It’s huge in Japan but what’s the commercial impact? I found an interesting case study from the US which I believe highlights how keeping it simple and integrated works. People like technology but what’s new and exciting to one target audience isn’t necessarily the newest or most most exciting. E.g. it would work great for a Big Brother fan heading out and scanning the barcode on their KFC, but automotive..?) Heres the outline of it:
SUBARU MOBILE CASE STUDY
TARGET: Subaru aimed, with its 2008 redesigned WRX, to target young men 20 to 35
PROCESS: Web presence developed to count down to the unveiling of the car.
AD SUPPORT: TV, print and 5 million mobile media impressions on Sprint.
OUTCOME: Mobile site drew 77% of sweepstakes entries & four times than the print ad.
After mobile ads ran, entrants quadrupled, opt-ins nearly doubled & WAP impressions increased over 1,000%. The campaign drew millions of impressions with a click-through rate of 2.7%. Some 30,000 videos, ringtones and wallpapers were downloaded to cellphones
LESSONS LEARNED: “Integration is a key element of communications”
WHAT DIDN’T WORK: The QR code wasn’t as effective as the campaign’s other elements, partly because few people have equipped devices. In terms of downloadable content, the simple wallpaper of the car worked best!
By: Cuneo, Alice Z., Advertising Age, 00018899, 3/17/2008, Vol. 79, Issue 11
Section: DIGITAL ISSUE: MOBILE
MARKETER: SUBARU OF AMERICA FOR THE SUBARU WRX