Smart Phones, Tablets, and Social Media Oh My! Inside the World of Mobile Only and Marketing

Take a look around your work office, grocery store, favorite mall, or even your home. Chance are you will see someone on their smartphone, an even larger chance is you will see many people on their smartphones. Ever since the development of the I-phone, there has been a shift in how we use our phones. Gone are the days when the use of a phone was just used to call home. Now you can check your email, social media, receive news updates, shop or just browse online. With the use of smartphones it has completely changed the way organizations and companies market products. Now, more than ever, a company gives you the chance to get connected through the use of your mobile phone but will we eventually become a "mobile only" society or stay as "mobile too"?


It's no secret that social media plays a large part in marketing today. Take a look at any ad, be it digital or print, and you will be hard pressed to find one that does not include the main three social media logos, which include Facebook, Twitter, and Instagram. These tools allow for us the audience to see what the product, event, and/or organization is all about, connect to said organization and view pictures. While Facebook almost seems dated now, it seems that Twitter and especially Instagram are leading the way for marketers. And each day new forms of social media are being created, a lot of these new programs are only accessible for smartphones. For example, Instagram, which essentially started as an app to share pictures with your friends has transformed into an extremely large and popular social media site, which now has the use of uploading your own videos amongst your friends and even celebrities. However, Instagram can only be found via your smartphone, it can not be used on a regular laptop or desktop. Others are finding this trend as well such as foursquare, which allows you to check in at your favorite hang-outs and the popular video-based Vine. But, what makes a successful marketing campaign through a "mobile only" society and how big a role does social media play?

Successful social media button apps made available through mobile only devices.

Social Media marketing campaigns can be seen all over, but now there seems to be a twist. Campaigns now require the use of your smartphone and at times your mobile device is the only way to participate or in some cases even view the content for the campaign. The trend seemed to have started heavily through Twitter, with their use of hashtags aka #, the audience is able to communicate with their favorite celebrities, television shows, music artists, fashion designers and stores as well as any organization which knows how to capitalize on the trend. Singer Beyoncé made news just this December when she released her self-titled album Beyoncé with no prior advertisements or promotional press. The album was released via a tweet from the artist's account and was available for download on the mobile friendly I-tunes. It was an instant success and quickly became one if the fastest selling albums of the year, it was also heavily applauded on the way it was released. It is a fair assumption to make that the majority of those who use twitter, tweet from their mobile devices, either a mobile phone and/or tablet, due to the way this form of social media is designed. It's not just Beyoncé who has realized the strong connection between social media and marketing, let's take a look at just a  few other successful campaigns and just how much mobile devices played into the plan.


Hollywood has taken notice and while we know the popularity social media has played in the music industry, what about my favorite form of entertainment, films? With each movie release it feels like the audience can get connected more and more the film, characters, actors, directors, and the experience as a whole. Case in point, let's go back to early 2009, when a film from the horror genre was making waves at film festivals and special screenings. By word of mouth from those in attendance through the use of Facebook and Twitter, Paranormal Activity  was gaining attention yet hardly any theaters carried it. It was being touted as the scariest movie of the year and some critics going as far to say the scariest film ever, by a push from the director and writer as well as the actors, horror fans clamored to tweet and Facebook their thoughts to their city cinemas to bring the film to them. This resulted in Paranormal Activity  eventually receiving a wide-release in North America as well as the #1 spot at the box office Halloween weekend and the eventual gross of $212,550,420. The film continued this strategy for the sequel which was even more popular than the first. Since 2009, Paranormal Activity has become a successful franchise with three films after the original, a spin-off, and a film to be released this coming October. Had it not been for social media and mobile devices for audience to tweet their reactions and pictures of sold out theaters, the franchise would not likely exist.




 

(Above: successful campaign for the film Paranormal Activity 2.) Credit for picture: the Official Paranormal Activity 2 Website.

Actors and directors use social media marketing to gain attention for the film but what about getting attention to make the actual film made? Look no further than the recently released Veronica Mars. For years, fans of the television show Veronica Mars have been asking the actors to make a film. Over Twitter, actress Kristen Bell and creator of the show Rob Thomas tweeted a video to announce they had started a "kick starter" campaign and if fans could raise the money for the film, it would be made. "Kick Starter" is a program that allows fans to give donations to get a project funded for their respected actors, directors, and/or writers. The actors and those involved in the project would tweet and Instagram videos and messages to the fans asking for them to donate. The film was funded easily and almost all promotion was done via social media. Including fans to post their opinions, thoughts, and crowd showings through Twitter, Instagram, and Vine on opening weekend.

                                                    

                                                                
                                                                    
                                                                (Photo Credit: Official Veronica Mars Movie Website)




Organizations and corporations also realize the importance of combining mobile devices and social media for a key marketing tool. The Walt Disney corporation always seems to be ahead of the curve and their campaigns always come across as imaginative, creative and of course magical. On the official Disney Twitter and Instagram in February 2014, a teaser was posted of a special event taking place this May and to be on the lookout for an announcement made available only through select social media sites. A few days later a creative picture with all Disney characters in the shape of the Twitter created hashtag was posted and the announcement of the 24 hour  opening of both Disney parks was made.


 (Photo Credit: Walt Disney Parks)


Disney has also ventured into the realm of distance running. The titled brand "runDisney" has events ranging to 5k's to marathons and has become famous for keeping those who want to participate on their toes and well, smartphones. Everything from registration announcements, new events, and excusive event meet-ups are posted on social media and you must have access to your phone at all times as potential participants will be left out of these events. In February, runDisney began to drum up publicity and hype a new event. Chalk drawings were scattered all over the Disney parks and it did not take long for the pictures to go viral. Soon, it was all over and runDisney made the announcement to watch social media in the following days to find out about the event. It was revealed to be a 5k and half-marathon with a popular Avengers theme at the Disneyland Resort in California. The 5k sold out in minutes and the half-marathon sold out in the hour. Proof that social media marketing and mobile devices do work well together.


                                                                
 (Photo Credit: runDisney)




It's safe to say that mobile applications and marketing isn't going away anytime soon. But, will we soon conform to a "mobile only" society? I would actually have to say no, at least not at this time. As readings in the course suggested there is still a need for other devices besides mobile and other options that can be used in regards for things such as marketing. Also, you must continue to look at the audience as a whole, while a younger generation may embrace fully mobile, an older generation might be more hesitant. Organizations and companies want to reach as much of an audience as they can so it is key that they make sure they have tools and marketing technique for all aspects.  I agree that we will continue to be a "mobile too"  society but organizations/corporations/entertainment, etc. must continue to keep up to date in the ever changing spectrum of mobile communication and it's exciting to see what will come next!


Have you ever participated in an online/social media marketing campaign? Would you? What are some mobile campaigns that have caught your attention?


Share your thoughts and thanks for reading!


LT