This article, ‘Are You Getting Your Pizza The Mobile Pie’ was penned by Myxer’s Chief Evangelist and “man-about-the-country,” Jeff Sass, and originally appeared @ his blog.
I had the pleasure of participating on two panels and giving a “spotlight” presentation at DigiDay: Mobile in NY on Monday. Nick Friese, Tameka Kee and the entire DM2 Media team run a great series of events focusing on all aspects of Digital Media, and my employer Myxer has been happy to be one of the sponsors of both DigiDay: Apps and DigiDay: Mobile. I enjoy speaking before a crowd, and had some fun this time bringing along an edible “prop.” The description of the session and video of the presentation is below. What do you think? Does the idea of “branded mobile content” resonate with you? I welcome your thoughts and feedback in the comments.
FREE Branded Content: Mobile For The Mass Market: Apps, apps, apps. Location, location, location. These are the incessantly buzzing Buzz words of the day. But the majority of U.S. mobile subscribers don’t have a Smartphone yet, and they have little interest in sharing their every move with friends and marketers. How do brands reach the masses of the mobile marketplace in fun, engaging and attention getting ways? With branded personalization content that rings true across all handsets, smart or not. Brands from GEICO to SKITTLES to FORD to ORBIT and more have leveraged the broad reach of free branded mobile content to establish lasting engagement with consumers.
So, did the little piggy cry “weee, weee, weee— all the way home?” Guess you’ll have to download the ringtone from the widget below to find out!
It turns out Da Vinci isn’t the only one who can get a bunch of people worked up about a code. For many years now the Mobile Industry has been excited by the prospect of using barcodes to connect the real world with the virtual world. I know this firsthand as back in 1998/99 I was co-founder of a company called BarPoint.com, and our entire business was built around the concept of entering or scanning a barcode on your phone and instantly getting back product specific search results and comparison shopping information. Can you say “ahead of our time”?
That Was Then, This Is Now
Flash forward to 2010 and the age of the Smartphone. Thanks to the proliferation of cameras in every phone the idea of scanning a barcode from your phone is becoming more and more common. There are now a number of companies and apps cleverly and creatively using barcodes to extend and simplify the process of accessing mobile content and interacting with physical media to trigger actions on your phone. It gives a new meaning to “point and click!” One of the the barcode formats growing in popularity is the QR Code (or “Quick Response” Code), the funny looking box above and below that you are starting to see cropping up in more and more places, from billboards in Times Square, to the backs of business cards.
The QR MyxerCode
A QR code can include an embedded link, and the software that your cameraphone uses to read the code can launch your browser and take you right to that link with a single click. It is EASY and Myxer likes EASY, so we have now added a unique QR Code for virtually every item, Artist and Content Partner on Myxer – over 5 million unique QR Codes! If you are downloading content from Myxer.com you can simply point your scanning ready phone’s camera at the QR Code on any item or artist page and get the link right to the mobile download on your phone. If you have a smartphone you may need to first download a Barcode Scanning app, and if so you can find a few suggested free ones here.
Cut And Paste, Point And Click
If you are an artist or brand with content on Myxer, you can easily “right click” on the code and save your Myxer QR Code as an image you can use on your own site, or even in printed materials to make it easy for your fans to point and click to get right to all your content on Myxer. Even better, not only does every item on Myxer now have a QR Code, but every item and artist also already has a customizable SMS keyword (Text “YourName” to 69937) so between the SMS code and the QR code, any phone can easily get to your content from anywhere you place the codes and SMS instructions. Cool!
Try it now and get a free laugh from the the “Can You Hear Me Now” ringtone by scanning the code below, and if you don’t have a scanning phone just Text “joelhaas 499″ to 69937 or click here.
From the North Shore to New York City, from the late 60′s to the early 80′s (and on into syndication), the world was crazy about Hawaii Five-O. For twelve seasons, this stellar crime drama with its jaw-dropping, beautiful tropical backdrop became a television staple. Now in 2010, the show everyone’s been asking about will make its debut— the all new ‘Hawaii Five-0.’
Myxer is proud to be a part of the mobile campaign, and ecstatic to be a distribution point for one of the most addictive ringtones around! Check it out here and have your phone “hangin’ ten” in no time. Be sure to “catch the wave” and get ready for the premiere of the all new Hawaii Five-0, airing Monday September 20th at 10/9 C!
This article, ‘Location ROI: The relevance of interruption,’ was penned by Myxer’s Chief Evangelist and “man-about-the-country,” Jeff Sass, and originally appeared @iMediaconnection.com
Location, location, location…
William Shakespeare once said, “All the world’s a stage, and we are merely players.” That was then and this is now. Now all the world’s a location waiting to be “checked in” at! Our modern lives are nothing more than a growing trail of digital breadcrumbs as we actively, and passively, broadcast our every move to friends and strangers alike. Despite the perceived perils of privacy (or the lack thereof), the liberation of our location is not necessarily the epitome of all evil. There can be benefits to location awareness, if we are just aware of them.
You are here…
There is no question that we live in a mobile world. Numerous studies predict that there will soon be more mobile phones than there are people on the planet, and just as many studies state that in a matter of years more people will be accessing the internet from their mobile phones than from desktop and laptop PCs. Thanks to the proliferation of these mobile devices, and especially the growing popularity of high-end smart phones, complete with always-on connectivity and internal GPS functions, your very specific location can be made readily available if you so desire. To find someone today, you needn’t hire a spy or P.I., or secretly stash a tracking chip in their pocket. More than likely you can find them through one of the many mobile apps, social networks, and location-based services that they have opted into that share their location from their mobile phone, actively or passively.
Location changes everything…
For many of us, our mobile phone is the center of our daily universe. It is the focal point for our information, entertainment, and communications, and it has changed the way we look at advertising and commerce. As much as mobile changes everything, location changes mobile.
We have all heard that “content is king” but in an always-on, interactive, digital world, really it is “context” that is king. Context is especially important for advertisers and marketers who are reaching out to hyper-targeted consumers, leveraging the power of digital to narrowcast their offers and messaging to the audience they believe is most likely to respond. The person on a boat ride is not likely to be responsive to notice of an afternoon sale from a midtown retailer; however, the person across the street from the store is. If context is king, location creates context.
Location creates context and context creates relevance. In a mobile, location-aware world, everything should be relevant to your interests. The challenge for marketers is that most advertising is still an interruption. Worse, because the mobile phone is such a deeply personal device, and one we carry with us nearly 24/7, the potential of an ad being an interruption is amplified. The person relaxing on that boat does not want to be bothered by an ad on their phone for a sale occurring back on shore. For the person near the store, an ad about the afternoon sale is relevant, and thus to that person the ad is much less of an interruption. Hence, the Relevance of Interruption. Popular location services such as Foursquare and Gowalla are learning to leverage where someone “checks in” to deliver increasingly relevant offers. A check in at your office may present an offer for a discount at the Ben & Jerry’s next door (which happened to me). If you believe that at some level all mobile ads are interruptions, the more relevant the ad is, the less of an interruption it will be. Successful mobile advertising can be gauged by this new ROI — the relevance of interruption. And location can be a meaningful way to increase relevance and improve your standard ROI (return on investment).
Content can be relevant too…
Location-created relevance is not limited to advertising. Mobile content can also be more relevant based on a person’s location. We are just beginning to scratch the surface of what may be able to be done with “mobile aware” content that leverages a person’s place as well as their interests. For example, my company has launched an Android app called GeoPix that lets you set different wallpaper images for an unlimited number of locations, based on your phone’s GPS information. You can set a location zone of any size and then assign a unique wallpaper image to that zone. Then as you go about your daily routines, your phone’s wallpaper image changes automatically as you enter one of your pre-set zones.
As another example, music video site Vevo has announced that its upcoming iPhone App will be location aware and will recommend local artists that might interest you based on your location. It is likely you will soon see many more examples of ways mobile content can be influenced by a person’s location. Geo-based ringtones, music, and playlists are inevitable and will create more ways to make mobile a highly personal, highly relevant experience.
In a mobile world, location creates context, relevance and opportunity…
What do you think? Should mobile marketers be considering location and the relevance of interruption?
(This article is based on a presentation given at the 2010 SFIMA Summit. You can view the presentation slides here and the video here.)
Bonus content alert! A beautiful “location-specific” mobile wallpaper from our ‘Experience Colorado’ campaign:
We love accolades and awards just as much as the next guy, c’mon, who doesn’t? However, that’s not what drives us… What does drive us, though, is our sincere desire to empower bands and brands through the spirit of mobile, allowing them to reach and engage their fans and advocates– wherever they may roam.