NAVTEQ announced today that a first-of-its-kind location-based marketing campaign for O2 in the U.K.netted impressive results across the board.
The campaign leveraged NAVTEQ’s newly launched “LocationPoint” LBS marketing platform to promote the chance to win free concert tickets to a local concert or special event. NAVTEQ, in conjunction with high-quality Ovi Maps, delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K.
Campaign results show an impressive initial click-through rate of 20%, while a further impressive 40% of consumers visited the attached mobile Website to register to win or clicked on a map showing the venue location. In addition, 16% requested an Ovi Map orienting or directing them to the venue. The campaign is another early win for NAVTEQ which is making huge strides in leveraging its navigation-centric network to deliver highly targeted location-based ads.
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
