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

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in