Following on from my previous post here are some case
studies from the Mobile Travel takes off Google London event.
Mark Freeman from mobile specialist agency Movement took the
audience through a number of case studies.
One point I really liked was his ‘don’t forget my uncle’
slide. Mark’s uncle doesn’t own a smartphone and still books via the telephone
using a brochure or responding to a DM. Something I and the team have to be constantly
mindful of with our customers.
That warning aside he took us through a few examples that
the convergence of smartphones, chunky bandwidth networks and creativity have
created.
Road Buddy
was one case study. This is a mobile app that plots safe routes to walk home.
Pulling in data from the crime database API, in theory, it helps avoid areas
that have been crime hotspots.
It was mentioned that the more savvy criminal may use the
data to target victims even more effectively.
Douche Parking is an app and website designed to name and
shame poor parking. In Russia obstructive parking is a real social problem.
Users upload images of offending cars to the website. The
clever bit is the images are then distributed via display advertising to users
in the area based on their location. Digital naming and shaming with full
social share function.
The geo targeting element to this strategy is the genuine
killer app and give the shaming component actual social equity.
