A billboard campaign running a Euston Station in London, which began last week, is running on JCDecaux’s large format e-motion screens, with creative developed by JWT London and produced by Grand Visual.

The ‘Drag Him Away’ campaign encourages commuters to get involved in the advert by controlling the scene through their mobile phone. The do so by entering the web address or by scanning the featured QR Code where the participant can drag away the man from the woman in the advert and onto a synchronised adjacent billboard.

The five-screen execution will be supported by four addition e-motion screens, as well as D6 formats also featuring QR Codes.

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In addition to the promotion itself, it’s also a very fun gimmick that is sure to grab more attention than just a large printed QR code. The code can only be seen during lunch hour, since the pattern of the shadows changes after that time.

Emart says it saw a 25 percent increase in its lunch sales as a result of the promotion, not to mention lots of media coverage too. You can check out the video below for more information.

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‘Mobile Life‘, the firm’s latest report, concludes that almost two-thirds of mobile users that don’t have location-based features would like to start using the feature, showing that there is huge untapped potential for check-ins, mobile maps and other services.

The TNS survey — which gauges the interests and activity of 48,000 mobile users from across 58 countries worldwide — found that, while 62 percent of phone owners want location services, 19 percent already use the feature and associated services.

GPS is the main driver of interest for those that don’t currently have location services, having been cited by half of those without it, ahead of finding friends (22 percent), locating venues (26 percent), checking public transport (19 percent) and ‘checking in’ to social networks (13 percent). TNS saw the latter category grow the most since last year’s study, with interest in location-based social networks rising by 50 percent on 2011′s data.

Furthermore, and of equal interest, is a growing level of understanding that certain location services will provide benefit to consumers. TNS saw 12.5 percent of users admit they are prepared to share their location for a deal, while 21 percent are open to being served location-based adverts.

Commenting on the results, James Fergusson, who is global head of the TNS digital and technology practice, says that this growing openness to brand communications is providing new opportunities for savvy marketing.

“We are really starting to see location-based services ‘come of age’,” Fergusson explains. “People are realising that sharing their location often offers some kind of reward in terms of a discount or deal. It is the combination of time and context – directing people towards a deal when they can easily redeem it – that unlocks a powerful tool for marketers to develop precise targeting approaches,” he concludes.

Fergusson cautions that demand for location differs from market to market, requiring a unique approach “in line with how people in individual markets want to engage with brands to avoid being intrusive”, he explains.

Just looking at the desire for finding friends via location shows the differing levels of interest worldwide. In Latin America it cited as the top reason to adopt location services (by 39 percent of users), which is well ahead of India (11 percent), North America (9 percent) and Europe (20 percent), each of which favours other reasons higher.

Location may not strike us as being a must have feature but when you consider that a number of modern services are already available for basic devices in some degree, it is clear that it is one of the few services wholly reserved for smartphones and high-end devices.

Social networks like Google+, Facebook and Twitter have embraced SMS and basic apps to enable access for users across lower-end devices, for example. While the ubiquity of mobile phone cameras leaves GPS one of the few features, including WiFi, unavailable to many.

Given that feature phones and basic devices account for 73 percent of the world’s phones — a figure that is lower in some emerging markets — and the global interest in location begins to make more sense, despite the privacy issues that come with it.

Perhaps the results are also a sign that mobile Internet access is more prevalent that we may think, to the point that demand for location has overtaken it with as more mobile users come online via their device.

sourse: http://thenextweb.com

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On Wednesday, the Obama campaign sent out an SMS message to cell phones and smart phones of tens of thousands of previous donors asking them to give more money. “Support Pres Obama in less than a minute,” the message read, “using our new secure system: just reply with the amount you want to give and we’ll charge your saved credit card.”There is nothing new about asking for money via text message, but the technology behind collecting the money was a first for a presidential campaign. All potential donors had to do to give more money was to type a number into their phone. Write “25,” or “10″ and that amount of dollars was immediately drawn from their credit cards into the campaign’s coffers.

… A person familiar with Wednesday’s ask said that the response rate was more than 20 times greater than any text message solicitation Obama has sent out before. And the reason is simple: Even with an iPhone, it remains an arduous hassle to enter all the information that is typically required to buy anything online with a credit card.

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Blippar is a mobile app that converts real-world images, products and adverts into virtual experiences, and to promote its launch the the startup has allowed Cadbury to create an augmented reality game that anyone with an iOS or Android device can play.

First up, download and install the free iOS or Android app, run it, and then point your device’s camera at a Cadbury chocolate bar – be that a Dairy Milk, Twirl, Boost or many others. The instruction screen of ‘Qwak Smack’ will ‘blipp’ from the wrapper on to your screen as if stuck to the bar.

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Mobext built a WAP site that delivered a one-click solution, enabling consumers to locate a bar that served Magners Pear within an average time of seven seconds.

A second option allowed the consumer to search for bars participating in “free sampling” promotion and a separate field made provisions for postcode entry to track nearest bars in the event that the position of a consumers handset could not be located.

To maximise reach of young adults, aged 18-30 years, a mobile banner advertising campaign was deployed across four of the six UK mobile network operator portals over seven weekends. Mobext also partnered with Sky mobile for the launch.
Result

The result was a record breaking click through rate of 34.22% on Planet Three’s Music channel, the highest CTR response recorded from any mobile advertising campaign since the launch of Planet Three.
42,000 consumers searched for Magners Pear bars
Peak CTR – 34.24% Planet Three – Music Channel (Avg CTR 22.43% Music Channel)
Average CTR – 3.22% (Industry average is 1.00%)
CPC £0.32p (£0.50 industry average)
The Magners Pear launch campaign delivered sales figures 220% above target.

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Ok, let’s slow down this is just a prototype. A work in progress for an iPhone application for movie lovers. But the idea is cool. Super cool, and I really hope they will be able to launch it. Honestly, my big concern is copyright. I can’t see how they will be able to successfully handle the relationships with all the majors to get their content in the app. But let’s keep our fingers crossed and wish them to succeed with this brilliant concept.

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The print ads appeared in some of Norway’s most popular print publications. Having downloaded the app, readers held their phone over the print ad to make the car ‘drive’ and could test out three different features of the vehicle: Lane Assist, Adaptive Lights and Cruise Control

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#Number 6. Tom Krazit, another PaidContent staffer, who writes about the transition from the PC era to the mobile era.

#Number 7. Vaibhav Sharma of handheld blog, another device-centric source, based in Chandigarh, India.

# Number 8. Next is Steven J. Crowley a consultaing engineer who is on top of US-centric mobile issues.

#Number 9. Zach Epstein of BGR, formerly Boy Genius Report.

#Number 10. K.Kugan of Malaysian Wireless.

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