Recognition supports the need for brands to make mobile an
integrated part of their marketing mix to efficiently engage with
consumers
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What:
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Today, leading global provider of mobile marketing and advertising
technology and solutions, Velti,
and Ford Motor Company announced that their joint December 2011
campaign was named the 2012 Mobile Merit Award winner for the Best
Brand or Agency in Mobile Marketing. The Mobile Merit Awards
recognize companies, individuals and technologies that have shaped
the way in which the world communicates. They note the excellence
achieved in the global mobile industry.
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Why:
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With more and more consumers engaging with the majority of their
content on the go, Ford Motor Company saw an opportunity to better
engage with their current and potential customers where it’s most
convenient for them: on their mobile devices. According to an eMarketer
study, in 2011 average time spent with mobile per day represents
10%; meanwhile, mobile had less than 1% of total ad spend. Given
Velti’s world leading technology platform, Ford selected Velti as
their strategic technology partner for its highly-targeted,
interactive and measurable mobile campaign.
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Campaign:
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In December of 2011, Velti engaged with Ford to develop an
innovative way to create awareness towards Ford on mobile.
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Velti leveraged the mGage platform to develop a mobile presence that
enables consumers to access and engage with information across all
devices, including smartphones and feature phones. Some features
include:
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• Easily discover information for all Ford vehicles
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• GPS enabled to search for dealers and their inventory based on
current location
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• Request a local quote and drive in store customers
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• Register to get updates and information on future vehicle
releases
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• Enhanced 360 degree vehicle views
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• Social sharing elements to promote earned badges and content
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Assets:
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Velti’s CMO Krishna Subramanian (based in San Francisco) and Ford
Motor Company’s Digital Marketing Manager Trisha Habucke (based in
Detroit) are available for interviews
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Ford’s xHTML site: m.ford.com/index;
Ford’s HTML5 site:
m.ford.com/smartphone
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Velti, CMO, Krishna Subramanian: “This award is a testament to
all the hard work and creativity of our joint teams—we’re thrilled to be
given this honor. Our goal every day is to work with the best brands, to
build the best products that drive consumer adoption and loyalty, and we
truly accomplished that with this campaign. We were excited to begin the
relationship with Ford last year, and we look forward to the great work
to come.”
Ford Motor Company, Digital Marketing Manager, Trisha Habucke:
“We partnered with Velti to take our mobile vehicle shopping experience
to the next level. Since launching our new mobile web optimized site, we
have seen a nice increase in all key shopping indicators which
reinforces our 'right content on the right device at the right time
philosophy'.”
