With soaring popularity of smartphones and tablet PCs coupled with increasing global access to high speed internet, it is expected to grow even faster by 2017. However, not every application goes too hot or successful as not every app is another ‘Angry Birds’.

1. A series of research and perspectives from TBA Global
MOBILE MARKETING:
THE TIPPING
POINT IS NOW
Our world is quickly becoming a global mobile planet.
It’s a world of 5 billion mobile phones that overshadows
the 2 billion global internet users1
.
The tipping point has arrived for brands to develop their
mobile marketing strategy.
Engaging consumers on their mobile devices is essential
to a real-time customer dialog in an on-demand world.
The new digital audience has an insatiable appetite for
immediate information and engaging social content that
can be accessible wherever they are via their mobile
device. They are moving from the desktop and migrating
to their phones to harvest relevant information around
them throughout their day and create new opportunities
for meaningful interactions with friends.
Brands that bridge digital and physical spaces through
mobile devices will be viewed as the trusted enabler
of relevant experiences and transactions that make
people’s lives easier and better.
This is the brave new world of marketing alchemy.
Wendy Clark, SVP, Integrated Marketing for Coca-Cola with 34 million fans on Facebook2
“IF YOUR PLANS DON’T INCLUDE
MOBILE, THEN YOUR PLANS
ARE NOT FINISHED.”
Curated by TBA Global Mobile Strategist Ty Braswell
G L O B A L

2. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com2
With a massive surge in smartphone and tablet use driven
by the iPhone, iPad, and Android devices, customers are
becoming untethered from their PCs. There is an explosion
of wifi hotspots worldwide and a growing list of 4G phones
now deliver broadband access equal to home and office
broadband speeds. Brands that want to build mindshare are
putting mobile at the center of their marketing strategies to go
beyond their online efforts.
To reach the emerging world of these new digital
natives, smart marketers are creating engaging mobile
marketing programs that blend the lines between service,
entertainment, and promotion. These mobile strategies
deliver real value to people on the go – offering useful
applications, transactional services, games and entertainment,
social networking, and personalized promotions that create
lasting engagement with consumers.
“GLOBAL SPENDING ON MOBILE
ADVERTISING WILL REACH $3.3 BILLION
IN 2011 – MORE THAN DOUBLING FROM
A YEAR EARLIER AND IS FORECAST TO
REACH $20.6 BILLION BY 2015”
– Gartner Research3

3. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com3
MOBILE IS A PERSONAL 24/7, 365 LIFELINE
Consumers today are constantly on the go; mobile
marketing helps brands connect with consumers wherever
theyarearoundtheclock,andallyearlong.Amobiledevice
belongs to one person and one person only; people use
their mobile phones as a lifeline to communicate, socialize,
and connect with the world around them; marketers that
add value to the personal mobile experience will develop
a privileged relationship with the phone’s owner.
THE SHORTEST DISTANCE FROM PASSION TO
PURCHASE
The classic purchase funnel paradigm has been disrupted
by the new non-linear purchase behavior of the digital
consumer. Mobile is the new guiding light for marketers
to lead these consumers to conversion with a marketing
channel that is always on whenever/wherever they are
passionate about a product. Today our phones help
us research and compare our shopping options. Soon
our phones will be mobile wallets with “tap and pay”
functions, storing all our loyalty cards, gracefully sending
us highly relevant offers based on previous transactions,
along with expanding our payment options with a wide
variety of virtual currency including loyalty points, airline
miles and Facebook credits.
MOBILE IS GLOBAL
Until Apple released the iPhone, all mobile products
and marketing were tightly controlled by the carriers.
The mobile app economy has changed the rules to give
brands a direct relationship with the mobile consumer
worldwide. Both Apple and Android with their app store
distribution reach over 100 countries to deliver promotion
apps that can upgrade to premium features to find new
digital revenues from video and gaming.
MOBILE ADOPTION IS GROWING QUICKLY
People will continue to turn to their mobile phones for
information and entertainment. 468 million smartphones
will be sold worldwide in 2011, a 58% percent increase
from 20104
. No one is sure how consumer adoption of
mobile marketing will look like in five years, but those
marketers that are investing now to figure out the best way
to engage consumers today will be the winners tomorrow.
MOBILE ACCELERATES EARNED MEDIA
Earned media is no longer optional; it is the foundation for
your marketing strategy5
. It is the most trusted and credible
content for your brand. A recommendation from a trusted
friend conveying a relevant message is up to 50 times
more likely to activate a purchase compared to another
recommendation6
. A growing 25% to 40% of all traffic and
lead generation comes from earned media7
.
Your mobile audience has their finger on the trigger for
your earned media wherever they go.
Mobile enables your avid customers to be spontaneous
during their highest passion point of interfacing with your
brand, and share this excitement instantly on Facebook,
YouTube, Twitter, blogs, and via online product reviews.
BENEFITS OF
MOBILE MARKETING

4. THE NEW
MEDIA LANDSCAPE
MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com4
TYPE WHO CONTROLS? EXAMPLES CHALLENGESBENEFITS
OWNED
MEDIA
Brand controls
this channel
Brand pays
publishers to
leverage their
channel
Your customers
control this
channel
Control
Cost efficiency
Longevity
Scale
Control
Immediacy
Most trusted
Credible
Most likely to
trigger sales
Strong lead
generator
Transparent
Longevity
Brand
communications
are not trusted
Takes time to
scale
Clutter
Declining
response rates
Low credibility
Very hard to
control
Negative
comments
Challenges in
measurement
Brand website
Mobile site
Mobile app
Brand Blog site
Brand’s Twitter feeds
Brand’s Facebook page
Email newsletters
Printed marketing collateral
Signage on Brand’s bldg,
vehicles, retail stores, etc.
TV Spots
Print
Radio
OOH
Digital display ads
Paid Search
Sponsorships
Word of Mouth
Online/digital buzz
Viral exposure
Customer feedback
Customer Reviews
Twitter postings
Facebook postings
YouTube videos
PR
PAID
MEDIA
EARNED
MEDIA
Forrester Research8

5. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com5
Smartphones now enable us to go beyond
making phone calls, to send and receive
email, check in on Foursquare, watch videos,
browse the web and Facebook, play games,
and compare pricing while shopping. The GPS
in our phones help us find our way home, get
that custom latte at Starbucks, satiate our food
cravings and even a find a clean bathroom with
a diaper changing table. Marketers can reach
this massive, growing mobile audience by
offering innovative services, mobile advertising,
and interactive experiences that enhance
their brands.
A few items that define the new
mobile savvy consumer:
THE RISE OF THE
SMARTPHONE
58%
A
m
ericans
betw
een
the
ages
of25
and
34
now
ow
n
a
sm
artphone9
.
25%
ofsm
artphone
ow
ners
go
online
using
theirphone,
ratherthan
using
a
com
puter9
.
87%
ofsm
artphone
ow
ners
access
the
internetorem
ailon
theirhandheld
68%
surfand
check
theirem
ails
daily9
Facebook
has
over350
m
illion
m
obile
users
thatare
tw
ice
as
active
as
theironline
userbase10
.
Google is expected
to generate over
$1 billion
in
m
obile
revenues
in
201114
G
oogle
M
aps
has
over
200
m
illionm
obile
users13
.
468
m
illion
sm
artphones
w
ill
be
sold
w
orldw
ide
in
2011,a
58%
increase
from
20104
Sm
artphone
sales
w
illsurpass
com
putersales
in
201215
W
eb
access
through
sm
artm
obile
devices
w
illsurpass
w
eb
access
from
desktop
com
puters
by
201516
Android has over
100 million
device activations
worldwide. 310 devices
in 112 countries. 200,000
available apps and 4.5 billion
application installs19
YouTube generates over
320 million
video views each day
(up 3x year/year)11
. It is the
single most popular mobile
Internet destination,
accounting for
22% of mobile data
bandwidth usage12
.
320million

6. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com6
Apple’s user-friendly integrated content and device play
continues to convert digital “hesitants” into voracious
digital consumers.
225
m
illion
iTunes
accounts
in
103
countries
222
m
illion
cum
ulative
iO
S
devices
—
22
m
illionsold
in
June
2011
alone
222
m
illion
cum
ulative
iO
S
devices
—
22
m
illion
sold
in
June
2011
alone
A
pple
Stores
around
the
w
orld
w
ith
73.7
m
illion
people
visiting
an
A
pple
Store
during
the
2nd
quarterof2011
327
The
only
C
hinese
carrieroffering
the
iPhone
is
C
hina
U
nicom
w
ith
5.6
m
illion
iPhones
activated.
A
pple
is
expected
to
soon
negotiate
w
ith
C
hina
M
obile
to
expand
the
iPhone
to
its
600
m
illioncustom
ers.
A
pple
stores
in
C
hina
are
the
fastestgrow
ing
and
have
the
highestnum
bers
on
average
in
term
s
ofboth
traffic
and
revenue.
425,000
apps&
15billion
dow
nloads
to
date
O
ver
$2.5
billion
in
cum
ulative
paym
ents
to
iPhone
&
iPad
app
developers
—
farahead
ofcom
petitors.
THE APPLE FACTOR
20

7. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com7
DEFINE YOUR GOALS
Learn how your mobile customers are using your product
category with their mobile phones – compare and contrast
their mobile behavior against what you know about their
behavior with online, in-store, and across other media
channels.
Consider: Do you want to boost brand engagement, create
social dialogue and interaction, or drive conversion? What
information will your customers need to access on the go
about your products or services? Is your brand well covered
within existing mobile applications (Google Search, Yelp,
etc?)What is your customer thinking about your brand
and what are your goals to address it with your brand &
products?
Once you determine the desired change in customer
behavior, lay out which key performance indicators you will
want to track and measure.
FIND EXPERTS TO HELP YOU DEVELOP YOUR
STRATEGY.
Focus on the emerging digital behaviors of your customers
and match it with a smart mobile strategy built by
experienced partners. If you want to be successful with
mobile marketing, hire an agency who understands
customer behavior and that has the digital experience and
the creative insight to realize your goals. They will help you
avoid the “shiny object” distractions intrinsic with mobile,
avoiding trendy apps or QR codes that don’t tie into your
overall program goals and larger marketing program.
INTEGRATE: DISTRIBUTE AND PROMOTE
THROUGHOUT ALL LIVE AND DIGITAL CHANNELS
The beauty of mobile marketing is that your brand’s message
becomes integrated into every aspect of a consumer’s daily
life. Whether they are browsing the web while on the bus, or
playing a contest at a party with friends, the mobile device
accompanies them wherever they go. That’s why your
mobile marketing strategy cannot exist in a vacuum. To be
truly successful, your mobile marketing program should be
fully integrated with your entire brand marketing strategy
across digital, print, TV, live events, in-store, out of home
and more. By leveraging existing digital marketing, social
networks, branded content, and communication strategies
it will deliver a unified brand message online and offline
across marketing channels.
KEY BRAND MULTIPLIER: HARVEST DIGITALLY—
ACTIVATE LOCALLY
Harvest your customer audience via digital channels to
engage them in your brand conversation. Then leverage
the GPS enabled smartphones to really activate your
key brand multipliers. Mobile phones can drive people
to retailers, sports and entertainment events or brand
events, and create personal and exclusive experiences
and promotions that people will want to seek out and share
quickly with friends via their mobile phones.
OBSERVE AND ADJUST
Analytics calibrate the points of your marketing compass. If
you don’t test your campaigns and measure engagement
through both classic means (clicks, conversion) and new
methods (brand buzz, link-sharing, social traffic), you won’t
know what’s working and what’s not. The real time nature
of mobile marketing enables instantaneous monitoring and
adjustment so that successful elements can be ramped up
and less active elements can be redirected. The immediate
ability to recalibrate means marketing investments can be
maximized from the start.
MEASURE, MEASURE, MEASURE.
Measure the effectiveness of your mobile marketing
initiatives against your entire program. Look at in-store or
event traffic, social buzz and sentiment, mobile purchases
and behaviors. Mobile products provide new data to
analyze activity to measure against your key performance
indicators.
A STEP-BY-STEP
GUIDE TO MOBILE
MARKETING

8. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com8
For a great POV on how to use iPads for event marketing, check out:
20 WAYS TO
INTEGRATE MOBILEMobile marketing can take on many forms; the sky’s the limit when it comes to campaign creativity. The main objective is to
communicate about your brand in a way that feels less like “selling” and more like “engagement”. Offering people a service
or entertainment they can access on the go – such as mobile apps, mobile search listings, short how-to video clips, a brand-
sponsored game, or mobile coupons – wins more hearts-and minds and can create immediate transaction opportunities.
Creative mobile marketing programs can include a variety of these elements:
Free or paid mobile apps offering a service, game, or promotion
Sophisticated Twitter campaigns in sync with the daily schedule of the mobile audience
Voice activated search to “Google” what you are looking for while you are driving or walking.
Integrated check-ins with contextually relevant brand associations via Foursquare, Facebook and LinkedIn
Instant coupons and deals when you check in via mobile to redeem while in the retail location
Mobile search advertising (paid keyword buys)
Location-based listings (Yelp,Urbanspoon, OpenTable, etc)
Display or video ads that run on mobile ad networks (paid mobile media buys)
SMS aka text coupons useable in-store or online
Interactive ad units embedded in mobile games
Mobile savvy QR scavenger hunts with branded content
Branded entertainment such as short videos, custom games and music downloads
Brand-sponsored mobile social networks, blogs, and information services
Click-to-Call ad units that connect to your call center from a mobile banner ad
Click-to-map ad units that use your GPS to map your directions to a retail location
Television broadcast based call-to-action via mobile using text a keyword to a shortcode
Mobile-optimized, or WAP, websites that conform to every handset
QR codes on billboards, magazines and consumer products that are scanned using the phone’s camera
to take the user directly to a mobile site, download an app, watch a video or play a game
Google Goggles, utilizing image-recognition tech that responds to the user taking a picture of an object,
product, etc and generating relevant brand info instantly
Click-to-sync ad units that add reminders in your mobile phone calendar of sales events, grand openings,
sponsored sporting and music events
1
2
3
4
5
6
7
8
9
10
11
12
13
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15
16
17
18
19
20
“iPad for Event Marketers”
This whitepaper covers:
• Why the iPad is the go-to device for event marketers
• How iPad apps can extend engagement over time
• Tips and best practices for leveraging iPads to better
engage consumers, B2B audiences and employees
• A review of the top 5 tablets
• What you need to do to get started
CLICK TO
DOWNLOAD

9. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com9
MOBILE WALLETS ARE THE NEXT BIG THING
• Google, Visa, Mastercard, AmEx, and Paypal along
with Verizon, AT&T and T-Mobile are all launching
mobile wallet products over the next few months.
• “Tap & Pay” features will be enabled via Near
Field Communication chips (NFC) in new
smartphones and retailer’s point of sale (POS)
credit card readers
• NFC technology is currently installed at over 200,000
retailers via Mastercard’s PayPass and Visa’s
PayWave systems that work with special chips in
plastic credit cards. Including NYC taxi cabs
and QSR’s.
• But this is about more than banking. An entire
cultural shift is about to take place
• Marketers can now have seamless integration
across live and digital experiences: identify
consumer needs, serve up relevant product/service
promotions, and provide a clear and easy path
toward transactions.
5 POPULAR WAYS CONSUMERS CURRENTLY
USE SMARTPHONES TO SHOP:
• Compare prices of a product or service
• Scan barcodes to get product info
• Locate a store
• Look for deals
• Read reviews
THE NEW FEATURES MOBILE WALLETS
WILL DELIVER:
• Store all your loyalty cards---grocery, hotel, airline,
car rental, etc
• Keep track of the digital coupons you collect
• Receive digital coupons based on your buying
behavior
• Via GPS & check-ins, it knows when you are in
your favorite store to send you instant Groupon-
style deals
• Guide you to what you are looking for in specific
grocery aisles from your shopping list using GPS &
detailed store maps
• Enable your virtual currency & reward points
for transactions via Facebook credits, AmEx
Rewards, etc
• Instant points & cash for just walking in a store
for automatic check-in rewards
• Instant loyalty points for attending an event--
training sessions, school, church, AA meeting, etc
• Digital tickets to events and boarding passes
CLICK TO FIND A “TAP-TO-PAY” RETAILER IN
YOUR NEIGHBORHOOD:
“MOBILE IS CLEARLY BECOMING A NEW WAY
PEOPLE SHOP. EBAY NEARLY TRIPLED MOBILE GMV
(GROSS MERCHANDISE VALUE) YEAR-OVER-YEAR
TO NEARLY $2 BILLION, WITH STRONG HOLIDAY
SHOPPING MOMENTUM IN Q4. IN 2011, WE
EXPECT MOBILE GMV TO DOUBLE TO $4 BILLION.”
JOHN DONAHOE, PRESIDENT & CEO, EBAY21
MOBILE WALLETS
ARE COMING - IS
YOUR BRAND READY?

10. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com10
MOBILE MARKETING QUICK TIPS
Be Succinct.
People will want to get information or experiences quickly and easily share with friends. Make
your mobile app the fastest way people can interact with your brand.
Obey The 3 Click Rule.
Remember that users will be using one hand and one thumb to interact with your mobile apps,
websites, and content. There is no mouse, so there will be limited clicking and browsing; the
screen is tiny; and download times can be long with weak 3G access. Optimize your content
for less than 3 clicks.
Plan for Platforms.
There are dozens of smartphone models and several different operating systems. Your mobile
marketing programs need to work on all smartphones, so make sure your developer and
agency partners know the difference between iOS, Android, Symbian, Blackberry, RIM – and
how to crunch code and tweak content to make your programs shine on each one.
CHALLENGES AND OPPORTUNITIES
What makes mobile marketing more challenging than traditional channels, such as print, the
web, TV, and radio, is twofold.
FIRST, mobile is fragmented yet evolving quickly–significantly faster than what we saw
develop for online for the desktop. Consumers are traveling with iPhones, iPads, various tablets
and multiple variations of Android phones. This creates a device fragmentation environment
that is complicated by lack of standardized ad formats and consolidated analytics for mobile
advertising and marketing. Marketers need to be sophisticated and nimble as they develop
mobile content in a way that ensures broad interoperability to reach scale.
SECONDLY, you’ll have to navigate a complex web of partners, such as competing carriers,
multiple app stores, and various startup based vendors, to make sure your campaigns reach
your targets. The best way to succeed with mobile marketing is to work with an expert agency
like TBA Global that already has extensive technical and operating experience in the mobile
marketing sector, as well as established relationships with the key players across the mobile
ecosystem. The right agency partner will ensure your mobile marketing program is planned,
launched, monetized, optimized, and measured effectively, to drive maximum brand value
and customer engagement from every initiative.
Despite the unique challenges of mobile marketing, you cannot afford to wait to launch a
mobile marketing strategy. First movers are already putting their stakes firmly in the ground,
establishing a lasting brand presence with mobile users.
MOBILE WALLETS WILL GROW TO 2.5 BILLION
MOBILE PAYMENT USERS17
AND $1 TRILLION
TRANSACTIONS18
GLOBALLY BY 2015
Here’s an insightful report on
mobile wallets from ABC News
CLICK TO VIEW

11. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com11
Christina is a working mom with 2 kids who is the
mortgage analyst at her local bank. She sees a new
pair of cool running shoes in the latest Self magazine.
Embedded in the print ad is a QR code to scan to
win the new shoes and a full workout wardrobe.
She scans the code with her iPhone and enters the
contest.
A few weeks later during work, she gets a text
message to invite her to a special fitness & health
event at the local Sports Authority sponsored by
the shoe company. She checks out the details of
the event from her phone and notices a link to the
shoe company’s Facebook page. She clicks the Like
button as a reminder.
Later that evening from her laptop, she visits the shoe
company’s Facebook page and notices two of her
friends also liked the Facebook page and confirmed
they were going to the fitness event. That’s the tipping
point for Christina, and she also confirms she is going
to the event and sends emails via Facebook to both
of her friends to make plans to go together.
At the event, she learns about a new iPhone app
created by the shoe company that is her own
personal trainer with custom workouts, including
training tips from pro athletes, and special training
regimens from Natasha Kufa-celebrity trainer for
Fergie from the Black Eye Peas…one of her favorite
bands. Natasha’s full training program is integrated
in the app with detailed videos and special reward
points for completing each level of training. The
app tracks details of Christina’s workout progress
and shares it with her training friends on Twitter and
Facebook.
Christina becomes a big fan of Natasha and starts to
follow her on Twitter. A few days later after the event,
Natasha tweets about a new Amex “Link, Like, Love,”
promotion with Facebook. She checks out the Amex
Facebook page and signs up for a Sports Authority
“Spend $50 in store, Get $20 Back” coupon. The next
day her boss tells her she needs to fly in a few days
to a special out-of-town seminar. During the seminar
that is turning out to be a snoozefest, she realizes she
forgot her workout clothes and shoes. She remembers
those running shoes she wanted and opens her
training app that has a store locator. To her surprise
a Sports Authority is just 3 blocks from the seminar.
Christina ducks out during a break, follows the map
& directions on her app to the Sports Authority, and
buys the running shoes and a new outfit. As she is
walking back to the seminar she gets an email
from Amex confirming the $20 credit via the Sports
Authority coupon has been credited to her account.
She is so thrilled with the experience she posts her
euphoria on both Facebook and Twitter. Her kids
acknowledge she is the family’s CTO. Now she
starts to scheme how she can get her husband off
the couch and working out.....and she remembers
that Natasha Kufa is also the celebrity trainer for
Matthew McConaughey…now if she could just get
her husband to follow Natasha’s tweets……
INTEGRATED MOBILE
CAMPAIGNS
2
CHRISTINA THE POWER MOM
DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.

12. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com12
Sam is an avid smartphone user. He uses his Android phone not only for
calls, email, and web surfing, but has downloaded a variety of apps for
entertainment, work-related tasks, practical applications, and handy
location-based lookups. He also downloads videos, music, and podcasts
to his smartphone, so he can watch TV episodes and listen to his favorite
country music and radio programs on the go.
One of the apps Sam downloaded was a country music concert alert
service. He noticed, briefly, the first time he downloaded the app that it
was sponsored by a car rental company, but didn’t pay the brand much
attention. One day, he receives an alert that his favorite country music star
is coming to a city 50 miles away – in 2 weeks and also receives an SMS
coupon for 20% off a car rental that weekend. He shares his car with his
roommate who is using their shared car the evening of the show. Since he
needs a ride to the concert, he’s intrigued and clicks on the coupon, arriving
at a special promotional landing page on the car rental company’s WAP
site featuring not only the 20% off coupon, but also music downloads and
more information about the concert. Pretty cool, he thinks, but doesn’t book
a car rental, preferring to see if a friend could drive him.
A few days later, Sam receives an email, which he opens on his
smartphone, from the car rental company offering him again 20% off a
car rental, plus three free song downloads if he books today. He takes
the plunge and books the car rental directly from his smartphone, using a
special transactional system the car rental firm developed especially for
mobile users.
A week later, Sam and his girlfriend drive in his rental car to the live concert,
which is sponsored by the rental car company. Shortly after he arrives at
the venue, he gets a push notification via his concert app that invites him
to drop by the rental car booth for a special prize. Once at the booth, he
shows the rep his iPhone app and tells them he rented a car to make it to
the concert. They check their database and give Sam a great thank you---
ticket upgrades that gets him and his girlfriend 3 rows from the stage. Sam
during the show takes a photo and posts it to his Facebook page with a
big thank you to the rental car company for the ticket upgrade. With such a
favorable brand impression, from now on, Sam books all of his car rentals
from the same company – and continues to receive regular emails and
SMS messages inviting him to check out special rates.
SAM THE COUNTRY MUSIC FAN
DISCLAIMER: This marketing scenario is based on a fictitious intergration of various brands to show the potential benefits of a highly intergrated mobile marketing campaign.

13. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com13
Our client, a trusted provider of Internet infrastructure services
worldwide, recently called us to help promote a mobile website
technology product. To build awareness, preference and sales
opportunities with its targeted customers, the company signed
on as the official mobile sponsor of its largest trade conference.
We helped them activate this sponsorship by making their brand
omnipresent throughout the conference and creating both live
and digital brand engagement. Our innovative scavenger hunt
game engaged the attendees’ and got their competitive spirit
going by marrying their love of gaming and new technology. In
our “Home Run Challenge,” attendees scanned QR codes with
mobile phones for the chance to make it to the top of the leader
board, prominently displayed throughout the conference.
To win the Home Run Challenge, attendees had to find and scan
as many of the QR codes as possible, and play by swinging the
bat. A quick tap let the attendees “swing” for a single, double,
triple or home run! Their brand was everywhere with 27 posters
containing QR Codes (representing the 27 outs in baseball)
creatively placed throughout the conference and at the many
partner booths forging a lasting brand connection between the
person at the event and the power of mobile content.
TBA CASE STUDY:
VERISIGN
QR CODES ACTIVATE ENGAGEMENT

14. MOBILE MARKETING: THE TIPPING POINT IS NOW www.tbaglobal.com14
1
Source: United Nations ITU, Jan 2011
2
Source: IAB Annual Leadership Meeting 2011
3
Gartner Inc, June2011
4
Gartner Inc, April 2011
5
Source: AdAge 2011
6
Source: McKinsey April 2010
7
Source: Beyond Int’l April 2010
8
Source: Forrester Research Dec 2009
9
Source: PewResearch, July 2011
10
Source: Facebook, Sep 2011
11
Source: YouTube, Aug 2011
12
Source: Allot Research, July 2011
13
Source: TechCrunch, May 2011
14
Source: BusinessInsider, Oct 2010
15
Source: Morgan Stanley, Nov 2010
16
Source: United Nations ITU, Feb 2010
17
Source: Juniper, June 2011
18
Source: Yankee Group, June 2011
19
Source: Gizmodo, May 2011
20
Source: TechCrunch, July 2011
21
Source: eBay-CQ4-2010 Earnings Call
TBA Global is an award-winning engagement marketing and communications agency that connects brands and
people. TBA Global helps brands reach employees, business audiences, and consumers through a wide range of
effective digital and live experiences that drive engagement and revenue. TBA Global is ranked among the Top
Promotion and Event Marketing Agencies by Advertising Age magazine (April, 2011). The agency is headquartered
in New York City, NY with 9 offices in North America.
Join TBA Global online at www.tbaglobal.com,
www.facebook.com/tbaglobal or @tbaglobal.
TO GET YOUR MOBILE MARKETING STRATEGY MOVING FORWARD CONTACT:
Alison Jenks, Vice President, Marketing, TBA Global
Tel: 858-461-6500
Email: aljenks@tbaglobal.com
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