top mobile viral marketing campaigns presented at mediapro

Mobile Creativity EnabledMobile Creativity Enabled

“The most successful viral apps in Mobile history”

20 Oct 2010


AGENDA

•Introducing Golden Gekko

•Mobile App Insights

•3 Case Studies

•Key Success Factors


CROSS PLATFORM SPECIALISTS SINCE 2005 WITH TOP 10 APPS IN ALL APP STORE CATEGORIES


Golden Gekko employs +75 people providing global brands with +140 apps last 12 months. More than 100 brands and agencies

have put their trust in us over the years.


MOBILE APP INSIGHTS


Ovi Store is doing 1.700.000 downloads daily

Android passed 1.000.000.000 downloads in July 2010

iPhone passed 5.000.000.000 downloads (June 2010)Last billion took 2 months = 16.700.000/day

APP STORE DOWNLOADS

BlackBerry App World 1.000.000 daily downloadsfrom 20.000.000 registered users

iPad did 35.000.000 app downloads in first 65 days

GetJar does 3.000.000 daily downloads


SMARTPHONE OWNERS USING APPS (UK)


THEY HAVE AN APP

The average British smartphone owner downloads 15 apps to their handset, keeps 12 of them, and uses 5 every day


CASE STUDIES


LYNX EFFECT

Solution: Mobile flirting tools for boys as part of the

campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.

Also include wallpapers and videos of how to use the service

Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading

CHALLENGE - The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided about 20 ideas to start with which were then enhanced over time.


LYNX EFFECT50% viral


VIGORSOL AIR ACTIONDistributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading.

80% viral


VIGORSOL AIR ACTION

Facts: Launched June 2007 in Italy Far exceeded expectations with over 4m registered downloads to date Over 250.000 ringtones, video tones and animations downloaded Shown on two Italian TV shows Resulted in the launch of a mobisode series the following year

Winner of three international awards.

Best use of mobile – BIMA awards 2007

Mobile Agency of the year 2008Best use of mobile in branding 2008

Immature Application Of The Year Award 2007


MALIBU ISLAND BOWLING

Features: Malibu branded bowling game User bowls against Malibu bottles instead of pins Modes for one and two players Selection of the ball (coconut or melon) Selection of game background (one of five)

Client – Malibu Kahlua (USA)IPhone and java based bowling game to promote Malibu’s two flavors, coconut and melon.

Game launched and available in the USA and Canadian AppStore with over 5m downloads

80% of users played multiplayer with a friend promoting the game further


SHARING THE EXPERIENCE“Sharing the physical experience together is

just as important as sharing in the virtual world.”

Multi-player games Useful information

Entertaining experience together


MAKING IT EASY TO SHAREMake sure there is as

little as possible preventing the user

from sharing.

Integrate with phone experience (contacts, Facebook, etc..) Meaningful to share

Clear what is shared


AVAILABLE ON ALL DEVICES…

41.2

18.2

17.2

14.2

52.4

1.8

SymbianRIM BlackberryAndroidApple iOSMicrosoft Windows MobileLinuxOther OSs

The app must work on my

friends phone for me to share!

Mobile web as fallback.

Worldwide Smartphone Sales to End Users by Operating System in 2Q10


...AND ALL APP STORES


SUMMARY KEY SUCCESS FACTORS• Fun, relevant and/or useful

• Quality & Reliability – works on all devices

• User experience and design

• Distribution strategy (appstores, banners, viral, Radio, Outdoor, etc) to reach the target audience

• Interactive

• Social

• Sense of Being Connected

• Open Dialogue

• Practical & Safe

Prerequisites

5 key success factors for driving consumer engagement


THANK YOU!

http://www.youtube.com/watch?v=_HL2qIJZhCY

top mobile viral marketing campaigns presented at mediapro

Business