Best Mobile Marketing Program (Consumer)

Program Name: Fresh Faces Tour
Client: Clinique
Agency: MKTG INC

Women ages 13 to 24 put their fresh young faces forward for Clinique’s Fresh Faces Tour, a traveling beauty studio created in partnership with Teen Vogue that had the girls lined up for complimentary makeovers and hair touchups and to have their photo taken by a professional photographer. Each girl had three photos taken, then entered her best shot into the Clinique Fresh Faces contest, in which three winners received a trip to New York City and appeared in Teen Vogue, along with other cool prizes, like a visit to the magazine’s offices and a year’s supply of Clinique products.

While a dj spun tunes and kept the energy level high, the girls registered and selected the desired “look” they wanted to receive from the Clinique consultants on board the trailer, providing a robust consumer database for the brand at the end of the tour. They learned about Clinique skincare and makeup products, which were available for sale on-site, then got to blog about the experience in a lounge where they were encouraged to log onto Facebook, Twitter or MySpace. Consumers entered their photos on-site at one of the tour stops or uploaded their own photo at home.

The fun took place in a 53-foot stage trailer with 608 feet of operational space. The exterior and interior were fully wrapped with Clinique-branded graphics. The vehicle had self-contained power, with an internal generator able to handle electrical needs within the event footprint. The custom-built retail station included an integrated POS system specifically designed for the tour, which started with a Sept. 22 press event in New York City’s Union Square, then took place over 20 event days on college campuses before ending on Nov. 6 in Los Angeles.

The experience resonated with consumers who love to be pampered and feel special—or enjoy  learning about a new skincare routine. The proof? Standing room only at all locations, with lines averaging from 30 minutes to up to three hours long. The total event experience took between 20 to 30 minutes, limiting the number of consumers who could participate at one time. But that was OK with Clinique. The program focused on quality interactions rather than quantity of consumers.

The tour results were as pretty as the makeovers: consumer interactions numbered more than 3,500, with nearly 19,000 products sampled and 524,000 campus newspaper media impressions.

Program Name: Lunchables
Client: Kraft
Agency: PierceSmartfusion, Turtle Transit

To drive sampling of its Lunchables product among 6- to 12-year-old children and their moms, Kraft took to the highway last year with two Lunch Your Tummy Right mobile tours—one that hit large fairs and festivals and another that visited retail partners and small venues.

In partnership with Camp Woodward, the biggest action sports, gymnastic, cheer and digital media camp in the country, Kraft challenged kids to earn a membership in the Anti Grumble Association, Lunchables’ proprietary community dedicated to fighting empty rumbling tummies with Lunchables meals. To join the AGA, kids had to complete a roster of physical and digital activities and each task earned them a sticker to add to a membership card that the kids received upon entering the footprint.

A catering vehicle wrapped with Lunch Your Tummy Right graphics served up Lunchables samples to ensure that families left the experience having conquered their hunger. To transport the tour, the brand transformed a plain school bus into the Lunchables Cool Bus, which was stocked with four Xbox gaming stations and racing imagery. Throughout the course of the program’s 89 event days and 37 events, the program distributed 250,000 samples. Tasty.

Program Name: The Other White Meat
Client: National Pork Board
Agency: Marketing Werks, CGS Premier

With the goal of increasing retail pork sales and educating mothers about the safety of the meat in the aftermath of H1N1, the National Pork Board took to the highways from April to October 2009, distributing coupons and samples from its 40-foot trailer at family festivals, barbecue battles, music festivals and “Taste Of” events in 27 markets.

The National Pork Board showcased not only the pork and its versatility and ease of preparation, it also invited local hog farmers in each market to visit the events to grill and dish out their favorite recipes and grilling tips to consumers. The board also launched a contest with celebrity chef Guy Fieri to find the “Next Pork Personality” where the winner got a trip to New York City and $5,000.

As for results, let’s just say the program really brought home the bacon: the coupon redemption rate was 15 percent, almost 700,000 samples were distributed and through an electronic kiosk, the tour collected 12,000 email addresses.