For many brands the best way to showcase new products or services is to go out in the world and engage consumers where they are hanging out already - casually showing up at an event or location where they already are and fusing into their world.  Given declining TV viewership and increasing costs for TV commercial production along with overall consumer "ad avoidance," many companies are realizing for less money they can create a more engaging consumer experience that creates a stronger bond to the brand.  Here's what some companies are doing in the mobile marketing space lately:

• Kodak in the US has recently launched its "Inspiration Tour" visiting 12 cities this Summer, with three display areas letting visitors get their hands on Kodak's new cameras, printers, digital frames and other products.  In one area guests can take a photo in a life-like setting like standing beside a Disney character in Cinderella's castle or driving in a NASCAR race.

• Microsoft announced a series of free concerts to help promote its Zune music player. Called "Zune Live at the BBQ," the tour features several hip-hop acts and viral invitations will be sent to fans.  The event will have interactive displays to showcase Zune and provide multiple ways to engage with the brand.

• Highlighting its industry-leading position in Hybrid cars, Toyota launched its “Highway to the Future: Mobile Hybrid Experience” tour, providing consumers with a firsthand opportunity to experience hybrid technology.  Consumers can test Toyota's Hybrid Synergy Drive system and learn about hybrid technology through a number of interactive educational exhibits and test drives.

• Nickelodeon's Slime Across America summer mobile tour experience will feature a fully interactive, enhanced 18-wheel Slime Mobile with virtual slimings, games, a Nick Live! Slime Edition stage show, and much more. A user-generated content station will be available for kids to submit their original creations for possible air on Nickelodeon or Nick.com. Newly added virtual sliming pods will allow for up to five kids to be slimed at once, and to digitally capture the moment as they receive Nickelodeon's highest honor. Music-themed activities, such as Nickelodeon karaoke, will be part of the experience as well, along with Nickelodeon costume character appearances, and product giveaways.

These are just a few examples of some of the more recent mobile marketing efforts underway.  They all have some specific things in common that are key to a successful mobile marketing effort:

1. They are all fun and engaging experiences - no one wants to go to something boring obviously, and each of these examples has a high fun factor
   
2. The brand and/or product has "permission" to go and play with consumers.  And with permission I simply mean that it doesn't feel forced or manufactured, they naturally bring to life the brand personality.
3. The events showcase new products in cool ways - the combination ensures people will want to come to check out what is new and will talk about it more if the event uses new technology to showcase the products
4. They go to existing events versus trying to drive traffic on their own. 
   

So the next time you are developing a marketing campaign for your next big product launch build a program around hitting the road and bringing the product experience to your desired audiences.  You'll hear firsthand feedback, start a groundswell of buzz and further bond consumers with your brand for the long-term.