Besides networking, the main topic of the evening was the presentation of the “Mobile Marketing Challenge” results – a couple of agencies were pitching concepts for mobile marketing campaigns.

Even when working for 3united/VeriSign Austria (now Mobile Messaging Solutions), I was not really involved in any mobile marketing activities, so I was curious to see the contestant’s proposals.

I was surprised to find that most of the presentations focused on traditional SMS campaigns, or WAP/mobile portals/banners – none of them had suggested the use or implementation of any mobile apps. Twitter and Facebook were mentioned by some, but played no major role in the campaign layout.

Maybe it was naive for me to expect a certain level of innovation – but, come on, SMS?! That’s soooo 90s…