Nickelodeon's Go, Diego, Go mobile campaign claims 30 percent click-through

By Giselle Tsirulnik

October 20, 2008

Send Diego

Nickelodeon's Go, Diego, Go Live! event used mobile to fill the seats of the Rose Garden auditorium when their show came to Portland, OR, in July.

Go, Diego, Go is an animated series for preschool-aged children and is a spin-off of Dora the Explorer. Ads offering $3 off of tickets for the event appeared within Mobile Posse's permission-based, ad-supported WeatherBug weather content that appears on consumers' idle screens.

"This campaign had a high click-through rate and very high engagement and also used a click-to-call feature," said Jon Jackson, CEO of Mobile Posse, McLean, VA. "The power came from the ability to close the loop right on the phone.

"We enabled multiple ways," he said. "But this time it was a click-to-call action which gave a sense of immediacy."

The initial ad is almost like a banner at the top of the phones idle screen and is clickable. It asked users to click through to get $3 off of tickets to see Go, Diego, Go Live!

Three from tree

Once users clicked through they were rerouted to a page that said the show was scheduled for July12-13.

Once users clicked though to the next screen, they were given a promotional code and click-to-call option. Or they could just go to http://rosequarter.com/promo and use the keyword CRICKET to receive savings.

The campaign is said to have received a 30 percent click-through rate and 48.5 percent of people viewed the ad all the way through to the last page.

Ideal screen

A total of 671 people viewed the ad all the way though and 103 called in.

Mobile Posse claims to be the first company to commercially roll out the delivery of permission-based content and advertising messages to the idle screens of mobile phones.

The company's approach to mobile marketing is designed to remove key stumbling blocks to mass adoption of mobile content, services and advertising by offering a non-intrusive consumer experience.

Only about 15 percent of consumers use some sort of data service, not including SMS, via their mobile phone, per Mr. Jackson.

Mobile Posse helps its advertisers tap into that 85 percent that is left over.

The delivery of free weather content from WeatherBug provides an incentive for consumers to opt-in for occasional promotions and offers as part of the content.

WeatherBug is a source of dynamic weather information, enabling people worldwide to make weather-related decisions. The WeatherBug Network delivers weather information and forecasts for neighborhood-level weather.

WeatherBug is a brand of AWS Convergence Technologies Inc.

"The weather content is completely free and the value exchange is that sometimes the consumer sees an advertisement," Mr. Jackson said.

Comments on "Nickelodeon's Go, Diego, Go mobile campaign claims 30 percent click-through"

1. Kevin Planovsky says:

   October 20, 2008 at 10:20am

   30%... come on... how many of those are people who "accidentally" clicked because it is on their home screen. I would be curious to find out more about the process that tallys a click to see how accurate that number is. The fact that only 50% saw the pages through to the end is a testament to this disconnect...
   
   Cool new medium, but don't let the numbers fool you.