Mobile Web
Virgin 1, Terminator: Great mobile campaign
Great mobile campaign out of the UK to promote the Terminator series on Virgin1. Here’s the run-down:
1. Targeting very tech savvy males who are dubious of advertising, Virgin1 put together a campaign called “Terminate A Mate” whereby entering a someone’s mobile phone number friends could be geo-targeted and sent a mobile video message telling them that they were being tracked by a live terminator.
2. Display and WAP banners were the primary campaign drivers, which drove people to a website/mobile site where they could enter their friend’s name in order to commence with the termination.
3. The message was then sent out and by using information from the mobile operating network, targets were geo-tracked. So, the message actually showed their exact position on a map making it that much more personal.
4. The recently deceased could then get revenge by sending their own terminators after people, making the whole thing very viral. In fact, the word spread via fan sites, which always makes for great free PR.
Ford’s bad mobile (WAP) page
Okay, when I first saw this page I thought “nice.” The layout is simple, things seem relatively easy to read, etc. Then I looked at it on a mobile device and I changed my mind. Now I think it sucks. A few reasons why, and more importantly, some things to consider when designing a site for mobile.
1. First off, make sure that it looks good on a mobile device, especially when your site is talking about the benefits of mobile. The way to do that is by actually looking at it on a mobile device. And not just Android and iPhone. Test it on some lo-fi ones too like a Motorola Razr2.
2. Do not use traditional web navigation. It’s hard to read and more importantly, hard to click.
3. Copywriters, lay off the copy, especially on your homepage.It should be short and sweet.
4. Designers, remeber that scanability isn’t the same on a mobile device as it is on your 24” montior.
Motorola Droid website. Not great.
The new Droid from Motorola is definitely making a splash in the marketing world, as it should. Let’s face it, you need something truly disruptive to push Apple off balance. The Motorola Droid website on the other hand is a bit predictable. And by predictable I mean that it looks like an apple.com copycat.
First off, if your competitor is Apple, then don’t design websites in an Apple-like aesthetic, e.g the classic “wet floor” look for all the product shots.
Secondly, you should help people understand what the real differences (competitive advantages) are right away. People looking at the Droid are also pobably considering the iPhone.
And lastly, make sure you design a god damn mobile experience for it! Seriously, the mobile version of this is an after thought at best.
Basic user interface for mobile sites
One of the most basic things you can do in order to design a successful mobile site is to spend a bit of time getting the user interface right. A big difference between mobile (WAP) sites and traditional websites is the formatting of content. Websites are inherently formatted for landscape orientation, while mobile sites are designed for portrait, or more simply put, taller than they are wider. The illustration to the left is a very basic wireframe of a mobile site. Notice three things:
1. Its format, taller rather than wider.
2. No overuse of a grid. Content sections run the width of the screen.
3. Overall, very few elements on the page. One of the worst things you can do on a mobile page is overcrowd it with content.
Good example of mobile (WAP) site
Came across this site today for Siemens and wanted to share as a good example of a mobile site. Basically, there are three things that a good mobile site should do, which the Siemens mobile site has successfully accomplished.
1. Clear and easy to use navigation.
The oversized buttons really make it easy to navigate and give the user a good sense of what’s available on the mobile site.
2. Provide complimentary services to the main website.
Many mobile sites make the mistake of trying to make a mini-website. Instead think about what types of services your customers need on the go. A good example is an airline. It’s main site is good for booking tickets, but its mobile site is designed to check on flight status’.
3. Provide a clear space for individual campaigns.
Print, broadcast and out of home are all drivers to some type of digital experience. Therefore, it’s only natural to provide a clearly marked area to continue that same conversation and provide some connective tissue between your advertising (Awareness) and your landing experience (Education.)
