MRM is deeply engaged in developing mobile experiences across different technologies.
We rely on our diverse collection of craftspeople, and their capabilities and experience for core mobile development, including mobile Web /WAP sites. Additionally, we have a strong set of core skills with device-specific applications and, specifically, those focused around Objective-C for the iPhone and Google Android.
We maintain a number of key partners for development (e.g., OpenGL for iPhone), testing (crowd-sourced mobile testing), and infrastructure (access to phone-networks, SMS/MMS gateways).
For global deployments, we work with partners in key regions to allow for flexibility in the development of mobile campaigns and their distribution, in light of nuances of both local market legislation and local Telco governance.
Some examples of our mobile experience include:
MasterCard ATM Hunter
MasterCard’s objective in 2009: drive brand relevance as an innovation leader and a key player in the mobile space. MRM developed ATM Hunter, an elegant solution helping consumers quickly and easily locate the closest ATM, no matter where in the world they may be. Utilizing the iPhone’s GPS location system, this App helps users find an ATM close to their current location, address or airport. It even delivers financial tips.
MasterCard Priceless Picks
Part of MasterCard’s award-winning Priceless campaign, Priceless Picks is an iPhone App that let consumers access hundreds of user-recommended shops, restaurants and hotspots, or to share their own. The App connects consumers to the brand by empowering them to define and share what’s priceless to them in a tangible way. It lets users sort and filter results in multiple ways, capitalizing on the iPhone’s GPS location system. The Picks App experience will also be mirrored on priceless.com, allowing consumers to explore and post virtual “Picks” as they would from their iPhone.
The Betty Crocker Mobile Cookbook
What’s for dinner? This App serves up the answer with more than 4,000 tried-and-true recipes from the Betty Crocker kitchens. The world-famous Betty Crocker Cookbook can be fully loaded on the user’s Touch or iPhone, it’s lightning quick, and it doesn’t require a wireless or 3G connection. Users can search by recipe or ingredients, or be surprised with a random recipe from the cookbook. Recipes include step-by-step instructions and full nutritional information.
Maybelline New York
From the consumer point of view, Maybelline New York products suffer from a lack of information: The real-world product offers few testers, no beauty advisors and no free sample. As such, it’s hard for a potential consumer to choose a new product and/or a new shade. In order to drive a deeper consumer experience, we developed an App that lets women discover new shades and new products on their own faces, or on models’ faces, at the POS.
Captain Morgan Calling All Captains
For Captain Morgan, we looked to create a multi-channel digital experience that brings to life the Captain Morgan campaign,“Calling All Captains,” focusing on generating high social diffusion and word-of-mouth, with almost no paid display media. MRM created the Calling All Captains customizable Voicemail Prank, a mischievous utility built to allow the user to send an unexpected voicemail to their friends from one of three characters, with the ability to personalize the message with characteristics of their friends. To promote the utility, MRM focused on a strictly digital strategy. Captain Morgan’s Facebook, blogger seeding, PR and targeted influencer seeding created added reach, but the trajectory took off when the utility went mainstream and Playboy highlighted the utility on their Facebook page. Further into the campaign, a very small amount of paid media on 2 sites kept the pranks going strong.
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