3Ci, Taco Cabana and Calise & Sedei, the agency for the retail food chain, recently launched a mobile marketing campaign aimed at building a mobile database and testing the effectiveness of mobile marketing - and the early results show the immediate, positive impact of mobile! To build their mobile database, Taco Cabana took a two pronged approach over six days of promotion. First, a call to action was promoted at SanAntonio Spurs games asking fans to text in their vote for the best “kissingcam” couple and they would receive a mobile coupon for a free taco. Second, in store point of purchase promos called for fans to text in for a chance to win Spurs tickets. Taco Cabana then sent out a text message to the mobile consumers in their database, asking them to opt-in to the Taco Cabana mobile club and get a coupon for a free order of nachos.
An astounding 22% of the consumers were converted into mobile club members who will receive coupons on their mobile phones. In addition, they saw a 10% redemption rate on the coupons delivered during the promotions. Due to the overwhelming success of this test, 3Ci’s team is currently working with Taco Cabana to build additional mobile marketing campaigns that will
further build their mobile database and drive foot traffic to retail stores.
- Ainsworth
In my earlier post: 4 Mobile Ad Stats that will make you Think I discussed 4 key statistics that represent the success of SMS as an advertising medium. To support this article, I thought it would be important to mention two more key findings from the Limbo report:
5. In 3 Months the number of recalled advertisements rose from 78 million to 82 million.
Limbo reports that the majority of growth occurred among women and those aged 25-34.
This is a significant statistic as the 25-34 year-old demographic has been notably difficult to reach for marketers. If mobile subscribers are able to recall seeing advertisements, it is also critical that they remember the brand.
6. 41% of those who remembered mobile advertising could recall at least one brand.
In total, this is a 20 percent increase from December 2007. Advertising is only as affective as the consumers ability to recall the brand. Although, women are the growing demographic, men are 10 percent more likely to recall the brand that was advertised. What is more significant is that the 25-34 age-group performed the highest. Marketers have tried to reach this demographic using the social networking world with little success.
One striking note in the report were the types of brands that were recalled the most. Mobile operators and mobile content providers were at the top of the list with a sprinkle of bigger brands (ESPN, AOL, Nike, Coca-Cola, etc.) in the long tail.
This is more a reflection of the volume of marketing traffic that is pushed by mobile content providers. Major brands have yet to embrace mobile as a 24/7 campaign tool, which hinders the exposure to consumers. As brands begin to incorporate mobile into their sponsored content campaigns or their own mobile campaigns, their brand recognition will increase.
- Ainsworth
Cover4Me is a great mobile application that allows workers to seek job coverage using an anonymous text message. Their application is very robust, and utilizes 3Cinteractive’s Fonebook Mobile API Toolkit. Their integration with 3Cinteractive allows Cover4Me to let coworkers interact through a neutral shortcode without revealing their personal contact information.
Over the past several weeks I’ve grown into the Twitter community and haven’t looked back. The most fascinating part of Twitter was the development of the “@” replies concept. Twitter has evolved and the idea of posting “what I’m doing” has become a theme in social networking (e.g. Facebook Status). Cover4Me designed an application that puts an interesting spin on the new trend of “what I’m doing”. To add to it, Cover4Me allows your co-workers to say what you’re “actually” doing!
It’s a great concept and I’ve been experimenting with it quite a bit inside the 3Cinteractive office. Twitter is a great program, but it misses a lot of the personal social interaction that you get from being face-to-face with someone you’re talking to. Adding the ability for your close friends/co-workers to manage your status adds a bit of fun for your “web presence” and work environment.
Make sure to give it a shot.
- Ainsworth