When I first started out working in mobile the landscape was completely different to how it is today, there were no iPhones or Android handsets, GPS was just a twinkle in someone’s eye in Finland and about 5 people had 3G. This meant you were pretty much limited to the basics, SMS, MMS, WAP, Voice and Java apps. Although that might sound pretty crap it the good thing about it was that it taught you to think from the ground up and be creative with the features that nearly every single phone has today.
That’s why I’ve got much love for campaigns like the Nike ID MMS ‘footwear customisation’, everyone can get involved no matter what phone, the reach is immense (MMS handset penetration is over 95% in places like the UK).
I was very fortunate to work on the Vodafone account at Nokia Interactive (formerly Enpocket) which gave me access to unlimited amounts of MMS to test, innovate and just basically do cool stuff. We sent MMS communications to over 2 million customers each month (some examples in my portfolio) and it’s a great channel if done right, not just for ‘push’ advertising but ‘pull’ too.
Because we were doing up to 5 campaigns a week and really busy with deadlines etc, you tend to forget the significance of your work. And because we were sandwiched between two global mega-companies there were rarely any press releases or case studies. It’s a shame because we had campaigns that got triple figure response rates and uplift in services that no one talked about. If I would have had a blog back then it would literally have about 150 campaigns by now, however here is one I can share without any restraints.
The following campaign for Vodafone was created by the fantastic creative team at Nokia Interactive (who have now formed the mobile agency Movement London). Bit gutted I didn’t get to work on this one as I had already moved to user experience but it’s definitely one of my favourite campaigns to leave the company.
Vodafone ran their own set of concerts exclusively for customers called Vodafone TBA. We often did a large amount of activity at the events (ticketing, Bluetooth, etc) and built anticipation beforehand using messaging. Check out the video:
I think it’s a great experience that complemented the live gigs perfectly. The technology is complicated at the backend but simple for the user, just fire off a MMS and get a download for your video. Take it away and show or forward it to your mates. Done.