Mobile campaigns use mobile devices to engage consumers with advertising, allowing them to interact with the campaign. They can involve direct messaging, photo challenges, and voting, and can even have a social justice aspect. Marketing firms typically lead these campaigns.
A mobile campaign is a marketing campaign that integrates mobile devices such as cellphones and promotes direct consumer engagement with advertising. Rather than being a passive demographic, consumers can shape the campaign by interacting with it. Such campaigns can vary in size and scope, from charitable fundraising efforts to programs that allow viewers of television programs to vote on what they see on screen. They are usually led by a marketing firm that specializes in this type of campaign.
One approach is to directly message consumers. The company can use a customer database or a list of purchased sales to generate a bulk text message sent to consumers. The message usually requires the user to respond in order to initiate a purchase or receive further information. For example, a pay-as-you-go cell phone provider might message users during the holidays with a promotional offer to encourage them to buy more minutes so they can call their families.
A mobile campaign can also involve something like asking users to take pictures of something and send them to campaign headquarters. Consumers might be encouraged to take pictures of a product when they encounter it on the street or they might be sent on a scavenger hunt where they have to track down a variety of items. Items can be branded with a company logo, and consumers can earn points or other perks by identifying them and reporting their sightings. The mobile campaign can link to a social networking site to allow users to file reports for their friends to see, and this can create a competitive environment to drive greater engagement.
Users may also come across billboards and other advertisements encouraging them to post a reply. This could range from texting a code to automatically donate a certain amount of money to charity, to texting a vote. Reality TV shows can use it in competitions to attract live viewers who can vote to decide who should be eliminated or retained. For networks that want to discourage the use of digital video recorders in order to expose viewers to more advertisements, such campaigns significantly boost live view numbers.
Mobile campaigns can also take on a social justice aspect. Some environmental and safety organizations create mobile phone applications that consumers can use to report health and safety concerns. These can range from pollution to poor condition roads. The mobile campaign makes it easy for citizens to report issues in their communities and can build a sense of community if users are also interacting with each other while reporting issues to the mobile campaign.
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