Los Angeles, California--- WMN was invited to attend the Mobile Marketing
Association's Forum in downtown Los Angeles on November 14
(yesterday.) We will be reporting on some the very
interesting research and information about mobile marketing being done
by its members.
I took the Gold Line train to get to event and a lot of people were talking on their cell phones.
Before attempting my trip, I download the schedule and printed it
out. However, the print was so small I couldn't read it and left
it at home. I did notice that Metro has a mobile website for mobile phones to get trip information.
The MMA Awards dinner was lovely and to keep the guests busy, Limbo
asked the audience to participate in a text message game to win a $250 gift certificate. We sent
text messages to number and as soon as someone else sent text to the
number, we lost the prize. The person who held on to prized the longest, won. During the two hour presentation 2600
text messages were sent by approximately 100 people. At this
event it was not considered rude to be texting while others were
talking!
There were some very interesting winners including a promotion for the
Metro in France (to see winners continue reading.) The most
nominated company was the hyper factory and boy where they hy-y-y-yper.
The group had a wild group spirit, cheering every time they
were nominated, jumping up and down and while they cheered they
actually stopped texting and browsing with their phones.
The
MMA honored academic researchers. It now has a scholarly
journal and an academic outreach committee that was awarded the Overall
Excellence Award. Michael Becker, EVP Business Development, iLoop
Mobile, Inc. who worked on the journal and has been active in the MMA
won the award for Outstanding Individual Achievement in Mobile
Marketing.
When the event was over, while walking back to my car on the street
filled with downtown hotels, two
young Australian guys looked really lost. I had taken the train home
to change and feed my dog and returned in my car because the trains
don't run often enough at night.
"Are you lost?" I asked.
"We have to get back to Santa Monica," one answered.
I know they had to take the Wilshire bus, but Wilshire is a one-way
street in downtown, so they couldn't find the bust stop to get back. All
I could
remember is that you could call 1-800-COMMUTE, which is only available
until 7:00 pm and it was too late for that. They had a cell phone but it didn't have WAP or a browser. I drove home wishing that the mobile marketers in LA would do
something about making public transportation easier for
everyone. If they could get 100 people to send 2600 text messages,
they could surely create a text system to help lost tourists.
Announces 2007 Global Award Winners
LOS ANGELES--(BUSINESS WIRE)--Recognizing the continued strong growth and
outstanding innovation in the mobile marketing and media industries, the Mobile
Marketing Association (MMA) (www.mmaglobal.com), which represents more than 500 member
companies worldwide, today announced the winners of the MMA Third Annual Mobile
Marketing Awards. The awards were presented at the MMA Annual Awards dinner and
ceremony on November 14 in Los Angeles, following the MMA's Mobile Marketing Forum.
"Energy and interest in mobile marketing is growing,
based on the strength of the over 260 global submissions to this year's MMA Awards program," said Laura
Marriott, president of the MMA. "These finalists and
winners all demonstrate success in their initiatives and will become good
resources for others when they choose to enter the mobile marketing
industry."
"The quality of submissions always makes judging the
MMA Awards a challenging but rewarding experience," said
Cyriac Roeding, executive vice president at CBS Corp. and Global Chairman of the
MMA. "This year's submissions
were no exception, and they highlight why brands and marketers continue to view
the mobile channel as a highly effective way to reach consumers anytime,
anywhere."
The MMA received submissions from companies worldwide across 12 categories.
Finalists were selected by an Awards Selection Committee comprised of industry
leaders from wireless carriers, technology and content providers, agencies and
leading industry publications.
The 2007 MMA awards winners, finalists and honorable mentions are:
Best Use of Mobile Marketing, Branding
- Winner: The Hyperfactory and Saatchi
& Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign - Finalists: AKQA Mobile, Quattro Wireless
- Honorable Mention EMEA: Universal McCann
- Honorable Mention North America:
Motricity
Best Use of Mobile Marketing, Cross-Media Integration
- Winners: adidas, Isobar and Neighborhood
America, for the NBA All-Star Week 2007 campaign - Finalists: Bravo To Go and The
Hyperfactory and Saatchi & Saatchi New Zealand - Honorable Mention EMEA: Aerodeon Turkey
Best Use of Mobile Marketing, Direct Response
- Winner: Reliance Communications Ltd.,
for the Fair & Lovely Scholarships 2007 campaign - Finalists: Mobile Dreams Factory,
MindShare Interaction India and ICICI Prudential Life Insurance and Vibes Media - Honorable Mention APAC: Affle &
Aviva - Honorable Mention North America:
Discovery Channel, Fathom Online, MobiTV and SoLow, a division of SendMe Mobile,
Inc.
Best Use of Mobile Marketing, Product/Services Launch
- Winner: The Hyperfactory and Saatchi
& Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign - Finalists: Microsoft and MindMatics AG
- Honorable Mention EMEA: Mobile Dreams
Factory and RATP - The Parisian Tube, Aerodeon (an Isobar company)
Best Use of Mobile Marketing, Promotion
- Winner: Mobiento Médecins Sans Frontières Sweden,
Telenor Sverige AB, for the Working week with Doctors Without Borders campaign - Finalists: Limbo & Verizon Wireless
and The Hyperfactory - Honorable Mention North America:
Discovery Channel, Fathom Online, MobiTV and SoLow, a division of
SendMe Mobile, Inc.
Best Use of Mobile Marketing, Relationship-Building
- Winner: R/GA, for the Nike Zoom Mobile
campaign - Finalists: GOSUB 60, Inc. and The
Hyperfactory
Innovation
- Winner: iLoop Mobile, Inc., for the
iLoop Mobile mFinity™ Platform - Finalists: Gotuit and Hill Holliday
& VeriSign - Honorable Mention APAC: Affle
Innovation for Creativity in Media
- Winner: AirPlay, for the NBA AirPlay
Live campaign - Finalists: Hearst Digital Media and The
Hyperfactory and Ogilvy Hong Kong - Honorable Mention APAC: The Hyperfactory
and Saatchi & Saatchi New Zealand - Honorable Mention EMEA: Mobile Dreams
Factory
Innovation for Creativity in Technology
- Winner: RATP, the Parisian Tube,
Aerodeon (an Isobar company), for best use of mobile video My RATP in my pocket - Finalists: Celltick Technologies,
Scottish Power and Incentivated
Academic of the Year
- Winners: Heikki Karjaluoto, University
of Jyväskylä, and Matti
Leppäniemi, University of Oulu
Overall Excellence (Company or Committee)
- Winner: MMA Academic Outreach Committee
Outstanding Individual Achievement in Mobile Marketing
- Winner: Michael Becker, EVP Business
Development, iLoop Mobile, Inc.
"I am honored and humbled for having been bestowed
such a prestigious award," said Michael Becker, EVP
Business Development for iLoop Mobile. "This award is
an acknowledgment of the positive impact my work has had on our young and
burgeoning industry, and I'm thankful for the
recognition. I am also thankful to all those that have supported me over the
years, including the MMA staff, industry and academic colleagues, iLoop Mobile
associates and my family, this award is a testament to the tremendous
assistance, contributions and encouragements they've
afforded me."
The next MMA Mobile Marketing Forum will be held Dec. 6 in Hong Kong. For the
agenda and other information, visit www.mobilemarketingforum.com.
About the Mobile Marketing Association
(MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit
association established to lead the growth of mobile marketing and its
associated technologies. The MMA is an action-oriented organization designed to
clear obstacles to market development, establish mobile media guidelines and
best practices for sustainable growth, and evangelize the mobile channel for use
by brands and content providers. The 500+ global member companies include
agencies, advertisers, hand held device manufacturers, wireless operators,
aggregators, technology enablers, market research firms and all companies
focused on marketing via the mobile channel. The Mobile Marketing
Association's global headquarters are located in the
United States and has representatives in over forty countries across the
globe. It recently formed the Europe Middle East & Africa (EMEA) and Asia
Pacific (APAC) divisions. The Latin American (LATAM) division will be launched
Q4 2007. For more information, please visit www.mmaglobal.com.