In Ermangelung gut dokumentierter mobiler Kampagnen hier bei uns in Deutschland, schauen wir mal wieder in die USA. Dort hat RadioShack, eine Elektronik-Handelskette, gemeinsam mit Greystripe und InsightExpress eine Mobile Advertising Kampagne durchgeführt. Einige recht interessante Ergebnisse, insbesondere die Tatsache, dass Frauen zwischen 25 und 34 Jahren am besten auf die Kampagne ansprachen.
Results from RadioShack’s mobile ad campaign indicated a significant statistical increase in unaided brand awareness from exposed respondents. Awareness levels rose from 15.8% to 24.2%, an increase of 8.4%. Additionally, there was a 5.9% increase in the number of respondents who agreed that RadioShack is a “Top Wireless Store.”
Interestingly, a closer look at the brand metrics by gender revealed that the ad campaign resonated best with the female audience, as several significant metric increases were observed within this segment, The campaign also performed well with respondents aged 25-34. Among this group, unaided brand awareness increased by 10.9%, while the “Top Wireless Store” metric jumped 16.7%.
Finally, according to the study, the campaign outperformed mobile norms for unaided brand awareness by 2.2%. Compared to online campaign statistics, the mobile campaign came in 3.8% higher for brand awareness and 1.6% higher for purchase consideration.
Zum Kampagnendesign und Aufbau der Kontrollgruppe:
Greystripe teamed up with marke research firm, InsightExpress, to gauge the effectiveness of the campaign using the mobile-focused research tool, Mobile AdInsights. The research solution measured the attitudinal effect of mobile advertising via a test/control methodology. InsightExpress studied RadioShack’s ad campaign on the Greystripe network from 5 – 19 February 2008, with a total of 516 mobile respondents participating in the study. 285 respondents were exposed to RadioShack’s mobile ads and 231 were unexposed. Respondentswere gathered from the Greystripe mobile network and syndicated partner sites.
Leider war nicht viel zur eigentlichen Kampagne zu finden. Nur das hier:
In-game mobile ad network operator Greystripe has revealed the results of a recent mobile advertising campaign with electronics retail chain RadioShack. Greystripe developed the campaign RadioShack to drive key brand and persuasion metrics in order to increase awareness of and purchase consideration for the RadioShack brand.
