Dan Quinn - Mobile Entertainment Live! Insight on Advertising

In partnering with Starcom on a mobile advertising effort, Research In Motion wanted to "play in our own sandbox" according to the device maker's manager of global online marketing Don Quinn, explaining the firm wished to build a mobile program that played to its reach, would inform consumers and measure their behaviors on the mobile web. "We wanted to track attitudes, engagement and conversion," Quinn said. Despite the prominence of RIM's BlackBerry devices in the smartphone segment, the campaign experienced a 3.62 click-through rating among non-smartphone users--in addition, one third of consumers who visited the RIM WAP site via click-through later returned, with the average user spending more than nine minutes on the site.