MMA releases mobile marketing creative framework

Association analyses more than 450 successful mobile campaigns and activities to come up with five key benchmarks to brands to utilise

The MMA's Mobile Creative Framework site
The MMA's Mobile Creative Framework site

The Mobile Marketing Association (MMA) has released an Interactive Creative Framework aimed at helping marketers build and execute effective mobile campaigns.

The information is based on analysing more than 450 global mobile campaigns including winners of the association’s annual Smarties Global Mobile Awards Program. Brands included Delta, Dunkin’ Brands, Mercedes-Benz, Nike, O2 and Samsung.

Based on the common traits and different creative strategies, the MMA came up with five key benchmarks for how brands can approach mobile.

  1. The ‘Brand Activation Remote’ - Using mobile as a brand campaign unifier, bringing access, experience and commerce together along the path to purchase. According to the MMA, the opportunity for advertisers here is to use devices and campaigns to close the loop on prospects and leads, drive conversion, commerce and loyalty. Examples listed by the MMA include Omo’s Mobile Loyalty Program; Mercedes #youdrive campaign where viewers controlled the commercial using Twitter; and the Range Rover Evoque iAd, which developed an interactive tour of the vehicle for Apple iPad users.

  2. There is no time like the present - Addressing consumers in real-time via mobile by tapping into three ‘Ps’: Personal, pervasive and proximity. This approach includes shared experiences, native executions, location-based incentives and dynamic ad serving. Brands that have used this type of mobile activity effectively include Samsung’s ‘Life’s a Photo – Take it’ campaign for the Galaxy camera, which used Tumblr and custom media on mobile; and Quizno’s ‘Satisfying Hunger’ campaign, which was based on geo-targeted mobile ads.

  3. Content rules - The MMA identified compelling content at the heart of a range of successful mobile programs including games, music, stories and collectables. The common thread across these types of campaigns is immersive interaction between the brand and consumer. Brand examples include the Dunkin’ Donuts’ ‘Iced Coffee Creator’ customisation mobile game; and the Turbo Racing League mobile game app by DreamWorks Animation SKG.

  4. Enable bespoke consumer experiences - This is where brands are customising mobile experiences using preferences, tastes and needs to deliver more personalised interactions, the MMA said. Examples include O2’s ‘Priority Moments’ location-based loyalty program; and Nike’s FuelBand and online measurement system.

  5. A toolkit to get things done - Providing utility tools and calculators that enable consumers to be more efficient and save time, or enabling consumers to transact on the spot using their mobile device. Among those campaigns that have utilised this approach are BOS Ice Tea’s ‘Incredible Vendor Robot’ activated by tweets; and Johnson & Johnson’s Zyrtec AllergyCast App with symptom tracker.

In a statement, MMA CEO, Greg Stuart, said creativity and innovation are fundamental to brands successfully utilising mobile as a communications and engagement platform.

“These benchmarks provide marketers and their agencies with a concise framework on how to think more strategically about mobile across the purchase funnel as well as how to leverage uniqueness that only mobile can provide,” he said.

“We hope this will stimulate new ideas and help the industry continue to raise the bar on mobile creativity, effectiveness and further innovation.”

More mobile marketing insights on CMO:

Read more: Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in