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John Danenbarger
About three months ago I posted a series of articles about how to start an effective mobile marketing campaign. If you missed it, search for it on this blog under those key words (Mobile Marketing Campaign). However, what I did NOT do (and which I will attempt to correct now) is to give you any examples of campaigns.
The first example is from Yamaha WaterCraft.
The Project: Yamaha WaterCraft Sweepstakes plus Brand Awareness
Objective: To extend the reach, effectiveness, and penetration of Yamaha’s messages across new media outlets and new consumer consumption models. To increase brand awareness; establish a brand footprint in mobile, leverage the immediacy and intimacy of mobile communications and increase number of opt in users.
Overview: Yamaha launched a promotional SMS sweepstakes to supplement their overall mobile campaign. Yamaha’s mobile campaign was a combination of SMS and WAP to engage its target market with relevant messaging, plus interactivity through WAP.
The SMS based sweepstakes was a tactical method to increase awareness, generate excitement for Yamaha’s mobile services and increase opt-ins. Participants entered into the sweepstakes and opted into the campaign by either texting “WAVE” to a short code or entering their mobile number into a seamless ‘web to mobile’ widget displayed on the Yamaha WaterCraft website.
Yamaha mobile members received the latest news, events, promotions and incentives, new accessory info, and race results via SMS. The SMS alert messages also contained a clickable link to the Yamaha WAP site where the user could further their engagement with Yamaha with articles, reviews, pictures, Twitter integrated feeds and info on the latest Yamaha accessories.
Sweepstakes winners were chosen weekly from the mobile numbers database to win a variety of products. The Yamaha mobile sweepstakes ended Dec. 16, 2009 when an ultimate winner was chosen to win the 2010 Yamaha VX Cruiser grand prize!
Market: National USA
Results: Four hundred percent increase in users opting into the SMS alerts program with an average of one consumer opting in every eight minutes from the launch of the sweepstakes.
If you want to understand how mobile marketing might benefit your business, contact us.
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