Auto manufacturer Toyota recently announced its new series of six mobile videos to help promote the new Camry. The campaign will target 20 and 30-year olds and is believed to be one of the first branded entertainment series specifically created for mobile devices.
The mobisodes aren't just a television spot converted for the small screen -- they include self-contained, miniature stories designed for entertainment value. Of course, the product is prominently featured in the episodes, but Toyota also understands the power in bringing its products to life through engaging stories that resonate. (Disclosure: Toyota is a GH client)
Mobile marketing is truly "brand-in-hand" communications and holds amazing potential for public relations. The US is still playing catch-up in the wireless marketing space compared to Europe and Asia, though the gap is closing fast. While SMS (text messaging) campaigns are now common in many marketing programs, rich media campaigns delivering full motion video to wireless devices are beginning to take hold in the US, too.
As traditional media consumption continues to decline, savvy marketers will increasingly look to wireless and on demand channels to share their stories directly with audiences. To succeed in this arena, branded messages must be compelling enough so that the intended target makes the decision to watch or listen to it.
What's different about mobile and wireless marketing from e-mail and other electronic communications channels is that (for now) it's entirely permission-based. That's right: the audience you intend to reach must permit you to communicate with them.
The implication for PR practitioners using wireless communications is clear: your message must be appealing and creatively presented, or your audience won't agree to watch or listen to it.
Our job as professional communicators has always been rooted in storytelling.
And storytelling is an art that will grow in importance over the next 50 years as the consumer maintains more control of the messages he or she receives.