Mobile underpins Hooters’ first comprehensive loyalty program


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Mobile underpins Hooters first comprehensive loyalty program
Hooters is launching one of its biggest loyalty and mobile efforts to date today, with a rewards-based application and program that incentivizes in-store traffic with sweepstakes and customized offers.
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Walgreens redesigned app boasts store-specific inventory
The latest update to Walgreens iOS application uses store-specific offers to harness customer loyalty and brings added value through a more customized experience.
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Orbitz mobile users reap the biggest rewards from new credit card
Orbitz wants to give travelers even more reasons to use its mobile booking application with the introduction of the new Orbitz Rewards Visa Card.
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Mobile Minutes: Nokia, Android, OpenTable, China Mobile


Nokia devices to become Microsoft Mobile on April 25
Microsoft has at last announced that its acquisition of Nokia’s Devices division will close this Friday, April 25. Originally expected to close last quarter, the $7.1 billion purchase was delayed pending regulatory approval.
Please click here to read more on Ars Technica

For the first time, Android passes Apple’s iOS mobile ad traffic
For years, the rise of Android seemed to put almost no dent in the massive proportion of mobile traffic generated by Apple’s AAPL +1.17% iPhones. Various theories held that despite their rapid sales, early Android phones werent as easy to use as iPhones, didnt have the latest and greatest apps, or simply were bought and used by people who cared more about making phone calls and texting than using a lot of apps or roaming the mobile Web. As a result, advertisers preferred to direct ads to iPhone users.
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OpenTable is moving from ‘transactional’ to ‘experiential’
The company has articulated in recent communications with investors that it wants to expand their relationship with their two constituencies, Diners and Restaurants, beyond the simpler transactional to a deeper, more engaged experiential relationship. The purpose of this transition is to increase the seated diners for their network restaurants, which ultimately means higher revenues and profits for OpenTable.
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China Mobile profit drops as costs rise with iPhone release
China Mobile Ltd. (941), the worlds largest phone company by users, posted its third straight drop in quarterly profit as expenses for subsidizing Apple Inc. (AAPL)s iPhone and building networks increased.
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Heaviest mobile users make up fastest-growing segment: report


Consumer connectivity to mobile has birthed a new type of user, the Mobile Addict who opens applications more than 60 times per day, according to a new report from Flurry.

While the average consumer is launching apps 10 times per day, the Mobile Addict is launching six times more apps per day. The segment of heavy mobile users is growing faster than any other segment, up 123 percent in the past year while the number of Super Users grew 55 percent and Regular Users just 23 percent.

This is the first time in our lives any marketer can engage the consumer all the time, said Simon Khalaf, president/CEO of Flurry, San Francisco. Marketers have not seen a medium to date so connected to the body of the consumer like mobile.”

The mobile device has become a television set in the hands of every consumer, and marketers need to begin thinking about advertising on a mobile device the same way they would in a broadcast setting, he said.

Implications for wearables
Flurry Analytics announced it has exceeded a network of 500,000 apps. Flurry now draws data from over 150 billion app sessions from 1.3 billion mobile devices worldwide monthly.

Data reveals that the average consumer launches ten apps per day, but also coincided heavy increase in digital consumption to the newly coined Mobile Addict an individual so immersed in the mobile realm that there are few distinctions between existing smartphones, and newly developed wearables.

Addicts are increasing exponentially

As a consumer who launches six times more apps than the norm, equating to 60 app openings each day, the Mobile Addict shows no signs of yielding consumption rate.

In fact, it is quite the opposite.

Between 2013 and 2014, Mobile Addicts grew 123 percent compared to all user segments.

Last month, there were 176 million Mobile Addicts, up from only 79 million at the same time last year.

The mobile generations
Mobile Addicts were 52 percent female and 48 percent male, compared to 48 percent female and 52 percent male for an average mobile users. That means females over-index 8 percent compared to the average mobile user.

The 8 percent number appears small, but it is significant: In the total Mobile Addict population of 176 million, it means that there are 15 million more female Mobile Addicts than male Mobile Addicts.

Concerning age, the Mobile Addict segment over-indexed on the 13-17 (teens), 18-24 (college students) and 35-54 (middle aged) age segments.

In fact, middle-aged consumers constituted 28 percent of Mobile Addicts, but only constituted 20 percent of the average mobile consumer. The Addict segment under-indexed on consumers aged 25-34 (adults) and older than 55 (seniors).

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Mobile Addicts persist in younger generations

In retrospect
The quintessential Mobile Addicts are surprisingly not teens, college students, and middle age parents, all groups which expect the most out of mobile devices for daily tasks and communication.

The reveal of young adults under-indexing is also quite predictable, as they have presumably entered the workforce, are predominantly single, and out and about much more than older and younger segments.

What is striking, is the over-indexing of the middle age segment. Flurry discovered that this group is most likely comprised of couples that share devices with family members, including children.

The future of wearable tech
Mobile Addict behavior patterns suggest consumers are using devices inherently like clothing.

They will undoubtedly become the early adopters and guinea pigs of wearables.

While much current wearable tech focuses on health and fitness, developers will need to think about what awakens alacrity amongst the Mobile Addict segment, a group whom require constant attention, become bored easily and are interested in accessing critical tasks from the palm of their hand.

Traditional marketing consists of one way communication, Mr. Khalaf said. Marketers need to realize that communication is now a two way deal and engagement is 24/7, 365.”

Put it this way, if you have the chance to speak to your customers all the time what would you say?, he said.

Final Take:
Michelle is editorial assistant on Mobile Marketer, New York

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Post Foods’ Honeycomb swarms Instagram for teenage-focused campaign


HoneyComb cereal taps Instagram

Post Foods is tapping into Instagram’s creative capabilities with a new campaign for HoneyComb cereal that enlists user-generated content to hopefully build long-term engagement.

HoneyCombs new campaign asks consumers to compete weekly tasks by interacting with the brands Instagram page weekly. The cereal brand is also enlisting teenage celebrity Jacob Latimore to give the campaign some extra star power.

Insights show that Instagram has now surpassed both Twitter and Facebook to becometweens’and teenspreferred social network, said Susan Fruzzetti-Reich, senior brand manager at Post Foods Honeycomb, Parsippany, NJ.

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We found Instagram to be the best platform to encourage our creativetween and teenfan base to interact with our brand and submit their entries for our weekly challenges, she said. The challenges arefunand social, so we wanted the method for submitting entries to reflect that samecreativitywhileencouragingsocialinteraction.

Triggering weekly engagement
Each week, HoneyComb will post new content to its Instagram account.

The first call-to-action asks consumers to follow the brand on Instagram and then post a selfie tagged with the #HoneycombShine hashtag. In exchange for posting content, the brand will dole out 25 pairs of headphones.

In addition to photos, HoneyComb will also ask consumers to post short video clips as entries for upcoming challenges.

HoneyComb’s Instagram page

The weekly challenges run through May 26, and one lucky fan will win tickets and the chance to meet Mr. Latimore this summer while he is on tour.

HoneyComb originally launched its Instagram campaign in January and used it to post photos of artwork, pop culture references and memes about the cereal brand.

Millennial-focused marketers are increasingly turning to Instagram to connect with smartphone-wielding consumers who are posting and browsing through photos and videos of their friends multiple times per day.

The challenge with these sweepstakes and promotions is building up some long-term engagement with a fickle group. HoneyComb is trying to tackle this by churning out weekly content, but it remains to be seen if consistent messages during a set promotional time are effective in driving long-term engagement.

CPGs ramp up mobile, social efforts
HoneyCombs initiative builds on two other similar campaigns that Post Foods has run recently.

Honey Bunches of Oats ran a campaign in November that targeted Hispanics. The campaign involved a microsite where consumers could upload videos of themselves dancing (see story). 

HoneyComb’s Instagram page

Additionally, the CPG giants Cocoa Pebbles and Fruity Pebbles launched a mobile app at the end of last year that tightly integrates social media (see story).

Unlike the previous efforts, HoneyCombs campaign is slightly different since it lives on the third-party Instagram platform versus an owned mobile site or app.

Mobile usage continues to grow for our consumers, including the use of mobile devices for entertainment and social engagement, Ms. Fruzzetti-Reich said. We want tocontinueto reach our consumers where they spend their time.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

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McDonald’s pivots towards native ads to reach younger consumers


McDonald’s pushes native ads

McDonalds is switching up its traditionally rich media-heavy mobile advertisements with a new native ad campaign that touts the origins of its coffee drinks.

The mobile ads are running within the mobile sites of publishers including Time Inc.s Real Simple and Hearsts Elle.With theburger chainrecently reportingsame-store sales declines, the native strategy could helpit appeal to younger consumers, an important demographic for the brand.

Countless reports show that college students have the highest propensity to banner blindness, meaning, they dont even see the banner on the page, said Tony Vlismas, senior director of marketing at Polar, Toronto.

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Absolutely, McDonalds will be speaking directly to this demo by using native ads, he said. This demo is use to getting all their information in streams, so having an ad in that stream, provided its truly native, they should see success.

Mr. Vlismas is not affiliated with McDonalds. He commented based on his expertise on the subject.

McDonalds did not respond to press inquiries.

Soft-selling burgers
The ad resembles a piece of editorial content and reads, This Is Where Your McCaf Comes From. A second line of copy indicates that the ad is sponsored by McDonalds.

On Real Simples mobile site, the ad is shaded with a light grey color to differentiate itself from editorial content.

A click-through on the ad expands to show a 30-second YouTube video.

The McDonald’s ad in a news stream

The ad when clicked on

The video showcases how McDonalds coffee is made through a time-consuming and laborious process with arabica coffee beans. McDonalds creative is meant to shed light on how its products are made, which has long been key for quick-service restaurants.

Buttons underneath the ad encourage consumers to share the content via email, Twitter and Facebook.

McDonalds newest campaign is a stark change from the brands typical flashy mobile ads that typically pack multiple calls-to-action and graphics into more interactive ad formats.

The burger chain has tested a number of different mobile ad units in the past year, with the majority playing up rich media, social media and other attention-grabbing tactics.

In March, the burger chain ran a rich media ad that included GIFs and rich media to build up Facebook Likes (see story).

McDonalds and its agency DDB Chicago also created a number of interactive mobile ads in 2013, including ads that ran within Facebook and Twitter and included video and location (see story).

Slagging sales
At the same time that McDonalds is taking a different approach with its mobile advertising, the chain continues to bring in sluggish sales.

McDonalds announced its first-quarter results on Tuesday with same-store sales down 1.7 percent year-over-year and a three percent dip in operating income.

A still from McDonald’s mobile ad

Similar to other brands trying to lure in younger consumers, McDonalds has placed a big emphasis on digital marketing the past few years, including a series of worldwide mobile ordering and loyalty app test programs (see story).

Since the majority of the brands advertising initiatives so far have played up bold creative, this campaign could suggest that the company is now trying to appeal towards younger demographics with creative that feels more authentic.

Native advertising has racked up a significant amount of industry interest and controversy in the past year, but at the bare minimum is viewed as an alternative to static banners that brands and agencies often complain about as being ineffective or an eyesore to consumers.

For McDonalds, the opportunities with native advertising could be a significant way for the brand to connect with millennials and teens on a more thoughtful level.

At the same time, pushing content that comes across as too authentic can throw off teenagers from a brands marketing.

Native ads are hot, but I think the challenge for McDonald’s and everybody else is to do it in an authentic manner as opposed to cheesy or misleading, said Mike McGuire, Santa Clara, CA-based vice president of research atGartner for Marketing Leaders.

Its an opportunity to try and create a link to the customer that’s beyond just product images and hip music, he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

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