Industry Case Study: Entourage Air SMS Campaign

Campaign Overivew
Virgin America wanted to promote its new non-stop route between JFK and Las Vegas.

Campaign Objectives
Enhance Virgin America’s relationship with its loyal, exclusive Elevate members with mobile marketing. The airline will create and build exclusive Elevate mobile subscriber lists for targeted mobile marketing.

Marketing Tactics
Virgin America created a mobile campaign and invited its Elevate members as guests to party for the day on September 4th in true Entourage style and kick-off the new non-stop route between JFK and Vegas on “Entourage Air.” With partner HBO, Virgin America is offering customers the opportunity to spend time in Las Vegas with the Entourage Air Live It! Sweepstakes! Winners receive four first class seats on Virgin America, $5,000 in cash, a two-night stay in a luxury suite at the Palms Casino, a spa treatment and more. Virgin America Elevate members text HBO to 38714 or click here to find out how to win. Elevate mobile subscribers can also receive airline news, promotions and discounts direct on their mobile device.

Conclusion
Virgin America’s mobile campaign was first sent as a call-to-action within an email promotion to Elevate fans. Many people do not register their personal email address to receive information on promotions, news, discounts or coupons. However, Virgin America is reaching subscribers, who have opted-in to receive airline news and updates, anytime, anywhere on their mobile phone.

View the Entourage Air Live It! promotion.

For more information on mobile marketing or Waterfall Mobile, please visit www.waterfallmobile.com or contact sales@waterfallmobile.com.