At the Coachella music festival in April this year, visitors to the Sony “experiential centre” (do they mean tent?) had an interesting option for giving to charity. Camera-phone owners could take a picture of the JAGTAG present in the area and forward that photo to 524824. Each day of the festival, once 1,000 MMS were received Sony Computer Entertainment made a cash donation to Global Inheritance. Today, JAGTAG released some results from that campaign.
In return for the MMS, an animated video of PlayStation’s Sackboy character was sent to the user. This video gave the participant the choice to receive ongoing communications from PlayStation. 4.2% of visitors to PlayStation’s experiential center engaged JAGTAG in support of the Global Inheritance Fund, and 6.4% who received the video opted in to receive ongoing communications.
What we think?
This release is representative of a lot of barcoding campaigns we see. Or, indeed, of any mobile advertising campaign. Mobile campaigns seem to achieve the greatest level of success when they are run on a very small scale, in tightly controlled circumstances. Look at the previous release we saw from JAGTAG, about their Qdoba food coupons. It was successful for much the same reasons as a proximity campaign might be. Relevant content, high visibility and a “dwell” space seem to be the secret to successful mobile campaigns – but unfortunately that doesn’t scale very well.
