Mobile Case Study: Royal Marines recruitment drive

The Royal Marines worked with Incentivated to engage potential recruits via posters, mobile advertising and in cinema foyers where the new Bond film “Quantum of Solace” was playing.

Client: Royal Marines

Target Audience: Potential new recruits

Medium: Bluetooth units were set up in cinema foyers playing “Quantum of Solace”. If the user’s mobile had Bluetooth turned on, they were invited to download a made-for-mobile marines video clip. In addition, shortcodes were promoted on posters at Amateur Boxing Association finals, where interested parties could text NAVY to 88058. Also mobile advertising was used, including temporary home page takeovers of Vodafone, 3 and T-Mobile’s portals. All media led to the Royal Marine’s mobile internet site.

Conclusion: 87,000 Bluetooth downloads occurred, with 5.6% of the audience becoming engaged. Banner ads delivered a lower click-thru rate (0.5%) but had higher data-capture rate than Bluetooth. Overall 10% of WAPsite visitors registered for the email newsletter or downloaded content.

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