situation analysis . . . . . . . . . . . . . . . . . . . . . . .

new media analysis . . . . . . . . . . . . . . . . . . . . . 3

basic concept. . . . . . . . . . . . . . . . . . . . . . . . . . 4

purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

marketing elements. . . . . . . . . . . . . . . . .4 & 5

website

facebook application

email

contacts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

2
situation analysis
With the increased popularity of smartphones, companies have outstanding marketing
opportunities. Thus, many companies have found it beneficial to jump on board and use
applications in their branding strategy and as a part of their marketing mix.

Smartphones have put society at the forefront of a new wireless era in which these
devices have become and will continue to be the standard form of connection to friends,
the Internet, and the world as a whole. According to mobile research specialists, along
with smartphone ownership increasing significantly, the smartphone application market
grew over $2.2 billion in the first 6 months of 2010. According to survey statistics, 84
percent of respondents reporting owning a smartphone or other application-based
device. Of those owners, 95 percent have downloaded and used various applications on
these devices. With this market gaining tremendous momentum, companies are
discovering the most profitable ways to benefit from this new consumer channel.

Mobile research specialists “top 6 trends shaping the application market in 2010”
highlighted that one of the key market drivers is that companies are getting in on the
act. By the end of 2009, only 10 percent of companies were present in one of the few
application stores. However, the activity levels over the last few months have shown a
significant increase in major brand presence. Survey statistics reveal that of the
application users that notice companies, sites, brands, celebrities, etc. are strategically
incorporated in certain applications, 85 percent of respondents think that it is a
successful marketing strategy. Companies are realizing and beginning to utilize
applications to advertise their products and increase business transactions.

new media analysis

When asked the reasons for downloading certain applications, 84 percent of survey
respondents stated “Entertainment” as a primary reason. More specifically, social
networking and gaming accounted for a combined 79 percent of survey respondentsʼ
opinions of what they found most appealing. These statistics show the influence that
fun, gaming applications have in the marketplace.

Gaming applications have been on the forefront of application sales for some time now.
Many of these applications see millions of downloads per day. So doesn’t it make sense to
capitalize on a market that is already booming? BobbleU is a fun application that allows
users to create personal ways of connecting with their icons and friends.

3
dsbasic concept
BobbleU is a smart phone application for the iPhone. It allows users to create and
download Bobblers of their favorite idols, role models, and celebrities, and it will even
allow users to create Bobblers of their friends. Users will have the ability to name their
Bobblers, attach word bubbles, and dress their Bobblers using popular apparel, both
branded and user generated. This will allow brands to advertise and generate
awareness while also allowing organizations to create a relationship with the public.

purpose
1) Entertain and engage users

2) Increase brand and organization awareness

3) To increase brand and organization interaction

4) To allow brands and organizations to create a relationship with users

5) To generate profits for involved brands and organizations via advertising, as well as
download and upgrade fees

6) To encourage users to share their Bobblehead Bobblers via Facebook and other
social media platforms.

marketing elements
Several marketing elements are being used in order to support, promote, and share the
BobbleU iPhone application.

website
The BobbleU website creates a virtual way for individuals to learn more about the
BobbleU application while interacting with the product through the online
community. Through the BobbleU website, individuals will have to ability to
create new bobblers, and download and edit pre-exising Bobblers. The website
will encourage the use of the application even for those who do not own a
smartphone or application-based device.

4
facebook
Over the last several years, Facebook has become an integral part of society's
daily life and an enormous player in today's advertising and promotional world.
With Facebook's enormous growth, we have seen billions of people join the
network, as well as more and more companies and celebrities with fan pages
and groups. Because of this, Facebook has become the perfect medium for
BobbleU users to share their favorite bobblers of the friends, celebrities and
company members.

The BobbleU Facebook application allows anyone to share his or her created or
downloaded Bobblers. Users can post Bobblers of their friends to their walls,
send them in a message, make them a “group image” or profile picture, and
more.

email
Users will also be able to send all created and downloaded Bobblers through
email. Your closest relatives will never forgive us! So get to it! Download, create,
and SHARE.

5
contacts
Blake Helman (B.F.A. 2013) is a junior studying
Graphic Design in the Lamar Dodd School of Art at the
University of Georgia. His passion for graphics stems
from his lifelong obsession with art. Blake's hobbies
include biking, aerosol painting, cooking and going on
adventures.

Taylor Moss (B.A. 2012)

is a Management Major in
the Terry College of
Business at UGA. He is interested in technology and
currently runs a side business fixing PCs and resolving
technological issues ranging from home entertainment to
even online marketing. He enjoys soccer, water and snow
skiing and dual sport motorcycle riding.

Liana Skoglund (A.B.J. 2011) is a senior at the

University of Georgia in the Grady College of
Journalism and Mass Communication. She is majoring
in Advertising, minoring in Sociology, and pursing the
New Media Certificate. Liana recently finished an
advertising sales internship with The Campus Special,
LLC and currently holds leadership roles in Ad Club
and HSBT, student-run advertising agency. In the
future, Liana plans to pursue a career in marketing or
advertising.

Sharon Weaver (A.B.J.

2010) is a senior at the
University of Georgia majoring in the Grady College
of Journalism and Mass Communication. She is
majoring in Public Relations, minoring in Speech
Communication and earning a New Media
Certificate. Her passion is communication and
creating relationships. She enjoys sports,
photography and traveling.