AT&T has just launched a new mobile marketing campaign that has caused some controversy among users
The campaign is known as the “It Can Wait” campaign, which raises awareness of texting while driving. Within the campaign users take a pledge to not text and drive in order to keep the roads safe. Currently over 5 million users have taken the pledge.
To become part of the campaign, all users have to do is send a simple text that says “#X” to friends and family, which lets them know the user is about to drive so they will not be reachable. AT&T launched the campaign with a catchy YouTube video that encouraged users to become part of the campaign by pledging not to text and drive. The video even shows mobile users how to change their settings so the message can be sent with the click of a button.
The campaign also promotes AT&T’s DriveMode and SafelyGo apps for Android devices that encourage safe driving. The controversy with this campaign is that some see it as promoting more mobile device usage whether it is on or off the road. We live in a world where mobile technology is a part of consumers’ everyday lives, and its usage is always increasing. Promoting mobile tech usage is going to happen, but with applications and mobile campaigns like the one AT&T is conducting are great ways to encourage safe mobile usage.
Brands who create mobile marketing campaigns that are relatable to the lives of consumers like AT&T has done are likely to gain an interest from consumers–encouraging engagement with the company, ultimately bringing business.
The ever-popular hashtag
In order for mobile marketing campaigns to be relatable, companies need to be familiar with the trends of technological terms. Currently, hashtags are ruling the mobile technology world. Hashtags are used as a search feature, so they’re a great way to promote business. A simple hashtag in front of the company name can easily be linked to company websites, social media, consumer ratings, and all sorts of data that is valuable to companies and consumers alike–but you need to keep the content relevant and dynamic.
Relating to consumers is vital to the success of any type of marketing, but especially to mobile marketing because the medium is itself so personal. Company ads are likely to be ignored if consumers are uninterested, and the quickest way to get consumers’ attention is to relate to them, so make sure that your mobile marketing campaigns are relatable.