Engaging customers through Mobile

Canadian Landscape Canada's wireless carriers

now offer coverage to more than 98 per cent of Canadians.

More than 19 million Canadians are mobile phone customers.

Two-thirds of Canadian households have access to a wireless phone

4.3 Billion text messages were sent in 2006 – nearly three times more than 2005!

Adoption is as high as 80% in urban markets

Email is for old people!

Mobile Marketing is part of your marketing mix

Ford Fone Alert:Send Odometer Reading for New Service Update by Replying with number of KMs to this message.

MESSAGING• SMS Shortcode/Marketing• SMS Service Updates/IVR• SMS On Demand Alerts• SMS Voting/Surveys• SMS Games/InfoMedia• Revenue Share Models

DOWNLOADING• Mobile Content/Audio/Video• Mobile Car Build/Comparison• Mobile Maintenance/Service Log• Mobile Loyalty/Gaming• Mobile vehicle brochures• Revenue Share Models

BROWSING• Mobile Dealer Locator• Mobile Content/Audio/Video• Mobile Channels/Portals• Mobile Blogs/RSS Feeds• Mobile brand websites• Revenue Share Models

VOICE• *FORD Concierge• IVR Alerts• Ford Fone Airtime Bundles• Private Label Devices• Ford Fone MVNO• Revenue Share Models

ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both.

One (1) Ticket Toronto Traffic:QEW E Moving Very Good Up to Ford Drive

ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both.

FOC 2007 Mobile Objectives

Primary Objectives: Extend new model experience Engage potential customers Amplify Branded Events

Secondary Objectives: Validate whether a “Mobile” communication program

can increase product awareness and engagement Drive opt-ins for further Ford of Canada campaigns Position Ford of Canada as an innovator

The Strategy

1. Go beyond “text to win” to create true engagement using the Mobile channel at Ford of Canada events

2. Leverage Mobile browse (dotmobi) and SMS as engagement enablers

Request for call back

1. How it worked:

SMS for IVR call back Seeing call to action,

consumer sends SMS with vehicle name to shortcode

Consumer gets callback from IVR system within seconds

IVR provides vehicle spec and detail information

TO: 36722 (fordca)

Edge

Request a brochure

2. How it Worked –

TXT for brochure Seeing call-to-action,

customer texts “Focus” and their email address to “fordca” to learn more about vehicle Consumer gets SMS

back confirming request Consumer gets email

within minutes that includes thank you message and PDF file of the vehicle brochure they requested

TO: 36722 (fordca)

Focus phil@hotmail.com

FROM: Ford of Canada

Thank you! Your 2008 Focus brochure has been sent to phil@hotmail.com

Visit fordca.mobi to learn more about the all new 2008 Ford Focus

Mobile Browse3. How it worked –

Mobile browse site Browse selected vehicles and

review images, specifications, and MSRP Consumers can request

brochure using mobile form Consumers can find a dealer

using mobile dealer locator feature Download video and wallpaper Compatible across all mobile

devices

Questions?

© 2007 Carlson Marketing. All rights reserved.

Thank you!

Phil Barrett (.mobi)Senior Director, Mobile & InteractiveCarlson Marketing

pbarrett@carlsoncanada.comSMS to 416-729-4268

http://burningthebacon.com (web)http://feedm8.com/burning (mobile)