Samsung

Background

Samsung created its “Fun Club” as a way to engage Samsung mobile phone owners and to help them get the most from their phones. Samsung provides content such as games, ringtones, and wallpapers that are designed specifically for Samsung mobile phone models.  It was looking for a new way to use rich multimedia to promote the ‘Skipping Stone’ game to customers.

Objectives

• Give Samsung FunClub members a rich experience that informs them of exclusive content and offers
• Drive trial and then purchase of the Skipping Stone game
• Enable users to click from the offer straight through to purchase

“Rich mobile marketing has proven itself as a highly effective way of driving download traffic and keeping Fun Club members informed of the latest content. After the success of the ‘Skipping Stone’ campaign we are looking into other ways that mobile marketing can enable consumers to get more from our multimedia handsets.” - Martin Kolek, Content Manager, Samsung Mobile.

Solution

Samsung engaged Enpocket to create a mobile marketing campaign promoting Skipping Stone using the graphically rich MMS channel. With MMS, Samsung could use attention-grabbing graphics, audio and text to engage audiences and also provide a sneak preview of the game.

The MMS promoted iPlay’s widely acclaimed mobile game, and then gave recipients the chance to instantly download a free demo using a WAP link embedded in the message. Once respondents had trialled the free demo they could then go on to buy the full game. Enpocket’s award-winning MMS Creative Team developed the campaign creative. Then Samsung used the Enpocket Marketing Engine to deliver the MMS messages across four mobile networks and to measure results. 

To see the campaign go to http://www.enpocket.com/static/samsung.html

Results

• The MMS achieved response rates of over 15% and a conversion rate of 2%
• The campaign offers quantitative proof that mobile marketing using rich media can dramatically outperform traditional direct marketing channels