GoMo is an initiative that aims to help businesses build mobile-friendly websites. And, in an era when three mobile devices are activated for every baby born on earth, GoMo couldn’t be timelier.

Consider these facts:

• Web searches from mobile devices have increased 400% in the last two years.
• Soon, more people will access the web from a mobile device than desktop computers.
• Businesses can increase consumer engagement up to 85% with a mobile-optimized website.

But in spite of these compelling statistics, only 36% of American businesses have mobile friendly sites. Everyone else is missing out on a huge opportunity to reach customers in a new and very personal way.

As advertising professionals, this is exactly the kind of opportunity we should be encouraging our clients to jump on. A campaign without mobile strategy is really just not a complete campaign anymore. This is as rich and as crucial a field to be playing in as the internet itself was 15 years ago, and the time to do it is now.

And that’s where GoMo comes in. Visit the case study section of GoMo to learn more about how consumers use mobile and understand best practices for mobile sites. You can even run your site — or your client’s site — through the GoMoMeter for a personalized report on how to get mobile-friendly.  Get smart about mobile, and get ready for a revolution in digital creative.

I’m proud to announce that mediahub from Mullen and JetBlue this week won the coveted Adweek Media Plan of the Year Award.  We won it in the “Alternative Media” category for a program called “Celebrity Baggage.”  It ran in the strategically important Los Angeles market and used multiple tools in Mullen’s hyperbundled arsenal – PR/Social, Creative, Media, Mobile, Digital, Experiential.

Background
JetBlue allows passengers’ first bag to fly for free, but research shows the brand was not getting credit for this “differentiation” in LA. Because consumers have high expectations of JetBlue, it raises the bar to deliver an original and less “ad-like” communication plan. Most media campaigns are solved in a :30 spot or a 300 X 250 banner, but we took a contrarian approach and invested our energy in creating something more surprising and more “JetBlue.” Our goal was to develop a “movement” and build support around this experience to fuel conversation and news.

Creative Solution
We created an event in which we asked A-List (Lindsay Lohan, Brittany Snow…) celebrities to donate a piece of luggage that we could auction off for a Los Angeles charity. To promote the auction, we ran full-page print ads in the LA Times, Variety and People magazine. We also ran rich media across entertainment sites/blogs, both online and mobile, that showcased the auction items and time left to bid. The most powerful element was a customized interactive video unit that showcased the celebrity baggage at Santa Monica Place, as well as a QR code that people could capture from their smartphones and be taken instantly to the auction site. Consumers could walk up to the screen, select the celebrity of their choice and then play around with pictures of the baggage.

Results

The campaign gained tremendous press coverage in over 150 media outlets resulting in 68 million bonus impressions. Plus, with celebrity tweets from Brittany Snow and DJ Pauly D, an additional 7 million impressions were garnered via Twitter. Social discussions about the brand increased over 200% while the campaign was running and we raised over $44K for DoSomething.org.

Most importantly, we got “buzz” in LaLaLand and firmly established the JetBlue brand in this important market.

note: Katie Thompson, Marissa Curcuru and Dustin Johnson contributed to this post

Barnes and Noble Creative Credits for Read Forever.

Mullen worked with Psyop – NYC on the production of this spot.  Click here to see full creative credits.

The campaign also includes a website redesign and a social media conversation strategy on Facebook and Twitter.

“This is my weapon. There are many like it, but this one is mine. My rifle is my best friend. It is my life. I must master it as I must master my life. My rifle, without me, is useless.”

In the new Department of Defense spot, the Rifleman’s Creed acts as a call to action – your vote is your most powerful weapon. It will debut on the American Forces Network (AFN) during Super Bowl XLV on February 6, 2011. The message, your vote is your weapon. Register.

Full creative credits below:

Client:  Federal Voting Assistance Program (FVAP)
Spot Title:  Your Greatest Weapon
Agency:  Mullen (Boston, MA)
Chief Creative Officer:  Mark Wenneker
Group Creative Director/Copywriter:  Dave Weist
Group Creative Director/Art Director:  Tim Vaccarino
Copywriter:  Brian Tierney
Executive Director of Integrated Production:  Liza Near
Producer:  Susan Poor
Account Service:  Don Lorenzet; Chip Cook
Media: Joslin Higgins
PR: Kate Hunter
Production Company:  Imaginary Forces
Director:  Brian Mah
Executive Producer:  Ben Apley
Producers:  Crystal Deones; Adam Lawson
DP:  Aaron Platt
Lead Animator:  James Anderson
Editor:  Joe Denk
Inferno Artist:  Rod Basham
Colorist:  Rod Basham
Sound Design/Mixer:  Mike Secher; Keith Roberts

The out-of-home media is appearing in key JetBlue markets nationwide, including Boston where they have become the official airline of the TD Garden (home to the Bruins and the Celtics) and LA, where they are standing up for tall people. As you can see, JetBlue is expanding its color palette and introducing the “I-People,” an illustrated icon representing their commitment to focusing on humanity in air travel.

To put it all in context, JetBlue CEO Dave Barger “revealed” everything there is to know about the company in a video first presented to crewmembers.

Results
The campaign is brand new and still rolling-out, but we’ve captured more than 300,000 views on the JetBlue branded YouTube channel (as of 11/18/10) and JetBlue stock has been trading at or near its 52-week high ever since the campaign broke. This is a brand with strong momentum.

This is the third in Mullen’s TV series for Planet Fitness. Creative Credits are below.

Creative Credits
Client:  Planet Fitness
Spot name: Lift Things Up
Agency:  Mullen (Boston, MA)
Executive Creative Director:  Mark Wenneker
Creative Director/Copywriter:  Brian Tierney
Creative Director:  Stephen Mietelski
Art Director: Chris Toland
Director of Integrated Production:  Liza Near
Exec Producer:  Zeke Bowman
Producer:  Mary Donington
SVP Brand Evangelist:  Stephen Larkin
Account Executive:  Jordan Searles
Director:  Dave Laden
Prod Co:  Hungry Man
EP/Hungry Man:  Kevin Byrne
Producer/Hungry Man:  Tom Lowe
Editor:  Lawrence Young/Bikini Edit
Graphics/VFX: Brickyard
Audio/Sound Design: Mike Secher/Soundtrack

The integrated campaign has TV, social media and print that links to an augmented reality 3D experience.

Stephen Mietelski, svp, group creative director at Mullen, said “While using the camera, we came upon a simple and powerful idea: Rather than telling people “Look What You Can Do,” let’s show them what they can do with the PEN by using the camera to produce all of the campaign advertising visuals.”

Readers of the June print issue of Wired and the July print issue of Popular Photography will find an augmented reality tip-in card shaped like the Olympus PEN (actual size). The camera card peels off the insert and serves as a marker for use in front of a webcam. Simple instructions for the demo are included and direct users to the Olympus augmented reality site.

“Augmented reality has been used by companies before, but more as a gimmick than as an actual, working, in-depth product demo,” said Mietelski. “This is as close to having the camera in your hands as you can get without actually having it in your hands.”

The end result is a campaign that uses the medium as the message.