Mobile Marketing has grown exponentially over the years especially since 2007 with the introduction of the iPhone to the market. Reaching consumers not only through text messaging but using fun and creative applications and games to enhance the user's experience with brands and/or products. Using this unique style of non-traditional marketing, companies can be truly creative in getting their message to consumers. There are so many great examples to choose from so where to start?
Since my semester has been consumed with State Farm propaganda because of Ad Lab, I have decided to spend this last case study highlighting a mobile campaign that has been a positive asset for State Farm as a brand. In 2009 State Farm created an iPhone application called the Pocket Agent. In efforts to reach a younger target market as well as trend setters who are more apt to download the latest smartphone applications, State Farm created a mobile "experience" for users.
With the "Pocket Agent", a user is not just introduced to State Farm as an insurance provider but the application serves as a guide to helping you in an accident situation. The application hits upon the many functionalities one needs when they get in an accident. First off, if your auto policy is registered on statefarm.com, and you are in an accident and have this application, you can immediately start the claims process in no time by a few taps on your phone. By taking photos on your phone and entering the location of the accident, submitting a claim is extremely attainable and simple. Did you lose or can't find your insurance card? No problem! The My Insurance Card function holds all of your information that you would need to exchange. There is even a feature where you are able to jot down the other drivers' information right at the scene so there is no mistake later. A brand new feature to the application is being able to "draw" the scene and show the road, objects involved as well as motion. This can all be done before you talk to your agent.
Once you've started the claims process it is most likely that you would need to find or call a repair shop to discuss damage done to your vehicle. No worries, with the Pocket Agent, State Farm is there to help you locate the nearest repair shop so you can get your car looked at as soon as possible. One last step to the process is locating your agent. Using this application, a customer/user can find their agent or find the nearest agent if theirs is not in the area.
Although I don't have an iPhone or State Farm insurance this type of application makes me want to have both! The ease of use and sleek design of the programs is very appealing for users. This type of application is targeting the on-the-go young target who is attached to their smart-phones like glue. They don't have to go through a long process to get the job done because this young generation is always on the move and has so much on their minds and in their schedules. I'm not the only one who this this application is close to genius. After looking at countless reviews the majority of them were positive, I actually had to look hard to find negative reviews, these were mainly from competitors or customers of competing insurance agencies. Here is something one reviewer had to say about the Pocket Agent,
"Similar to their early websites, many iPhone corporate apps have the heavy-handed feel of marketers trying too hard to race in on the latest technological trends. What develops from this mindset are usually thinly disguised sales channels that solve the short-term corporate need to "get out there" while leaving behind a jaded and less-than-impressed customer base. I warily expected the same from the first-to-market State Farm app, but was pleasantly surprised".I downloaded this application for my iPod touch and was able to play around with it some more. Although I can't make phone calls from my iPod I can still find all the information and do the claims process. It is very clear that this application has thought of every possible convenience for customers. State Farm is being there for their policy holders in a fun and creative way through the Pocket Agent.
Pocket Agent Press Release
