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date added:2010-03-06 23:54:27 | modifed: 2010-03-07 00:00:10
marketing |
Text Marketing |
Case Studies
Nestle Waters
Objective
Grow affinity and drive sales for Arrowhead, a brand of Nestle Waters.
Solution:
Nestle Waters teamed with AM/PM and Universal Studios to give away a day at Universal Studios Hollywood. Consumers were encouraged to enter through in-store text and online entry.
Results:
MCText ran a post campaign survey with consumers who participated.
78% remembered having participated in the promotion
64% found it interesting
38% had already purchased an Arrowhead product as a direct result from this program
44% said they are more likely to buy Arrowhead products
24% are more favorable over competitor products
Wiley "Txt4Dummies"
Objective
Drive brand awareness and sales through a comprehensive and integrated marketing program.
Solution:
Add mobile elements to a traditional marketing and media mix. Consumers were encouraged through in-store promotional materials to interact with Wiley Books for Dummies via text messaging and a branded WAP site. There was also a mobile advertising component. Consumers received an offer of $5 off any Wiley Books for Dummies book. In addition, they were encouraged after interacting to opt-in for future offers and information on new books from Wiley.
Results:
Wiley’s received more than 1.3 million impressions and their mobile ads produced a 1.4 percent click through rate – 4 times that of the more traditional online component. Wiley’s also had a 34 percent database opt in rate. The campaign was honored by the Mobile Marketing Association with the 2008 North America Cross-Media Integration award.
MTV/The N "Queen Bees"
Objective
Drive awareness and engagement for a new reality show.
Solution:
Viewers were encouraged to opt in for the “weekly buzz” through traditional media including TV, direct mail and print. Interactive questions and polls served as reminders to keep the show top of mind among viewers. MCText created a custom mobile website with show information and The N Channel Finder feature (based on zip codes and cable providers).
Results:
29,654 viewers opted in, with approximately half coming during the first two weeks. The mobile website received over 50,000 hits during the show’s season.
Staples "Geared4School"
Objective
Increase sales during the back to school rush.
Solution:
Staples and MCText ran a “Geared4School” sweepstakes through in-store signage and national ads. Consumers were encouraged to enter via text or online to win a grand prize of a $10,000 shopping spree in Los Angeles with Ashley Tisdale. Consumers were also eligible to win daily and weekly prizes.
Results:
Over 50% of entries came in via text, averaging 800 texts per day and over 60,000 in total. “I’ve told everyone you are the best vendor we’ve worked with. You are fast, know your stuff and customer service is tops.”
– David Evans, Interactive Design Manager, Staples
Doritos "inNw?"
Objective
Make Doritos the “alpha snack” for 12-24 year old millennial.
Solution:
Doritos partnered with MCText to place a text call to action on its print, TV, radio, outdoor and online advertising. Consumers were asked what “inNw?” meant (if not now when?). All participants were entered to win prizes and encouraged to go online to opt-in to the Doritos loyalty club.
Results:
Doritos received over 1,000 messages per day and over 60,000 messages in total. 28% of the participants joined the loyalty club.
Jameson "Keepin' it Green"
Objective
Drive affinity for Jameson’s brand.
Solution:
Consumers were encouraged to text the word IRISH or JAMESON to the Jameson short code to receive hourly toasts on St. Patrick’s Day. Consumers were then asked to reply with their birthday to ensure they were of legal drinking age. Those who took the second step were entered to win a custom Jameson t-shirt.
Results:
Jameson had a 71 percent opt-in ratio for this campaign and sent out 9,108 text toasts. In addition, 125 people asked for a special message to forward to their friends inviting them to also join the Jameson club. Jameson’s on-site opt-ins increased 12 percent over last year’s program.
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