Mobile communications (mobile messaging, graphics, and custom ringtones) is more than a
technical revolution, it is a cultural revolution. This revolution has swept the globe,
and now it is reaching the United States.
The recent statistics on mobile communications are staggering:
- There are over 781 million mobile phone subscribers worldwide, and growing.
- Over 1 billion SMS messages sent per day worldwide, and growing sharply.
- Wireless usage is dramatically on the rise in the U.S. According to IDC
(one of the world's largest technology research firms), the number of wireless subscribers
in the United States as of March 2002 stands at 130 million, and growing rapidly.
Here are some examples of how companies are working with mobile service bureaus around
the world to build brands, expand customer base, and generate unparalleled buzz and
response:
Case study: The Cadbury campaign in the UK
Cadbury chocolate successfully uses SMS (short message service) to
connect with customers.
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A book/movie tie-in that brings the product home
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SMS and sweepstakes: a sweet combination
Case study: Coca-Cola builds a brand through mobile graphics in
Singapore
Through an infectious, grass roots mobile marketing campaign, a new
Coca-Cola brand rockets to the number one soft drink within 9 weeks.
Coca-Cola sent out a mobile graphic of their new fruit drink mascot,
Qoo, to 500 young people, who then sent it on to their friends, and
within weeks over a half a million people had received the ad and
pushed the Qoo drink to number one.
Case Study: Cellphones may be key to cleaner air in Philippines
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In Manila, a high-tech campaign is launched to stop polluting vehicles.
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