Who says brands aren�t running mobile marketing campaigns?

By Mickey Alam Khan

May 11, 2009

Mickey Alam Khan is editor in chief of Mobile Marketer and Mobile Commerce Daily

That lament -- that brands aren't serious about mobile marketing or even ready for the channel -- should be put to rest once and for all.

Yes, it seems that even after hitting key milestones -- 270 million U.S. mobile phone subscribers, nearly 40 million smartphones nationwide, 40,000 iPhone applications downloaded more than 1 billion times, 99 percent ubiquity with SMS service on all phones -- some marketing and agency executives still need evidence that mobile marketing is in rude use.

Well, here's a compilation of the top headlines from Jan. 1 onward that ran in this publication focusing on brands engaged in mobile marketing and commerce. Feel free to forward to as many clients and prospects as possible for them to click through. Maybe they will want to become a headline, too.

Sunglasses giant Oakley runs mobile ads to promote gear

David's Bridal launches multichannel mobile effort for prom season

Arby's uses mobile coupons to generate buzz for new Roastburger

Pernod Ricard's Malibu adds mobile to marketing mix

Audi of America uses mobile to reach new consumers

1-800-Flowers launches multichannel effort targeting Mother's Day shoppers

Dairy Queen mobile ads see 22 percent CTR

Kraft Foods uses mobile for new instant coffee brand

Nationwide Insurance targets drivers on iPhone

Starbucks runs mobile coupon loyalty program

Mobile commerce trial works with Jack in the Box and First Data

Puma enlists mobile help for grueling sailing race

Discovery Channel launches cross-network ad campaign with Microsoft

A|X Armani Exchange breaks first mobile ad campaign

Ralph Lauren's Rugby.com tackles mobile

Procter & Gamble's Charmin brand runs first mobile sponsorship

Kellogg runs MMS campaign for cereal recipes

BMW Germany uses MMS to drive tire sales

Johnson & Johnson's Zyrtec runs mobile banner campaign on app

Days Inn targets opted-in mobile database with IVR push

New York Yankees run ad-supported SMS alerts

MasterCard outlines mobile strategy

Jiffy Lube launches geo-targeted mobile coupon campaign

Levi's Dockers runs mobile ads in Pandora app

Time Inc. begins rollout of ambitious mobile plan

Volkswagen Polo app breaks download records

Maryland Lottery launches mobile marketing program

Tylenol, Splenda, Honey Bunches of Oats test mobile advertising

Levi's Dockers brand launches first motion-sensitive ad for iPhone

MGM Mirage debuts mobile marketing programs across properties

American Idol amplifies reach with new iPhone app

Nissan, Infiniti use mobile to increase customer interaction

Domino's Pizza increases its breadth in mobile

Unilever's Axe runs mobile marketing campaign with MTV

Nike takes NikeWomen Training Club mobile

Home Depot, Weather Channel expand partnership to mobile

American Airlines debuts mobile feature for loyalty program members

Yamaha uses mobile to create buzz around new motorcycle

Adidas runs mobile campaign to promote sportswear

Yahoo wants to become mobile gateway for Internet

Microsoft makes ambitious play for mobile

Porsche mobile effort outperforms online display ads

Nike breaks mobile bar code campaign at Mountain Dew event

Cold Stone Creamery targets families with mobile in-store push

Retail giant Target intensifies mobile-shopping effort

Fast-food chain Subway launches mobile ordering system

Hooters chain takes calendar girls mobile

Big City Burrito sees traffic from mobile coupons

CNN.com Mobile claims branding lift for The UPS Store ads

Guinness looking to take mobile pint campaign nationwide

Jiffy Lube mobile coupons bring 50 percent new households

Relaunched Financial Times mobile site identifies user profiles

Johnsonville Sausage runs Super Bowl mobile marketing campaign

Little Caesars sweepstakes campaign sees 62 percent opt-in

Retail giant H&M runs multifaceted mobile marketing campaign

Sephora launches mobile service to assist shoppers in-store

Jack in the Box launches mobile coupon campaign

Why Barack Obama is Mobile Marketer of the Year

Kroger supermarket chain expands mobile coupon promotion

Nike quietly debuts mobile app for soccer fans

Ed Hardy mobile coupon campaign sees 74 percent opt-in

Comments on "Who says brands aren�t running mobile marketing campaigns?"

1. Frankie Delemont says:

   May 17, 2009 at 6:15pm

   Nice article.
   
   It is true that there are a lot of analogue people still out there?
   
   Many of them with job titles like "interactive" or "digital". Most still don't know what texting is yet? They would much plaster a web address up on a TV ad than a mobile Short Code? Duh?
   
   Some North American brand managers are pessimistic about mobile yet their UK, European operations are already doing mobile.
   
   The digital and mobile divide is closing but there is still along way to go in North America.

2. Art Welsh says:

   May 15, 2009 at 12:56pm

   This is an excellent article. Thank you. As we build out our mobile coupon site, http:www.gopons.com, we are still seeing resistance. Too many vendors look to traditional advertising as the model for establishing a mobile campaign.
   
   The mobile world is not the same as the newspaper world. So much is dependent on social networking, and creating and promoting a loyal network for your business.
   
   Too many businesses think that you can drop an ad on a phone and people will come running. We are finding that a comprehensive campaign that includes an on site promotion with incentives to fill out a form for more offers will help get the ball rolling.
   
   Still, articles like this one really helps with industry awareness. Thanks.

3. marci troutman says:

   May 11, 2009 at 7:50pm

   Excellent article! We are working with many, many brands that have a focus on 2010 to launch mobile products - its coming and soon.