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Out of the Closets and Onto the Phone: Using Mobile to Fight Homophobia and Support the Lesbian, Gay, Bisexual and Transgendered Community.
Includes video content
Recommended by Warc editors
Robin Heisey and Cynthia Roach, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth.
This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth. In response to a rash of gay teen suicides, PFLAG wanted to bring the conversations that their support groups shared to a wider audience. Mobile was chosen for its ability to share content in a more personal way, mirroring the intimacy of a PFLAG support group. The creative teased the viewer with the beginnings of the most provocative and touching testimonials; then, through QR codes or the Shazam mobile app, it allowed people to view or hear the conclusion of the story on a mobile device. Total donated media exceeded $CDN500,000. The campaign generated more than 30,000 video views.
Pushing Boundaries: Creating Outstanding UX for M-Commerce Success
Includes video content
Recommended by Warc editors
Melody Adhami, International Journal of Mobile Marketing, Vol. 7, No. 1, Special Canada Issue 2012
This paper describes the mobile marketing strategy of Pizza Pizza, a Canadian pizza restaurant chain, which included creating a mobile app.
This paper describes the mobile marketing strategy of Pizza Pizza, a Canadian pizza restaurant chain, which included creating a mobile app. Key to the success of the app were a simple, functional design; appealing design which emphasised quality of ingredients; and a coupon to be applied to future orders. Pizza Pizza is Canada's largest pizza chain with more than half a billion dollars in annual ordering and more than 600 traditional and non-traditional nationwide restaurant locations. The app was developed to meet the needs of an increasingly mobile consumer, and to gain market share. As a result of the app mobile orders grew from 9% of online orders to 18%, and mobile orders lead to 10% more repeat orders than the website.
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