issue 1: Exploiting the Capabilities of Mobile Marketing Issue 2: Using Universal Appeals to Tap Into Global Markets Issue 3: Addressing Privacy Concerns Issue 4: Aligning Value-Chain Partners Developing Issue 5: Integrating the Mobile Platform With Other Media 1/19/13
•
• •
•
•
Thank You
1/19/13
doc_190319696.pptx