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The game has has led to an astronomical number of downloads and seriously well-qualified leads for the company. It technically didn't fall in 2011 or it'd top my list here for personal and very selfish reasons.
1. 'The Voice': Print Ads That Speak: I loved this effort from Reporters Without Borders - which used what turned out tobe the model most aped this year: printed mouths, mobile lips (as just one example, see Trident).
In general, my takeaways:
• Games are good - they boost engagement
• The mobile efforts are not standalone curios - they're part of larger integrated campaigns
• We've still got a long way to go - these examples are cool, but very few people likely accessed them
• It doesn't matter if it's dumb, I love AR
There you have it - the scoop on at least 10 great mobile marketing efforts of the last year.
You can find many more outstanding mobile initiatives here.
A scintillating mobile app from outerwear retailer Moosejaw has helped boost sales 37% when compared with the same month one year ago.
Then again, it was definitely Victoria's Secret territory - and was just as off-putting to some as it was fresh and fun to others.
Regardless of how you fall on that measure, Mashable reports that the app generated 1 million impressions on Twitter, 160,000 video views and 75,00 downloads in five weeks.
Given that the app enables users to see through clothing in Moosejaw's winter catalog so you can see the male and female models in their skivvies, the numbers are impressive but also not at all unexpected. It's kind of like a print magazine-based version of the Axe Angels.
And not at all bad for a print catalog with a typical distribution of 120,000 people. Add in an attraction like this, and it appears readers spent a lot more time with the catalog (you think?).
But as Moosejaw's Creative Director Gary Wohlfeill tells Mashable, "The story here isn't the short-term ROI. Our marketing strategy is about long-term, loyalty-based brand-building. This [app] is just a small part of what we're trying to achieve."
I'm digging this new campaign from Nike, called Catch the Flash.
Fifty runners ("Flashers"?) set out across Vienna for 90 minutes as participants tracked them down using a dedicated mobile app.
Actually I have no idea what about it is actually "augmented reality." But it looks to be a fun virtual world/real world game of tag.
It reminds me in some ways of the Catch A Mini campaign a few weeks back. And it's very similar to "Uncle Roy All Around You," a virtual/physical world game popular in London about six years ago.
I think this particular initiative would have benefited from making it where there are AR runners rather that real ones, and players must hunt them down using "radar" and use their camera phones to capture them in images for the chance to win the prize. (In fact, about an hour after I wrote this post, I came across a story that went out today about how here in the US, Nike is indeed doing something similar to this - enabling users of the GoldRun app to spot virtual versions of its Nike Air Max shoes - though it's within Finish Line stores.)
Still, a nice initiative that could spell serious fun for an iconic brand.