Successful Wireless Marketing Of A Famous Sneaker Brand

I have always talked to people around me about a case of wireless marketing, which I learned from an interview with a wireless marketing company who had done well in China.

The users involved in this marketing campaign need only a mobile phone with a Bluetooth function.

"A famous sneaker brand has two separate stores in a downtown area of Shanghai. When a customer walks to a shop, the sign posted at the door of the store will prompt the user to turn on the Bluetooth function of the mobile phone.

When it is opened, it receives a message asking the user to run to another store in the area with whatever method he can think of.

The brand will count users who use the shortest time on the same day and reward them with a pair of sneakers.

Unlike other wireless marketing and wireless advertising, most of them send promotional messages with short messages, and display different brand advertisements with WAP advertisements.

The above cases really take advantage of the special attributes of the wireless media, the limited distance from the Bluetooth pmission, and the deep meaning of the brand itself, which can be thought of, and the combination of the brand of sports shoes and the "run", plus the form of allowing users to participate in the mode of incentive under a prizes. This makes the case of wireless marketing very successful, and is also worth thinking of other marketers who are trying to do well in wireless marketing and wireless advertising.

I just want to share with you my reference to this marketing case:

It's worth learning: why use Bluetooth instead of SMS?

There is a distance restriction between the sending and receiving of Bluetooth. Users must see the billboard or keep the Bluetooth on, so that they can receive information in the range.

If you use SMS, there is no time and distance restrictions, it may cause some ridiculous results.

"Running" and sports shoes.

What would it be if you were to associate your sports shoes with a sport?

I think running is probably a common choice.

It's not promotion.

This marketing case is not a promotional case, because it did not sell many shoes directly because of this activity, but it was only presented to the first place.

Its real purpose is to mold the brand, which has been closely related to sports.

Participants' choice.

Unlike short message marketing, advertisers or wireless marketing businesses usually choose the target user group first. Users with Bluetooth capabilities are relatively high-end, interested in the reward mechanism, and the way to participate in activities (as fast as possible) and so on. All the users involved must be a special group of people, and the possibility of becoming a target user is great.

Marketing can never be short of creativity, understanding the brand information you need to convey, and being familiar with the media you are going to use. You may also be able to take the participation of the 2 style into other media.