Mondelez International is 2013 Mobile Marketer of the Year
December 31, 2013
Mondelēz International is 2013 Mobile Marketer of the Year, the highest accolade in mobile advertising, marketing and media. The honor tops the Mobile Marketer Awards handed out each year for outstanding work that moved the mobile needle for brands and marketers. Here is the list of all the 2013 honorees.
Mondelēz International made waves in the marketing space last year when it was announced that the company would allocate 10 percent of all 2013 marketing spend to mobile as part of its spin-off from Kraft Foods. Since then, the snack food giant has proved to be one to watch by rolling out mobile advertising, applications, sites, augmented reality and search initiatives that are tailored to each of its more than 50 brands.
"Boldness in mobile is a sure recipe for success, as Mondelēz International has demonstrated in 2013," said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. "This CPG marketer is a shining example to all brands for weaving mobile into almost every aspect of its marketing, prioritizing spend where consumer attention is. Even more important, Mondelēz International is not afraid to lead the charge."
The Mobile Marketer of the Year award is the most prestigious honor for smart, strategic and creative mobile marketing. Team Obama won the honor in 2008, Polo Ralph Lauren Corp. in 2009, Starbucks Coffee Co. in 2010, Macy’s in 2011 and Starbucks Coffee Co. again in 2012.
Putting mobile to work
Mondelēz International pushed aside the stereotype that consumer packaged goods is a slow-moving vertical, particularly in mobile, this year.
It is no small feat to adapt a CPG brand and organization for the digital marketing era based on the reach and size of many of the marketers in this category. Mondelēz International’s strides are a testament to the power of mobile marketing.
Mondelēz International first outlined its 2013 mobile initiatives in January with the launch of the Mobile Futures program, which paired-up nine snack brands with mobile startups. The 90-day pilot programs partnered brands including Oreo, Chips Ahoy and Sour Patch Kids with mobile startups to watch such as Kiip and Waze (see story).
Sour Patch Kids' Kiip campaign
The goal of the pilot programs was to prove that mobile works at driving impulse sales within retail stores.
For example, gum brand Stride picked mobile navigation app Waze to better understand shopping behavior by driving consumers to a grocery store.
Additionally, biscuit brand BelVita worked with inMarket to get a grip on how consumers use shopping apps (see story).
Instead of focusing on a single channel, the Mobile Future program was aimed at testing multiple channels to prove mobile’s value.
Going all out on mobile
Deerfield, IL-based Mondelēz International then spun out different mobile initiatives to take each of its brands' marketing programs up a notch through mobile.
In February, Oreo partnered with Nokia on a mobile messaging app that was exclusive to the Lumia Windows Phone (see story).
The Oreo Skies app leveraged the device’s built-in motion sensors, date and time to replicate the constellations of the northern hemisphere. Each star could be tapped on to open up a message to a consumer’s friends on Facebook.
Instead of rolling out a basic mobile app, the goal behind Oreo Skies was to test out the native features of the device and then target consumers through mobile messaging.
The Oreo Skies app
Oreo also teamed up with Trident and Ritz crackers on a massive implementation of an augmented reality app that brought static packaging to life as part of a sponsorship of musical group One Direction’s 2013 North American tour in May (see story).
Later this year, Stride rolled out an innovative app that leverages motion detection to control a mobile game (see story).
Mondelēz International’s mobile chops go far beyond one-off campaign efforts, though.
In May, the CPG giant signed a mobile-only deal with Google to beef up the mobile Web, search and display advertising investments behind its brands. The deal stretches across 16 countries, many of which are in emerging markets (see story) and (see story).
The Google deal essentially gives Mondelēz International a new set of mobile tools to not only build new content, but also train marketers on mobile and bring in analytic tools to quantify mobile’s impact.
Oreo's mobile site
Mondelēz International’s charge into mobile this year has been primarily driven by B. Bonin Bough, vice president of global media and consumer engagement.
Mr. Bough began discussing mobile’s promise last year and has since worked to live up to all the hype by integrating mobile as a core part of the CPG giant's overall marketing initiatives.
Mr. Bough has spoken at a variety of industry events this year including the Mobile Marketing Association’s MMA Forum 2013 and SM2 conference about the role of mobile in connecting the entire consumer journey.
Given the quiver of accomplishments integrating mobile in all of its marketing, Mondelēz International is a natural fit for the 2013 Mobile Marketer of the Year.
Here are the winners of the nine other Mobile Marketer Awards:
Mobile Advertiser of the Year: Macy’s
When it comes to brands pushing the envelope with mobile advertising, there is no doubt that Macy’s leads the pack.
While other retailers primarily use mobile advertising to drive traffic and quick sales through static banners, Macy’s is equally focused on building engagement through interactive and creative ad units.
Macy’s stands out in the mobile space because the retailer is constantly testing new types of mobile advertising.
From Apple’s iAd to rich media, gaming and exclusive launch sponsorships of music streaming services, Macy’s proved this year that it is ahead of the game in mobile advertising.
A Macy's ad that incorporates mobile gaming
Additionally, each mobile advertisement is different from the other and is tailored to either drive in-store or online traffic.
For every holiday or occasion, Macy’s taps mobile advertising in some way to get the word out about time-sensitive sales and events.
Macy’s has used mobile advertising to publicize a variety of promotions including one-day, Christmas, Labor Day and Mother’s Day sales.
Moreover, these campaigns are increasingly becoming more sophisticated at closing the gap between digital and in-store.
For example, Macy’s ran an iAd campaign to promote its Mother Day sale in May. The ad included a variety of interactive features, including a map and the ability to save a coupon to the iBooks mobile application, which helped the retailer incentivize in-store traffic (see story).
Macy’s has also been first to market as launch sponsors of mobile music streaming services such as Spotify, Clear Channel’s iHeartRadio and iTunes Radio.
The retailer was one of the launch advertisers on Apple’s new iTunes Radio and ran a variety of audio and video ads to promote different sales (see story).
Macy's holiday-themed iTunes Radio ad
Macy’s also developed a branded radio station within the iHeartRadio app in November that targets millennials to keep its brand top of mind throughout their day-to-day lives (see story).
For Macy’s, mobile advertising is all about engagement.
In September, Macy’s incorporated a mobile game into an advertising campaign that used word association to build brand awareness. Consumers could type in words such as “bag,” “Macy’s” and “shoe,” and by guessing the word correctly consumers could then shop a one-day sale on Macy’s mobile site (see story).
Instead of simply linking a mobile ad to commerce, consumers always get something new when they click on a Macy’s ad.
Mobile Publisher of the Year: Time Inc.
Time Inc. is Mobile Publisher of the Year because the company has been on the forefront of new initiatives for advertisers and readers across all of the publisher’s brands.
Time Inc. stands out this year in particular for the publisher’s focus on finding new ways to push content outside of basic mobile apps and sites.
For example, Time Inc. became the largest publisher to make its content available on the Flipboard app in October, claiming 68 million cross-screen users (see story).
As of September, Time Inc. had 28 million monthly mobile unique visitors, and 27 percent of all digital traffic came from mobile.
Time Inc. within the Flipboard app
Time Inc. also hired a mobile-specific editor for its People brand last year. The editor is responsible for programming content on People’s mobile platforms and underscores the importance for publishers to tailor content for specific devices.
The publisher also incorporated mobile into some unique print-to-mobile initiatives for brands including AllYou and This Old House this year.
Instead of using a one-fits-all approach, Time Inc. tests different mobile technologies for its brands to leverage the company’s biggest asset — print.
In fact, This Old House switched up its print-to-mobile sweepstakes this year with augmented reality after using Microsoft Tags for several years (see story).
Similarly, women’s magazine All You has also leveraged mobile in unique ways to drive commerce from static print pages (see story).
Additionally, Time Inc. has made a big bet on tablets as part of a subscription revenue model. Subscribers to any print publication have unlimited free access to online and tablet content as part of the publisher’s All Access digital subscription strategy.
Readers can also subscribe to digital-only content on a monthly or yearly basis.
On the advertising side, Time Inc. began testing native and expandable rich media ad units that fit across the screen as alternatives to static banner ads.
In May, People began testing native ad units from Pepsi and Sauza that appear in a news stream as a piece of sponsored content (see story).
Native ads within People's mobile site
With publishers scrambling to make money off of an increasing mobile audience, it is clear that Time Inc.’s mobile strategy is ahead of the curve with out-of-the-box advertising and subscription opportunities.
Time Warner-owned Time Inc. plans to spin out the magazine business into a separate public company in 2014.
Mobile Agency of the Year: DDB Chicago
DDB Chicago has been named Mobile Agency of the Year because of the company’s understanding of how mobile fits into larger marketing strategies of clients including McDonald’s, State Farm and the Field Museum of Chicago.
The agency’s Chicago office views mobile holistically as part of a multichannel marketing mix and has tested new types of mobile technology this year for clients.
Take McDonald’s, for example.
The fast food giant’s primary goal is to always drive in-store traffic through promoting new menu items and events. To help accomplish this, DDB Chicago worked with McDonald’s to create interactive advertising campaigns.
In July, McDonald’s and DDB Chicago launched an iAd campaign that leveraged a mobile game to promote the famous Monopoly promotion. The ad gave consumers a code that they could enter for a chance at winning prizes for free and also included a store locator feature (see story).
One of McDonalds' many iAd campaigns
DDB Chicago also worked with the Chicago Field Museum to develop a QR code and near-field-communication campaign that activated out-of-home signage.
By either snapping a QR code or tapping an NFC-enabled phone against a piece of collateral, consumers could download the Chicago Field Museum’s mobile app to unlock additional content (see story).
The Chicago Field Museum's mobile campaign
Mobile Researcher of the Year: Millward Brown
Millward Brown is Mobile Researcher of the Year because of the research organization’s dedication to understanding mobile’s role in the path to purchase.
With marketers increasingly interested in mobile’s impact across all mediums, Millward Brown’s work this year focused on tracking how and why consumers use their mobile devices.
Millward Brown tackles cross-screen measurement
Despite the fact that mobile commerce continues to gain traction, Millward Brown’s research stands out because of the greater focus of the medium’s impact on branding, which is of great importance to savvy marketers.
Examples of topics in reports published this year by Millward Brown include engagement rates from rewards-based advertising and the role of location in creating relevant SMS campaigns.
Mobile’s use as a focal point in marketing mixes will only grow in 2014, and by examining the overall impact of the medium, Millward Brown has proved that it has the research chops to back up marketers’ continued investments.
Mobile Program of the Year: Starbucks’ SMS and MMS database
Starbucks’ continued use of SMS and MMS is the Mobile Program of the Year because of the marketer’s ongoing efforts to leverage the tactic in building the loyalty and CRM efforts.
Starbucks has accumulated a mobile database over the years that the brand then uses to push time-sensitive promotions and offers to.
This year though, Starbucks leveraged campaign-specific short codes and integrated MMS into its main SMS program to build a deeper relationship with consumers.
For example, the coffee giant ran an opt-in trivia sweepstakes this spring to promote its iced Frappucino products. In exchange for pushing out trivia questions, Starbucks also recognized the consumer’s device to tailor video and image content towards (see story).
Starbucks' SMS and MMS campaign this spring
Starbucks also turned to SMS to build up petition signatures in October as part of a multichannel campaign to end the shut down of the United States government. The company set up the campaign-specific short code 20757, which was then later used to opt consumers into a holiday-themed SMS and MMS campaign (see story).
It is no surprise that the coffee giant rules the loyalty and mobile payment space, which all of the brand’s SMS and MMS efforts feed back into.
Once consumers text in the keyword GOLD to the short code 697289, they can sign up for the Starbucks My Rewards Program.
The program rewards consumers for paying for their orders via their account, and the brand’s iPhone, iPad and Android apps play a key role in how consumers are paying for coffee and redeeming rewards from Starbucks’ My Rewards loyalty program in-store.
Starbucks' mobile payment app
In April, Starbucks reported that 10 percent of U.S. revenue comes from mobile (see story).
Starbucks has proved to be a force to be reckoned with across all areas of digital and mobile, but it is the brand’s SMS and MMS efforts that are fueling Starbucks’ greater mobile strategy in acquiring and retaining consumers in its loyalty program.
Mobile Campaign of the Year: Chipotle’s “The Scarecrow”
Chipotle’s “The Scarecrow” is the Mobile Campaign of the Year for using a creative video to build up momentum for a mobile game.
Chipotle’s “Scarecrow” campaign was widely recognized this year because of its cross-screen initiative that stems from a three and a half-minute digital video that promotes an iPhone mobile game.
A screenshot from Chipotle's video
The campaign centers around educating consumers on Chipotle’s mission to serve up fresh, wholesome food as an alternative to processed foods.
The film was produced by Moonbot Studios and includes a remake to the song “Pure Imagination” performed by Fiona Apple.
A scene from Chipotle's mobile game
What makes Chipotle’s video and app stand out is its use of creative, which is still fairly new to mobile.
Ultimately the campaign promotes a mobile app, but Chipotle crafted the campaign into a creative, multi-screen effort that points to a deeper investment in mobile creative going into 2014.
Mobile Web site of the Year: Coca-Cola
When it comes to mobile Web, Coca-Cola understands that speed and performance are everything.
Coca-Cola’s mobile site has been named Mobile Web site of the Year because of the marketer’s comprehensive mobile site that serves as a hub for all of its brands.
Coca-Cola's mobile site
The soda giant’s mobile site is clean with the top-section of the screen dedicated to promoting new campaigns and products.
For a company such as Coca-Cola with a massive reach, a mobile site is a critical component to a bigger digital strategy. A mobile site in many cases is a consumer’s first interaction with a brand, and Coca-Cola puts its best foot forward with a easy-to-use and simple site.
Moreover, Coca-Cola’s site was voted the best-performing site by The Search Agency in October.
The Search Agency analyzed the Fortune 100 brands’ sites based on site format, calculated download speed, load speed, social media presence and app presence. Coca-Cola’s mobile site received a score of 4.49 out of 5 possible points for the marketer’s comprehensive approach (see story).
Additionally, Coca-Cola launched a long-term mobile project in April called the “Ahh Effect" (see story).
The “Ahh Effect” is Coca-Cola’s first all-digital campaign and targets teenagers who are increasingly relying on their mobile devices to play quick games.
Coca-Cola's "Ahh Effect" microsite
The initiative includes a microsite that links together multiple pieces of games and content. A total of 61 pieces of content are planned to ultimately be available on the microsite.
Coca-Cola’s “Ahh Effect” stands above other mobile Web campaigns this year since it is part of the soda giant’s bigger, overarching strategy to connect with teenagers through the devices that are practically attached to their hips — smartphones and tablets.
Mobile Application of the Year: Vine
Twitter’s mobile app Vine shook up how branded video content is created in January.
The app lets consumers shoot six-second videos that play in a loop and has been embraced by marketers as a way to push out quick video clips on a routine basis.
Vine claimed that it had accumulated 13 million iOS users when the Android app was rolled out in June (see story).
The Vine iPhone app
Video has been a selling point for big brands that have traditionally relied on marketing budgets dominated by TV and desktop ads.
However, with more consumers watching videos from their smartphones and tablets, moving creative spots to mobile has been a challenge for brands. Vine helps with this by forcing marketers to cut down a clip to the bare essentials.
Vine spurs mobile video craze
Brands including Dunkin’ Donuts and Mondelēz International’s Trident leveraged Vine to completely rethink the creative and time of a traditional television ad.
In fact, Dunkin’ Donuts created four TV spots for football season this year that recreate a memorable moment from a game in real-time (see story).
At the same time that Vine was gaining steam, Facebook introduced video into the Instagram app this year to compete head-on with Twitter.
Instagram then kicked its monetization strategy into gear with an advertising-supported sponsored posts. Going forward, Vine will also need to find ways to monetize the growing amount of video watched via the app in a way that does not compromise the user experience.
Mobile Evangelist of the Year: Vibes’ Jack Philbin
Jack Philbin has been a mobile advocate for the past 15 years since co-founding mobile marketing company Vibes, making him Mobile Evangelist of the Year.
Mobile marketing has evolved significantly over the past decade, and Mr. Philbin has pushed Vibes’ roots as a pager company into a full-fledged marketing company that works with brands including Sears, The Gap and Build-A-Bear Workshop.
Mr. Philbin is cofounder/CEO of Vibes
Chicago-based Mr. Philbin has most recently rallied the charge behind the non-payment mobile wallet space for retailers around Apple’s Passbook and Google Wallet. As part of this push, Vibes has published several reports this year that examine consumers’ interest in non-payment mobile wallets.
Mr. Philbin is also chairman of the Mobile Marketing Association and vice chairman of the MMA Global Board. In November, Mr. Philbin spearheaded a petition with the MMA and others in the mobile marketing space asking for the Federal Communications Commission to support mobile messaging.
Moreover, the Vibes executive has spoken at numerous industry events including the Chicago Association of Direct Marketing’s Mobile in the Morning, Adobe Digital Summit and the Customer Engagement Technology World.
The Mobile Marketer Awards were judged by the Mobile Marketer editorial team for overall excellence in mobile advertising, marketing and media from a strategic, creative, tactical, executional and results standpoint. All work considered had to be published in Mobile Marketer in 2013. All judging was based purely on merit.
Lauren Johnson is associate reporter on Mobile Marketer, New York
Related content: Strategy, Mondelez International, mobile marketing, mobile, mobile marketer of the year 2013, Macys, Time Inc, DDB Chicago, Millward Brown, Starbucks, Chipotle, Coca-Cola, Vine, Jack Philbin, Vibes
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