The mobile marketing boom has seen advertisers increasingly use mobile as a direct response mechanism. Yet there is significant potential for mobile to act as a branding tool for marketers too.
Nestle has successfully managed this, following the surprising news that Google is to name its new operating system update Android KitKat. The partnership is certainly not what is meant by branding on mobile, but opens up an interesting avenue brands may explore in the future.
The current agreement will see Nestle sell 50 million chocolate bars with the Android mascot appearing on the wrapper. Other than this however, no monetary arrangement has changed hands.
The co-branding initiative seems to make sense: Android is known for naming its operating systems after confectionery, while its presence on chocolate bar wrappers will help increase brand recognition in the wider marketplace. The only risk seems to lie in one of the two companies being tied up in scandal.
Despite the considerable press coverage, the initiative is unlikely to be repeated by others quite just yet. Apple for one has no need to potentially taint its brand; other manufacturers are already tied up in licensing deals (HTC are currently partnered with Dr Dre’s Beats Audio).
Therefore, don’t expect iOS 7Up, the Samsung Galaxy Ripple or the HTC One Direction anytime soon.
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