Baumer Foods' Crystal Hot Sauce ran a mobile campaign to build an opt-in mobile database of New Orleans Saints fans  for highly-targeted future marketing efforts.

To accomplish this, Crystal Hot Sauce ran promotional spots as well as in-game telecast mentions on Cox Media?s CST network, during Saints? games, prompting viewers to text to win a signed jersey and Crystal Hot Sauce gift pack. Ping Mobile powered the campaign.

?Crystal Hot Sauce and Baumer Foods are happy to be using mobile text advertising and the results speak for themselves,? said Tina Stubbs, marketing director at Crystal Hot Sauce, Metairie, LA. ?We had an overwhelming response to our text sweepstakes and look forward to engaging with our customers, new and old, via this new marketing outlet.?

Consumers were encouraged to text SAUCE to short code 269411. Mobile was a great tool for this promotion because it enabled for effective engagement between the target audience and the brand.

The results were astounding. On one Saturday alone, the campaign received in excess of 4,700 responses, and more than 54 percent of respondents double opted-in for future offers.

During the course of the campaign the results were so unbelievable that Crystal Hot Sauce decided to incorporate a trivia component in order to further engage its target market.

?Cox Media delivered as promised plus more,? said Al Baumer, owner/president of Baumer Foods Inc., Metairie, LA. ?Their positioning and timing of our ads and text messaging campaign were in appropriate concert with the live venue and best of all we received immediate feedback and confirmation that our ads were reaching our target market.?

To date this campaign has received more than 8,200 responses and achieved a double-opt-in rate of more than 58 percent.

Crystal Hot Sauce used mobile as a means of creating an exciting brand image and building awareness among the 23-54 year old male sports-fan demographic.

?When it comes to brand association in the sports broadcasting industry, most top U.S. brands choose to simply display a logo as opposed to utilizing engagement media,? said Isaac Naor, regional client services manager at Ping Mobile, Englewood Cliffs, NJ.

?Alternatively, Crystal Hot Sauce chose to forge a connection with their target market thus generating buzz, and building brand loyalty,? he said. ?This is further evident by the late addition of the Trivia Thursday question component.?