David Polinchock writes
A new marketing application from Kraft is leveraging the iPod phenomenon in a way that goes beyond podcasting. Owners of the ubiquitous device who download the company's "Greatest Hits of Summer" widget can carry a library of over 100 Kraft-inspired recipes with them wherever they go.
The download, promoted at kraftfoods.com, offers grilling ideas, desserts, and additional recipes featuring Kraft ingredients. Users can browse recipes using the iPod's scroll wheel and look up ingredients while at the grocery store.
"Because Kraft consumers have busy lives and demanding schedules, we liked the idea of being able to provide them with food ideas and resources wherever they might need them," Ian Smith, director of global digital marketing at Kraft, told ClickZ News.
In India, it makes sense to see how marketers can use mobiles ( as their penetration is growing by the day) beyond a few odd SMS campaigns, as I see them used today. Interactive beauty tips, by Unilever, on a portal with mobile alerts, chats could help build "new engagement opportunities" with consumers . Also, synchronizing mass media, web and mobile is a huge opportunity area, no brand is seriously taking advantage of.