SoMoLo: A Profile of Today’s Connected Customer [INFOGRAPHIC]

Posted on July 24, 2012 by Tricia Morris

Two of the most disruptive technologies in the last decade have combined to create a customer experience challenge – or opportunity – depending on how you look at it and how prepared your brand is. The SoMoLo (Social-Mobile-Local) customer demands a real-time customer experience, consulting their smartphone and social media to make purchasing, brand loyalty and influencing decisions at every turn.
Consider these 2012 stats from Epathica:

• At least half of consumers with smartphones have searched for online reviews about a retailer on location.
• 55 percent of smartphone owners report that they have used their devices to check and compare prices while shopping.
• Nearly three-quarters of consumers use Facebook to make retail or restaurant decisions, while half of consumers have tried a new brand due to a social media recommendation.
• One in 10 smartphone owners have written a review on a website or social media platform while in-store.

This featured infographic by Parature’s Rachel Begeman provides a detailed profile of the SoMoLo customer, a customer we’ll all be seeing much, much more of in the near future:
More Customer Care Content You May Be Interested In:

• 7 Take-Note Online Customer Service Predictions
• Are B2Bs Prepared for the Social Customer?
• The Incredible Influence of the Social Customer
• Parature for Social Engagement

Foursquare Rolls Out First Ads

July 25, 2012 by Lauren Indvik 4

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Facebook, Twitter and Tumblr have all gotten into the “Promoted” game — launching advertising products called “Promoted Tweets” and “Highlighted Posts” that offer businesses additional exposure for their content. On Wednesday, Foursquare is joining them with the launch of “Promoted Updates,” its first paid product offering for merchants.
Last week, Foursquare began allowing business owners to send local updates — say, their specials for the day, or a picture of their new outdoor seating area — to their “best customers” when they’re nearby. “Best customers” are those who check in frequently, and possibly have “Liked” the venue on Foursquare.
Now, businesses can aim those updates at users who aren’t their best customers, but could be. The ads are designed to target users whose friends frequently stop by, who have added that venue to one of their Foursquare lists, or who are often visiting similar venues in that neighborhood. These ads aren’t intrusive: They’re confined entirely to the “Explore” tab.
Foursquare is rolling out Promoted Updates and Promoted Specials with a handful of large chains, including Gap, Old Navy, Hilton, JC Penney, Best Buy and Walgreens, as well as some smaller enterprises. The other 1 million merchants registered on Foursquare will be able to advertise through Promoted Updates “in the coming months,” a spokesperson said.

9 Beliefs of Remarkably Successful People

The most successful people in business approach their work differently than most. See how they think--and why it works.

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I'm fortunate enough to know a number of remarkably successful people. Regardless of industry or profession, they all share the same perspectives and beliefs.
And they act on those beliefs:
1. Time doesn't fill me. I fill time.
Deadlines and time frames establish parameters, but typically not in a good way. The average person who is given two weeks to complete a task will instinctively adjust his effort so it actually takes two weeks.
Forget deadlines, at least as a way to manage your activity. Tasks should only take as long as they need to take. Do everything as quickly and effectively as you can. Then use your "free" time to get other things done just as quickly and effectively.
Average people allow time to impose its will on them; remarkable people impose their will on their time.
2. The people around me are the people I chose.
Some of your employees drive you nuts. Some of your customers are obnoxious. Some of your friends are selfish, all-about-me jerks.
You chose them. If the people around you make you unhappy it's not their fault. It's your fault. They're in your professional or personal life because you drew them to you--and you let them remain.
Think about the type of people you want to work with. Think about the types of customers you would enjoy serving. Think about the friends you want to have.
Then change what you do so you can start attracting those people. Hardworking people want to work with hardworking people. Kind people like to associate with kind people. Remarkable employees want to work for remarkable bosses.
Successful people are naturally drawn to successful people.
3. I have never paid my dues.
Dues aren't paid, past tense. Dues get paid, each and every day. The only real measure of your value is the tangible contribution you make on a daily basis.
No matter what you've done or accomplished in the past, you're never too good to roll up your sleeves, get dirty, and do the grunt work.  No job is ever too menial, no task ever too unskilled or boring.
Remarkably successful people never feel entitled--except to the fruits of their labor.
4. Experience is irrelevant. Accomplishments are everything.
You have "10 years in the Web design business." Whoopee. I don't care how long you've been doing what you do. Years of service indicate nothing; you could be the worst 10-year programmer in the world.
I care about what you've done: how many sites you've created, how many back-end systems you've installed, how many customer-specific applications you've developed (and what kind)... all that matters is what you've done.
Successful people don't need to describe themselves using hyperbolic adjectives like passionate, innovative, driven, etc. They can just describe, hopefully in a humble way, what they've done.
5. Failure is something I accomplish; it doesn't just happen to me.
Ask people why they have been successful. Their answers will be filled with personal pronouns: I, me, and the sometimes too occasional we.
Ask them why they failed. Most will revert to childhood and instinctively distance themselves, like the kid who says, "My toy got broken..." instead of, "I broke my toy."
They'll say the economy tanked. They'll say the market wasn't ready. They'll say their suppliers couldn't keep up.
They'll say it was someone or something else.
And by distancing themselves, they don't learn from their failures.
Occasionally something completely outside your control will cause you to fail. Most of the time, though, it's you. And that's okay. Every successful person has failed. Numerous times. Most of them have failed a lot more often than you. That's why they're successful now.
Embrace every failure: Own it, learn from it, and take full responsibility for making sure that next time, things will turn out differently.
6. Volunteers always win.
Whenever you raise your hand you wind up being asked to do more.
That's great. Doing more is an opportunity: to learn, to impress, to gain skills, to build new relationships--to do something more than you would otherwise been able to do.
Success is based on action. The more you volunteer, the more you get to act. Successful people step forward to create opportunities.
Remarkably successful people sprint forward.
7. As long as I'm paid well, it's all good.
Specialization is good. Focus is good. Finding a niche is good.
Generating revenue is great.
Anything a customer will pay you a reasonable price to do--as long as it isn't unethical, immoral, or illegal--is something you should do. Your customers want you to deliver outside your normal territory? If they'll pay you for it, fine. They want you to add services you don't normally include? If they'll pay you for it, fine. The customer wants you to perform some relatively manual labor and you're a high-tech shop? Shut up, roll 'em up, do the work, and get paid.
Only do what you want to do and you might build an okay business. Be willing to do what customers want you to do and you can build a successful business.
Be willing to do even more and you can build a remarkable business.
And speaking of customers...

8. People who pay me always have the right to tell me what to do.
Get over your cocky, pretentious, I-must-be-free-to-express-my-individuality self. Be that way on your own time.
The people who pay you, whether customers or employers, earn the right to dictate what you do and how you do it--sometimes down to the last detail.
Instead of complaining, work to align what you like to do with what the people who pay you want you to do.
Then you turn issues like control and micro-management into non-issues.
9. The extra mile is a vast, unpopulated wasteland.
Everyone says they go the extra mile. Almost no one actually does. Most people who go there think, "Wait... no one else is here... why am I doing this?" and leave, never to return.
That's why the extra mile is such a lonely place.
That's also why the extra mile is a place filled with opportunities.
Be early. Stay late. Make the extra phone call. Send the extra email. Do the extra research. Help a customer unload or unpack a shipment. Don't wait to be asked; offer. Don't just tell employees what to do--show them what to do and work beside them.
Every time you do something, think of one extra thing you can do--especially if other people aren't doing that one thing. Sure, it's hard.
But that's what will make you different.
And over time, that's what will make you incredibly successful.

Top do’s and don’ts of mobile marketing

By Rimma Kats

July 24, 2012

Nowadays, marketers are constantly looking at ways to implement mobile into their efforts to increase engagement and brand awareness. However, many times companies miss the mark by not taking the necessary precautions to ensure their campaign is executed effectively.
Mobile presents marketers with an array of opportunities. Companies who use mobile can drive in-store traffic, increase revenue and reach consumers on a deeper level.
Here are the top do’s and don’ts of mobile marketing.

Do know your customer and plan mobile accordingly. It is important for marketers to know who their target audience is and figure out who they are trying to reach.
“Steve Mura, director of digital marketing at MillerCoors, knew that the iPhone would raise the profile of mobile, but it would take the introduction of Android devices to satisfy his ‘guys’ – relatively young males who demand choice,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.
“Steve and his teams spent more aggressively on mobile once he was confident that the Android was in the hands of his customers and a vital part of their day,” he said.
Don’t chase so-called shiny objects while neglecting the products and services in mobile that work.Companies should stop looking at what the latest trend is and figure out what medium works best for them.
“The objectives are to sell more product, and to drive engagement and loyalty,” Mr. Hasen said. “If you spend only against the newest products, you likely will only move your business backward.”
Do keep it simple.There is nothing worse than a busy mobile marketing campaign.
Mobile provides less real estate for companies to reach consumers. Therefore, it is important for marketers to keep their message as simple as possible.
“The smaller the screen, the simpler the marketing message should be,” said Simon Buckingham, CEO of Appitalism, New York.
Don't give the consumer too many choices.Again, marketers must keep their campaign as simple as possible. It is important that marketers find out what their main objective is and go from there.
“Marketers should figure out what your main mobile marketing objective is and focus the campaign on achieving that target,” Mr. Buckingham said.
Do have a simple and clear call-to-action above the fold of the phone screen.  Making sure the message is visible is key.
“This allows the customer to act quickly and effectively,” said Marci Troutman, CEO of SiteMinis, Atlanta.
Don’t direct a consumer straight to the home page of your mobile site.  When it comes to mobile marketing, the idea is to guide the customer to an action for that specific promotion. 
“Don’t allow the mobile user to lose track of what actions they are looking for,” Ms. Troutman said. “Maintain their attention and direct them to an easy action.”
Do take the necessary time to understand how mobile would be discovered and used by your audience and what value you can deliver to them.  Nowadays, marketers are looking at what their competitors are doing or what the latest trend is and replicating that for their own initiatives.
While it might work for some, companies need to make sure they are creating a personalized and relevant experience for users and tailoring it specifically for them.
“Contextual relevancy combined with a simple call-to-action and a great user experience is a recipe for success within mobile marketing,” said Brett Leary, vice president and director of mobile marketing at Digitas, Boston.
Don’t do mobile for mobile's sake.  While mobile is a hot topic, marketers should not dive-in head first.
“All too often we see still mobile marketing campaigns that either haven't thought about the user and the context they would engage the brand within a campaign and/or neglected to ensure the experience is tailored for the user's mobile device,” Mr. Leary said.
“This results in the brand becoming discouraged about using mobile in future campaigns, because results weren't as expected, or worse – a mobile audience not interested in engaging your brand in future campaigns,” he said.
Do format your marketing emails for mobile. Email is the highest-converting referrer and one of the largest sources of traffic.
“When someone clicks on a promotion, the experience should be as seamless as possible,” said Chris Mason, cofounder/CEO of Branding Brand.
Don't send people from a QR code to a non-optimized site. There is nothing more frustrating than a well-thought-out campaign that lacks a proper execution.
“If they're scanning the code, they're on their phone,” Mr. Mason said. “You'd be surprised how many QR codes take people to a desktop site.”
Do leverage social. Mobile and social go hand-in-hand.
When the two channels are married together, they provide marketers with so many possibilities.
“Mobile campaigns can use social to amplify the message and drive word of mouth exposure,” said Carrie Seifer, vice president of sales at Millennial Media, New York.
“This is becoming a key part of many campaigns,” she said.
Don’t forget about the customer.
Marketers need to know who there target customer is and reach them.
"We all have mobile devices ourselves, and we know what we do and don’t want to see," Ms. Seifer said.
"You don’t necessarily need to throw the kitchen sink into every ad," she said. "Focus instead on presenting an ad that consumers will want to see."
Do start thinking about measurement in the early stages of your campaign. Mobile advertising, and in particular rich media, allows marketers to tell a detailed story about their brand message's impact.
“By identifying your goals and tying them to key performance indicators in the earliest stage of campaign planning, you can more effectively gauge the success of your mobile advertising,” said Elena Perez, director of marketing at Medialets, New York.
Don't treat mobile as an add-on. As the medium that literally travels with users everywhere throughout the day, mobile uniquely serves as a unifying thread that ultimately drives greater value for your entire campaign.
“When you embrace mobile in the early stages of strategy, you can more effectively integrate creative elements that maximize mobile's potential and drive more impact for your broader marketing mix,” Ms. Perez said.
Do target media audiences in highly contextual, quality content.This is the best environment for advertising in any medium.
“In this case mobile optimized content which can be found mostly on mobile optimized Web sites, but also content focused apps,” said Jim Selden, senior vice president of marketing at Crisp, New York.
Don’t repurpose Web creative or run flat lifeless banners. It is important that marketers utilize the unique features and functionality that mobile offer.
“Generally through the use of rich media designed specifically for mobile, to vastly improve metrics based on your advertising objectives,” Mr. Selden said.
Do recognize the opportunity.
Right now, there is a tremendous opportunity to change advertising for the better, whether on mobile or through other digital channels.
"The opportunity is to toss out the rulebook as we know it and think about the user and the experience first," said Michael Burke, cofounder/president of adtivity at appssavvy.
"What are they doing? When would be the best time to deliver a message and at that time will the user be open to receiving it? In mobile, the channel presents an opportunity that can’t be ignored and that is when the user is most engaged," he said.
Don’t go down the same path as Web banners.
Currently, mobile is headed down the same path as the online world, boxes with ads in them, primarily tiny little banners that often take up valuable real estate, are annoying or clicked by mistake.
"We can do better as an industry and today is the day to start," Mr. Burke said.
Do give people a way to unlock more information from traditional media using their mobile device.
Consumers are increasingly turning to their handsets to browse content. Therefore, making sure it is optimized for mobile is critical.
"This is a fantastic way to connect with loyal or qualified customers when they are on the go and have interest," said Mike Wehrs, CEO of ScanLife. 
Don’t make the consumer work harder than they need to. 
At this day and age, consumers expect more from their favorite brands.
"Give them a clear path to what they want at the time - be very relevant and very focused," Mr. Wehrs said.

How To Win An Ad Agency RFP Pitch

I wasn't always a Digital Strategy Advisor... no, before all the glam and faux internet fame (kidding) I was an Adman...in fact for most of my advertising career I was deeply involved with or responsible for business development.
I spent most of my days and unfortunately many of my nights in "pitch mode." And no, it's not like it is on AMC's The Pitch (it's worse).
And like many in the ad world -- I wrongly thought that if I and my pitch-mates could just be the Don... as in Don Draper -- the silver tongued devil that could cause clients to swoon our agency would win far more than we'd lose.
And I now know... I was wrong....very wrong.
NOTE THIS UPDATE TO POST: This post is actually an extension of my thoughts that I began over at Advertising Age -- you can see those thoughts (The 7 Deadly Sins Ad Agencies Make When Pitching New Business) over there. And yes, they edited my title... as you can see, I like mine better ;-)

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What Do Clients Look For In Ad Agencies?

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How did I come to this epiphany? Through the value of first hand experience. One of my clients asked me to set aside my digital advisory role and play pitch advisor for not one but two ad agency rfps.
They needed to hire a new creative agency and a new web agency. I was asked to advise on both RFPs and sit in on the final pitches and subsequent selection discussions.
Wow! Was that an eye opener.
What do clients look for? What were the things that helped one agency rise above the rest?

1. They want you to talk about them.
2. They want you to care deeply about them, their brand, their goals. It needs to feel personal.
3. They want you to get along. They have enough intracompany turmoil to deal with -- they don't want to add your internal squabbles to their plate.
4. They want you to be an explorer not just an expert.
5. They want you to craft a custom solution vs presenting a canned product.

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What Can Agencies Do To Stand Out in an RFP?

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Ok, so everything from here on in is totally my opinion and many of the points below could be considered idiosyncrasies of mine vs truth... you decide and if any client types are reading this... PLEASE CHIME IN!
First, don't tell me how much fun you had working on this RFP. Or for that matter how much fun you are to work with... it doesn't make you stand out -- everyone tells the client how much fun they had or what a fun idea this is... etc. It's not unique and it's not relevant.
Second, drop the "we like to have conversations vs presentations" line. Again, you're not the only one saying it. Also, no one means (or meant) it. Agencies would say that and then proceed to spend the next 40 minutes presenting from a Power Point. If you're using a Power Point then folks, by DEFINITION you're giving a presentation.
If you really want to have a conversation with a client, turn the damn computer projector off, sit down at the table and have a real conversation without bullet points, notes, slides, etc. Now THAT would be unique.
Third, please just give direct answers to direct questions. I once asked a client why they hired me... the lead partner (it was a law firm) said -- "you were the only person that gave direct answers to direct questions even when the answer wasn't necessarily in your best interest."
And yes, I'm speaking to you account guy types... for the most part the creative types can sometimes be too direct ;-) but seriously... there is an overabundance of BS in the world and a serious lack of honesty -- be unique, be honest. Sure, it may cost you occasionally -- but based on what I experienced -- you'll win far more than you lose.
Fourth, make a case, don't give an opinion. When you leave the room and the client starts dissecting your presentation it won't matter what you thought, only what you proved. Remember, while this is a pitch to you, it's the client's life. It's not your money on the line... it's theirs and they'll make the decision accordingly.
Fifth an final thought... make them lean forward. Out of the nine presentations I watched only two or three were truly memorable and excited me about the possibilities. Only two or three were given by passionate, energetic people that made me WANT to listen. Guess what... two of the three agencies won and the third one was a close second. Coincidence? Me thinks not.
Oh and one more thing... if you're going last (which I know all agency folks want to be the last to pitch) you better bring it folks. And by bring it -- I mean bring your best, most engaging folks to pitch because by the end, the client is awfully tired and just wants to go get a cocktail. So if you're not going to make them want to lean forward, well you've likely lost before you started.

Uniqlo Storms Pinterest With Scrolling Campaign [VIDEO]

  June 26, 2012 by Lauren Indvik 15

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Uniqlo and New York-based agency Firstborn unleashed a visual campaign on Pinterest Monday that’s caught the attention of the wider web.
Using more than 100 shell accounts, a team of more than a dozen simultaneously pinned rows of long graphics in a five-category takeover (see video above). As users scrolled, the graphics appeared animated in the style of an old film strip.
Many responded positively to the campaign, calling it “clever” and “creative.” Others were less enthused, arguing it was “still just an ad” that fails to provide an interactive experience for consumers.

Interestingly, only one of the tweets I came across suggested that Uniqlo had spammed the social network. “To be honest, I thought there were going to be more negative reactions,” Dan LaCivita, president of Firstborn, remarked in a phone interview. “Some people are saying we hacked Pinterest, but we didn’t change or alter their system.”
SEE ALSO: 5 Interesting Pinterest Marketing CampaignsLaCivita said he and his team came up with the idea after realizing there was no limitation on the length of images users could post to Pinterest. “Once we found out we could post images that were thousands of pixels of long, we decided to set up a series of shell accounts so we could post six images in a row simultaneously.”
The takeover is certainly creative and praiseworthy for being the first, but should other companies attempt imitations, Pinterest is likely to have a spam problem on its hands. I’ll be interested to see whether the social network enforces limits on image lengths after the Uniqlo stunt.
Are you a fan of the Uniqlo campaign? Or would its appearance in your feed strike you as spam?

Top 10 mobile advertising campaigns of Q2

By Rimma Kats

July 5, 2012

Marketers such as Disney, Nordstrom and Panera Bread have made huge strides during the second quarter of this year by incorporating location and relevant and personalized content, as well as social media into their mobile advertising campaigns.
Mobile advertising is not what it was years ago. Nowadays, marketers are looking to incorporate new technologies to better reach consumers.
Here are the top 10 mobile advertising campaigns of the second quarter, in alphabetical order. The campaigns were judged on creative, form of engagement and execution. Results for the campaigns were not provided.

Boar’s HeadThis year, many companies such as IHOP, P.F. Changs, Target and Boar’s Head ran mobile advertising campaigns. However, the execution was not great because it led consumers to unoptimized landing pages.
Realizing the company could do better, Boar’s Head redeemed itself.
Just four months after running a mobile advertising campaign that was clearly not optimized, Boar’s Head launched a new initiative that was well executed this time around.
The campaign encouraged consumers to discover the company’s Jerk Turkey products
When consumers tapped on the mobile ads, they were redirected to a mobile-optimized landing page that let them learn more about the company’s bold flavors, as well as watch a commercial.
It was clear to see that Boar’s Head thought out its new mobile initiative this time around.
It is important that a mobile ad campaign takes consumers to a mobile-optimized page.
Consumers do not want to pinch-and-zoom. Therefore, offering optimized content is crucial.

DisneyRecently, Disney bet big on mobile for a national TV, print and out-of-home advertising campaign that showcased its new Disney Mobile Magic App mobile application.
Throughout the campaign there were several calls-to-action that ultimately encouraged app downloads.
Consumers were also invited to call **MAGIC (**62442) to download the app or visit Google Play.
Nowadays, marketers are using different forms of advertising to drive app downloads.
An initiative such as this is a great way to get users to download a company’s app.
Additionally, this move proved that Disney is a force to reckon with in the mobile space.

McDonald’sMcDonald’s has been leading the way in the mobile advertising space.
The fast food giant continually turns to the medium when it needs to promote new products.
Last month, McDonald’s ran a mobile advertising campaign that promoted its breakfast items.
The company sponsored Us Magazine’s Hot Pics section within the publisher’s mobile site. The mobile ads promote the new McDonald’s Blueberry Banana Nut Oatmeal.
When consumers tapped on the ad they were taken to a mobile landing page where they could learn more about the fast food giant’s new breakfast item, as well as find the nearest McDonald’s location to try it out.
What was great about the campaign was that it took advantage of the device’s GPS-enabled technology and helped users locate the nearest McDonald’s location.
This mobile initiative was a effective way to drive in-store traffic.

NordstromWhile many use mobile advertising to drive in-store traffic and promote new products, Nordstrom took a different route.
The department store chain put social in the forefront for its recent ad campaign.
The mobile ads were aimed to bolster the company’s social media presence and encouraged consumers to learn more about its Nordstrom Rack brand.
The mobile ads took consumers to an optimized landing page were they could learn more about the company, as well as browse its Twitter, Flipbook and Facebook page.
By incorporating social into its mobile marketing efforts, Nordstrom was able to build a relationship with new and existing customers even when they were done engaging with the mobile ad.
Additionally, by featuring Facebook and Twitter tabs, Nordstrom was able to grow its social media list.

Panera BreadSeldom do marketers use mobile advertising to drive YouTube viewership.
However, it worked well for Panera Bread.
Panera’s YouTube page featured videos where users could watch the company’s version of the ABCs and see how it uses food to create art.
For example, there is an A is for Avocado video that features a Panera employee cutting up avocados in the form of the letter A.
The videos help build brand awareness and that is exactly what the goal of the campaign was.
Clearly, Panera put a lot of effort into its YouTube page. Therefore, leading consumers to it through mobile advertising helped engage new and existing customers.

PopsicleIt has been a while since a company rolled out a clever iAd campaign.
Popsicle took advantage of Apple’s iAd network to help bolster its presence in the mobile space, as well as encourage consumers to learn more about its new products.
The iAd campaign was colorful and interactive.
Via the mobile ad, consumers were able to browse the company’s products and use the Store Locator feature to find the nearest retail stores that sold the products.
The advertising campaign also incorporated video that featured Popsicle Pete’s dog Rufus as he went through different adventures.

ShowtimeShowtime used mobile advertising to its advantage.
To help promote the new season of “Weeds” and “Episodes,” Showtime partnered with Pandora to offer limited commercial breaks to its users.
The advertising sponsorship included expandable, full-page and audio ads that promoted the upcoming shows.
For the Weeds mobile ad campaign, users were taken to a landing page where they could download the Weeds iPhone app to keep up-to-date with the show.
In addition, the Episodes mobile ad encouraged consumers to watch the season premiere when they tapped on it.
A mobile ad sponsorship such as this is a great way to drive new viewership.
Additionally, by advertising within Pandora and offering limited-time breaks, Showtime was able to give users an incentive when they tapped on the ad.
When consumers tapped on the Weeds mobile ad, they were taken to a landing page where they could download the Weeds iPhone app to keep up-to-date with the show.
Showtime also promoted its show, Episodes and encouraged consumers to watch the season premiere when they tapped on the mobile ad.
A mobile ad sponsorship such as this is a great way to drive new viewership.
Additionally, by advertising on Pandora and offering limited-time breaks, Showtime is giving users an incentive to tap on the ad.

StarbucksStarbucks is no stranger to mobile advertising.
The coffee giant constantly uses the medium to not only promote new products, but also to bolster its position in the mobile space.
Most recently, Starbucks ran a campaign that promoted its VIA Instant Coffee.
Starbucks used mobile advertising to let consumers learn more about its products.
Additionally, the company sweetened the deal by offering Starbucks Reward members an extra star for each pack of Starbucks VIA Ice Coffee they buy using their registered card.
Every time a user reaches 15 stars, they received a free, customized drink.
Starbucks is continually using mobile to promote its Rewards program.
This helps build loyalty and is a good way to increase new sign-ups.

SubwayRestaurant franchise Subway was one of the few marketers who used mobile video in its advertising efforts during the second quarter of this year.
Subway incorporated video and location into its marketing efforts and invited customers to try its summer menu items.
The mobile video ads were part of a multichannel push from the company to promote its line of avocado-inspired sandwiches.
The videos were 30 seconds long and promoted that it was avocado season at Subway.
During the commercial, consumers could tap the “More details” button in the upper left-hand corner to visit Subway’s mobile site.
By using mobile video, Subway was able to engage its customers on a deeper level.
Mobile video presents marketers with a great opportunity to promote new products.
In this case, having consumers visually see the new sandwiches was a great way to drive in-store traffic.

Universal PicturesUniversal Pictures has been riding the mobile advertising wave over the past year.
The studio continually used the medium to promote its upcoming films, and, ultimately drive ticket sales.
However, to help promote its “Snow White and the Huntsman” film, Universal put a greater focus on social.
The Universal mobile advertising campaign incorporated social media such as Facebook, Twitter and Pinterest.
When consumers tapped on the ad, they were redirected to a mobile landing page that let them learn more about the film, watch videos and browse the gallery.
What set the mobile ad apart from Universal’s previous ones is how the company really ramped up its social efforts.
For example, there were Facebook, Twitter, Pinterest and Flipboard tabs within the mobile ad.
This let consumers further engage with the company on many aspects.
Mobile and social constantly goes hand-in-hand and the two should be incorporated more often to drive engagement.