First up is the Pizza Hut campaign which ran in Pittsburgh in April 2009. More than 12,000 texted in after a television spot prompted viewers to use text for a chance to win free pizza for a year. Here we see the importance of a traditional advertising call-to-action –mobile marketing is one part of the marketing mix. In this case the interactive portion is blended with the traditional marketing format (broadcast television) with great results. (For a variety of reasons, the most important of which is that we want to maintain our stellar record of carrier compliance, Unwired Appeal does not offer "Forward" campaigns to our clients.)
Next is the brick and mortar campaign run by “Faith” in the UK in February of 2010. The perhaps risky thing about this campaign is that double opt-in was NOT used – all of the messages that were sent out were sent using an opted-in mobile database. Though we don’t find out whether any customers complained about the service, we do find the a promising short-term metric: Revenues during the promotion period. Apparently revenues were up 47% during the Friends and Family promotion.
The last case study was for a car dealership in Jacksonville, FL. In this case, double opt-in *was* used. We find data gold in the double-opt in acceptance rates: Just under 10% of the text message recipients opted to continue receive additional alerts. Those 10% were the equivalent of lead gold for the dealer’s salespeople – here is the ultimate target demographic: People who asked, twice, to receive more information about new cars, and people who willingly gave their phone numbers in order to be contacted for more info.
The devil is often in the details in any marketing campaign, and mobile marketing is no exception. In these case studies, so generously provided by Mobile Marketer, we get a rare glimpse into tactics that the mobile marketers are using. Sharing data like this makes the industry, as a whole, stronger.