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///pontiac g6 cas study///
m-Qube Case Study
Objective:
To drive awareness of the G6 and its cutting edge technology
Solution:
There's a reason that the car Oprah Winfrey gave away to her stunned audience members in the fall of 2004 was a G6. The sport sedan is critical to General Motors initiative to revitalize its passenger car offerings. Aimed at a target audience ranging from 24 to 45 year olds, General Motors recognized the need to build a powerful buzz-generating mobile marketing program to connect the G6 with hip mobile trendsetters.
To generate buzz among car aficionado’s and camera phone enthusiasts, m-Qube 
helped Digitas, the agency of record, conceive and execute a cross-carrier picture messaging program. Consumers had the opportunity to snap a photo of a G6 for a chance to win $1 million, either using their phone or a digital camera, and then send it in via their phone or personal computer. A free ringtone of the Clash's “Should I Stay or Should I Go” was offered to everyone who entered via camera phone through a download on a web site. Consumers learned about the promotion through prime time TV spots, and Print advertising (including publications such as People and InStyle), and radio advertisements aired during morning drive time on popular stations nationwide. The mobile program created a new and engaging communications channel for Pontiac.
Results:
In addition to significantly lifting traffic to the G6 web site, Pontiac expanded its visibility among demographically attractive mobile phone users. With this unique mobile marketing program under their belt, Digitas and Pontiac are planning additional mobile programs to increase brand visibility and drive sales.
m-Qube website
///ubiquitous game case study///
Ubiquitous Game Case Study
The application:
More than a hundred players and phones, 5-meter tall giant inflatable animals designed by an artist in the UK, $5000 prizes, semacodes nodes on billboards, on buses, and on a taxi navigating the streets.
It's an urban mobile treasure hunt, with 5 teams from local high schools racing to be the first to find $5000 in treasure - and win the money to keep it for their school.
Teams had to first capture one of many zones by carrying a 5 meter high animal totem (cougar, lion, eagle...) for their team into the zone base. Once there, they checked in and out with semacode nodes. If two teams vyed for control of a zone, they battled it out with a bidding war: the winner got the zone and the loser got their money.
The game was played in Minneapolis, Denver, Salt Lake City, Seattle, and Phoenix.
The hardware:
150 Nokia 6225 camera phones.
The nodes:
The production team hid 350 semacode nodes around a rounghly 10x10 block area of the downtown. Some were in plain sight - others were only available if you talked to the right person. Each node gave a clue to find another one, and if you got enough node in your zone, you could find the SUPERCLUE, worth hundreds of dollars.
Technical achievements:
Semacode Corporation deployed its pre-release Semacode Server. By configuring the server software to work with their existing MMS server systems, Ubiquity Labs was able to build the application using only the MMS and SMS capabilities of the phones.
semacode website///
