I NSIGHTS
Specializing in Digital, Branding & Promotions
XL MARKETING TRENDS
OVERVIEW
Technology’s rate of change, and
improved methods of measurement
and accountability, all heightened
by a recession and expected slow
to moderate 3% cumulative annual
growth in the general economy over
the next five years, are bringing
VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9
| The Trends Reshaping Marketing
forth the most dramatic shifts in
marketing ever recorded.
That’s why Moosylvania has
conducted primary and secondary
research to simplify and summarize
where clients should be focused
as they resume planning to move
forward.
We have studied best practices,
forecasts, and industry statistics and
utilized our globally-ranked research
facility to survey the industry to
identify the Top 10 XL Marketing
Trends that are shaping the way
consumers and businesses find,
learn about, buy and build loyalty for
products and services over the next
decade.
This report provides insight into
each growth trend and provides
real examples for context around
the discussion. For the super-high
growth segments like mobile, we
have numerous examples and are
also providing a resource tool for
brand marketers to access, that
provides a regular update of market
activity on an on-going basis.
Interestingly, just as we were
finalizing this report, the private
equity firm Veronis Suhler Stevenson
(VSS) released their 23rd annual
U.S. Communications Industry
1

Forecast. The company looks at
total communications spending from
consumers and businesses, and it
includes traditional and new media
along with information providers to
businesses, trade shows, education
and training, making its analysis on
of the most comprehensive of all
media analysis.
For 2009, VSS expects U.S.
advertising to end up declining 7.6-
percent, with a 1-percent decline to
follow in 2010 and expected growth
in 2011 - 2013.
The segments forecasted to decline
most rapidly in 2009, according to
the estimates, are newspapers (down
18.7 percent, to $35.5 billion);
consumer magazines (down 14.8
percent, to $11 billion); radio (down
11.7 percent, to $15.8 billion); and
broadcast television (down 10.1
percent, to $43.0 billion).
The firm expects a few sectors to
increase their advertising dollars
this year, including mobile (up 18.1
percent, to $1.3 billion) and the
Internet (up 9.2 percent, to
$23.8 billion).
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In spite of negative
trends, the media
industry is expected
to be the third-fastest-
growing economic
sector over the next
five years … almost
none of that growth is advertising and texting (33%),
forecast to come from and e-mail and in-game
advertisements (18.5%).
shrinking
The report notes that 2008 was the
traditional media. first time in the history of modern
electronic communication during
which consumers spent more time
with media they paid for, like books
In spite of negative trends, the
or cable television, than with ad-
media industry is expected to be
the third-fastest-growing economic supported media, like broadcast
sector over the next five years, after television and radio.
mining and construction. Almost Taking all of this into consideration,
none of that growth is forecasted and other interesting highlights,
to come from shrinking traditional statistics and case studies along the
media. way, we invite you to examine our
Instead, it will be drawn from areas report and reach out to us with your
like Internet and mobile devices questions, thoughts and perspective.
with a 10.2% compound annual
growth rate from 2008 to 2013,
Best,
branded entertainment at 9.3% and
word-of-mouth marketing and public RODNEY MASON, CMO
relations at 9.2%. 314.644.7987
RODNEY@MOOSYLVANIA.CO M
The fastest-growing forecast areas in
the report include paid interactive
HTTP://MOOSYLVANIA.COM /
television gaming and advertising
CONTACT.ASPX
(42.6%), mobile advertising and AND CHECK US OUT ON TW I T T E R
content tied to broadcast television TWITTER.COM/MOOSYLVAN I A O R
(35.5%), Internet and mobile home TWITTER.COM/RODMOOSE
video downloads (34.4%), mobile
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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

Herein are Moosylvania’s top 10 XL Marketing Trends that will reshape communications now and well into the next
decade. This list was generated through primary and secondary research, including key facts and statistics we will share
in the report, along with industry surveys conducted by our globally-ranked research facility. It is categorized, weighed
and measured based on overall growth, impact on the market and ability to maximize spend vs. return.

The Top 10 XL Marketing Trends ranked in order of priority are:

1. Mobile
GPS – Geo based messaging, Bluetooth – Acknowledgement of presence, Snap Tag/Bar Code –
Interactivity, Augmented Reality – Providing on the spot alternative and overlaid views and
Digital Video – Real time live feeds and on-demand.

2. Digital Video
TV everywhere, Web TV, Pay-per-view, Mobile, Klickable, Real-time live feeds, On-demand, Augmented
Reality overlays and Hologram videos

3. Social Networking
Twitter – What are you talking about? Facebook – Adding Value, Linked-in Groups, News Share
Communities, Location-based Communities, Bloggers, Ratings and Reviews and Wikis

4. Organic SEO
Embedded content in natural, reputable, third-party-links trumps Paid Search and Web rankings. How
to grow more offsite SEO for your brand.

5. Word Of Mouth
Building ambassadors through experiential incentives to share with friends and family.

6. Product Placement
e-Publishing via Kindle and other devices, In Game, Video (as TV leaps to web and phone, completely
different integration opportunities) and Augmented Reality.

7. Shopper Marketing
Retailers embrace solution-based selling to build traffic and raise average basket ring.

8. PR
Keeping the word out and spinning the spin to add heightened digital velocity.

9. Website
Mission control and the epicenter of your marketing universe.

10. Holistic Branding

Every touch point delivering a reason to believe.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

Consumer Snapshot – The Way We Were

It’s easy to see why,

A SNAPSHOT of where lower for everyday products.
consumers were just a few years above and beyond
ago helps anchor a foundation The opinion formed on the website is
of understanding around digital
technology adoption, the most influential driver to in-store
influence and creates a good starting online research purchase that a marketer controls.
point for determining where we Consumers’ overall opinion and
are headed. While the research continues to grow trust in a brand is based primarily
proved what we know today to be in importance for on a website’s relevance and visual
true about digital influence, it design. That means, it’s more
wasn’t acknowledged or embraced, consumers. important than ever to provide the
and even at this moment is just right tools and information that can
becoming widely accepted in be shared electronically, and to also
marketing circles. research products online. Just over
make sure the overall design of your
half of prospective customers visit a
website is appealing to customers,
According to a 2007 study by the product website when considering a
purchase. This number skews higher especially when compared to your
IBM Institute of Business Value,
for high involvement purchases and closest competitors.
75-percent of all retail shoppers
More importantly, 42-percent of
Websites are the Single Greatest Source online consumers report they have
changed their minds about the brand
of Influence for Online Consumers when
they were going to buy based on web
making Shopping Decisions exploration, as reported in AOL’s
RE SP O ND E N TS

Brand New World report in 2007.

That report also found online

research is the #1 way customers
make informed purchase decisions,
as 76-percent feel more empowered
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easy to see why, above and beyond

DOUBLECLICK TOUCHPOINTS IV, 2006
SURVEY QUESTION: “THINKING ABOUT YOUR MOST RECENT PURCHASE,
technology adoption, online research
HOW DID YOU FIRST HEAR… / HOW DID YOU FURTHER LEARN ABOUT continues to grow in importance for
THIS PRODUCT/SERVICE?” consumers.

4

EXAMPLE: Buying a washing machine
P R E - I N T E RNET
D I S C U SS I O N
WITH
SEARS
PA RT N E R
WHIRLPOOL
W I T H I N T ERNET
D I S C U SS I O N GOOGLE
WITH
PA RT N E R
YAHOO
SEARS ONLIN E
ONLINE
SO WHAT DOES or did the
purchase path look like? For high
involvement purchases, consumers
are conducting their purchase
research via discussions with trusted
family and peers on-line and off –
researching through opinion posts
and boards in the blogosphere and
using comparison tools found on
independent non-biased sites and
branded websites.
For lower involvement products,
brands that make connections to
influencers, adding value with easy-
to-use tools to make comparisons
and encourage educated decisions
that can be shared with others, are
pulling ahead.
As an example, right now, we’ve
found through our studies that
over 2/3 of all consumers we have
surveyed make a list before they go
to the grocery store, and this list
is heavily influenced by price and
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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions
DISCUSSION WITH
PARTNER + DECISION
GOOGLE CHEAP
WASHING
MACHINE
SITES
DISCUSSION
WITH
PEERS SEARS ONLINE
product opinion research on-line.
As the recession set in and
newspaper circulation has gone
down, coupons that are e-mailed,
texted, posted on blogs, linked
to banners, and other electronic
formats, have grown exponentially.
Rapid technological changes are
spinning the new digital decision
model on its head with advanced
interactivity and location-based
identification. All digital influence
trends are beginning to shift. This
migration will continue well over the
next 10 years as the web and mobile
become one and the same.
For the U.S. market, mobile will take
over as the #1 way people access
the web by 2010. What’s beginning
to take shape is a migration to
true and meaningful, geo-based,
behavioral relevance. That is why
top investment analysts and our
independent research are forecasting
X L M A R K E T I N G T R E N DS
SEARS $ PURC H AS E
STORE
WHIRLPOOL
$ PUR C H AS E
SEARS
STORE DEC I S I O N
OFFLINE ONLINE
mobile to be the most influential
medium as it pertains to purchase.
Take the mobile spin and add
another significant migration to what
we have identified as “E-Versioning”
of traditional media – or the
morphing of existing traditional
media into digital formats – and
you find the customer has an
extraordinarily powerful advertising
filter that delivers instant “truth and
information” directly to their hand at
a moment's notice.
Conventional media is still a
significant and important part of the
overall marketing mix, especially
from an awareness standpoint. But
alone, it no longer works. What
follows are XL Marketing Trends that
will reshape the future of marketing
and, together with conventional
media, will change the marketing
landscape over the next 10 years.
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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

Mobile – Anticipated Spending

THE SMART PHONE will
become the #1 way US consumers
access the web by the end of 2010.
The math to conclude this is simple.
Cell phones outnumber computers
3 to 1. Smart phone penetration is
already in the double digits in the
US, 20% and growing at the time
this document is being written, and
only needs to equal 34% to surpass
computers. Best Buy conducted
a survey in 2009 that found 40%
of all non-smart phone customers
intend to purchase one within the
next year.
Combine that with the fact that
wireless phones in general have
much greater use incidence than a
computer, as they are always on and
always with consumers, and it’s easy
to see why mobile marketing
is quickly becoming a game-
changing medium.
Marketers believe The Future Of
Mobile is here and now. We surveyed
the marketing industry and asked,
“Will your marketing initiatives
include Mobile and, if so, do you see
the budget growing or contracting
over the next year?”
“If you simply implement mobile into
your existing marketing initiatives so
those people who want to interact
with you via mobile can, then you
will see results.”
“User-driven systems are the future
of mobile marketing. Effectively
marketing on mobile devices
will require that developers take
advantage of the unique qualities
of the mobile platform, like location
based services and two-way
communication.”
“An interesting question and
even more interesting timing. We
are evaluating mobile for our
business now.”
“We are mostly seeing B2C rather
than B2B and definite interest from
some clients on mobile apps.”
e-Marketer’s forecast for mobile
marketing expenditures for the next
five years projects growth of more
than five times over the $648M
spent in 2008. This projection
includes mobile message advertising,
display advertising and search.
But that’s only half the story on
expenditures.
As consumers begin to use mobile
more and more to access the
internet, it is imperative marketers
have a mobile strategy for where
the lines are blurred. Simple things
like developing a mobile version of
your website because Google Ad
Word buys include mobile search
(whether you specify them to or not),
acknowledging that e-mail is read
both from computers and handheld,
and being relevant for digital content
to be experienced on handhelds are
all immediate fixes most marketers
have yet to address.

We received a resounding, “yes!” -

mobile will be included and budgets
are growing. Some interesting
verbatims from our study that speak
to where mobile is now and in the
near future include:

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Moosylvania I NSIGHTS
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Office Depot distributes coupons via e-mail. But try to redeem one from your handheld, as we did in our retailer
mobile audit. You might find a store manager refusing to redeem the coupon because there isn’t a system in
place for mobile coupons, even though the coupon is why the customer came into the store and it is shown to the
manager in an e-mail on an smart phone screen.

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Moosylvania I NSIGHTS
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Comscore’s look at changes in mobile expenditures between May 2008 and April 2009 shows a variety of varying
industries migrating to mobile. The big climbers are personal care products, apparel, accessories and luxury
goods and movies.

8

Moving is what makes mobile
marketing different from any other
medium. It’s the actual connection
between click and brick. Movement
means you have the opportunity to
communicate with your audience when
they are in the right location and frame
of mind to make a purchase. Mobile
holds the greatest chance for impulse
purchases and is why mobile is proving
to be the most granular direct-response
tool in the marketing arsenal.
So mobile’s significance cannot be
ignored. But where do you begin?
Accessing the web via phone is
different than accessing it with the
computer. In this discussion, we will
touch on immediate mobile marketing
opportunities and where things are
headed in the next few years.
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“I can pull up by the
curb,
I can make it on the
road,
Goin’ mobile
I can stop in any street
And talk with people
that we meet
Goin’ mobile
Keep me moving,”
– Pete Townsend, The Who
The real energy driving smart phone The Moosylvania
demand is the combination of:
Smart Phone Qualitative
1. Simplified interfaces, Study of Smart Phone
Users found:
2. Information always with you at your
fingertips and 1. Over half have more than 10+ Apps
on their phone,
3. GPS location-based capabilities.
2. More than half will not pay more
We conducted a survey representing than $5 for an App, but a surprising
smart phone users across the country 8% would pay more than $10
in various ages, usage and another 8% would pay
types and age groups more than $20,
to find out the kind
of Apps smart phone 3. Over 2/3 prefer Apps to Browser
users choose and
actually use. 4. Facebook is easily the most used
and most popular of all Apps.
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Moosylvania I NSIGHTS
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HOW MANY Apps do have on your WHAT ENTICES YOU to download

smart phone? an App?
• 54% had more than 10 – 54% A few common comments -
• 46% had less than 10 – 46%
• 27% had 30+ – When I realize it will make whatever I am doing
• 16% had 20-29 faster and easier.
• 10.5% had 10 – 19 – …functionality and convenience, and also what
people are tweeting regarding that application.
WHAT WOULD YOU PAY for an App – …if it satisfy my needs exactly.
you like? – Realistic usability…
• 11% wouldn’t pay – It must make my life easier and make it faster to
• 11% less than a dollar retrieve info I want.
• 43.2% less than $5
– If I think it will be very useful or entertaining.
• 19% less than $10
For me, it's probably mostly about entertainment.
• 8% less than $20
• 8% more than $20 – How fun it is.
– Its use to me and function.
DOWNLOAD an App or Browser for – How relevant it is to my routine.
Mobile Site? – Recommendations and reviews from
• 67.6% prefer Apps vs. 32.4% for Browser trusted sources…

WHAT IS YOUR favorite application that

HOW DID YOU HEAR about Apps
you have used on your smartphone,
you use?
and why?
• App Store – 65%
• Friends – 60% • News, sports, weather, location and Facebook topped
• Reviews on Internet – 32% the list.
• Ads on TV or Internet – 8% • Special Interests – music was tops, followed by
• Other 18.9% games and a variety of other options

WHAT IS THE APPLICATION you use

most often?
• Facebook won resoundingly, followed by e-mail and
maps

10

I Want My Mobile TV!
MOBILE VIDEO AND TV are so
big, we save this discussion for XL
Trends Chapter 2, which covers the
#2 XL Trend, Digital Video.
But, now that we understand where
the consumer was and where the
current numbers and projections are
leading, let’s look at the explosion
of mobile marketing ideas coming
from every corner of the world. There
are many tools that make mobile an
outstanding marketing platform. The
six characteristics that make mobile
our top XL Marketing Trend are:
1. GPS – Geo based messaging
2. Bluetooth – Acknowledgement of
presence
3. Snap Tag/Bar Code – Interactivity
4. Augmented Reality – Providing on the
spot alternative and overlayed views
5. Digital Video – Real time live feeds
and on-demand.
6. Text messaging – Direct
communication.
The following case studies provide top
line examples of leading edge mobile
programs that are proving mobile is
more than just a viable tool of the
future, it’s already delivering results
now. Immediately following these case
studies is a brief discussion around the
700 Mhz spectrum and the impact it
will have on the mobility with it’s much
greater bandwidth and reach.
VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS
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Specializing in Digital, Branding & Promotions
There are a lot of examples here, We offer the Tracker to brand marketers
but all the better, we’ve created an who want to stay abreast of the latest
addendum to this report we call “The trends in mobile. To access visit us
Moosylvania Mobile Marketing Tracker” online at http://www.moosylvania.com/
that provides weekly updates for best insights.aspx
in class programs. Currently the review
has over 160 total fresh programs
and growing.
MOBILE CASE STUDY
Warner Brothers – WAP, Bluetooth experience
BLUE TOOTH BASED PROMOTION - UK
“The Hangover” campaign, delivered via
a Bluetooth enabled network featured
the film's trailer and was sent to mobile
phones via Bluetooth over a one-week
period. Consumers that walked into the
proximity of a Bluetooth-enabled “pod”
were sent an alert on their mobile screen
asking if they would like to download a
trailer for “The Hangover.” They could
then download an application to their
phone, where they selected what type of
content they wanted to see.
A Bluetooth-enabled network included kiosks in 85-percent of Britain’s
cinema chains, the top 15 largest shopping malls in Britain, and a
network of more than 500 clubs and bars, as well as Premiership Football
Club stadiums.
Consumer activity was measured in bar locations of the network and
verified by ABCe to the industry-agreed standards and metrics agreed by
JICWEBS.
Confidential measurements included an audit for the campaign that was
based on unique Bluetooth devices that successfully accepted the trailer;
Bluetooth downloads, which tracked the number of times the trailer was
downloaded; and exposed Bluetooth devices, which counted the number of
devices detected during the campaign period.
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Moosylvania I NSIGHTS
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MOBILE CASE STUDY

Barcode Tagging – Japan, U.S., Western Europe

TAGGING WITH PHONE CAMERAS

Spyderlink allows customers in the U.S. to take

pictures with their phones of special logos and bar
codes for informational and promotional messaging.
The process, which is new in the U.S., is widely
used in Japan to identify everything from price
checks to food content and time-specified, in-store
redeemable coupons.

In Japan, barcodes are used for a variety of

information including identifying food origin
and content.

Spyderlink drives promotional messages and offers

Barcodes are used in video on TV and the
in the U.S. to phones.
web in France to access further content and
information.

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MOBILE CASE STUDY

Deal Chime - U.S.

REPLACES THE FSI

Deal Chime mobile App and website replace the FSI with a mix of alternative out-of-home and social media to
reach 10x the audience for the same cost as a standard FSI, while delivering greater flexibility in mobile coupon
messaging.

Consumers can find deals based on their specified distance from their current proximity. Coupons include map
to specific retail locations and can be customized by location, retailer, time of day, etc.

Moosylvania developed Deal Chime in conjunction with alternative out-of-home specialists, MacDonald Media,
electronic media specialist, Media Partner Group and leading data measurement and management
agency, hawkeye.

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MOBILE CASE STUDY

Armani Exchange – Global in 26 Countries

MOBILE AD CAMPAIGN

The campaign built on Armani's existing Text A/X

initiative, which allows people to opt-in from the
desktop Internet to receive text messages about
new collection arrivals, exclusive offers, A|X events,
and mobile downloads.

The new A|X mobile advertising campaign was

designed to leverage and drive consumers to a
specially designed mobile website where they can
sign up for Text A|X, find stores near them, watch
videos, see images of the new 2009 Spring lines,
and read the A|X Styletraxx blog.

The engaging iPhone text, banner and canvas ads

highlighted the most current design collections.

The iPhone accounted for one-third of mobile Web

traffic worldwide and half in the U.S.

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Moosylvania I NSIGHTS
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MOBILE CASE STUDY

Nestlé Cozi – U.S.

FAMILY ORGANIZER TOOL

Cozi is a free service available on mobile and online that helps busy families organize and simplify their daily
lives. The service is now available at http://www.nestlefamily.com and is a branding tool for Nestlé.

With Cozi, shopping lists are available whenever and wherever consumers need them. Consumers can upload
their shopping and to-do lists. When they need the lists they can call Cozi toll-free from any mobile phone to
have their schedule or grocery list read or texted to them.

Families can easily collaborate on things by sending a grocery, shopping, or to-do list, or even the day's
appointments, to themselves and other members of the family via mobile.

Users can get appointment reminders by text and email. Consumers can even sync their calendars with
Microsoft Outlook.

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Moosylvania I NSIGHTS
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MOBILE CASE STUDY

Unilever's AXE – U.S.

MOBILE FLASH

The campaign utilized new Greystripe technology that

translates Flash applications into formats that can run on
the iPhone.

The AXE “Dirty Night Determinator” experience was

created to support the launch of the AXE Detailer Shower
Tool. Axe is using the iPhone to reach 18-34 year old
male demographic, which is especially prevalent amongst
iPhone users and mobile gamers.

What started as an online Flash game, where the users

interact with the ad to calculate how “dirty” their night
will get, migrated to mobile with a Greystripe technology
that can convert Flash apps into a combination of java
and html to run on the iPhone, and provide an experience
similar to Flash.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Universal Studios – U.S.

BLUE RAY DVD INTERACTION

Universal Studios turned Apple’s iPhone into a remote

control, allowing consumers to control content on their
Internet- and Wi-Fi-connected Blu-ray players via their
handset.

The company is delivering a variety of iPhone and iPod

touch-enabled features on its Blu-ray releases. This
functionality launched in Apple's App Store on July 28,
coinciding with the 2-Disc Special Edition Blu-ray release
of the box-office smash “Fast & Furious.”

Blu-ray is a next-generation optical disc format developed

to enable recording, rewriting and playback of high-
definition (HD) video, as well as storing large amounts of
data. The format offers more than five times the storage
capacity of traditional DVDs and can hold up to 25 GB on
a single-layer disc and 50 GB on a dual-layer disc.

Consumers are also able to access bonus content found

on their Blu-ray disc and download it into their iPhone
and iPod touch to watch features on-the-go, use the
devices as a virtual remote to control their Blu-ray disc
features and access additional detailed information about
the film and its cast while watching the movie.

The platform is also set up to integrate with social

networking applications and sites such as Facebook and
Twitter to let users update their friends about movie-
related activities.

With iPhone or iPod touch in hand, Blu-ray viewers can

use their devices' touch screens to control 360-degree
views of the Fast & Furious’ supercharged street-racers
and instantly punch up exclusive technical specs for the
film's high-tech cars.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Envivio – U.S.
TV ON THE SMART PHONE

iLiveTV is available now for iPhone users and a private demonstration can be
found at www.envivio.com/solutions/ilivetv.php.

Envivio iLiveTV gives subscribers all of the time-shifting and on-demand

capability they expect at home, but makes it available anytime, anywhere on
the iPhone.

Since iLiveTV supports the advanced capabilities of the iPhone OS 3.0’s

new mobile video format, it can adapt to available bandwidth, optimize full
screen video playback and increase battery life.

iLiveTV comes readily equipped with all the software necessary to deliver
protected video from standard Web servers.

MOBILE CASE STUDY

Audi of America – U.S.

iPHONE GAME TO SELL DISTINCT OWN-ABLE DIFFERENTIATOR

Using the iPhone’s accelerometer, players experience one of the world’s

most notorious races, the 24 hours of Le Mans. Racers compete against
the clock and opposing race cars.

The plot centers on the 2008 duel between upstart Peugeot and the
Audi teams that had won seven of the previous 24 Hours of Le Mans
competitions. NFL Films helped with the storytelling, behind-the-
scenes access.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Molson Coors – UK
PROXIMITY CONTESTS

Molson Coors ran a Bluetooth-based proximity-marketing coupon campaign in

the UK to drive traffic into bars and encourage more people to try its Carling
brand beer.

A pub quiz application, delivered via Bluetooth across a network of pubs in

Britain, prompted patrons to enable Bluetooth on their mobile phones to take
a branded quiz for a chance to win a free pint of Carling beer.

Bluetooth, text and rich media were combined to send content such as
wallpapers, video clips, games, music clips, vouchers and links directly to
consumers’ mobile phones.

If consumers answered a certain number of questions correctly, they received

a voucher via SMS for a free pint of Carling beer. In the first two weeks, the
campaign achieved a 9.4-percent redemption rate. Pubs also saw an increase
in foot traffic during non-peak times to redeem their vouchers.

MOBILE CASE STUDY

Heineken – Brazil
iPHONE APPS

Heineken is targeting young adults in Brazil with a free application for the
iPhone and iPod touch.

The app includes a GPS-enabled Bar Finder and a Party Maker, which
provides detailed instructions for planning a social event. Using Google
Maps features, The Bar Finder helps find the nearest bar selling Heineken.

Consumers can find the bar by type – restaurant, pub, night club, etc. –
choosing from a menu, then generating the most direct route to get there
from the current location.

A list of taxi services and a calculator that determines the appropriate

amount of Heineken and ice necessary for a specific party are included.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Best Buy - U.S.

MOBILE ADVERTISING WITHIN MSNBC APP

Best Buy is running mobile advertising within the new msnbc.com application for the iPhone and iPod touch.
Ads encourage consumers to click for the deal of the day or be linked to Best Buy’s Twitter feed.

The App offers the same content as msnbc.com. The application incorporates a nav dial that users can tap to
access the news topics that best fit their interests along with NBC News, MSNBC cable shows, blogs and Twitter
streams straight from their mobile phones.

User settings make it possible to scan and scroll through content, play and pause video, choose and read news
stories, and tweet articles or follow tweets from NBC News and MSNBC cable anchors.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Hardee’s – U.S.
MOBILE AD SUPPORTED PROMOTION

Hardee’s asked consumers to think of names for its new miniature biscuits product via a promotion centered
on mobile advertising.

The Hardee’s campaign delivered geo-targeted advertising across sites and applications frequented by males 18 -
49. Banner ads were run on a collection of social networking, entertainment, sports and lifestyle
mobile properties.

The mobile-optimized Web site NameOurHoles.com collected suggested names for the biscuit holes, as well as
other user profile data such as zip code, email and phone number.

The data was transmitted to the website database, where the suggested name was inserted into television spots.
Consumers could opt-in to Hardee’s CRM program from the landing page.

The mobile site also featured rich media such as videos of the TV spots, viral branded mobile greeting cards sent
person-to-person, site forwarding and product information.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Harper Collins – U.S.

CONNECT PRINT WITH PHONE

Harper Collins linked print and digital content through a mobile

marketing campaign with the book releases of L.A. Candy and The
Amanda Project, along with the paperback release of the best-seller,
Freakonomics. The product leverages digital channels such as 2D bar
codes, mobile sites, social networking features, mobile video and
SMS to allow a direct connection between book publishers and on-the-
go readers.

The campaign has “watch it,” “send it,” and “read it” features all in a
very compact site. The Amanda Project is an interactive series that is
available as a printed book, complemented by an online adventure and
will also incorporate codes to extend the reader’s experience.

Users can download the free application from http://m.harpercollins.

com to their smart phone and scan the 2D bar code with the camera in
their mobile phone.

The codes can be found on the back of book jackets and on other
select marketing materials. They will link the user to a mobile site with
exclusive content on the author and the book.

No matter where users are, they can

read a Q&A with the author, share the
new site with their friends via SMS and
access video content.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Doritos/PepsiCo’s Frito-Lay – U.S.

TEXT-BASED PROMO

Doritos Blast Zone enabled consumers to text to enter for a series of prizes that get more intense as the
promotion goes on.

The consumers text keyword BLAST to short code CHIPS (24477) to enter the Blast Zone promotion. The
program is supported with radio ad with the mobile call-to-action.

Prizes include:

• Xbox-related prizes

• Free Doritos products

• Chance to attend NASCAR driving school

• Fly in a MIG fighter aircraft

• Fly in the Vomit Comet, a plane that replicates zero gravity.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Hyatt Hotels & Resorts – U.S.

MOBILE RESERVATIONS AND CHECK-IN

Microsoft’s Bing powers Verizon Wireless mobile search. If consumers search for Hyatt and click on the result,
they will be redirected to Hyatt’s mobile website.

With Verizon Wireless, Hyatt can reach 86 million subscribers, and is taking advantage of Verizon inventory for
this particular initiative, getting consumers to book rooms and check in and out using their mobile phone.

The program is designed to provide customers with a faster and more convenient way to find Hyatt hotels,
book rooms, view and change reservations, check in or out, receive special promotions and access general
information on-the-go when using the carrier’s Mobile Web service.

The synergy between mobile search and mobile display showed similar results, with mobile display
experiencing a 350-percent lift in ad recall and a 125-percent increase in brand recall through the
inclusion of mobile search ads.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

VH1 – U.S.
LIVE REAL-TIME CONNECTIVITY WITH BROADCAST SHOW

With its “Watch and Discuss Live Chat” application, VH1 lets TV
viewers use their mobile phone to chat in real time with friends, fans
and celebrities while watching TV programming. TV viewers can use the
product to ask a question of a show’s host or a reality show cast-off to gain
a behind-the-scenes perspective on the show as they watch it.

MOBILE CASE STUDY

Schlage – U.S.
MOBILE ADS AND DEMO APP

Schlage’s integrated marketing campaign for its Link System, a

product that uses wireless technology to allow consumers to monitor
door locks and provide remote access from any computer or mobile
phone device with Internet access, includes mobile ads on Yahoo
and MSN. Once clicked, the application opens to fill the screen to
provide a demonstration. The application works as if the user already
owns the service, showing them how to unlock doors or adjust
thermostat and lighting settings.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Coldwell Banker – U.S.

INTEGRATION WITH OUT-OF-HOME

Coldwell Banker Real Estate hosted an interactive billboard in New York’s Times Square that displays
requested home listings in real time.

The billboard is part of a larger program the company has been implementing to provide interactive and
engaging ways for people to search listings, find brokers and learn about local communities when and where
they want to.

The billboard asked people to text the word “homes” and any zip
code to a promotional text code. Within moments, the highest-,
median- and lowest-priced properties in that area were displayed.
Coldwell Banker also sent a text to the phone with a link to more
information.

Coldwell Banker launched a customized online platform for iPhone

users specifically designed for smaller screens to make it easier
to search for real estate listing while on the road. The platform
includes a home-value estimator and search functions to find a
home and agent.

And through a partnership with YouTube and Google, the Coldwell

Banker on Location Channel debuted in May and is populated by
brokers and sales associates. The number of videos on the
channel has grown to 3,000, after launching with 300 pre-
populated videos.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

American Airlines – U.S.

MOBILE WEBSITE LAUNCH PROMOTION

American Airlines teamed up with Nokia to run a sweepstakes to promote the airline’s new website, AA.com,
available on mobile devices.

The sweeps was found at http://www.AA.com/promo where visitors could learn about the mobile-friendly
website, which launched in 2009. There, people entered the “On the
Move” Sweepstakes for a chance to win a trip or Nokia N95 phones,
among other prizes.

The site also included a game, which asked players to help one of
two characters, Frank and Fran, get to the airport on time using
AA.com mobile. The game included three scenarios asking people to
navigate through piles of e-mail, dodge open door meetings and avoid
coworkers trying to intercept them on their way out of the door. At
the end of each segment, the site offered information about different
features of AA.com mobile.

Visitors to the mobile version of AA.com using any Web-enabled

mobile device were entered for a grand-prize of 100,000 miles.
People could earn up to three additional sweepstakes entries by
sending the details to a friend.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Victoria’s Secret – U.S.

PERSONAL PURCHASES

Mobile is considered a highly personal medium, and Victoria’s Secret tapped into that with a mobile
e-commerce site and a text-message campaign to promote the site.

Users can shop the Victoria’s Secret catalog that is available on the retailer’s main Web site or in print by
entering an item number into a “Catalogue Quick Order” box. Once they’ve located the item they want, they
can then buy it securely over the mobile site and check the status of
their shipments.

In a recent survey, Harris Interactive found 45% of those polled

consider shopping by mobile phone to be “somewhat safe.” But
that confidence rose among the 18-34 age group, 59% of whom
found mobile shopping “somewhat safe,” compared to 34% of those
over 54.

Users can also purchase gift cards from the site, either on plastic or
in an e-card form that can then be e-mailed to a recipient and used
for online purchases.

Mobile customers can opt-in to receive notice

of new products, special offers and promotions
either via e-mail or text message. They can
also sign up for alerts without going to the
mobile site by texting START to the short code
26435 (ANGEL).

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Hallmark – U.S.
MOBILE GREETINGS

Hallmark Mobile Greetings is a mobile application downloadable to handsets, from which users can
send – for 99-cents – a Hallmark greeting card message, where recipients click on a "next" button to get
to the inside card.

The mobile cards are intended to go beyond what might be considered traditional text messaging. It’s taking
the words and adding an emotion to them.

MOBILE CASE STUDY

Vegas – U.S.
MOBILE SEARCH CAMPAIGN AND WEB SITE

Vegas.com has seen ad click-through rates as high as 20-percent for their

iPhone and Android search ad campaign and attributes solid conversion rates
for the Vegas.com campaign to the mobile platform.

Search ads appear next to search results on iPhones, Palm Pre and devices
running the Android operating system. The campaign targets consumers looking
to book travel to Las Vegas.

The major advantage to using this type of search campaign is the entire website
serves up to consumers looking for information about Vegas. The campaign first
launched in 2008 on the iPhone to raise awareness for services.

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 VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS

Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Nike – U.S.
RUNNER PERSONAL TRAINER

Nike introduced its new Nike+ SportBand and a mobile site designed to give runners Nike+ data and access
to other runners wherever and whenever they need it.

The Nike+ SportBand gives runners real-time performance feedback on their distance, pace, time and calories
burned with just a glance at their wrist. Nike also redefined the online running experience by giving users
access to their Nike+ accounts right from their mobile phones.

The Nike+ SportBand features a new screen with a white background to enhance visibility and a welded seal
to improve water resistance.

Runners who enjoy listening to music may continue to hear their run details through the Apple iPod nano,
iTouch or iPhone systems. Runners sync their runs with the Nike+ mobile site in order to check their progress
via mobile.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

Time Inc. / Sports Illustrated – U.S.

2-D TAGGING MOBILE TECHNOLOGY

Time Inc.’s Sports Illustrated allowed its readers to get a sampling of the SI swimsuit pictures delivered to
their mobile phone via multimedia messaging.

Readers of Sports Illustrated’s June 29, 2009 Swimsuit Vault issue could take and send a picture of a 2D bar
code to receive the photo spread, which includes between seven and 14 pictures delivered via a single MMS,
depending on their phone's capabilities.

The mobile technology delivers optimized multimedia content to both smart phones and standard
feature phones.

Every participant's camera phone works instantly, without having to download a code-reading application or
incurring the costs of accessing the mobile Web without a data plan.

The creative in the return message is optimized for every handset on the market, based on the requesting
phone's technology requirements, media player and screen size, which allows marketers to return high-quality,
optimized creative to every participant requesting content.

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Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions

MOBILE CASE STUDY

GM's Chevrolet Spark – India

BLUETOOTH MARKETING CAMPAIGN

During the Chevrolet campaign, which ran over a single weekend, existing BluFi infrastructure in the
well-known mall in Bangalore was converted into a “Chevy Zone” that delivered 11,000 downloads to
consumers' phones.

Chevy Spark LPG cars were exhibited in a Bangalore mall that were enabled with Bluetooth transmitters.

Posters and banners around the mall and stickers on the car were used to educate consumers about
the activity.

Customers who switched on their mobile Bluetooth and accepted messages from GM could download
wallpapers, car details, specifications in animated format and details about dealerships selling
General Motors vehicles.

Consumers in other parts of the mall who had activated the Bluetooth feature on their handset received
a message about the car prompting them to check it out in the exhibition area.

32

Layar – The Netherlands
AUGMENTED REALITY
Layar allows viewers to point their Android video
phone where they are physically located and overlay
information on top of their view. Point your video phone
in the neighborhood you’re in to find homes for sale,
apartments for rent, the closest restaurants or bars.
YouTube Video of Layar Demonstration
VO LU M E 2   :   I SS U E 1 FA L L 2 0 0 9 X L M A R K E T I N G T R E N DS
Moosylvania I NSIGHTS
Specializing in Digital, Branding & Promotions
MOBILE CASE STUDY
Other augmented reality tools that work in similar
fashion include:
TwitARound – U.S.
This allows Twitter users to identify proximity of where
the people they Twit with are located and interact with
them. TwittARound hasn’t made it into the iPhone App
Store yet; the iPhone SDK doesn’t provide public APIs
for manipulating live video yet.
Nearest Tube – UK
Provides overlays from the video viewer to find the
Nearest Tube Stop (subway stations) in London, all
prioritized by location with specific details about each.
TAT Augmented ID - U.S.
This App uses Flickr facial recognition technology to
identify a person’s face and pull up the online profile
they have preselected and contact info.
Wikitude – Austria
Point the mobile camera at an object or location and
get a resulting display of information related to the
objects in view. The latest version includes socially-
aware geo-tagging where you can log in with an existing
Facebook, Twitter, Google, or Yahoo account and add
location-based information that other users will be able
to access later at that same spot.
33

700 Mhz
MOBILE HAS TREMENDOUS
bandwidth on the horizon. 4G
is now being launched in select
markets which will improve current
speeds and challenges with the U.S.
Mobile Web. One option for much
greater bandwidth in the U.S. is
the 700Mhz spectrum vacated by
television broadcasters when they
moved to HD this year. The Federal
government auctioned off the
spectrum last year and the reported
highest bidders were AT&T, Verizon,
Google and Craig McCaw – the
founder of Nextel who has his own
consortium in Seattle rumored to be
partnering with Sprint.
What will happen when 700 Mhz
is unleashed? The Internet will
be omni-present – with access
pretty much everywhere at speeds
that can deliver seamless two way
live video streaming. The Obama
administration is cautiously
probing the industry to understand
the immediate and long term
implications of the 700 Mhz release,
as it is a tremendous game changer
that could eliminate large industries
overnight if unleashed without
a plan.
For example, Google requested
and was granted, that if a bid of
more than $4B came in from a
single party for the spectrum, the
Moosylvania is “The Great State of Design” where insights are Hatched in our globally ranked research facility and nurtured by experts in the fields of Digital, Branding
and Promotions. Great design is more than the extraordinary composition of creative elements; it is a process of originating and developing a concept from insights and
a carefully constructed strategy – all designed to achieve measurable results.
©20 0 9 M O OSY LVA N I A T H E G R E AT STAT E O F D E S I G N
All rights reserved. No part of this work may be reproduced without express written permission of Moosylvania Marketing.
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Federal Government would approve
the ability for consumers to choose
their access provider at a moment's
notice, and all devices would allow
the switching to a new access
provider instantly.
What this ultimately would lead
to is pretty much everyone with a
mobile device would have two way
video communication access at
unprecedented speeds for virtually
little to no charge. This sounds great
for consumers. But what happens
to the infrastructure if there are no
revenues to support it?
Eventually a solution will come to
pass, the Genii will escape the bottle
and communication will change in
ways like you’ve never seen it in its
X L M A R K E T I N G T R E N DS
most advanced interactive forms.
Look for that to come to fruition
within the next 5 years.
There’s always more!
There are more than 160 mobile
examples on the “Moosylvania
Mobile Marketing Tracker” that is
updated weekly. We offer access to
this engine to brand marketers who
want to stay abreast of the latest
trends in mobile. To access visit
us online at http://moosylvania.
com/Insights.aspx and request your
password. While there you will also
find chapters 2-6 of “XL Marketing
Trends” when they are released
sequentially in 2009 and several of
other white papers we’ve generated.
Questions, thoughts or suggestions
reach me at:
RODNEY MASON, CMO
314.644.7987
RODNEY@MOOSYLVANIA.CO M
HTTP://MOOSYLVANIA.COM/
CONTACT.ASPX
AND CHECK US OUT ON TW I T T E R
TWITTER.COM/MOOSYLVAN I A O R
TWITTER.COM/RODMOOSE
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IN
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