Score a goal with mobile marketing

Adidas’s successful mobile marketing campaign saw it awarded the Overall Excellence Award in the 2008 Mobile Marketing Association Awards. Recognized not only for their innovative approach taken to mobile marketing but also the success in reaching the desired consumer market, this global sports footwear company was only one of three US-based companies to receive an award. Adidas has already successfully harnessed the interactive power of the web with a site that is full of news, product information, celebrity interviews, blogs and downloads. The ‘Brotherhood’ campaign was an extension of this innovative marketing approach on a mobile platform. The ‘Brotherhood’ campaign aimed to build and enhance the Adidas brand with an innovative and interactive mobile marketing campaign that their target market could relate to. The creative team added a SMS text message number to Adidas basketball adverts prompting consumers to text ‘adidas’ to a specified shortcode number. Those who did so received a call from one of the Adidas basketball athletes who delivered a brand message and encouraged them to visit the Adidas basketball site. This mobile advertising campaign was highly effective, generating an emotional response from users and it had a huge, measurable impact on the brands equity metrics. Not only would consumers who had texted in to the Adidas number receive personal calls and text messages from their basketball hero’s, they could also create personalized messages using the voices of NBA stars such as Kevin Garnett, Tim Duncan, Tracy McGrady, Dwight Howard and Gilbert Arenas. Adidas pushed the concept further by encouraging consumers to text NBA players when in-store and receive their product recommendations. For marketers, one of the biggest advantages of mobile text based campaigns is that they are measurable; it is very easy to work out the return on investment and these types of campaigns are far more cost-effective than traditional marketing avenues such as television and print ads. VP of mobile strategy for Adidas, Isobar Global, states that ‘this company has embraced the mobile channel globally with campaigns in many key markets,’ and that they will be accelerating the pace of their mobile marketing in the upcoming months. 95% of the US population (roughly 255 million) have text enabled mobile phones and they have them with them right now, wherever they are – at work, at home and on holiday. The power of mobile marketing lies in the fact that your brand or company can effectively reach consumers on their most personal communication device, their mobile phone. Mobile numbers rarely change which means that a variety of mobile campaigns can be launched at the same database over a period of years. As consumers will have opted-in to receive marketing messages from your company, they are far more likely to read them and to respond to them. SMS marketing has the highest response rate to direct marketing campaigns. SMS text messages can easily be passed on to friends and family taking your campaign viral for the ‘word-of-mouth’ effect. Best of all for marketers, mobile marketing campaigns offer a measurable return on investment. Adidas is just one of the many top international brands who have made innovative use of this fast growing marketing channel to good effect. Shouldn’t you?

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