In many mobile marketing campaigns high performance content and real-time marketing have masses to gain if they deploy a powerful social ideas quickly and with a genuine tone of voice. Even with a bit of serendipity, companies have equal opportunity to come out strong and those that are able to punch above their weight in terms of revenue and visibility stand to catch the attention of consumers and gain brand infusion.
On March 21st 2012, Red Tomato Pizza introduced ‘The VIP Fridge Magnet’ to the world. In a movie trailer-style YouTube video, a log-line of “this summer, when your hunger is ravishing, but your fridge is empty, there is one device that can change your destiny” grips interest way before the innovative use of mobile technology and immersive interactive marketing. This campaign seemingly takes you away from your phone and wallet and places you in a new world of mobile commerce.
This is how it works. The Dubai-based pizzeria sends their VIP customers a small magnet (in the shape of a pizza box, of course!) to their loyal pizza patrons. The small magnet device uses Bluetooth technology that works with any mobile phone–even older models–as long as it’s Bluetooth enabled. A push of the button on the fridge magnet sends a preset order directly to Red Tomato Pizza and a delivery is set in motion! An SMS confirmation is sent and if the button was pushed by mistake, a SMS text can be sent back to cancel the order. A preset list of favorite pizzas can be managed on the company’s website.
This viral mobile campaign serves as an example of an emerging trend that using mobile engagement in creative ways will gain you mass social currency and either a burst of brand activity or long-lasting brand infusion. In the case of Red Tomato Pizza’s VIP Fridge Magnet? It’s already working. With a high quality video released quickly and broadly, the reach is well beyond their perspective customers. Not going unnoticed is their genuine tone of voice and ability to use everyday mobile devices in new and innovative ways.
Beth Koemans is a student in the Master of Communication in Digital Media (MCDM) program at the University of Washington. You can follow Beth on Twitter @SocialBeth.