SMS case study - Chicago Blackhawks
By Dan Butcher
January 29, 2010
The Blackhawks are focussed on mobile
Name and city and state of marketer
Chicago Blackhawks, Chicago
Name and city and state of marketing services firm
Vibes Media, Chicago
10/1/08 - Present
Common short code and keywords used
Shortcode: 242957 (BHAWKS); Keyword: HAWKS
The objective was to develop a mobile presence that will connect the fans and team in a meaningful and impactful way.
Loyal Blackhawks fans
The strategy was to quickly and efficiently build a mobile database by using the team’s existing media and promotional assets.
Call to action
Text HAWKS to BHAWKS (242957) to sign up and receive real time game alerts, VIP discounted ticket offers and more! Msg&data rates may apply. Text STOP to quit.
In addition to using the basic alert call-to-action, the team developed two substantial text-2-win promotions that leveraged high perceived value prizes (Blackhawks Winter Classic VIP Experience, Blackhawks Playoff Ticket Text-2-Win) to help drive the database sign-ups.
We were able to get 30,000-plus subscribers in just over 12 months.
The Blackhawks continue to deliver relevant and timely offers and information to current subscribers as well as continue to find unique and compelling ways to grow the Blackhawks mobile database.
Blackhawks fans are extremely passionate and are looking for as many ways to stay connected with their team as possible.
Executive’s name, title and company for response attribution
Drew Green, senior vice president of sales and marketing at Vibes Media, Chicago
Strategy quote from brand executive
“We recognized Vibes’ track record of success in the sports industry and thought they would be an ideal partner to launch the Blackhawks brand in the mobile marketing space,” said Dave Knickerbocker, senior executive director of marketing and business development at Blackhawks. “We believe their creative and customized approach to program development was the best fit for our needs.”
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