A Coca-Cola Co. promotion to reward shoppers with mobile credit via packages may pave the way for other packaged goods companies to follow suit.
Here’s what Impact Mobile president/CEO Gary Schwartz has to say about Coca-Cola’s mobile credit campaign and its potential as a role model for others of its ilk.
My mobile pitch has always been “put an M in front.” Take existing retail and consumer packaged goods processes such as end cap, spiff, circulars and point-of-sale receipt and put a mobile element in the mix to add incremental business value.
Well, here is another process. All signs indicate that this will dramatically enhance stores’ shopper marketing objectives and replace the antiquated rebate model.
http://www.mobilecommercedaily.com/how-coca-cola’s-mobile-credit-campaign-may-change-shopper-marketing/
About Gary Schwartz
Over the past ten years, Gary Schwartz has played a leadership role in the mobile industry. Gary is the CEO of Impact Mobile, Inc., Chair of MEF North America and is the author of "THE IMPULSE ECONOMY" published by Published by Simon & Schuster, Aria Imprint.
Twitter @impulseeconomy
In 2002, Gary ran the first cross-carrier short code campaign in North America. In 2006, Gary founded the mobile committee for the Interactive Advertising Bureau (www.iab.net) and has worked to publish literature such as the Mobile Buyer's Guide helping extend the digital buy into mobile (for which he received an IAB award for industry excellence in 2009).
Additionally, in 2007, Gary started work to help establish a joint task force between the Mobile Marketing Association (MMA) and the IAB with the aid of the Media Rating Council (MRC) to develop global, auditable mobile measurement standards.
In 2010, Gary was elected as the Chair of MEF North America (www.m-e-f.org) with a remit to develop a mobile commerce practice to service brands, retailers and content owners (for which he received a MEF award for industry excellence). In 2011, in partnership with MEF and a number of industry groups including the X9 security standards body, Gary is working to develop m-commerce security and privacy guidelines.
Gary is the recipient of the Macromedia People Choice Award as well as the Dodge Foundation award for innovation. Gary is an Asia and Japan Foundation Fellow.
