Never pick up the phone

In central Boston random selected people get unexpectedly crazy. They become aggressive and attack others. The craziness is quickly spreading on American cities. The mysterious cause of the insanity is … a cell phone, actually a strange ‘pulse’ emitted by phones. This is a short summary of last novel by Stephen King ‘Cell’. Critics do not hesitate to say: “it is a classic horror aimed in modern civilization”. The rule in this twisted world is one – if  you want to save your life do not pick up the phone.

Paradoxically promotion of the novel was based on cell phones marketing. According to the sell results it was a very good strategy.

First stage of the campaign was to win some users. Advertising banners and mail footers contained links to websites with information about the premiere and invited to VIP Mobile Club. Members of the club could take part in some easy contests, get some personalized messages just from the author or win special prizes (eg. books with King’s autograph).

Equally important aim of the project was getting new readers – those who are not familiar with King’s writings. As you can imagine, the creators of the project decided to use ‘viral’ campaign. They used special application which sent special, mysterious signals. Those who got such a message could share it with their friends and relatives. Of course it was not just a horror game – every SMS contained information about possibility of reservation the book in internet bookstore. This kind of transmission allowed to radically widen the range of the promotion.

Next element of the campaign was quite obvious – sending suitable, especially projected ring tones and wallpapers for cell phones.

Effectiveness of the campaign was then rated according to 3 criteria: number of users, number of people taking part in the game and – of course – level of sale of the novel. Apparently there was thousands of users every day and of course it had big impact of the sale: the novel set a record of ordered copies. The project was widely commented in the press (even in noble Wall Street Journal) – what is, of course, priceless.

We have just one doubt – we are not sure whether after reading ‘Cell’ anybody will ever download anything on the cell phone again.

Kiss my SMS…

American division of cosmetic company Neutrogena organized an original campaign of a new product last year – lip-gloss Moisture Shine Lip Soothers, Ipsh! It was aimed for the brand enthusiasts as well as new clients.

The action called SMOOCHES was a ‘viral’ project and was based on all kinds of kisses and smooches Mysterious messages were sent by a ‘secret admirers’. The content of the messages were digital ‘kisses’. Women (who were the main target) could then send the message on, to their close or important persons (without revealing themselves).

The realization of the project started on web site. There was a special set of ‘kisses’, in different colors, and with different, hidden meaning (for example friendly kiss, rock star kiss or veery hot ones). The next step was to choose text of the message and the surprise was ready to send.

It was a very simple and easy operated action, which gave very good and satisfying results:

• More than 22000 kisses sent
• 65% of smooches was sent by cell phones (and the rest through e-mails)
• 20% of received smooches was sent on to others (correct idea of ‘viral’ campaign)

Moreover this action showed that even a low-cost campaign gives good results, all the more since simple messages can be operated by practically everybody.

What children want?

A consulting company Online Testing eXchange in cooperation with community platform eCrush has made a research about most attractive, according to the youth and children, applications and possibilities of cell phones. 750 teenagers aged 13-17, took part in the research. They had to answer some questions, among others:

• What do you feel about having a cell phone?
• What profits does it give to you?
• What phone functions do you use most often?
• What it the most important in your phone?

Because of the fact that popularity of cell phones as a medium to watch movies and listen to music has strongly increased, there was two questions added:

• What kind of movies do you watch on you phone?
• What functions do you use more rarely since you can watch movies?

From the marketing point of view the most interesting declarations concern what materials young people download on their phones most often.