What’s wrong with this recent #Wendys #AmericanIdol #Coke Mobile Marketing Campaign Ad? FAIL
Take a look at this recent advertisement found in Wendy’s locations around the country and tell me if you see anything wrong with it..
A. IT HAS NO CALL TO ACTION
Mobile Marketing and Direct Response 101.. where is the call to action? The call to action here is asking to consumers to tell Wendy’s what they think, but does not ask them what needs to be done to do it. This is a big opportunity missed to educate the consumer on how to use 2D / QR barcodes and increase response.
B. It assumes Wendy’s target demographics have smart phones and know how to use a QR reader
If I didn’t have an iPhone, a QR reader App like ScanLife, and knew what I needed by taking a photo of this barcode I wouldn’t be able to get to the mobile website intended for this campaign. Those are three big assumptions to make on the part of the digital marketers here. Nielsen data shows that the majority of the mobile market today [over 60%] are still on feature phones not smart phones.
C. Nice mobile page design, but what about the experience
After doing everything right, you get to this landing page, step 1 which is nicely designed for the iPhone:
The good thing about the first step is breaking down the data collection into steps making it easier for the user while ensuring some data capture if users abandon the process in the middle. The bad thing about is that about a quarter of mobile users misspell their email address on a mobile form; at least this is what I’m finding out from my own campaigns.
After submitting the email address, it took me to another mobile page that asks to fill further info including birth date, name, full address, and captcha! It almost made me abandon the the form and it probably does to a good percentage of users although the fields are all required for the contest I assume.
Good luck with the next campaign guys.
