KITS-FM LIVE 105 Mobile Campaign

Every month, the campaigns that we power at Waterfall Mobile range from small test promotions to massive ongoing programs, and we often encounter marketers new to the mobile industry that are surprised at how effective targeted regional mobile promotions can be at building mobile subscriber lists and extending brand awareness.

One recent example that demonstrates the power of a targeted local promotion was a mobile campaign for KITS-FM LIVE 105, an alternative/modern rock radio station based in San Francisco. The campaign was conducted over five days as part of a give-away promotion that offered five weekend getaways stays at The Resort at Squaw Creek in North Lake Tahoe.

KITS-FM wanted to grow its mobile subscriber list and engage listeners with the brand on alternative platforms – in this case via its growing mobile marketing efforts.  Squaw Valley USA & The Resort at Squaw Creek hoped to get information on North Lake Tahoe out to listeners and encourage them to visit the area.

Together, the companies prompted listeners via on-air call-outs to text in the keyword of the day for a chance to win the “Woody Show Field Trip Package.” Each text received a reply with information on North Lake Tahoe and Squaw Valley and was enrolled into the radio station’s mobile subscriber list to receive further information from the station.

After the winner was selected each day, a text message was sent notifying other entrants they did not win and a second text offered additional information about North Lake Tahoe.

By the end of the campaign, KITS-FM’s recorded its largest-ever response to an on-air mobile promotion: nearly 200,000 texts received over the course of the five-day program. Listeners engaged each day with the radio station, which was able to further build its opportunity to interact with avid fans in the future (over 14,000 unique users were added to their subscription list), and KITS found a convenient way around typical phone contests that often greet callers with a non-interactive busy signal. The station’s partner, The Resort at Squaw Creek in North Lake Tahoe, also received a significant number of impressions and drove wide awareness of its brand across a major metropolitan market area.

Industry Case Study: Porsche “I Can” Mobile Marketing Campaign

Campaign Overview
Porsche spent about $40 million on domestic measured media in 2007 and $30 million in the first nine months of 2008. In contrast, top U.S. automotive marketer General Motors Corp. spent $1.6 billion in U.S. measured media for the first 9 months of 2008. The Porsche mobile campaign was inspired by company research that revealed potential Porsche customers thought the car’s sticker price and ownership costs were higher than they really were.

Campaign Objectives
Porsche viewed mobile marketing as an cutting edge opportunity to reach its technologically savvy and connected consumers anytime, anywhere.

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Industry Case Study: Little Caesars Mobile Campaign Results in 62 % Opt-In

Campaign Background
Detroit-based Little Caesars Enterprises Inc. says it is the largest carry-out pizza chain in the world with restaurants on five continents. Little Caesars wanted to experiment with mobile marketing outreach and track and compare results against traditional marketing.

Campaign Objectives
Little Caesars wanted to create a mobile marketing sweepstakes and build a subscriber list of loyal customers for future marketing campaigns. The pizza chain also wanted to increase brand visibility during the economic downturn holiday season with consumers and lead them to retail outlets for special promotions and discounts.

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Best Practices: Mobile Improves Healthcare Marketing

Mobile Marketer

“Today, SMS messaging is really the only viable, interactive means of reaching people on a massive scale around the nation. The mobile channel also represents an enormous untapped potential for changing health behavior on a massive scale.”

“(Mobile marketing) has the opportunity to help make the healthcare system more efficient, to help agencies make better use of existing data, to help reduce costs and to help consumers improve their health and their lives through a medium they understand and embrace.”

The healthcare industry is beginning to leverage the advantages of mobile marketing. Healthcare professionals and marketers look for innovative ideas to increase communication and enahance relationships with loyal patients. With text, voice and WAP mobile marketing, healthcare marketers can extend branding reach, create two-way relationships with patients and provide interactive customer support and follow up.

For more information on text, voice and WAP mobile marketing, please contact your account manager or email sales@msgme.com.

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Industry Case Study: Kroger’s Mobile Coupons

Campaign Overview
With the success of mobile coupons in Asia, Kroger Co., one of the largest retail food companies in the Unites States with 2, 2000 stores, wanted to provide its customers similar coupons and discounts with interactive mobile marketing campaigns.

Campaign Objective
Create mobile loyalty programs for Kroger customers and provide redeemable mobile coupons and discounts.

Marketing Tactics
The retailer created a Kroger Plus Card for shoppers to receive large discounts from major brands and select Kroger labeled products to their mobile device. The retailer decided to test its mobile coupon program in stores located in South Eastern states, Illinois, Ohio, Louisiana and Texas. To sign up for coupons, Kroger shoppers need to go online to create and activate their account.

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Msgme Campaign Spotlight: Alpine Meadows’ Mobile Snow Alerts

Alpine Enhances Resort Experience
For a second ski season, Lake Tahoe’s premiere winter resort destination Alpine Meadows Ski Resort has incorporated the interactivity of mobile into its multichannel marketing strategy. With the flexibility and immediacy of mobile, the resort improves its marketing reach, builds two-way relationships with consumers and enhances their ski resort experience.  Alpine’s exclusive mobile channel is powered by the interactive text and voice marketing platform, Msgme. The resort offers real-time mobile snow alerts, exclusive resort promotions, lift ticket coupons and discounts, on-mountain news and more.

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Best Practices: Mobile Politics 2008 – Barack Obama Leads

Original post: August 28, 2008

Political marketers are engaging interactive voters with the immediacy of mobile.

Barack Obama
Campaign strategists for Democratic Presidential candidate Senator Barack Obama have embraced the power of mobile marketing. Subscribers can interact with the candidate and select to receive a variety of mobile alerts, campaign news, updates, video clips, download ringtones, wallpaper, participate in interactive polls and more. www.obamamobile.mobi.

Last week, Sen. Obama announced his choice for vice president, Joe Biden, through email and mobile text. Obama has created a direct-to-consumer channel and enhanced its relationship with supporters, who have agreed to receive real-time campaign updates. To receive Barack Obama mobile alerts, text HOPE to 62262 (OBAMA).

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Walmart’s Holiday Mobile Alert Service

Mobile Marketer

Wal-Mart Stores Inc., the world’s largest retailer, is reaching out to shoppers with a cost-savings message with an interactive channel and introduced the Walmart Holiday Mobile Alerts program.

Shoppers can sign up on Wal-Mart’s Website to receive alerts on their mobile phones outlining the weekly price reductions.

Wal-Mart’s mobile marketing strategy provides bargain hunters discount alerts and news on in-store and online bargains. Subscribers receive multiple alerts during the week, about three or four, to keep them updated as the holiday nears. The alerts are a great way to build its subscriber data base, strategically target shoppers, drive traffic to its retail stores and track sales after each sent alert. Wal-Mart is in a position to maintain mobile marketing outreach frequency up as the retailer has a too many items to count. With more items, consumers dont mind receiving multiple weekly alerts, especially when the holiday nears and last minute gift solutions can be solved at Wal-Mart.

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Industry Case Study: Johnson & Johnson’s IVR Mobile Campaign

Campaign Overview
Pharmaceuticals giant Johnson & Johnson wanted to engage the mobile savvy youth market and promote its Acuvue contact lens brand.

Campaign Objective
Create a targeted mobile campaign that combines Interactive Voice Response (IVR) and mobile web (WAP) to build customer subscriber lists, extend its branding reach and enhance its two-way relationship with consumers.

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