Samsung ran a mobile campaign that listed local Best Buy, Sears, BJ's Wholesale Club and Fry’s stores and invited recipients to play Angry Birds on the company's smart TVs. The click-thru rate on the Starcom campaign, which combined targeting of electronics enthusiasts with location, was 1.03%. "That is where mobile became really critical, because it could tie together the right audience into the exact right locations," said David Staas, president of JiWire, which created a graph for the custom-audience segment.

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