Mobile Marketing Case Study: FirstBank

For today’s Mobile Marketing Case Study, we are going to look at a mobile campaign by FirstBank out of Colorado, which does a great job combining traditional marketing, mobile marketing, and social marketing all into one campaign.

Fellow Sundog Expert Johnathon Rademacher is on his way to DreamForce, and was kind enough to send me a pic of this advertisement he saw in the Denver Airport.

All in all, this is a very well rounded campaign, whose ultimate goal is to drive consumers to the Facebook site. There are several things about this mobile campaign that make it successful.

1) The mobile call to action is easily visible and identifiable. Even from across the room in a busy airport, consumers can easily recognize that the advertisement is using QR codes as its primary means of user interaction.

2) There are clear, concise instructions for using the QR code for those who are not familiar with the technology. There are also instructions for accessing the content without a QR code.

3) The advertisement delivers exactly what it promises. Scanning the QR code brings you to a mobile website that offers a free sudoku. No registration, no email, no anything required. It is a 100% free sudoku. The website (at the bottom of this blog) could be a optimized a bit better for mobile, but all in all it does a good job of meeting expectations.

4) There are multiple lead conversion steps on the page. Below the puzzle, there is a link to open a new account, contact the bank for help, or find FirstBank on Facebook. While it is possible that people may open a new account or contact the bank from their phone, it is much more likely that they would follow the Facebook route. Most (if not all) phones that have the capability to scan QR codes also have dedicated Facebook apps. While I don’t have the analytics from FirstBank, I would guess that their Facebook conversion rate is rather significant.

5) The Facebook page is active. Glancing at the page I saw several recent posts from the marketing department. I also saw that whenever a consumer made a post or asked a question, there was a subsequent response from FirstBank.

So from a consumer point of view, they see a bright, easily identifiable ad (traditional marketing) that directs them to an entertaining mobile web site (mobile marketing) which also provides an easy connection to a very active Facebook page (social marketing). This campaign is a great example of the RIGHT way to incorporate these different marketing mediums.