- Fluid'Advance – by Brieuc Saffré : Web, Advertising, Photo… by Brieuc

McDonald's Billboard in Picadilly Circus - London

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Upd/ Thank to a mail from Kristin Fletcher, from the agency Cramer-Krasselt, I received more information about this campaign, actualy, it was a mobile website, so it was not available only for iPhone but for all smart-phones in fact.

If I say « Porsche », you will probably think « too expensive ». Porsche USA realised that most of the people imagined higher prices than they actually were. With their agency Cramer-Krasselt, in a multichannel campaign, they created a mobile website to stop this stereotype with the fun claim « I can », it reminds me something but what ? The choice of the iPhone was also driven because the Porsche targetted customers were supposed to be « tech-savvy and connected« , I guess businessmen for example…

The results were quite amazing. Once again, the mobile results were much higher than the basic online campaign…

« The mobile initiative delivered 22 percent of the campaign’s overall digital traffic and the click-through rate was six times better than Porsche’s online display advertising.

Mobile generated three times the volume to Porsche’s call center than online and twice as many dealer look-ups.

The mobile site’s number of visitors was 40 percent higher than those to the online site, it was also claimed. »

This confirms once again this fantastic change from the MassMedia to MyMedia explained by Helge Tennø in the presentation « New Digital ? What is all about ?« .

Via Mobile Marketer.

I read a very interesting text written by Alex Bentley and Mark Earls about the marketing theories and their evolution with social media. I found this text a few weeks ago on 180 360 720 but I did not take the time to read it before today. I will remind particulary these ideas :

- « Pull and not push« , yes, now, people participate that’s the difference with all we know before with previous mass media. We already saw this kind of idea with Helge Tenno and especialy the change from « mass media » to « my Media ». Read more »

Very interesting presentation from (again) Helge Tennø, he made a very complete rundown of his last presentations. I already showed you several of them last months but this one has the advantage to join every one and gives an interesting result for brand strategy in the future (with mobile internet, the change from Mass media to MyMedia for example).

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