Enpocket, the global mobile media company, has enabled Samsung Mobile to promote mobile content to Samsung Fun Club members via MMS, creating a rich new marketing channel for the brand. The first MMS campaign achieved response rates of over 15% and a conversion rate of 2%, which offers quantitative proof that mobile marketing using rich media can dramatically outperform traditional direct marketing channels.
The exclusive MMS promotion gave recipients a preview of I-play’s widely acclaimed ‘Skipping Stone’ mobile game, and then the chance to instantly download a free demo using a WAP (mobile internet) link embedded in the message. Once respondents had trialled the free demo they could then go on to buy the full game from a dedicated WAP site.
Samsung used the Enpocket Marketing Engine to create, deliver and measure the program across all major mobile networks.
“Rich mobile marketing has proven itself as a highly effective way of driving download traffic and keeping Fun Club members informed of the latest content,” said Martin Kolek, Content Manager, Samsung Mobile. “After the success of the ‘Skipping Stone’ campaign we are looking into other ways that mobile marketing can enable consumers to get more from our multimedia handsets.”
“Conversion rates are more immediate and more dramatic when brands market to customers on the same device where mobile content is downloaded and consumed,” said Mike Baker, President and CEO, Enpocket. “The Enpocket Marketing Engine is delivering end-to-end mobile marketing in any format, enabling consumers to discover content designed specifically for them.”
The Enpocket Marketing Engine is used by brands around the world who are serious about mobile and require advanced technology and execution excellence, including Vodafone, Sprint, Airtel, MasterCard, Chrysalis and Pepsi.
About Samsung Electronics
- The world’s 21st most valuable brand, jumping 15.7% in value to $12.6 billion in 2004 (Interbrand, 2004)
- 66,000 employees worldwide
- 83 facilities in 50 countries
- World’s no. 1 manufacturer of DRAM, SRAM, TFT/LCD, CDMA Handsets, Colour monitor, VCR and microwaves
- Annual R&D investment: $1.82 billion
About I-play
I-play, the mobile games company, brings the best in mobile entertainment to a mobile gaming audience of over one billion people via mobile operators, retail stores and online portals, including http://www.iplay.com/. I-play has been creating mobile games since 1998 and continues to spearhead the creation of games for the next generation. As one of the world’s longest established and respected creators of mobile entertainment, the I-play brand stands for quality and the best in mobile development. Working with the best media and entertainment brands I-play is dedicated to fulfilling the promise of the mobile phone as the first truly mass-market electronic entertainment platform.
I-play’s investors are Apax Partners and Argo Global Capital. I-play is headquartered in London, with European Regional HQ in Dunfermline, Scotland and North American Regional HQ in San Mateo, California as well as sales offices in Paris, Hamburg, Madrid, Rome, New York and Singapore.
