Coke, for one, seems dedicated to the cause. As Tom Daly, Coke’s global group director for mobile, noted in a recent interview with Mobile Marketer, it’s been his goal to “use the phone in one hand to put a Coke in the other.”
“Nearly five years ago, the company elevated mobile from a series of successful and innovative local – e.g., country-level – initiatives to something recognized as strategically important to the long-term vision for the company,” Daly said.
It’s a statement that clearly points to Coke’s broader commitment to mobile and its desire to transcend an industry which is, in Parker’s words, “still largely set up to make ads and buy media.”
One recent example is Coke’s Happy ID campaign, created by McCann Lima for the Peruvian market in response to research which found that Peru was the unhappiest country in South America, according to the UN’s annual World Happiness Report. Peruvians are required to submit their own photos to the government for their national ID cards, so McCann set up 30 photo booths around Lima that only worked when a person smiled. The Happy ID could also be used as a rewards card to get discounts at certain shops and restaurants.
While not a specifically mobile activation, Happy ID, which won the media Grand Prix at Cannes last year, is part of the borderless trifecta of the new media.
“In the context of Mobile World Congress … I’ve seen lots of fantastic technologies and I’ve done some great tours with clients, but one of the things that’s most evident to me is the idea of mobile evolution,” said Jon Carney, McCann Worldgroup’s newly minted chief digital officer for Europe. “Digital evolution is mobile evolution is social evolution. You can interchange any of those words. Brands and marketers now need to consider the three as equal parts of the triangle.”