marcom09 tomtom hd traffic widget
DESCRIPTION
Presentation from TomTom and Beemway on the MarCom09 in Amsterdam on Wednesday 3-JUN-09TRANSCRIPT
1
Beemway Client Case:TomTom HD Traffic Widget - Route to Success
3 juni ’09 Michiel Rademakers, Martin Voorzanger
2
TomTom in a nutshell
TomTom is the world’s leading
Provider of portable navigation devices!• A focused technology company delivering the most
innovative, most easy to use and safest products
• Founded in 1991, publicly listed in 2005
• Active in more than 30 countries
• 45% market share in Europe, over 20% market share in the US
• Group Revenue 2008 €1,75 billion
33
Best
routes
Best
maps
Best
traffic
info
• Best traffic information HD Traffic• Best maps Map Share• Best routes IQ Routes
First to revolutionise routing: Introduction of unique technologies
4
HD Traffic A new standard in Traffic Information
20092009
20092009
• Traffic updates every 3 minutes, sent directly to your device
• Covering all major, regional and urban roads
• Highly accurate delay, travel and arrival times
• Automated rerouting for alternative, quicker routes
Improving the driving
experience with a unique and unrivalled traffic information service
5
HD Traffic on TomTom GO940
6
How does the user get traffic information?
Radio MobileTV Web PND
Routes.tomtom.com
Philips Net TV
Tomtom.com/widgets
Online marketing strategy: creating awareness by showcasing HD Traffic on different platforms and drive (recurrent) traffic to TomTom.com
7
Traffic viewer on tomtom.comwww.tomtom.com/hdtraffic
8
Integrated in Route Plannerhttp://routes.tomtom.com
9
Partnerships
Philips HD Net TV
http://startpagina.nl/verkeer
10
What is a Widget / Gadget?
• A widget displays web content from external sources and can be embedded into a blog, social network site or other web pages.
11
User benefits
The TomTom HD Traffic widget allows users to:
• Benefit from TomTom’s unique HD Traffic offering for free (real-time updates, delay time, coverage)
• Receive the latest traffic information before you leave• Get HD Traffic information in their personal environment• Be able to personalise our service
12
Agency Selection:
Why Beemway?
• Share button (2 clicks)• One update for all social
networks / start pages / blogs• Pan European distribution
through Beemway platform (soon USA)
• Experience & Client cases• Analytics
13
Multi platform distribution: Web, Mobile, TVReach Audience of millions with Beemway
14
TomTom HD Traffic Widget1st TomTom Widget
15
Initial Planning
Launch: March 10 2009
Countries: UK, DE, FR, NL, CH
What we track:• Number of Installs• Usage - Views / Clicks• Traffic to tomtom.com (Unique Visitors, Returning Visitors)
16
Promotion / Seeding
• Landing page• PR• Seeding at Forums / Communities• Newsletter• Promo boxes / Links TomTom.com• Google joint promotion (Adwords)
17
Joint promotion Googlehttp://www.google.nl/intl/nl/landing/hdtraffic/
18
Landing page TomTomwww.tomtom.com/widgets
19
Results: Over 200k installs, 3m page views!Average of 2,700 installs per day and continues to grow
•
# 1 traffic widget in UK, FR, DE, NL, CH
Tota l Num be r of Tom Tom W idge t Ins ta lls s inc e La unc h M a rc h 1 2
0
50,000
100,000
150,000
200,000
250,000
3/12/ 2009
3/19/ 2009
3/26/ 2009
4/2 /2009
4/9 /2009
4/16/ 2009
4/23/ 2009
4/30/ 2009
5/7 /2009
5/14/ 2009
5/21/ 2009
20
What’s next? Sneak Preview
