7. @mobilebranding
#KMG2011
Theory: Mobile Youth
Generation Y is mobile, 76-83M1
1800
2nd determiner of teen social status
Calls
8.6 average age of first mobile use2 1350 Texts
41% can text blindfolded 900
50% open to marketing through phone 450
79% have mobile phones 0
<12 13-17 18-24 25-34 35-44
1,200 texts per month3 Q2 ‘08 avg/mn2
Hispanic & African-
American over-index
1 Harris/CTIA Sep.’08; 2 Neilsen Mobile Sep.’08; 3 T-Mobile Oct.’08
8. @mobilebranding
#KMG2011
Theory: The Promise
The Right Message to the Right Person
“half the money I spend on
advertising is wasted; the
trouble is I don’t know which
half”
- John Wanamaker
Mobile allows you to deliver the
right message to the right
person
10. @mobilebranding
#KMG2011
Case Study: Summary
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with X.XM women and millions of impressions
Won the Silver Promo Marketing Award for Experience
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game
13. @mobilebranding
#KMG2011
Case Study: Signage
HISS Large Banners
La Vela Beach Stage Banner Internet Café Door Wrap
Entrance Pole Wraps
Elevator Wraps
Pool Bottom Graphic
