Using applications for mobiles as a creative resource: Cannes Case

Abstract

If it is undeniable how the Internet has revolutionized the world we live in it is worth noting the role of mobile in fostering digital colonization which we live. These devices were born as mobile phones but now with the functional capacity of the smart-phones and tablets allow us to do much more than talking on the phone. Regarding its impact on the advertising system, the investment in mobile marketing was predicted more than a decade ago in a double-digit percentage annual increase. The predictions have not been fulfilled and increases in investment in mobile advertising have been in a much more modest percentage. However, the sophistication of the devices themselves that has allowed the development of brands applications (apps in the jargon) of the most diverse nature. The goal of our research is to investigate to what extent the applications developed by the markings on their campaigns are embedded in the creativity of them. To achieve the goal we will apply content analysis as a research technique which will make for a taxonomic approach that allows us to categorize the phenomenon studied. Because the universe is overwhelming to study, we have focused the corpus on the Cannes Festival in the category of Mobile Marketing in its 2014 edition. The reason of choosing this contest is due to its central position as the global benchmark for creativity.