Sprint Fails in a NOW Moment

Posted on December 30, 2011 by

NBC’s Bravo network has been offering SMS/MMS engagements for some time now but not being a fan of that particular network I’ve never looked into what they were doing. During a conversation with a colleague about MMS (Multimedia Messaging Service) I was told I could experience it for myself by sending WIVES to 27286 to start the sign-up process – one that turned out to be a bit painful – and begin receiving text and video messages – another often disappointing experience.

Naturally, I tried sending WIVES to the short code, presumably to engage with the Real Housewives television show (I’ve never watched it and never will, to be honest. From what I’ve seen it looks ridiculous.). However, nothing happened. Nothing at all. I got absolutely no response from my text message. Grrr. Committed, I went to bravo.com on my computer. (Mistake! That’s a scam site being run by RewardsFlow LLC who appears to be harvesting both email and mobile numbers. Likely one source of the growing problem with SMS spam) Eventually, I found www.bravotv.com/mobile, which had a form for mobile sign-up:

image: Bravo Mobile Web Form

Entering my mobile number and clicking ‘Sign Up’ resulted in:

image: Bravo Web Form Submitted

This appears broken and I got nothing on my phone.

FAIL.

Looking around the page I noticed ‘mobile’ in one of the nav menus:image: Bravo Menu

Clicking ‘mobile’ I get to a page that lists out the “Mobile Clubs”:
image: Bravo Mobile RH

The first one is Housewives Hub with instructions to text WIVES to 27286. But I already tried this and nothing happened! Fine. I tried again. This time it worked and I successfully signed up for ‘wifey gossip & news’ (yay?). Interestingly, the confirmation message said, “Sponsored by Sprint” at the end.  I didn’t realize, however, that I was due to receive more than I was expecting.

The following day I received one message as expected. It was an offer to play a game to test my knowledge of ‘Camille Grammer’.  I didn’t play. The other message was a surprise. You can see it below. I have since received them fairly regularly. It appears that when I signed up for WIVES I was also signed up for ‘The NOW Moment’ (apparently a play on Sprint’s NOW Network slogan). This was sneaky. Are these messages related to the WIVES stuff at all?
image: NBC Bravo SMS

The one above says ‘Online Dating’. Are they trying to hook me up? A more recent message said, “Modeling Tips”. Always willing to give things a try I tapped the link. Here’s the result on my Nexus S on the Sprint network:
image: NBC Bravo WAP page

Uh. Hello? What is this? It looks like the details of a video file of some sort. No video played and there was no link to tap to watch a video. Was the video supposed to accompany the SMS (making it an MMS)? The irony is that the service is sponsored by Sprint and yet it doesn’t work on my Sprint device.

I’ve received three of these ‘NOW Network’ messages and all three do the same thing.

FAIL.

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What could have saved this campaign?

Well, this isn’t so much a campaign as it is a regular part of the Bravo TV content offering, which is great, we all know mobile is here to stay.

I suspect the mobile offering from NBC/Universal is suffering from neglect. It appears that is has been awhile since anyone tested the program and processes across media (mobile vs. Web), across mobile operators, and on a multitude of devices. Testing is of course critical for any new efforts but is also vital to sustaining an ongoing program. Not to get too technical but shit happens and it always seems to happen when you’re not looking.

Bravo and Singlepoint (the mobile application provider in this case) really need to commit to scheduled, regular testing.

Posted in MMS, SMS, User Experience | Tagged , , , , , , , | Leave a comment

American Express Drops Guard on Mobile

Posted on December 20, 2011 by

‘Tis the season for gift-giving so it isn’t surprising to see American Express pushing a sweepstakes where gift card recipients have a chance at $100,000 cash prize. This large ‘carrot’ appears to be the incentive for shoppers to purchase gift cards at local shopping malls to give to their friends and family. Though, it turns out the giver isn’t entered for the prize, just the recipient. I would have thought it would be the other way around.

I’m not a fan of the gift card. I like to put a bit of thought into gift-giving. Still, I was curious about this promotion from Amex. I happened to be at the Customer Service desk at a local mall and saw a small flyer for the sweepstakes. Other signs/posters were seemingly everywhere but this little 3in x 5in flyer, unlike the other materials, included a QR code so I grabbed one.

image: Amex Sweeps Flyer.

Apparently as a recipient of one of these cards I’m supposed to go to the URL provided or scan the QR code – though there were ZERO instructions as you can see.  But I know what to do and scanning the code, my phone’s browser is opened and I get:

image: Amex Bad Cert

Security? What’s going on here? Is this site not safe for me to visit? Should I view the certificate? This IS American Express, right?? Forget it.

FAIL.

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What could have saved this campaign?

There were two things you probably noticed in this entry:

1) No instructions to accompany the QR code.  While QR scanning continues to increase it is still only familiar to very few, around 10% of mobile users.  Always include instructions.

2) There is a problem with the security certificate for the mobile site. This is really a very silly error on behalf of American Express. As a financial services company Amex should always have clean security certificates. If there’s one place you don’t want people wondering about security it’s on sites that have to do with money.

As it turns out, once past the security warning you are taken to a decent mobile site where – as a card recipient – you need to enter your card number in order to enter the $100k sweepstakes. This is likely the reason for the secure site.

Posted in Contests and Sweeps, Mobile Web, User Experience | Tagged , , , | Leave a comment

Feeding America: Who Should Care?

Posted on December 19, 2011 by

Shopping malls are a popular place this time of year. And it is widely recognized that teenagers often hang out at shopping malls. Add this to the fact that teenagers are far and away the most prolific text-messagers and you have an environment ripe for a mobile marketing effort that uses text-messaging/SMS.

Which is why I wasn’t too surprised when I first read the words on a display ad in a local shopping mall that said:

“HNGR
TXTS,
2.”

Clearly, this was a play on the shorthand used when sending a text message. Right? Actually, it’s not that clear. Intrigued, I really studied the ad (I’m guessing more than a teenager would, or anyone else for that matter). I was looking for the payoff, the something to do, the call-to-action.:

image: Feeding America Full Mall Ad

One thing is clear, this is an ad for an organization looking to feed the hungry.

What’s not clear is what the ad means and more importantly, what can I do about it as I walk through the mall? Let’s look a little closer, perhaps there’s something in the details that clears things up.:

image: Feeding America mall ad closeup

Whaa? I get that there are hungry people. You’ve got my attention with the text-message-like copy.  But now you want me to remember to visit feedingamerica.org to ‘do my part’?  Is there nothing I can do right now? In fact, feedingamerica.org isn’t even designed to be read by a mobile device, sigh.

FAIL.

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What could have saved this campaign?

Feeding America has placed themselves in a bit of a tough spot here. They clearly recognize who is likely to be in shopping malls and seeing their ad; they have copy that is short and easy to grasp for a frequent texter. Lost, however, is the connection between who they are talking to and what they want them to do. First, a teen is likely not paying a nanosecond’s notice to the ad regardless of its familiar vernacular. Even if they did engage with the ad is there even the remotest possibility that they’d  write down the URL in order to ‘do their part’? Nope. These are teenagers. This ad is targeting the wrong people.

It is the parents in the  crowd that the folks at Feeding America really want to talk to. Grab them with a more standard line rather than one that looks like a crypic text-message (sorry, no suggestions here. I’m not a copy writer). Then, give them an easy way to do something right there, whether it’s sending an SMS or scanning a bar code. Once engaged, pull them along into a conversation about the cause and even solicit a mobile donation.

Posted in Forgot Mobile, SMS, Strategy, Text-messaging, User Experience | Tagged , , , , , | Leave a comment

Ignoring Details – iLoop Renders SMS Campaign Useless

Posted on December 15, 2011 by

This is a guest post over on Tatango.com, who offers a superior self-service interface for marketers who want to implement an SMS marketing effort.  Here’s an excerpt:

“As someone in the mobile marketing industry, I’m always signing up for things on my mobile phone. I’ll scan QR codes, click on URLs, and sign up for SMS marketing programs. Not long ago I signed up for iLoop Mobile’s ILOOPDEALS which is a program that allows you to “see mobile marketing in action”. It’s a good idea, but as it turns out, can be disastrous if not done correctly..”  Continue reading…

Posted in Uncategorized | Leave a comment

ABC Mobile: Lost In The Mobile Abyss

Posted on December 13, 2011 by

Like many smartphone users, I like to watch videos on my phone when I have a few minutes of down-time. (There are 200 million mobile video playbacks every day on YouTube.) I’ll even watch full episodes of TV shows if I’m going to be sitting somewhere for awhile, like on the bus or in a waiting room. It was the hope for access to full episodes of The View (just kidding) that had me typing in ABC.com on my computer to see what’s available.

At the ABC website there was a menu link for “Mobile”.  It looked promising, I mean, what other content would ABC be offering via mobile if not video? Clicking the link I was treated to the following page and there it was, Mobile Video On Demand! Nice.

Now, how do I get the vids? I don’t see an iTunes icon or little green Android that would point me to a mobile app. Checking the fine print I see that the service is indeed available on Sprint (my carrier) and, “To find out how to access ABC Mobile Video On Demand by texting ABCTV to 22288.”  Simple enough, right? Nope. Here’s what I got back; a message from Sprint:

“9230: Message failed. Shortcode may have expired or shortcode texting may be blocked on your account. Msg 1051″

What the..? How do I get the VOD? This short code was my only option!

FAIL #1.

I try the other mobile ‘offerings’ with increasing frustration.

Text Alerts:

FAIL #2: No list of shows to get alerts on! I’m offered the opportunity to figure it out for myself.

Live TV:

FAIL #3: No way to get the service, which appears to be only available on my carrier.

This is starting to get silly.  As a last resort and with little real hope, I pick up my phone and tap ABC.com into the browser. Perhaps they have a mobile site that will help me. Nope. It’s their full-site:

image: ABC.com on a phone

actual size

Not pretty, and the video links take me to the full-on video player. I try adding ‘/mobile’ to the URL:

image: ABC.com Mobile

actual size

Ugh. Same thing, a non-mobile site. It doen’t even pinch/zoom very well. In fact, the site crashed my phone’s browser forcing it to close. Neat.

FAIL #4.

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What could have saved this campaign?

There is really only one thing to talk about here. I wasn’t able to actually get any of the content so all I can review is the way ABC Mobile is making their content available (or not available as the case may be).

1) Using a short code is a great way to allow users to discover mobile content but it should work on all carriers you claim the content is available on. In this case the content seems to be available on Sprint but the SOLE access method, a short code, is not.  ABC should remove Sprint from the carrier list or figure out how to get them to provision the short code.

2) When promoting content, in this case alerts and live TV, ALWAYS provide a simple and clear call-t0-action so interested users can actually engage on their device. Marketing 101, really.

3) Create a mobile web site and detect mobile devices that come to your top-level domain. This doesn’t have to be complex. A simple mobile landing page with instructions on how to get mobile content would be better than directing to a non-mobile site with rich content and flash elements.

To summarize, it appears the mobile efforts at ABC Mobile are fragmented, lack coordination and and exhibit little understanding of how to engage a mobile user.

Posted in SMS, Strategy, Text-messaging, User Experience, Video | Tagged , , , , , | Leave a comment

Pampers Tries SMS But Leaks Out Anyway

Posted on November 19, 2011 by

I hate diapers. On the one hand you need them to keep your baby clean and on the other hand they are filling up landfills and decompose slowly.  And the reminders come multiple times per day. Sure, we tried cloth diapers but you may not realize how much water and electricity you go through cleaning and drying these absorbent things.  It’s insane. I’m not convinced it’s worth it. I’m back to disposables.

Which leads me to Pampers. I was taking a shrink-wrapped bundle of them to the daycare when I noticed a sticker on the pack with a long number/code on it. I’m actually surprised it got my attention because the sticker was so small. Seemed almost like a packing or shipping label of some sort.

image:Pampers GTG Sticker

Turns out it was a Call-To-Action!

Naturally curious, I tried to read the thing. Ever try to read the text on a coin? It was about half that size. I needed my glasses. It was painfully small. Here’s what I saw:

image: Pampers GTG Sticker Closeup

I guess you could text the code in as part of some sort of rewards program. I’m not a ‘member’ but not knowing what else to do I forged on sending the 15-digit code to 726777.

Expecting to be told I’m not a ‘member’ I received the following message in return:
“Sorry, we couldn’t find your mobile number. Please enter your email address. Msg&data rates may apply. reply STOP 2 quit, HELP 4help & T&Cs”

Fine. I replied with my email address. Here’s the reply:
“Sorry, we could not find your email @ Pampers GTG. Please register at pampers.com. Msg&data rates may apply. reply STOP 2 quit, HELP 4help”

(wow, those CYA bits about data rates and stop and help are really annoying)

Really? I need to go to a ‘regular’ website to register? I’ve gone so far as to stop what I’m doing, locate my glasses, find my phone, send the code, send my email and now you bail on me? This site is not meant for mobile and requires all kinds of data entry. Forget it.

FAIL.

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What could have saved this campaign?

First, these stickers are way too small. I’m not a 20-something but I only got reading glasses in the last 4 months and rarely use them. I see fine in normal conditions. If you want people to participate, make it easy (maybe Pampers doesn’t really want participation?).

Second, follow MMA (Mobile Marketing Association) guidelines for promoting shortcode-based programs. This will keep you from being audited and subsequently shut off.

Third, allow people to sign up via mobile. Do NOT make them use your regular web site. People on their phones won’t type and confirm-type email addresses and passwords, fill in addresses and make a bunch of preferences selections. Let them sign up and then follow up with them (via email) if you want more info. This can be done on a mobile web site or using SMS. Contact Atomic Mobile to see how this might work.

Posted in SMS, Text-messaging, Uncategorized | Tagged , , , , , , | Leave a comment

Microsoft Launches a Mobile Advertising FAIL

Posted on November 8, 2011 by

I have a lot of apps on my Samsung/Google Nexus S. A couple are paid but the remainder are all free. Free due to advertising. These apps contain advertising slots that the developer hopes to sell to advertisers in order to generate a positive return. Alarm Clock Extreme Free is a perfect example. The bottom 1/6th of their app is dedicated to ads. Like one from Microsoft:

Microsoft Mobile Ad

I saw the ad above and thought, ‘ok, I’ve heard some decent stuff about Microsoft’s  Mango, let’s check it out.’  Tapping the ad I was asked first if I wanted to ‘View Ad,’ which was a little confusing because I’d just tapped the silly thing – of course I wanted to see the ad. Not sure if this is a function of the ad or a creation of the minds in Redmond, WA. but it seems like an unnecessary second step.

I tap ‘View Ad’ and, as expected, I’m whisked off to the land of my Windows Mobile 7 dreams.

Or not.

image: MSFT Site Cert

Now, I know that this  warning has its purpose and with only nacent experience clicking on mobile banner ads I try clicking ‘Cancel’. Bad idea. The same warning just kept coming up repeatedly, like a pop-up from a spam site that doesn’t want you to go away, and I never actually got to the site. I should have bailed at this point but it was starting to get interesting. Backing out, I found myself back in the Alarm Clock app looking at the same banner ad. Tapping it again and seeing the same warning I try ‘Continue’ and, thankfully it looks like I’m moving past the error message.

And onto a full website for Microsoft Store. Yikes.

image: MSFT Site

Yeah. This isn’t going to happen. Where are the goods on Windows Phone 7 “Mango”?? I’m at a storefront homepage, or so it seems (it’s very small).

FAIL.

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What could have saved this campaign?

It’s hard to tell what happened with this campaign. Here are my theories:

  1. (This is bad.) The marketer who set up the ad campaign didn’t realize that it might be seen from a mobile device. Given the gravity that success for Windows Phone carries for the Redmond giant this may be inexcusable.
  2. (This is worse.) The marketer actually knew that the ad would be seen from a mobile device, thought it was an awesome idea and did nothing. This marketer should be fired.

This could be a classic case of applying what we know about web advertising to the mobile environment but it appears that even the web portion has escaped the brains at Microsoft or, more likely, their agency.

  1. There is no payoff. Warning message aside, there is nothing that treats us to Windows Phone 7 and all its glory. We are simply shuttled to a home page. Of all channels, mobile needs to show value.
  2. Security certificates. These are incredibly important for eCommerce sites. They secure transaction and payment information from casual hackers. But this home page doesn’t need to be secure at this point. Nothing has happened. There should NOT be certificate validation at the entry point to a site where I may just want to browse products in relative anonymity.
  3. This landing site was not built for access from a mobile device. The remedy is obvious. Do NOT advertise on mobile devices if you’re not ready to give the user an experience designed for mobile.
Posted in Forgot Mobile, Mobile Advertising, Mobile Web, User Experience | Tagged , , , | 2 Comments