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SMS case study - Skinny Water

Skinny Water case study

Name and city and state of marketer
Text2VIP, Atlantic City, NJ

Name and city and state of agency or marketing services firm
Skinny Water, Bala Cynwyd, PA

Program location
Walgreens Pharmacies, Philadelphia, PA

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Duration
One month 

Common short code and keywords used 
Consumers were asked to text the keyword BEATS to the short code 81680

Objective
The primary goal of the campaign was to increase Skinny Water brand interaction with Walgreens customers and create brand awareness and excitement for Skinny Water consumers. 

Additionally, the main objective was to use the SMS bounce back message to direct sweepstakes entrants to “Like” Skinny Water on Facebook

Target audience
Skinny Water targeted women between the ages of 18-45 looking to live a healthy lifestyle. The company gave away prizes to both men and women because in the end we were targeting the Walgreens customer.

Call to action
A shelf talker call-to-action was featured on the shelves in Philadelphia Walgreens.  Shoppers were encouraged to text-in or scan a QR Code to enter for a chance to win 1 out of 15 prizes including Beats Solo Headphones by Dr. Dre, Heartbeats by Lady Gaga, $100 Walgreens gift card or an iPod Nano.

Results
The campaign produced more than 2,100 sweepstakes entries.

Additionally, Skinny Water also increased their brand Facebook fan count by 1,300.

Takeaway
Consumers were excited to participate - many entrants in the sweepstakes were converted to Facebook fans as well.

Quotes
“We were thrilled with the response in the sales that we achieved in each of the stores and more importantly the results we received through the contest promotion, increasing our customer base and our Facebook numbers, all thanks to the SMS campaign and QR codes provided by our mobile marketing agency, Text2VIP,” said Mansee Patel, director of marketing at Skinny Water.

“SMS and QR codes are definitely a cooler way to enter sweepstakes – it’s super easy too – perfect for Skinny’s and Walgreen’s on-the-go customers,” he said.

Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at giselle@mobilemarketer.com.

 
Related content: Case studies, SMS case study, Skinny Water, Walgreens, Text2VIP, mobile marketing, mobile

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Comments on "SMS case study - Skinny Water"

  1. Sharon K says:

    November 14, 2011 at 8:34am

    I work for an ad agency in Philly and saw this campaign in person while shopping at Walgreens. Great idea to offer both the QR Code and SMS option together. The campaign caught my attention and I participated.