1.
THE BEST of MOBILE
MARKETING 2014
The list of projects and concepts from 2014. Only a little bit subjective. Definitely worth remembering. By @mobimoni.

2.
NIVEA BRASIL:
THE PROTECTION AD
Once the child is wearing the humidity-resistant
paper bracelet, parents can simply download the app
and set a maximum distance that children can
wander.
If the child goes beyond that distance, the app alerts
parents that kids have gone too far, both literally and
figuratively.
Then parents can use the app’s radar to track down
the child.
1
print advertising
mobile app (iOS, Android)
detachable bracelet
Bluetooth 4.0

3.
JOHNSON'S® BABY:
THE GRANDPARENTS
FRAME
The Grandparents Frame and App by Johnson’s®
Baby helps user capture and instantly send
indescribable moments to the grandparents’ home.
It allows the grandparents to witness these moments
of user’s loved ones as they grow and connects three
generations.
Each frame can be connected to multiple
smartphones allowing more members of the family
to use the same email address and share pictures
with the same frame.
2
mobile app (iOS, Android)
the compatible digital Wi-Fi frame

4.
PIZZA HUT:
THE SUBCONSCIOUS
MENU
This mind-reading menu fuses a tablet computer with
an eye tracker. The eye tracker measures your eye
movements while you scan through 20 toppings, and
decides which of the 4,896 possible combinations
you want by measuring the amount of time you
spend looking at each one.
The tablet lets the diners know what it thinks they
want – and waits for conscious approval – before
sending the order to the kitchen.
3
mobile app (iOS) with the menu, built by Swedish
eye-tracking firm Tobii Technology

5.
MARISA LINGERIE:
STRIP COMMERCE
Interactive ads for Playboy magazine (Android
version) and VIP magazine (iPad version) were
featured gorgeous models wearing nothing but
Marisa lingerie.
Men could browse through different models and
purchase the lingerie they’d like their girlfriends to
wear, after which, it would disappear from the
model’s body leaving her in the buff (well of course,
now that the guy’s bought it ;)).
The ads were connected to Marisa’s e-commerce and
resulted in 8000 new male customers from the day
they were published.
4
rich media advertising
m-commerce

6.
AMAZON.COM:
#AMAZONBASKET
Amazon and Twitter have joined forces to let users of
the social network add items directly to their online
shopping cart just by sending a tweet.
The service required the user to first connect their
Twitter account to their Amazon account.
Then, when they see a tweet with a link to the
Amazon page of a product they want to buy, they can
reply with the hashtag, and the item will be added to
their basket automatically.
At the end, user still needs to visit the main Amazon
site to pay.
Nice play, but it is far from the concept of “one-click”
purchase, isn’t?
5
m-commerce
special hashtag on Twitter

7.
WORLD WILDLIFE FUND:
#LASTSELFIE
The World Wildlife Fund in Denmark and Turkey used
the disappearing nature of content on Snapchat, to
raise awareness of the plight of endangered species.
The #LastSelfie Snaps were meant to symbolize the
diminishing population of different animals. They
vanished from users screens with the 10 second
countdown that SnapChat is famous for.
6
Snapchat campaign

8.
DURACELL CANADA:
#POWERWARMTH
The bus stop shelter was outfitted with heaters that
provided warmth in the coldest of places.
People needed to work together. This fun bus shelter
worked much like a battery in which the positive and
negative connections needed to be completed in a
circuit. By joining hands with a friend, loved one or
perhaps a complete stranger, and touching each end
of the bus shelter, the circuit becomes complete and
heat is generated.
7
bus stop advertising
experiential marketing
human touch

9.
COCA COLA TURKEY:
SPRITE ZERO REFRESHER
This is a delivery drone publicity stunt by Sprite Zero.
A drone with an attached water sprayer and a Sprite
dispenser can be called via a mobile app that helps
the drone to locate the user. Once the drone arrives,
it sprays the water and drops the Sprite can.
A simple app, a few little drones and a beach.
Refreshment like you never saw before is guaranteed.
8
drones
mobile app

10.
PEPSI MAX:
#LIVEFORNOW
Pepsi Max surprise commuters with an 'unbelievable'
augmented reality experience at a bus shelter on
New Oxford Street in London.
Watch their reactions as unbelievable scenarios
unfold before their very eyes; from a giant robot
crashing through the street to a passer by being
abducted by flying saucers.
9
bus stop advertising
Augmented Reality

11.
COCA COLA POLAND:
IMAGE RECOGNITION
This project relied on a social media monitoring tool,
Brand24, which lets you know who is talking about
the product or company over the internet within
minutes the post about any brand is published.
In addition to traditional text-based content
monitoring, there was an analysis of pictures of
Instagram’s users conducted. The algorithm detected
if the image contains a can or a bottle of Coca-Cola,
regardless of its description or comments (no phrase
associated with the Coca Cola brand was needed).
Thus allowing Coca Cola to react to the posts, this
allowed the company to build up a relationship with
the users who just had posted a photo of Coca Cola
products on the Instagram.
1 0
image recognition
social media monitoring tool
Instagram, Facebook

12.
GROLSCH BEER:
THE MOVIE UNLOCKER
BOTTLE
A digital initiative’s concept, called the ‘Movie
Unlocker’, provides free movies for customers who
link bottles to their smartphones using cap-mounted
bluetooth.
Each beacon is protected by a sticker which blocks
transmission until the bottle is opened - ensuring the
movie has not been claimed or lost before reaching
consumers.
When a bottle is opened, the beacon sends a signal
to a device with a previously registered serial number
and if these match, users can digitally unlock a movie
of their choice.
1 1
Bluetooth 4.0

13.
ELMSTA 3000 HORROR
FEST: HOME INVASION
The theme for last years festival was Home Invasion,
a small niche in horror films.
Considering the theme, the addresses and phone
number register to the festival members became the
idea. They were invited for participation by using old
school mobile technology and some smart use of
banners to scare the living daylight out of film’s target
group.
1 2
TV commercial
personal SMS & MMS campaign
Google AdWords Annons

14.
FONDATION RECHERCHE
MÉDICALE:
BACKUP MEMORY
The Backup Memory is a collaborative project that
aims to help people who suffer from Alzheimer
disease to be more independent and have more
autonomy and make life easier for them and for their
loved ones.
The Backup Memory is a mobile application acting
like a memory stimulator. It helps patients to
recognise people who are part of their circle of
intimacy, their family ties and their shared
remembrances due to the notifications that they
receive on their smartphones.
1 3
online platform
mobile app

15.
NAR MOBILE:
DONOR CABLE PROJECT
Life-saving Cable Project is an innovative cable which
allows donating battery charge from one phone to
another. It is enough to connect phones by cable to
start charging. No additional software is needed.
The cable-bracelet solves the biggest
problem for mobile users – low capacity
of the smartphone’s battery.
The message is simple: donate charge to save a
phone, donate blood to save a life.
1 4
cable-bracelet
mobile app

16.
AMNESTY
INTERNATIONAL:
WEFREE
By using a ‘free’ Wi-Fi signal at a music festival,
Amnesty International asks people agree to a false
testimonial online.
Because 90% of users don’t read the terms and
conditions of signing up to sites, Amnesty
International used that to get across their problem of
innocent people being forced to sign false
testimonies that can result in prison term or even
death.
Using the free WeFree resulted in 8603 signatures
even without there being an official presence in the
music festival.
1 5
Wi-Fi hotspots

17.
TOYOTA US:
VOICE ADS
Toyota launched a voice-activated rich media mobile
ad.
The campaign highlights the all-new 2014 Corolla,
and lets consumers engage in a two-way
conversation with the ad unit to mimic the
experience of Entune Audio, Toyota's innovative in-
vehicle multimedia and telematics system with
speech recognition.
The campaign run on smartphones and tablets
running Android and iOS in the US.
1 6
rich media advertising

18.
KIA MOTORS AUSTRALIA:
KIA GAME ON
The KIA's GAME ON app was brought to life in high
dwell time areas within major shopping centres
Australia-wide.
The activation delivered a massive tally of over
110,000 views measured through facial detection
technology, with over 3,300 game plays registered,
as passive viewers were turned into active players.
1 7
mobile app
digital OOH campaign

19.
MASPEX WADOWICE:
GRAMOFUN TYMBARK
A bootle of Tymbark became a true teenagers’
companion within the digital and real world.
User needed to connect it with a mobile device
thanks to the GramoFun app.
Then user needed to put the bottle on a screen in
order to see how it shines to the rhythm of the music.
Additionally, users were asked to record a movie
showing how they play with the app, then share it
within their friends to win some cool prizes.
As a result, the app was downloaded 125 000 times.
There were almost 1 000 user generated videos and
1 909 468 votes for user's videos.
1 8
mobile app (iOS, Android)

20.
THANK YOU
FOR WATCHING!
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© The author of this presentation is Monika Mikowska.
Say hello at monika@mobeedick.com.
mobimoni
Have a great
ideas in 2015!