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This paper discusses five innovative mobile marketing ideas that served as the basis for brilliant digital campaigns of the world’s most well-known brands such as Starbucks, IKEA, L’Oreal, LG and O2.
QR Code by Starbucks
Starbucks made it possible for its customers to pay for their purchases using QR codes on their smart phones. This way the membership cards that provide benefits and discounts to the regular customers can be downloaded to the digital devices such as tablets and smart phones in the form of a QR code application. This innovation allows the users of digital devices to check their balance and to pay for their purchases at Starbucks with a simple flash of the QR code, which takes the mobile payments to the new level.
INOA Color Capture by L’Oreal
L’Oreal launched its mobile marketing campaign because the salons were losing popularity. To address the problem the company created a system of benefits and discounts which could be collected by means of a digital application with the use of geo-location and augmented reality. The users were to come to one of 1500 salons participating in the campaign and collect virtual color bubbles which represented free sample packs and services. L’Oreal with its INOA Color Bubbles digital marketing campaign became the pioneer of the mobile marketing within the beauty industry.
LG Ticket Hunter
LG Ticket Hunter was a very popular mobile campaign initiated by LG to promote the brand and its L-series handset. The company launched a hunt for 25 VIP tickets for the concert of a popular band called One Direction at LG Arena. To get the tickets the participants were to find them. The map with the secret locations of the tickets was connected to the LG Ticket Hunter Twitter account. The map would gradually zoom in to a secret location as people tweeted LG Ticket Hunter hashtag. The campaign created a huge buzz and immensely raised popularity of the company via social media.
Catalog Application by IKEA
In order to go along with the latest trends and become even more available IKEA has transformed its original “physical” catalog into a mobile application and turned it into an interactive platform. The application works along with the printed catalogs – by means of scanning the pages in catalogs the users can create the virtual presence of the furniture items in their homes by means of accessing extended content. The new catalog application allows the customers of IKEA to bring the retail experience right to their homes. The popularity of the new catalog increased the number of IKEA customers. In total, over six million people installed the new application to their devices.
Priority Moments by O2
The mobile application called Priority Moments launched by O2 was created to provide discounts and special offers to the regular customers of O2. Opening the application a user is offered a list of the discounts from the brands and companies located nearby, selecting an offer a user gets a map to help them reach the location and a voucher for the customer to show to the retailers and get a redeem. This application is extremely popular. In fact, up to five Priority Moment benefits are redeemed per minute.
In conclusion, the modern rapid development of the digital technologies leaves the businesses with a huge space for creativity. The most cleverly applied mobile marketing strategies are able to significantly increase the popularity and income of the companies.