POLITICO’s mobile wallet pass provided essential real-time information to those interested in the historic vote, helping to increase website traffic 300 percent
LONDON — November 21, 2016 — Mobile growth company Urban Airship today announced that POLITICO’s EU Referendum Tracker won Mobile Marketing Magazine’s Most Effective Publisher Offering award for its innovative use of mobile wallet technology. POLITICO leveraged Urban Airship Reach’s mobile wallet capabilities and middleware from DigitasLBi to share real-time polling and voting information with passholders, driving them to its latest Brexit-related editorial coverage.
In seven days, POLITICO gained 10,000 passholders and used Urban Airship Reach to dynamically update pass contents with breaking news, polling data and real-time voting results, complete with lockscreen messaging alerting users to new content. Together with its timely Brexit coverage, the mobile wallet campaign resulted in a 300 percent boost in POLITICO’s website traffic in June and extended POLITICO’s reach to new audiences as 74 percent of registered passholders were new to the organization’s database.
“This was a great way for us to test pushing key moments of a major story to our audience so that they could keep track without having to go look for news,” said Kate Day, POLITICO’s editorial director of growth. “It was an eye-catching addition to our already robust Brexit coverage and something distinctive that we could offer that others didn’t. Given the results, our Brexit strategy will now become a blueprint for all future expansion plays.”
“POLITICO’s EU Referendum Tracker shows how mobile is evolving with new technologies that provide app-like capabilities with far less friction for the consumer and the business,” said Brett Caine, CEO and president of Urban Airship. “Our business and latest survey results show that new mobile wallet technologies are in high demand by mobile marketers who are rapidly adopting them for novel and highly effective use cases.”
Mobile wallets have emerged as an elegant way to form a persistent, personalized and proactive mobile connection to customers, without requiring them to download an app. A majority of consumers (54 percent) have used mobile wallets, most commonly for loyalty cards, coupons and boarding passes, according to The State of Mobile Wallet Marketing Report released by Urban Airship this year. However, more than half of respondents want to use mobile wallet for order delivery updates, mobile payment, ID cards, event tickets and reminders (expirations, balances).
About Urban Airship
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