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Georgia National Fair builds awareness with mobile

The Georgia National Fair turned to mobile to build awareness among local residents and heighten their awareness of the event and its attractions.

The campaign received a 52 percent double opt-in. Ping Mobile and Cox Media worked together to create the campaign, which included Mobile optimized television spots meant to generate hype around the affair. 

?We were very pleased and satisfied with the overall outcome of the mobile campaign that Cox Media executed for us this year,? said Michele Treptow, director of communications at Georgia National Fairgrounds and Agricenter, Perry, GA.

?The response we received to the campaign was incredible and way beyond our expectations,? she said. ?We definitely felt that the mobile campaign helped to enhance the overall fair experience and boost our attendance levels. 

?We look forward to next year and working on another mobile campaign with them.?

The main goal of the campaign was to drive sales through increased attendance, by raising awareness among local residents.

TV Spots asked viewers to text the keyword FAIR to short code 269411 for a chance to win a fair prize package for four.

Consumers who viewed the TV spots and texted-in for a chance to win got the following initial offer:

?Congrats! UR entered to WIN the Georgia National Fair?s BE A FAIR FAN Sweeps- Concert Prize Pack for 4! Winner will be notified via SMS on 10/7. Good Luck!?

Next, participants got a message asking them to reply yes to become a Fair Fan Member: ?Reply YES Now 2 B a FAIR FAN MBR! Get MORE chances 2WIN prizes & Get EXCLUSIVE Fair Info Alerts! Max10msgs/mo. Std Msg & data chrgs apply. Reply YES Now 2 join!?

Participants were also asked to double opt-in: ?Success! UR A GA NATL FAIR FAN! Look 4Info & Prize Alerts Soon! Go 2 our website 4info on FAIR FAN Prizes! STOP 2 quit. HELP 4 help. Std msg & data chrgs apply.?

Last year, more than 431,000 people attended the Georgia National Fair. It is an event held annually and is known for its concerts, circus, livestock and horseshows, competitions, and visitors from all over the country.

Using mobile as part of its advertising mix, allowed the fair to build a database of names to target for next year?s event.

?The Georgia National Fair is intended as a showplace for farmers and an opportunity for the public to learn more about agriculture while enjoying some great concerts acts, exhibits and etcetera,? said Kimberly Rosen, regional client services and research manager at Ping Mobile, Englewood Cliffs, NJ. 

?The Mobile enhancement enabled the fair to reach out to the local public in a manner that was measurable, to notify them of the fair and fair concert schedule, and to engage them for future remarketing- something that had eluded them until now,? she said. ?The fair?s core demographic is considered to be the most receptive group to this form of marketing, and as such, mobile was able to be utilized in a highly effective manner.?