Mobile Marketing Campaigns - Helping Good Content Go Viral
(This is part 2 of our ongoing coverage on how to make the most of mobile marketing campaigns)
I always like to say 211(me) is as cool the person using it. Funny, but true. Any tool that allows for a creative process allows for many levels from lame to cool. Truth is ‘nerd’ is the new ‘hip’ in many ways, so uber cool may not be the way to go for your audience anyhow. Like all marketing appeals, knowing your audience, what they like and what they respond to is the make or break mark. If sarcasm and cheeky humor get their attention – stick to that. If promises of velvet ropes and red carpets are the VIP pass for your crowd, use it wherever you can.
One of the shortfalls of mobile marketing, in the past, was the hardship of the economy of words. With only 160 characters at your disposal, how do you captivate and motivate your audience – while still using texting shorthand that a general audience will actually understand? U for you and 2 for to or too is easily read by anyone, but WUCIWUG for ‘what you see I what you get’ may be a stretch for many to understand.
A great benefit of 211me is the ability to go beyond the 160 characters of SMS, while still utilizing the comfort zone (and reliability) of delivery on SMS. To make the best use of the pairing of SMS with the WAP Push to the mobile internet, make sure the ‘must have’ info is in the SMS, while feeding a ‘must see’ aspect to get them to click the link to the mobile internet and your unique content.
For any campaign you always want to be sure to include the who, what, where, when and why. For your mobile messaging campaign - save one of your W’s for the link, so they have enticement to click. For example:
In the SMS: Get passes 2 our next advance movie screening on 8/14 Email ur name 2 movie@quickwhatsup.com See the next movie to be screened: http://c2.211me.com/C46bf46
Which links to:
With the capability to make each line on the 211me mashup into an active link, you can easy expand the usability with links to details on the movie, links to sponsor websites as well as links for contact information including numbers, emails and even google maps.
For more tips on how to make your campaign, mobile and otherwise, viral - I would refer you to Mark Hughes, author of Buzz Marketing. In his book, Hughes outlines his keys for giving a campaign the wings it needs to build buzz, and spread virally:
The Six Buttons of Buzz
- The taboo (sex, lies, bathroom humor)
- The unusual
- The outrageous
- The hilarious
- The remarkable
- Secrets (both kept and revealed)
If it made you laughed, it will make others laugh, even if you do have a twisted sense of humor. If you are in the target demo, use it to your advantage. If the photo you use for your mashup makes you laugh and want to send it to your friends or colleagues – the chances are it will effect others the same way. Or, if you are out of the demo, have your sample audience on standby to gauge their reaction to your creative output. The simpler the better. The key is giving it the “You have to see this” appeal, that grabs their attention and drives them to pass it on to others.
Have you run a mobile campaign that caught on like wildfire? Do you have an idea for one that you are itching to try out? I’d love to hear from you. Feel free to comment or drop me a line at julie@211me-inc.com.
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