Augmented Reality mobile app created for engagement. part of the “mail your letter to santa” Campaign  (awareness supported by additional media campaigns)
Created the “Believe-O-Magic” App. (Android + iPhone) The app went Live on 2nd week of Nov 2011 - garnered approx 50K downloads; which isn’t that bad for a branded app.

Highlights of Mobile Strategy: Increased size of SMS opt-in list 2x -using mobile coupons/mobile offers/push notifications

Partnerships with ShopKick/SMS/foursquare - rewarded just for check-ins
also provided deals outside of Macy’s, American Eagle, Willams + Sonoma

Used Foursquare to promote check ins on Macy’s Day Parade Route, Gamefication Strategy used to further enforce engagement with brand (provided deals to shoppers that were awarded “mayor of parade route”) Opt-ins included support from print media (short codes) high success rates with traditional media integrated to support digital.

Mobile spend increased 70% (budgets from other media shifted to digital)- more focus on mobile display ads, good results Macy’s experimented in use of iAds - in app; rich ads with animation, Google In-Store Navigation (Android only w/Google Maps) exterior + floor plan, Google Wallet (Tap/Pay) on-line offer/in-app; management tool with redemption/gift card, Tablet Apps - iAds - to app, to order.

Walgreen’s Mobile Strategy:

Important Facts: 2 million consumers have an SMS relationship with the leading drugstore chain.Walgreen’s is the “trusted pharmacy” in the US - 8261 locations, 819 Million Prescriptions filled in 2011. Overall strategy is to deploy, test, measure, refine. deploy

Multi-channel Network; facilitates “Closest to our customers” aspect with 8261 Locations.

Critical Customer Experience Features

• Pickup in an hour, lead to redesigned site for better Ux
• customer experience improved
• 50% increase in web traffic

Provide “on-the-go” mobile experience

• mobile sites
• mobile apps
• 85% of Walgreen’s customers have mobile phones.
• 1/2 of the web site visitors say their next action is to go store.
• customers who engage in more than 1 channel were 3x more valuable than single channel customers

Walgreen’s Mobile platform

• 5 Scanning apps for scanning prescription bottle
• 4 mobile websites
• Integrated mobile experience award (Webby, People’s Choice)
• more than 40% of on-line prescriptions come from mobile scanning apps
• 98% of Prescriptions, order on-line then pick up in store

Mobile makes store visits convenience

• Pre-register for Flu-Shots
• Prescription management

SMS is 20 years old, LOL is the most common text message. People opt into SMS campaigns, 48 hours average person to respond to email
immediate response on SMS

People utilize desktops for initial contact and sign ups, but use mobile for follow ups
Walgreen’s SMS program focus’s on convenience.

• “we’ll text you when your Rx is ready”
• “we’ll text you - to remind you to refill your Rx”
• “place an order online- we’ll text you when its ready for pickup”

US Regulations have minimized some of the Ux and features of mobile apps for Walgreen’s

• although technology exists to scan Dr. written prescription orders, but it’s not legal to fill Rx based on scan. Questions regarding Rx must be replied to via phone call, not via SMS. - due to health privacy regulations

Initial attempts with Mobile coupons that were as SMS message didn’t work well, due to potential for fraud and store associate intervention with redemption. Learnings from this first attempt helped refine next generation of mobile coupon distribution; sms messages provided a link to download 2D or 3D bar coded coupon’s which required additional scanning equipment in store.

Coupon redemption rates depend on what product is being promoted, what type of deal is being offered. In-store mobile coupons are designed to increase basket size. Mobile and Online baskets are typically higher than non-pharmacy baskets.

Experimental SMS Mobile “Daily Living” Campaign - Chicago Only.
Online shoppers can place orders for pickup in-store. SMS notification is sent when orders are ready. Special parking space for store pickup is provided for added convenience.

Growing SMS lists through three channels Sign up in-store, Online, mobile sites/apps
Sign-up via SMS reply is important- shows increased opt-in levels

Simple marketing messages work well, complex (multiple offers/messages) aren’t as effective. 1 email, simple message with an SMS opt in= +18% daily Rx SMS opt-ins

Mobile efforts paid off; huge growth increases - Millions of app downloads

• +40 of Walgreen’s Rx comes from mobile shoppers. Avg 4-5 iTunes Rating (app store)
• Multichannel strategy makes retail interaction more convenient
• Mobile connects multiple channels to moment of need
• Mobile behavior and expectations are different but needs are the same
• Focus to develop mobile programs around these needs
• All channels should support each other, SMS grows apps, Web grows mobile, stores grow SMS. Customers don’t differentiate channels and aligns with retail brand experience.

MTV has over 200 apps, 12 mobile sites, 4 tablets, 14MM downloads, its reported that 80% of traffic driven by mobile web (display ads)

Tablet Challenges:
Tablet ad formats are not standardized; MTV Created “flexible” ad experiences (prior to standardization) - allows the ad network to provide standard sizes and rich experiences for any tablet type - ad unit size is 728 x 50. Optimized for “finger” navigations vs. mouse “click” Design Ux maximized to ensure all content is “above the fold” or primary field of view on tablets. To date these ad units show a 3.5% click through rate (better than 728 x 90) - auto-expanding, HTML 5 based ad units.

Mobile Web vs. SDK
Mobile web provides faster, cheaper execution. - Good to test out concepts and Ux - if successful, Mobile app can be created to further enhance experience.
1M interactions from TV ad support- drove to site via URL (not QR code, SMS)  - supports multitasking behavior of people watching TV and utilizing their mobile device simultaneously. Included queues like Mobile URL to indicate this was a mobile experience - so mobile device access would be prompted.

MTV aims to make it easier for brands to buy media across multiple platforms: Tablet, Online, Mobile Phone. New Ad inventory will be adapted to maximize experience on each specific device.

Custom Apps - vs using MTV ad network
Key Considerations with building an custom app. vs use of MTV’s existing audiences and Marketing platforms (Apps)

• Production Cost (custom apps cost more)
• Lead time (faster)
• Crowded Marketplace. (leverage MTV existing communities)

MTV Mobile Platforms include:
App within an App , App Store (Addicted Game App) 20 free games with weekly updates- games promoted on App Store get avg 300K downloads - recent TINTIN promotional pp drove over 400K game plays. Mobile Video (clips, exclusives, behind the scenes, bonus footage)

Mobile ads are still in nascent stage (according to MTV) 15 sec video is better than 30 sec (relating to viewing completion rate) MTV places digital content in as many places to provide ease of access to its audience.

• To exploit “Co-Viewing Behavior” (where the majority of TV viewers use their mobile devices; tablets + phones while watching TV) MTV Created alternative viewing apps for awards show, providing them with new camera angles, extra footage, trending visualizations to enhance their TV viewing experiences.

• Recent studies showed that the majority of people who are fans or followers of a show or TV network on social media interact during the show. (more on Twitter than on Facebook)  MTV built a “Twitter tracker” app for fans to use during award shows. The app visualizes which artist, celebs are highest trending the most during the 2011 MTV awards shows by increasing the size of their avatar, fans were able to post/share trending celeb status on social networks. Additional features included an Interactive seating chart - where seating chart at the awards show would “light-up” to indicate when celebrities were tweeting during the event.

A moderated panel of experts that build Mobile Solutions- here’s a summary of what they evangelized.

Mobile should be the priority for 2012. Companies to watch this year?  Amazon, Facebook, Samsung, Apple, Google. - new phones, new tech, new innovations.

Analytics are essential, campaigns must include performance metrics, the challenge is that there’s no mobile standards yet.

Intense competition is rising within mobile app markets, due to many brands are launching and experimenting at the same time. - need to move fast and innovate.
Test now. Learn - how shoppers react. Don’t worry about getting right the first time.

Top 10s panel discussion.

1. Facebook has the potential to be a big mobile platform. (mobile FB users are 2x more active)
2. Retailers must move to mobile web in significant ways
3. Mobile privacy isn’t that important - mobile user are becoming more comfortable with sharing info but Security will be (consider the increasing number of mal-ware that has been infiltrating app markets)
4. When launching m-commerce campaigns utilize credible providers; to minimize risk of hacking of transactional information
5. More people are using their mobile devices vs. desktops; even when INSIDE their homes. More iPad use, more smartphone use is done from the living room.
6. Mobile statistics from Black Friday and CyberMonday have boosted brands to experiment more with mobile campaigns. In comparison to previous years, activity in promoting branded apps has exploded due to the huge influx of new apps hitting the market.
7. Number of QR scans, app downloads for holiday season have far exceeded everyone’s expectations. Mobile channel has shown significant performance gains and sustained growth over the past 36 months.
8. Mobile users have shown more loyalty via branded apps and have doubled per transaction carts, brands need to start integrating their loyalty programs with their mobile apps. (Higher redemption and spend than other digital channels)
9. Common measurement standards are needed - MMA will be pressed to drive standardization in analytics; considerations:are downloads a measure of success? -usage? - transactions? - how many engagements are considered good? 1-3? there is a large variance in how apps are reviewed.
10. How much do brands pay on the average for mobile campaigns - most recommend ease in a percentage, then increase based on performance or experimentation. (if it does well, spend more on it next time)

NYC - Mobile Marketing Conference: Mobile First 2012.

The Tablet Landscape:

• 46.7 Million iPads sold in 2011
• 140K iPad apps in AppStore
• 85% of people use their iPad in their living room
• 60% of iPad owners have purchased goods on their iPad - spending 10-20% more on their purchases.
• The average iPad owner spends 1 hour and 35 Minutes a day using their iPad.
• Looking up weather is the #1 activity on the iPad, TWC app is the #2 all time downloaded app of all time. (6.5 million downloads since launch)
• 48% women vs. 52% men are use TWC app on the iPad.

Kindle Fire Stats (TWC app was preloaded on device)
TWC app was designed using a combination of iPhone+iPad app features

Kindle Fire is now the Top device for TWC app Usage, peak usage is from 8p-10pm of device. Upon launch usage surged but leveled off at 36 million page views/1 million per day.

Best Practices for Tablet Advertising:

1. Targeting; utilize geolocation, demographic, event
2. Customization: right message, right frame of mind
3. Rich Media: Engagement, gameification

Why is mobile important to Office Max:

Customers/Shoppers are using mobile devices as part of their shopping experiences. Mobile will be the primary way future customers connect with OfficeMax.

Mobile philosophy: Convenient access to customers

• Apps before Ads
• Do something NOW.
• Learnings become intellectual property (with a short shelf life)

Mobile Activities:

•    Redesigned Mobile site for better Ux.
•    Mobile commerce site added to Office Max App
•    Print Center App
•    iPad App (m-commerce + catalog)
•    Testing + Expansion of SMS, QR Codes Campaigns
•    Experimenting with Google Wallet + NFC

SMS Insights + Measurements:

• relevance is critical, if not, (7x) opt-out rate
• high engagement + response rates (8x) than other channels
• fastest acquisition is to “buy” friends/subs with deals.

Statistics on Digital Campaign Performance

• coupon via email campaign: 890/hr (response rate)
• free pen via social (twitter/fb) 1111/hr (response rate)
• coupon via social (twitter/fb) 5555/hr (response rate)

70% retention rate
20% redemption rate

HTML5 mobile web app - uses “location” to serve up relevant banners, has expandable menus, designed for optimum mobile Ux. - has shown significant traffic increases to officemax.com

Key features included:
store locator, purchase history (to help remind them of the type of ink cartridge they bought recently) , cross promotional items, rewards program: MaxPerks

Added fun “engagement” feature, - allowed shoppers to interact with logo splash page image of “rubber bands” - enabling the rubber bands to be “stretched” or “snapped”  Note: Smartphone App has more downloads than iPad app, due to missing rewards management feature.

Holiday Party Bingo Digital Campaign (Mobile + Social Integration with off-line fulfillment)

• Mobile App: Office related app/game where players snap photos of co-works that fulfill the actions depicted in each category. Photo’s can then be printed into a calendar, when transmitted then printed at OfficeMax stores.

• Facebook App integrated with Mobile App, - Allowed mobile users to upload photos to Facebook page which was then compiled into calendar and viewable online.

Mobile Utility App: Print Center

• Access to documents via phone (google docs, email attachments) Provides access to download, edit documents then send to “closest” print center locations.

• Strategy is to refine and enhance apps, mobile websites based on user feedback. - Focused on QR code testing and NFC m-commerce integration. (tap-to-pay) - Using SMS transactional data to create richer customer behavior profiles.

Key drivers of Coke’s success,  Mass + Velocity = Momentum
Mass of Coke. “Coke is a massively, big brand” - sheer size of brand, field support, distribution teams, franchisees.  Velocity of Coke; World’s most valuable brand, Highly transactional with 17 billion+ transactions daily. in FMCG category. Needless to day- Coke has Momentum.

Mobile has momentum with today’s shoppers.
The essence of brand building of Coke lies in the fact that it wants its consumers accessibility to be “within an arm’s reach of desire”. Today - it’s a smartphone that sits at the hand of the consumer’s arm’s reach.
 
Liquid + Linked references Coke’s manifesto for digital content. It’s how the brand connects with consumers; provide “frictionless” interface between link in the digital ecosystem

60% of Coke’s purchase transactions are made on a mobile phone providing 1 trillion + points of data relating to the transactions.

Why does Mobile matter?
Mobile enables desire - creates “brand love” -mobile transactions provide the mechanism to obtain what consumer want - (a Coke)

The key mobile channels as ranked by Coke’s digital priorities (Global View)

• SMS 70% (short code to response link)
• Mobile Web 20% (2d-3d QR codes; mobile URL linke to mobile site)
• Mobile Apps 10% (dependent on smartphone penetration)

Coke insights. - smartphone users use SMS more than other channels due to advanced UI features.

Mobile Web Stats

• 10% of all traffic (includes Japan)
• 17% of all views
• half the session length than regular web
• 50% more page view (on mobile)

Mobile Apps -Coke’s using them for experimentation and building richer shopper profiles for mobile use, as of 2012; there are a total of 30-40 apps (aggregate of brand owned) the insights gathered from mobile analytics used to design next generation of mobile apps.

QR codes on product packaging works well, very high scan rates - from Coke can QR codes, Strategy is to drive “check-in” to “check-out/transaction” by providing them a reason to scan the code. QR codes on owned media (Product packaging) works best for Coke.

Other channels (Mobile SEO, Display Ads on mobile, location based

• Mobile Search - high conversion rates and builds traffic
• Mobile Display -under performing in comparison to search
• Foursquare - need to provide reason for check-ins

Coke’s Experimental Mobile Channels (Balances strategy to continually experiment and innovate, without distracting from best performing mobile channels)

• mobile video ads, mobile commerce - micro transactions (coke vending purchase)
• Google Wallet - enabled for use on newer Coke digital vending machines; Google + Coke share usage and other data gathered in transaction to provide richer experiences in future apps/transactions
• Mobile+Social+Traditional (TV) integrated campaigns. Apps that allow shoppers to interact with TV commercials and facebook apps.

To manage multiple agencies and integrated programs, Coke’s created standardized processes and implementation guidelines. Expectations for partners and agencies focus on abilities to provide more value than just mobile app development.

Global mobile expertise and ability to implement campaigns in different countries are paramount. More success with standardized vs. proprietary platforms. Content management systems with analytics are important to measure success of each campaign.

Coke hinted that very tightly integrated digital campaign that encompasses, social, mobile, gameification, and traditional media will be used for the Olympic 2012 campaigns.

Coke’s key components for their 2012 digital strategy as:

1. Mobile First
2. Scale,
3. Capabilities,
4. Viable economics
5. Performance metrics.

Coke’s mobile plan is to put a Coke in the hand of everyone with mobile phone.

Next Generation of Mobile Natives: using gesture based interfaces on mobile devices “As Natural A Breathing” they prefer mobile over all devices 

- Apps vs. Browsers: (Undifferentiated) Apps richer/Mobile sites will follow

2012 is the year that M-commerce takes off, privacy issues/security concerns will come to the forefront

Report from InsightExpress “What does the mobile consumer look like in 2012” : Quarterly Study (representative of US internet population) - since 2007 (2011-2012) to date

• Daily Activities on Mobile: 16-29 year olds are the highest engaged on mobile
• 33% more that 6 activities (Highly engaged)  35% 3-4 activities, 24% 1-2 activities

Top ranked mobile activities; Texting, email, web browsing, Entertainment; Social Media; Music, Videos; shopping

Print + QR Codes; 18-29 year olds

Mobile shoppers still read print but are using their smartphone for research simultaneously (yes, the are scanning their QR codes) subscribe to minimum of 3 magazines a month

• most engaged mobile users (6 or more activities) 
• 25% are scanning QR codes related to products they already have in their home 
• over 30% are scanning QR codes when in store

key considerations to sucessful QR code use for brands; POP, Outdoor, Magazine

• how noticable/viewable is the code
• annoyance factor
• what do I get for scanning?

Placement of QR code is key (consider what people need to do to scan) use standard anthropometric data for positioning and sizes.

Holiday shoppers relied on their smartphone 65% of the time (for deals, coupons, rewards) this behavior will continue into 2012.

Men 18-29 vs. Women 18-29 difference in mobile behavior

• Recall of mobile ads: More Men had higher recall
• Do they like mobile ads; More Women don’t like the current type of mobile ads
• Are mobile ads more innovative than TV ads?; More Men think they are.