This week, I want to share my thoughts on a presentation by Marcelo Castelo of the Brazilian Agency F.biz. Marcelo's presentation, titled "The Mobile as a Mass Media Channel With Internet Characteristics: The Possibilities of the Mobile Marketing" focused on case studies in mobile marketing from Latin America.
- “Nestlé Torce Por Você”, an SMS campaign for Nestlé with soccer idol Pelé as spokesperson. Consumers receive a code with the purchase of R$7,00 (approximately US$3.60) of Nestlé products which they send via SMS for a chance to win a prize. This campaign integrates all the elements mentioned above: user interaction, SMS for mass market reach and use of different media includes including advertising in magazines, newspapers and TV for consumer awareness.
- “Petrobras Mobile Racing”, this campaign for Petrobras (Brazilian Oil Company) was launched for the Salão do Automóvel (Automobile Showcase) and uses a different approach and different mobile device capabilities than the previous example: mobile games downloaded via bluetooth.
Marcelo shared many other interesting case studies, which are available at http://www.mobilepedia.com.br/. Please note this site and all information is in Portuguese. I will stay in touch with Marcelo to share more information in the near future.