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:

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in