The Soccer World Cup is already well underway, and true to Brazilian culture and traditions, the event is proving to be a colourful blend of skill, entertainment and the obligatory side dish of on-and-off the field drama. Bets are raging and already people are splitting allegiances and choosing new finalists to support.
At least 40% of world viewers follow live score updates and text commentary during a game via their mobile device. Wouldn't it be the best World Cup result if your mobile campaign was tapped into this captive audience?
Well, here are six easy steps to connecting your brand to the world stage by Channel Mobile:
Keep it simple
All great mobile campaigns start with a simple question. The questions that require short responses gets the largest feedback. So if 48% of football fans attend live football matches, it makes sense to base your current mobile campaign on a live game. Can you just imagine the response rate? Your potential captive client, sitting watching the game, and receiving an sms at half-time with a question that just happens to include your brand name.
Get your business scoring like the Brazilians! Surprise your potential client with an unexpected one-liner. 47% of online football fans watch live streaming of games and events; why not give them an unexpected message and get mobile couponing on board? Give your potential client a discount offer on a cup of coffee, favourite beer or beverage after a selected game.
Keep to what you are all about in your mobile campaign. If you're selling oranges make sure people know you for the best oranges around. Then include your other products such as your orange juice line, orange peeler, etc. A good mobile campaign is built around a brand that knows what people think of it. Visual or mental stimulation targeted at specific genders, also always do the trick. Keep in mind that 69% male and 31% female fans follow football on their mobile device.
Use a USSD string (what is USSD? You know that funny-looking *100# number you call when topping up airtime? That's USSD. USSD has the unique advantage of offering a simple browsing experience through a menu system.) to speed up your connection with your targeted audience. A USSD string is the perfect way to show your audience just how quickly you can respond to their needs. The USSD string allows your client to voice their issues, choose which method of response they prefer, and within a matter of minutes their issues will be dealt with.
Relate your mobile campaign to the emotion of the beautiful game. Playing off certain players' personalities and reactions in a game is a great way to engage your captive audience. So get your clients to give their take on a player or a game using your short code, and make it exciting by attaching a prize for added value.
Tell a story
Make them continue the journey with your brand and the Soccer World Cup through a link in your mobile marketing campaign. A link to continue the journey and a well-designed mobi site will ensure that you see an increase in traffic and a great return on investment.
There's absolutely no reason why you and your brand should be left out of the exciting opportunities this World Cup brings, just because you're not in Brazil! So if you want to gear your brand for growth, act fast and kick-start your brand's World Cup mobile campaign today!
Digital Manager at Channel Mobile, devising strategies, improving usability, design and content is all in a day's work. I also ensure management of the various digital platforms and responsible for Channel Mobile's online reputation.
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Channel Mobile is a mobile marketing agency based in Cape Town, South Africa. We specialise in developing messaging software solutions and mobile messaging applications as well as strategise, develop and execute mobile campaigns for corporates and advertising agencies.
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