Posted by: Marketing System Blueprints, LLC is the leading provider of Mobile Marketing solutions for local businesses. MSB employs the latest Mobile Marketing startegies to assist their clients through the complex universe of Mobile Marketing for long-term results in competitive markets.
By Giselle Tsirulnik
June 23, 2010
Biking in Mississippi
Name and city and state of marketer
Mississippi Development Authority/Tourism Division
Name and city and state of?mobile marketing services firm
Ping Mobile, Englewood Cliffs, NJ
Campaign/program name
Play Your Way Through Mississippi
Common short code and keywords used
Consumers were asked to text the keyword MISS to short code 74642.
Objective
The objective for Mississippi Development Authority?s Tourism Division was to promote spring tourism.
Target audience
The target audience was Mississippi locals.
Strategy
The strategy was to promote spring tourism and also build a database for future marketing.
Call to action
The Mississippi Development Authority?s tourism division ran a sweepstakes that was advertised on the local cable networks and local Web sites of NCC Media.
Consumers were asked to text the keyword MISS to short code 74642 for a chance to win a Peavey custom electric guitar, a gas card and hotel accommodations for two in various places of interest around Mississippi ? a prize valued at $3500.
Tactics
The campaign was advertised via 30-second television spots airing on targeted cable networks and with locally targeted Web banner ads.?
When viewers texted the keyword MISS to short code 74642 or entered their phone number on the Web, they received a message confirming their entry into the sweepstakes and directing them to the Mississippi Development Authority Web site for more information.??
Entrants also received a second call-to-action offering the opportunity to increase their odds of winning by opting in to the “MS Mobile Club” and receiving 10 more entries to the sweepstakes.?
Results
Approximately 2,000 people texted in to enter the sweepstakes, and the double opt-in rate was 22 percent. In other words around?440 people opted-in to the mobile database.
Quote from NCC Media
“This was a valuable, appealing prize,” said Lori Givens, senior director of promotions and corporate communications at NCC Media. ?So we expected a good response. Approximately 2,000 people texted-in to enter the sweepstakes, and the double opt-in rate was 22 percent. I’d say the campaign was a great success.
“We are very happy with the results and will be using mobile marketing for our clients again in the near future,? she said.
Quote from Ping Mobile
“This particular campaign was set up enabling participants to enter by web or mobile,” said Shira Simmonds, president of Ping Mobile, the mobile marketing agency that facilitated the campaign.
“The Web site was connected to our platform via API ? application programming interface ? which enabled it to interact with our system and collect all entry data,? she said.
?All entries received via SMS or Web, were pooled into one location.”
Senior Editor Giselle Tsirulnik covers advertising, messaging, legal/privacy and database/CRM. Reach her at giselle@mobilemarketer.com.
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