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Defining the Mobile Moment
Target office buildings, commuters, and those within close proximity to bars in the hours leading up to the happiest hour.
The Mobile Moment in Action
A wise meme once said “”I don’t do happy hour. I do happy hours!”” Have truer words been spoken during the waning hours of a long work week? Happy Hour is sacred for many and, with Aki’s help, a leading beer brand was able to help participants warm up for their sacred ritual by encouraging fun during Pre-Happy Hour Moments.
Aki worked closely with the brand to build out a custom Happy Hour Goer Audience Segment in order to reach the people that have historically attended happy hours. (Sorry Granny, but if you only went to a few more Tipsy Tuesdays this could have been you, too.) Then Aki identified the moments that this audience engages with their phone before happy hour begins—at the office, on the commute, or while walking by a bar. Right person? Check. Right Moment? Check. Right ad format? Of course! Aki’s mobile moment platform helps optimize targeting, ad format and message in order to ensure the best opportunity for engagement.
By being smarter about who to reach, when to reach them, and what creative would make the strongest impression, this beer brand was able to generate a lift in awareness and consideration for their brand during the most influential moments leading up to Beer O’Clock.
Did you know?
Was the concept of “Happy Hour” invented by the United States Navy? In early 1913, a group that called itself the “Happy Hour Social” organized semi-weekly Happy Hours. They offered a variety of entertainment, including boxing and wrestling matches, music, dancing and movies. By the end of World War I, the practice of “Happy Hours” had spread throughout the entire Navy and sustained into our culture today.
Explore more Moments
‘Why Did I Eat That’ Moment
We’ve all been there—just one more plate, one more bite… “Okay, I guess I’ll have a small piece of cheesecake.” No matter how much we know we’ll regret it, we love to overindulge. And it was exactly those moments of regret that a leading antacid wanted to find.
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Auto Repair Moment
Check engine light, screeching breaks, oil change, and so on… If you own a car, you’ve inevitably spent some time in an auto service waiting room. Luckily now that we’re armed with mobile devices, we no longer have to read last year’s Road and Track. Instead, we’ve got devices in hand and can explore all the internet as to offer.
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Ready to own your mobile moments? Contact us.