Good And Mad Mobile Marketing Examples

A piece in the current New Media Age magazine caught my eye earlier.

First Choice, a travel firm here in the UK, has reported a disappointing response to it's latest mobile campaign.

The campaign relied on on users testing "holiday" and their email address to a shortcode and they'd receive an SMS response and an HTML email with a brochure in.

This really seems to defeat the object of using mobile to me. What benefit does the user get from SMS'ing in? The campaign relied on the user wanting an email from First Choice, so why not just use a home computer to request it without the cost of an SMS and having to divulge your mobile number? There was no additional benefit for the user by using mobile in this case.

First Choice however are putting the blame on a lack of prominence for the service in their advertising. This may also be a factor, but I think they really need to give the users something unique.

Proctor and Gamble seem to be taking a far better approach to using mobile with their current campaign for Head and Shoulders shampoo.

Their campaign encourages users to SMS in and they receive a car racing game for their mobile in return. The game is also multiplayer and has an interactive scoreboard.

This really seems like mobile advertising and brand building done right. The user gets something of value that they'll reuse, and in the process keep seeing Head and Shoulders brand.