powering up sponsorships & events with mobile …...powering up sponsorships & events with...

Powering up Sponsorships & Events with Mobile

Engagement

Tom Daly, Coca-Cola Darin Wolf, Live Nation Dorrian Porter, Mozes

1.  How mobile is changing the live event experience

2.  Incorporating audience engagement into a mobile marketing strategy

3.  Converting participation into long-term engagement

4.  Best practices for building a successful mobile engagement strategy

What you can expect in today’s webinar:

Defining mobile engagement

•  Messages and photos to screen (fan-generated content)

•  Mobile contests/sweepstakes

•  Votes, polls and surveys

•  Celebrity or team voice messages, video clips and photos

Live Nation concertgoers have chance to upgrade their seats via mobile

NASCAR fans use their mobile phones to send messages to the screen at the Coca-Cola 600

Attendees of the Essence Festival sponsored by Coca Cola text for chances to win VIP tickets

Viewers of ABC’s Country Music Awards text to win a guitar during on-air broadcast

Why mobile at live events? •  The future of mobile marketing is about context – people in the right place at the right time to receive the right message

•  Live events are a very social, focused time

•  Between 5%-50% of live audience members will participate in a mobile campaign, such as a contest, poll, or through fan-generated content

Darin Wolf"EVP & General Manager"

Live Nation Network

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500 mobile tickets requested by 3,000 people in 30 seconds

Tom Daly"Director, Mobile & Search"

Global Connections"The Coca-Cola Company

MOBILE & SPONSORSHIPS

Sponsorships are key marketing assets

Why is mobile perfect for events?

“Our challenge is to balance inspirational & operational marketing, while creating engaging experiences. Mobile-based programs will play an increasingly critical role because they allow us to connect with people in exciting, immediate ways with the right message at the right time.”

Sharon Byers, Vice President of Marketing Asset Activation – Coca-Cola, N.A.

1. Out of home

2. In context

3. Connects the offline to the online world

Engagement leads to ongoing relationships

Coke BBQ Tickets"Text-to-Win

FRIDAY AT ESSENCE Live attendance: 20,000 Messages sent: 14,161 Entries: 7,472 Unique entries: 3,145 Opt-ins: 706

15.75% of audience engaged with Coca-Cola digitally at the concert (most more than once).

23% who engaged opted for an ongoing connection to the brand via mobile phone.

Mobile expands to a broad portfolio Coca-Cola Beach Spring Break

Coca-Cola Football Mexico National Team

Calle Ocho Festivals

Live Nation

NASCAR

Sprite Step-Off (City tour)

July 4th celebrations

POWERADE NXTPROS

THE MODE MATTERS

SMS Dominates •   If your aim is global reach, there is still only one answer - SMS

•   Why? 4 Trillion+ Reasons in 2010

Stars in the Milky Way: 400 Billion

Mobile Web: From Waystation to Destination

•   Mobile Web quickly achieving ubiquity •   The rise of the smart device •   Faster networks •   Lower data costs

•   In high-penetration smart-device markets, consumption shifting quickly from PC to mobile •   Video use skyrocketing

•   Mobile Web represents the access method in many emerging markets that did not previously enjoy broadband

•   What does this mean? •   If you brand via TVC’s, you might want to pay attention •   Your consumers aren’t visiting your site on a standard PC - time to mobilize •   SEO matters now more than ever

Apps: The Best Ones Deliver…

Voice

Sound Personal

Updatable

Sight

Movement

Connected

Combining modes is key We look to leverage the right mode at the right time

SMS works best for speed & immediacy…

… but it leads to rich experiences.

EXPORT & GLOBALIZE From Best Practices to Pilots and Beyond

Scanning for Mobile Success •   Coca-Cola a large ecosystem with

multiple players driving mobile marketing every day

•   Corporate/HQ •   Regional •   Brand •   Ad Agency Partners •   Bottlers

•   We aggressively scan the system for success

•   Analyze •   Apply local lessons to build toward global opportunity

•   Why would this work anywhere else? •   What makes this market unique?

•   Author Best Practice •   Distribute around System •   Lather, Rinse, Repeat

Inspiration All Around Us •   We don’t lean on only examples that touch the Coca-Cola system

•   We actively participate in MMA, GSMA, CTIA and other industry groups, events in order to knowledge share

•   Inspiration and success stories can be drawn from hundreds of sources

Building toolkits and repeatability 1.  Send the right message to the right consumers at

the right time at thousands of events to contribute to overall CRM strategy

2.  Accessible pricing to marketers of all sizes through standardization and greater scale

3.  Rely on partner for analytics and integration into other digital platforms

4.  Constant education, training & improvement of capabilities

Where to begin? •  Pick one upcoming event, or event driven program, in the first quarter of 2012 to build your mobile success story

•  Build your mobile strategy with a partner that incorporates text messaging, mobile web and apps, and tie it to your overall digital strategy and goals

•  Mozes and Live Nation can provide compelling opportunities to enter mobile engagement and live events

Dorrian Porter "CEO"

Mozes"dorrian@mozes-inc.com "

Thank you! Questions for speakers?