Marketing Monday: Mobile Takeover! Expect SoLoMo Gamification to Explode.

Last Monday I wrote about the need for theaters (and others) to accept and utilize mobile marketing---even during shows/movies.  This week I have a few more numbers to back this claim.


According to a study published on Flurry this morning, the minutes U.S. consumers spend on their mobile apps has eclipsed the number of minutes they spend on the web, though both continue to rise.  Here's the chart:

Here's what Flurry reports U.S. mobile users are doing while they're on their mobile apps:

Gaming and social networking are, by far, the most common practices on Mobile Apps right now.


SoLoMo and the Rise of "Gamification"


SoLoMo stands for social, local and mobile.  The "gamification" of apps is a surefire way to engage a new generation of audiences, and by adding a gaming layer to social-local-mobile interaction, marketers are creating ways to get the biggest piece of the mobile pie.  


With geolocation applications and services like Foursquare, Gowalla, Loopt and BrightKite, as well as virtual check-ins on Twitter, Facebook and beyond, the convergence of SoLoMo is creating a whole new way to market.  These applications are social first, gaming second.  But what about apps that reverse the equation?


SCVNGR is location-based gaming first, social second.  While you can easily connect the game to social platforms like Facebook and Twitter, SCVNGR makes check-ins a mere gateway to a set of games and challenges designed for specific locations.


Take a look at a set of challenges for American Apparel:

The check-in is worth +1 point, while the main challenge (taking a picture of yourself posing like a mannequin) is worth +5.  The social aspects, such as sharing the picture or sharing the useful note you wrote about the store for the +2 points, are secondary.

The app is young, however, and has run into problems with implementation and follow-through.  It seems that if you wish to create a successful experience on SCVNGR, you have to do it yourself.


Here's a link on how to start a marketing campaign on SCVNGR.

 Geocaching, however, is also a game first, social second type of application.  It has been around a long time (11 years!) and is already active on all seven continents.  By putting a Geocache at the site of your business, you put yourself on their map for users to find.


Existing cache types allow for a game play, including:

• Mystery/puzzle: This cache requires one to discover information or solve a puzzle to find the cache. Some mystery caches provide a false set of coordinates with a puzzle that must be solved to determine the final cache location. In other cases, the given location is accurate, but the name of the location or other features are themselves a puzzle leading to the final cache. Alternatively, additional information is necessary to complete the find, such as a padlock combination to access the cache.
  
• Multi-cache: This variation consists of multiple discoveries of one or more intermediate points containing the coordinates for the next stage; the final stage contains the log book and trade items.
  
• Event Cache: This is a gathering organized and attended by geocachers. Physical caches placed at events are often active only for the event date.

Idea for Adding a Game Layer to Traditional or Existing Caches:

• QR or Scannable Codes.  Include these as a sticker on the inside or outside of your geocache.  When the code is scanned, users are linked to your website with your personal game challenges.  You can also link straight to a game located on the web.

GPS services aside, I'm still going to herald the potential of QR Codes, especially for entertainment events.  What if you're the lucky patron at a show (movie, theater, concert or other) with a QR code under your seat that gets you a free drink at the snack bar?  Or an upgrade to a backstage pass?  The basis for all of these social gaming platforms is the possibility of earning a reward, be it virtual (like 4square mayorship) or in real life.

Things to think about.

-Danielle Loebs

PS.  Since my brother designs mobile apps, you may be see the Theater Friendly App available in the near future.  

Marketing Monday: Why Theaters Should Tell Patrons to Turn ON Their Phones

Take a moment to imagine a scenario with me:

You arrive at the theater to watch a play.  The House Manager (or whomever fills the function) approaches the stage (or loudspeaker) and welcomes the crowd.

"Ladies and Gentlemen," they say, "thank you for joining us at [name of theater company] for [name of play].  At this time, I would like you to take out your cell phones and turn them on."

Now wouldn't that be surprising?

Here are a few things I would love for the House Manager to say next:

• "Now send a text saying: fan [your page name] to 32665 or FBOOK to like us on Facebook."
• "Now text 40404 with the message: follow [your username] to follow us on Twitter."
• "Please turn on our Theater Friendly Phone Application while texting about the show in progress!"

First, I really don't understand why I have not seen this done.  Obviously the people coming into the theater like your organization enough to shell out for tickets, so capturing dozens (even hundreds) of new "likes" and followers each night should be easy!

But wait, what was that last bullet point?

New Idea: The Theater Friendly Phone App

This post was actually inspired by a story I read about a movie theater.  Apparently a patron became disgruntled when she was asked to turn off her cell phone during a movie and management had her thrown out.  The woman's indignation at the turn of events was recorded in a (probably) drunken phone call to the theater.  The theater's response with the ex-patron's inebriated rantings was to add captions and turn the recording into a YouTube video.

While I appreciate a good laugh, and want to smile at their creativity, I feel they're missing a big point:

People don't like to turn off their cell phones.

Even I feel apprehensive when I am unreachable for over two hours.  What if something happened to a family member?  Don't forget that many of those patrons hired a baby sitter and probably want to be contacted in case of an emergency.  So why not take on a huge chance to increase audience engagement for your theater by being the first to allow cell phone usage during a show or movie?  I think it's a great idea, considering that I've also mentioned some astonishing statistics from Google about how addicted Americans are to their phones.

For Review:

• 72% use their phones while "consuming other media." A third of that use is while watching TV.
• 39% use their phones while they're in the bathroom .
• 20% would rather give up their cable TV before giving up their phones.

I want to see an app that:

1. Is included with the purchase of a show/movie ticket (either as a free download with online purchase or as a QR Code on the physical ticket).
2. Will dim the screen and mute all sounds on the phone to prevent any obstructions in visibility or audibility for other audience members.
3. Blocks video recording (though how one would be able to sell a bootleg movie or show from a cell phone is beyond me).
4. Prompts the user to "like" the theater on Facebook and follow it on Twitter.
5. Logs ticket purchases and suggests new releases based on the user's preferences (like Netflix and more).
6. Allows the user to tweet/update their Facebook about the experience at the theater and rate the movie or show.

Will this cause spoilers?  Not any more than usual.  I see most patrons getting on their phones as soon as they leave the theater anyway.  Why not let them talk about you for the two hours they're enjoying your service?

I'm probably going to be giving my code master a call... but in case he's busy: somebody should be doing this!

Controversially Yours,

Danielle Loebs

Photo courtesy of unreality.com.

Fun and Games with Mobile Marketing (for your Theater)

Photo courtesy of digitaltrends.com

I know my posts have been a little more businesslike than artistic as of late, so I'm going to explain a little bit about why my marketing-themed blogging is important.

• First, when the Chairman of the National Endowment of the Arts says that the problem with theater non-profits in America is that there is an over-supply of theaters and not enough audience demand while data shows that the majority (51%) of the NEA's support in the form of grant money goes to only three out of fifty states (and nearly 35% of all NEA grant money is going exclusively to New York, Chicago and LA), there are some problems with representation in the theater funding world.  We need all the advantages we can get.

• Second, theaters are having trouble adapting to the culture change brought on by newer generations who are exposed to less arts education and generally are not suited to the traditionally passive activity of attending live theater.  While many theaters ARE adapting to cultural shifts and are managing to do it outside of NY, Chicago and LA, they're not marketing themselves well enough to get the word out about their fabulous innovations.

• Finally, much of this marketing information (with respect to social networks and mobile ads) is so new that NO ONE is an expert.  This makes learning and writing about these marketing strategies fresh and fun!

The Growing Importance of Mobile Ads

This data was released by Google at the end of a colorful video only a few weeks ago:

“71% of us search because we saw an ad both on traditional media (43% search after seeing a TV ad) and on our phones (17% search after seeing an ad on a mobile device).  And we’re acting: 9 out of 10 mobile users have taken action all thanks to a smart phone search.  The simple fact is: Mobile Ads work.

Recall seeing a mobile ad?  You’re not alone: 82% of users notice mobile ads yet 79% of top advertisers don’t have a mobile optimized website.  It’s important to build a good mobile user experience because if we see a mobile ad we tend to click on the ad (42%), visit the advertiser’s site (35%), make a purchase (49%), or call the business (27%).  Don’t miss the mobile movement; mobilize your marketing to reach the new Smartphone consumer.”  

Is this relevant to your theater?  Certainly, because Google also released that a huge percentage of users (95%) are searching for local businesses to meet their needs and 49% of local searches done by users are looking for entertainment.  They could be searching for you; are you putting yourself out there?  If so, is your website's  mobile experience pleasant for the user (meaning, do you have a mobile optimized website)?

In the same report, Google discusses how inseparable Smartphone users are from their mobile devices, including the fact that

• 93% use their phones at home (where their laptops and desktops are accessible).
• 72% use their phones while "consuming other media." A third of that use is while watching TV.
• 39% use their phones while they're in the bathroom .
• 20% would rather give up their cable TV before giving up their phones.

With this in mind, it may be more of a sacrifice for audiences than you think when you ask patrons to turn off their cell phones before a performance. What I propose is that theaters begin to embrace the mobile habits of their audience.  

Fun and Games for the Smartphone Crowd

Louis Vitton QR Code created by Takashi Murakami for SET.
Courtesy Engadget.com

Pimp Your QR Codes

• I love QR Codes, those magical barcodes that can be scanned by a smartphone to launch an offline-to-online experience.  Now there is technology to personalize QR codes to include colors, pictures, even your logo.  Use it.  Be artsy with it.  More people will scan your codes and reach your website.

Wait, how am I using QR Codes?

• I'm glad you asked, because the possibilities are numerous.  I've been using them for years to create scavenger hunts for my friends and family (looks like others have finally started following suit).  If anyone wants the birthday present I got them, they have to scan the QR codes I've placed around the house, neighborhood or city and crack the riddles that appear when scanned.  Each riddle leads to the next QR Code location which ultimately leads the player to their birthday gift.  Obviously too many codes can make the game tiresome, so you should balance having enough clues to make the game worth playing, but not so many that they want to quit.  I stick with 9-12.
• Maybe it's because I watched Legends of the Hidden Temple too much as a kid, but I also set up obstacle courses and games which ultimately reward the user with a QR Code.  Also, users can earn special items (like my old baseball bat) to help them with the next challenge (breaking the piñata to find the QR Code hidden within).
• To get back to the point, QR Codes can link users from everything to text, pictures, music, youtube videos, your website... whatever you can think of.  You could put codes on the part of the theater ticket that the audience member will keep, in your programs, on refreshments (McDonald's monopoly taken to the next level?) or set up your own pre-show events with QR Code style fun and games that are on theme with your performance.  This would be great for murder mysteries, for example.
• Just remember: a QR is kind of like a scratcher card, it takes a bit of effort to uncover, so there should be a payoff!

By the way, there are Smartphone applications in existence to help you design and customize your own QR Codes, but I haven't tested them.  Other people have written how-to blogs for a DIY technique using a Photoshop-styled picture editor and trial and error.  The possibilities are Googlable!