Starting this week, we are going to be looking into different industries and how they are each using mobile or starting to recognize the advantages of mobile marketing. The best way to do this is by looking at some interesting examples of mobile campaigns that have been done. This week is auto dealerships and car sales. Big players in this industry, globally, have quite fully embraced mobile marketing to its full potential, using highly creative and innovative approaches incorporating both interactive apps and mobile ad campaigns.
A great example is Lexus - In Australia, Lexus rolled out the “Lexus CT City Challenge” app and a mobile ad campaign to generate widespread awareness and to increase purchases of their new CT 200h model. Their app (developed via a custom made 3D engine and featuring realistic physics, animation, sound effects and an original soundtrack, with a look and feel to match the Lexus brand) was a game that challenged players to take the Lexus car for a virtual “spin” on different courses modelled on Australia's capital cities. There was also a powerful incentive - a live playoff at a Motor Show with the winner receiving a brand new car. The app also cleverly incorporated a social media strategy – players could broadcast their scores across sites like Facebook and Twitter, challenging friends to download the game, or beat their scores.
To build awareness of the brand and to encourage people to download the app they also created a mobile ad campaign, which ran for 2-3 months across iPhones, iPads and iPods. Their “click-to-download” banners were displayed on popular mobile apps such as Words With Friends, Angry Birds, WeatherZone, and various mobile Web sites. The Lexus campaign was by all accounts, a highly successful marketing project, and the interactive app generated real engagement with the brand in the younger market.
Other automobile companies are also rolling out mobile campaigns to build brand presence and increase profit. Lincoln ran a holiday campaign, “Get more than you wished for” where consumers could learn more about the new MKZ car. A mobile site incorporated a video section where prospective buyers could watch a clip explaining the car features, and users could also locate nearby dealers by using the device's GPS and then contact those dealers for pricing and availability.
Volvo had also rolled out a mobile campaign, titled “Are you naughty?” with the catchy phrase, “There is more to life than playing it safe.” The mobile ad gives drivers and potential purchasers the opportunity to learn more about the all new Naughty Volvo S60. The ad also allows users to register to participate in “special driving events” across the country including a drag race which carries on the theme of “naughty” driving. This campaign is a great example of a mobile campaign fully embracing mobile and rebranding by appealing to a target audience.
As you can see, mobile marketing is a trend that automakers and car dealerships are really getting into. Lexus’ case is a great example of an innovative business that can see the value in moving into mobile. Volvo has also realized that mobile is the way forward for truly engaging consumers with the brand and provides the opportunity for great rebranding. Automobile is now very into mobile!