The Mobile Marketing Association has been promoting mobile as an indispensable marketing channel since it was founded twelve years ago, and the EMEA leg of the 2012 MMA Forum series was held Nov 14th-15th at the Four Seasons, Istanbul. Traditionally the event attracts professionals from across the mobile ecosystem as well as brands looking to improve or develop their mobile strategy. The notable quotations from speakers are well worth a read. InMobi's Rob Jonas and Turkish Airlines Neset Dereli co-presented on Building Brand Awareness through Real-World Mobile Gamification. This followed the success of the Turkish Airlines ad that ran over the course of the Olympics, which gave consumers the opportunity to win plane tickets through interacting with advertisements using their smartphones. The campaign was a great example of meeting the demands of the Connected Consumer a category that transcends age, gender and location generalisations and characterised by their use of the internet to make purchasing decisions. The joint presentation was a great moment in the positive relationship that has grown between InMobi and Turkish Airlines over the past six months. Having started with small campaigns in a few countries across Europe, Turkish Airlines have seen increased ticket sales as well as improved brand awareness due to their mobile strategy executed with InMobi, with plans to continue and extend campaigns around the globe.