Yeah, to show how clueless your mobile analyst is, remember me telling you year after year, how location-based advertising is a losing propotion? Well, here is the exception that proves the rule. The best mobile ad campaign I've yet seen.
Ashutosh Srivastava the CEO of Mindshare was speaking at the MMA Forum here in Vietnam today where I was co-chairing the event with Rohit Dadwal. Ashutosh gave example of a mobile ad campaign that a sporting shoes store chain, Meat Pack in Guatemala, had just run. It was called 'hijack'. The idea was, to hijack customers from competitor stores. Meat Pack customers had to pre-register. Then Meat Pack had gone and geo-location positioned the stores of all of their competitors. When a registered Meat Pack customer went into a competitor store, they would receive a timed discount offer. The offer starts at 100% discount, and starts to 'count down' so a moment later, the discount is only 99%, then 98%, then 97% etc - this drives customers quickly to the nearest Meat Pack store, so if you arrive and you have 18% left of the discount, that is the discount you get today on your purchase of shoes at Meat Pack.
In one week in Guatemala, Meat Pack stole 600 paying customers from competitors, using mobile. The top discount achieved was 89%. Here is the video to the campaign.