Summary: This campaign was designed to drive downloads of a ‘restaurant finder’ app to enable consum

Winners include: Papa John s (Net Media Planet); McDonald's (MobileBits); The Body Shop (TradeDoubler); Unilever (Rabarba); O2 (Cherry London); British Gas (IMImobile); McDonald's (OMD); Screwfix Direct (Netbiscuits); Wienerberger (Sync Interactive); EasyJet (Mobile Travel Technologies); Compsoft; Nokia (YOC); Fiksu; Pizza Hut (Bemoko); country inn and suites home page Stylist (Blippar); Vodafone; Samsung (Kilimanjaro Live/Intellitix); Barclays.
Congratulations to the EMMAs winners. If you can send us a link to your case study/video and a paragraph outlining the nature of the entry, we will add it. Commended and finalists, please send a link. Send details to: editor (at) mobiThinking.com.
Categories in 2012: Most Effective Mobile… Search campaign; Couponing/Barcode Campaign; Affiliate Campaign; Sales Promotion/DR Campaign; Operator Campaign; CRM Campaign; Location-based Service; m-Commerce Solution; B2B App; B2C App; Tablet App; Ad Campaign; Mobile Ad Platform/Network; Mobile Site; AR Campaign; Charity Campaign/Solution; m-Ticketing country inn and suites home page Solution; m-Payment Solution; m-Travel Tourism Solution.
mobiThinking verdict: The quality of the entries for EMMAs are impressive for a relative newcomer to the awards circuit. The entries tend to be skewed towards the UK and Western Europe. The distinguishing feature of these awards is the focus on effectiveness. That means these winners country inn and suites home page have been honored because they delivered ROI for the client, not just because the creative looked nice. The organizers went to some trouble to précis country inn and suites home page the winning campaigns in this magazine , which is a lot more useful than the list of winners that some awards think is acceptable.
Judges include: David Murphy, Mobile Marketing magazine; country inn and suites home page Helen Keegan, technokitten.com, The Heroes of the Mobile Screen; country inn and suites home page John Mew, IAB; Rob Thurner, country inn and suites home page Mobile Training Academy; Andy Favell, mobiThinking; Peggy-Anne Salz, MobileGroove; Cameron, Camerjam; Stuart Dredge, journalist; George Cole, journalist.
Summary: Pizza Hut opted for a mobile site, rather than an app, in order to achieve greater reach. The site integrates with Pizza Hut's back-office systems, and renders to all devices, but with a user experience tailored to each device. The site, created by bemoko, offers all the functionality of the desktop site. A User Console country inn and suites home page enables Pizza Hut to add and remove offers and new products. By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile country inn and suites home page increasing by 60 per cent over the next two weeks. Read the case study .
Summary: Every summer Cornetto has a "buy one get one free" promotion. This year the brand tried something new. Consumers who bought country inn and suites home page promotional 'Cornetto in Love' and 'Cornetto Disc' packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back asking them to express their love for the brand by shouting "My Loooove!" for as long as they could, replicating the theme of the brand's summer TV campaign. The best efforts won a Cornetto teddy bear. Results: In addition to increased sales, the campaign generated 1.4m participations country inn and suites home page in the first two months, country inn and suites home page including 300,000 IVR responses. Watch the video .
Summary: Sponsorship of the Euro 2012 football tournament, McDonald's and its agency MobileBits country inn and suites home page used the SAMY4ME Mobile Mall app to offer McDonald's vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald's cashier for redemption at the in-store POS. Watch the video .
Summary: The Body Shop (TBS) has run its UK affiliate program with Tradedoubler since 2008. In November 2011, following the launch of TBS's mCommerce site, Tradedoubler opened up the mobile channel for all TBS affiliates. Tradedoubler allocated in-store redeemable voucher codes to key affiliates for them to distribute to their mobile users. Online voucher codes were also made available on the mobile site. To overcome hesitation among affiliates about directing traffic to a mobile site, Tradedoubler offered an improved rate of commission for sales generated via the mCommerce site. As a result country inn and suites home page of the campaign, mobile now accounts for a larger share of the total affiliate program.
Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience, allowing the user to look at a slide-show picture country inn and suites home page gallery country inn and suites home page presenting the new Nokia Lumia 800 features, get further information on the phone's country inn and suites home page functions, browse through available accessories and even kick back and enjoy the embedded video. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed. Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators. Watch the video .
Summary: O2, in partnership with its agency, Cherry London, launched Priority Moments in July 2011 with 20 strategic partners. The program provides country inn and suites home page O2 customers with unique experiences and exclusive country inn and suites home page offers from top brands via their mobile phones. At the end of the first year of the program, O2 had attracted 2.6m customers and over 100 UK leading brand partners. Each customer had been offered savings of up to £840; over 1bn offers had been viewed; and over 4.5m rewards and offers had been accepted.
Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, country inn and suites home page enabling anyone to donate by text to individual fundraisers – and Britain's 184,000 charities via a unique textcode. At the time of writing, more than 16,000 charities country inn and suites home page and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes. Watch the video .
Summary: The Screwfix m-commerce site was developed by Netbiscuits in just four months. Key to the success of the mobile site is the integration of one IT platform in the backend that allows all products, prices, customer profiles and purchases to be linked to the same conversation across all channels. The entire country inn and suites home page range of products and services, including real-time pricing, stock information, and 'Click Collect' functionality, is available on all mobile devices. A 'Quick Shop' function gives customers a fast track from catalogue number straight to mobile purchase. Mobile visitors now account for over 10 per cent of all Screwfix online traffic, and customers are regularly using the mobile site as a stock-checker whilst in store.
Summary: Papa John's wanted to drive sales, without discounting. Working with search agency Net Media Planet, it took the premise that hungry people are susceptible to appetite-inducing messages, and applied it to a mobile search campaign, encouraging hungry consumers to buy more when ordering their pizzas, thus driving up average order value. Taste tests were used to identify the keywords most likely to tantalize customer taste buds. Different side orders country inn and suites home page and desserts were promoted at different times of the day, on different devices, in different locations, to identify the best-performing combinations. The campaign drove up order values, increased country inn and suites home page revenue-per-click, conversions, and margin.
Summary: The free app, suitable for both iPhones and Android smart phones, will enable passengers to search fares, book flights and much more while they are on the move via their phones. It is the fastest airline booking app available, enabling passengers to book a flight on more than 580 routes in less than 30 seconds! Watch the video .
Summary: Wienerberger and Sync Interactive's Wienerberger Brick Selector app – the company is the largest brick manufacturer in the world – enables builders, architects or regular DIY-ers to browse the company's range of bricks, filtering the choice by style, texture, colour, pattern and shade to narrow country inn and suites home page down the selection. You can compare multiple bricks, with detailed technical specifications, including size, tolerances, water absorption, and durability. And when you're done comparing, order samples.
Summary: iPresent is a tool that enables organisations to take their marketing collateral, including videos, PowerPoint presentations, PDFs, image galleries, country inn and suites home page white papers and more, and make it available country inn and suites home page to their sales force on their iPads. country inn and suites home page Watch the video .
Summary: British Gas' Appointment Reminder service, powered by IMImobile, covers three types of visit: first service, annual service, and breakdown. After the appointment country inn and suites home page has been booked, country inn and suites home page reminders country inn and suites home page are sent to the customer at various stages, up to and including the day of the appointment itself, via a personalized pre-recorded voice message (to a landline) or SMS (to a mobile), to confirm the date and time of the appointment, country inn and suites home page and offer the option to reschedule. This has helped to reduce the number of calls to the call centre about appointments (previously 7 percent of inbound calls) and the number of 'no access' appointments, where the engineer country inn and suites home page finds no one home.
Summary: This campaign was designed to drive downloads of a 'restaurant finder' app to enable consumers to find a late-night McDonald's. Since two thirds of its restaurants close at 11pm, it employed location-based technology and geo-targeted above-the-line messaging, to avoid sending potential country inn and suites home page customers to a locked door. Banner ads were served country inn and suites home page to smartphones on sites that the target audience late-night travelers and shift workers – were known to browse, when the recipient was in close proximity to an open restaurant. Messaging on cashpoint screens, petrol pump nozzles, posters and till receipts with QR codes from outlets close to the ope