05.03.2009Yamaha uses mobile to create buzz around new motorcycle Yamaha turned to mobile marketing to promote the launch of its new FZ16 motorcycle in a multichannel mobile effort. The company tapped mobile ad network mKhoj to provide a host of services such as strategy, designing, planning and execution. One of the main goals of the campaign was to engage consumers on mobile to drive higher brand equity. The objective was to popularize the motorcycle through information about it and position the bike as a ride for adventurous people. A mobile site was created for the Yamaha promotion and it lets users locate the nearest store and refer a friend. MKhoj designed engaging content such as Yamaha wallpapers, videos of the bike, call to actions and testimonials from members who already have the bike to add credibility of the campaign. All this was available on the mobile site. The campaign targeted Indian consumers ages 18-35. Since mobile video is a favorite of this demographic, mKhoj used mobile to engage the audience. A whopping 12 percent of consumers viewed testimonials by existing consumers and 7 percent responded on various call to actions.
Fonte: Mobile Marketer
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