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18.11.2010 Major brand owners turning to mobile

Brand owners such as Buick, Diageo and PepsiCo are using new mobile tools to engage consumers. Online giant Google introduced a smartphone app last year enabling users of devices like the iPhone and those run by its Android operating system to photograph objects and generate search listings. It has now extended this platform, called Google Goggles, so people taking pictures of ads, QR Codes and other materials will be directed to websites or similar information specified by marketers. Buick, Delta Air Lines, Diageo, T-Mobile and Walt Disney have all signed up to participate in the test phase of the project.

According to Google, queries on its mobile search engine have surged 500% in the last two years and the standalone Google Goggles application has been downloaded 250,000 times. Disney is using this technology on 30,000 posters in 5,000 movie theatres as part of the publicity campaign for the film Tron: Legacy, offering a trailer and the facility to buy tickets from Fandango.com or Movietickets.com. T-Mobile has incorporated the system in titles including Spin, Glamour and Rolling Stone to stimulate interest in its G2 handset. Spirits group Diageo also added labels to selected bottles linked to a portal hosting guides cocktail recipes and wine reviews. Food and beverage specialist PepsiCo recently launched a programme with location-based mobile service Gowalla, for the Tazo tea brand.

B.L. 18.11.2010