CRM - March 2009 - (Page 27)

INNOVATION NATION Facebook deemed the application a violation of its terms of service. But before the “Whopper Sacrifice”was sacrificed, Burger King had anointed a whole new category— “anti-social” marketing. Measuring success is, of course, subjective. Bradner says that Burger King and its ad agency, Crispin Porter + Bogusky, the SMS text-messaging standard, where users form words out of a random group of letters floating in colorful bubbles on a screen. In February 2008, the game made its big-city debut on Clear Channel’s massive Times Square Jumbotron. Stephen Randall, chief executive officer of LocaModa, said that the way to get users in turn, she recognizes the value of wireless technology and the service of AT&T. On a screen bigger than the squarefootage of many New York apartments, the company exploded a game once reserved as an individual pastime into a full-on social experience. AT&T Text Jumbli also appeared on 1,200 screens in bars, restaurants, and cafes across the nation. In addition to setting up a nationwide presence, Mobile Behavior helped the company come full circle with the introduction of AT&T Text Jumbli as an application on Facebook. In fact, to win, players have to be a “fan”of the game—thereby spreading the buzz even further. “It’s a good idea and a creative execution to add on to a multichannel, interactive campaign,” says Peter Kim, a former Forrester Research analyst who’s now a senior partner at Dachis Corp., a new enterprise social-technology company. Kim notes that, in fact, a prize isn’t absolutely necessary if brand engagement is the end goal and the text-messaging game itself serves that purpose. He does warn that, while Jumbli’s community aspect is attractive, the Facebook profile is relatively small considering the social network’s 150 million subscribers— and, worse, threatens to dilute AT&T’s brand involvement. “The engagement The campaigns that stick are the ones that don’t feel like campaigns. claimed the intent was to promote brand awareness and deliver on creative energy. In the battle of innovation versus success, she says, the decision often comes down to a debate between wanting immediate wins and establishing long-term goals. But now it seems the very nature of advertising has changed. It’s a new era where customers are bigger, faster, smarter, and to know them is to let them do their thing. At least, that was the choice of the innovative campaigns we’ve highlighted here. Whether or not they worked—that is, regardless of whether they could be shown to have generated increased sales— these campaigns are among a handful that have a role in revolutionizing how we interact with print, mobile, video, the Web, and even house parties. TRIPLE WORD SCORE Word scrambles are the type of games we stealthily play when we should really be doing work. It’s edifying our minds!, we tell ourselves, typing feverishly to feign efficiency, a finger poised to hit the escape button at any hint that someone may be coming. Not often do we think to play these games sitting at the counter of our local bar, and certainly not as we stand in the middle of the tourist Mecca that is New York’s Times Square. Phone and cable service provider AT&T tapped into the verbal zealot in us all when it partnered with Massachusetts-based LocaModa, a software platform provider that allows mobile-phone users to engage with digital signage networks. LocaModa created Jumbli, a word scramble based on www.destinationCRM.com hooked on mobile is to turn the device into “the remote control of your life.”With this motto, it’s not hard to see why AT&T got on board with LocaModa in November 2008 to create AT&T Text Jumbli as a way to promote four of AT&T’s textmessaging phones. The player with the highest cumulative score and/or the highest-scoring word won a free phone. The prize itself was beside the point, says Jason Newport, chief marketing officer and managing director of Mobile Behavior, AT&T’s agency of record. “You’re being recognized and individualized for your performance,” Newport says. This recognition, he adds, goes both ways: The user is rewarded for her performance, and, In just under two weeks, Burger King managed to induce Whopper-loving Facebook users to “kill off” hundreds of thousands of friends—the world’s first “anti-social marketing.” CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2009 27 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - March 2009

CRM - March 2009 Contents Front Office Reality Check Customer Centricity The Tipping Point Stay Tuned Stimulating Citizen Experience CRM on Twitter Retailers Face Reality Making Relationships Matter Required Reading We the People Innovation Nation CRM and the iPhone Looking to Score The Virtual Welcome Mat A Tough Transition Made Easier A Training Regimen Gets Rigorous A Battle Fought from Afar Secret of My Success Re:Tooling Connect Pint of View

CRM - March 2009

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