As if we need more proof of mobile’s exponential growth and importance, Hubspot recently published an article with some amazing mobile marketing stats that every marketer should know. Here are some of the most alarming:

• 91% of all U.S. citizens have their mobile device within reach 24/7
• 70% of all mobile searches result in action within 1 hour
• Mobile coupons get 10 times the redemption rate of traditional coupons

It’s no surprise, then, that Mobile Marketer’s State of Mobile Advertising 2011 declares that mobile advertising is the fastest-growing ad vehicle across all channels. As major brands rush to capitalize on these opportunities with huge budgets, experimenting with every type of ad from mobile banners to QR codes, the mobile advertising business is booming.

In such a crowded marketplace, challenger brands need mobile marketing ideas that will help them stand out from the larger competition and engage audiences in unique but effective ways. Below are five innovative mobile marketing ideas utilizing the latest mobile platforms and technologies that challenger brands can leverage to develop targeted and highly engaging mobile campaigns:

1. Mobile Scavenger Hunt

Mobile scavenger hunts are essentially location-based games where consumers use their mobile phones to compete in challenges to earn points, which are redeemable for rewards like freebies and discount coupons. It’s a really great way to make campaigns fun and interactive by encouraging brand interaction. There are several mobile scavenger hunt platforms out there, but SCVNGR is the most well-known.

2. Mobile Loyalty Programs

Almost everyone has heard of Foursquare, the popular mobile app that encourages users to “check in” to brick-and-mortar businesses like stores and restaurants thus creating buzz and interest for local businesses. But other than virtual badges and bragging rights, what’s really in it for the consumer? New mobile offerings like Chatterfly are aiming to solve that problem. Chatterfly is a mobile-based rewards program that lets businesses award points to loyal customers for activities such as making purchases, snapping photos, sharing experiences on social networks, and referring friends. Points can be saved up and later redeemed for rewards.

3. Text-to-Win Contests

With over 5 billion messages sent every day, text messaging seems to have usurped even mobile phone calls and emails as the preferred communication method. Hosting text-to-win mobile contests are one of the most engaging ways marketers can leverage SMS and build a loyal mobile following. Mobile contests allow brands to create effective and easy to manage promotions where customers opt-in for mobile alerts as they enter for their chance to win prizes. Winners are randomly selected and automatically alerted through the system, with instructions on claiming the prize. By offering mobile contests on a regular basis, brands create good incentive for their audiences to keep receiving mobile updates.

4. Mobile Game Advertising with Rewards

For its obtrusiveness and downright lame factor, mobile in-game advertising tends to get a bad rap. (Does anybody actually click those banners in the free version of Angry Birds?) But there are innovative companies out there like Tap Me who are creating new, less invasive forms of in-game advertising that reward players instead of annoy them. Tap Me’s in-context, non-interuptive ads are more engaging and let advertisers “sponsor” players to connect with them on multiple levels, as well as offer rewards. For example, advertisers can sponsor in-game levels and challenges where completing them earns players coupons and other incentives.

5. Augmented Reality

Augmented reality, or AR, refers to the overlay of computer-generated information on top of real-world visuals. Using a combination of GPS and mobile phone cameras, savvy marketers have come up with some truly amazing AR campaigns. For example, Cadbury recently launched an AR game triggered by the product packing of the company’s chocolate bars. Using the Blippar augmented reality app, players point their phone’s camera at a Cadbury wrapper which launches a short game where quacking ducks appear to emerge from the chocolate. Players tap as many ducks as they can, then submit their scores to be entered into a drawing for prizes. This is just one of many recent examples of brands using AR to craft incredibly innovative and engaging advertising campaigns.

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