Mobile Advertising Case Study: How Britvic Got There First
As the mobile phone becomes a key battleground for new media marketers, drinks giant Britvic has ramped up its mobile strategy. New Media Knowledge caught up with the marketing firm charged with executing it.
In January of this year Britvic appointed mobile marketing and content interaction specialist mirada to drive forward its mobile marketing and promotional activity.
Denise Meek, digital marketing manager at Britvic UK, said that the company recognised the need to provide consumers with new and innovative ways to interact with its brands. “As the mobile phone is the most personal of all consumer devices, it has become a key channel for us to target our customers,” she said.
NMK spoke to mirada’s director of new media services, Matt Cotton, to see what the new Britvic mobile campaign would look like.
What kind of promotions can consumers look forward to?
mirada has been brought on board to work in conjunction with Britvic’s other creative agencies with the aim of extending the level of interaction for the consumer that will immerse them with the brand. We are looking to create a truly cross-platform experience which will reward the consumer for their participation in an interactive campaign, and then maintain a dialogue with them beyond the initial entry.
We will be maximising Britvic's sponsorship opportunities and collaboratively trying to create 360 degree marketing campaigns. We have no intention of abandoning the tried and tested methods, but we are very keen to develop new applications in tandem with Britvic's brand teams.
Who are the key target markets and how will campaigns differ for each one?
The Britvic soft drink portfolio is diverse and its target markets differ for each of the brands. In terms of Pepsi however, judging by its current campaigns sport and music remain a key focus for the brand. So, the key here will be to excite and entice the consumer to interact with the brand on an ongoing basis. Consumers can now enjoy a rich media experience over mobile as well with more and more sophisticated mobile handsets coming onto the market. And now that consumers have greater access to the Internet it is clear that there is a need to have a vibrant online element to campaigns. Our integration and cross platform approach will play a key role in maximising opportunities for Britvic across all the digital formats.
How will mirada be measuring the success of the campaign? What metrics will you be using for that?
Our experience in interactive mobile marketing gives us a good indication of the expected total response rates and daily play rates. Our real-time reporting will be able to provide information on participation levels hour-by-hour. We can also track events if they triggered by a consumer texting a unique recognition number (URN) that they found on a purchased product. Further measurement will be how frequently an individual may play and of course whether there has been an up-lift in product sales.
How critical is the growth in mobile platforms to the overall marketing mix of the future?
The growth in using mobile as a consumer interaction tool continues to grow with the adoption of this platform by an ever growing cross section of businesses. Historically, fast-moving consumer goods (FMCG) [companies] capitalised on the ability to convert packaging into an interactive device and they remain at the forefront of promotional spend. However, more informative services are now deployed, widening the age range and usage of mobile through news services. These include football score alerts and results services, weather information, bank balance details and even credit rating alerts. With networks adopting an "all-you-can-eat" approach to data charges and handsets providing the rich experience that consumers require it seems that the mobile handset could develop into your personal and personalised access to the web, your bank, you satellite navigation system. All this and you will still be able to use it as a phone.