SMS case study - Immix Wireless' Sesame Street Live sweepstakes

By Giselle Tsirulnik

January 12, 2011

Mobile ad inventory outstrips advertiser demand

See how Immix Wireless was able to collect SMS opt-ins with a text-to-win sweepstakes, offering winners tickets to the Sesame Street Live show.

Name and city and state of marketer
Ping Mobile Englewood Cliffs, NJ

Name and city and state of agency or marketing services firm
Immix Wireless in Central Pennsylvania

Campaign/program name
Sesame Street Live Sweepstakes

Duration
One week

Common short code and keywords used 
Consumers were asked to text the keyword SESAME to short code 7464.

Objective
The objective was to spur communication between Immix and its subscribers via a fun sweepstakes and give away four tickets to Sesame Street Live show at Sovereign Center in Central Pennsylania.

Target audience
All Immix wireless subscribers

Strategy
The strategy was to push out a text message to all Immix Wireless subscribers alerting them to the sweepstakes and how to enter.

Call to action
The push text message and advertisements told subscribers to text SESAME to 7464 for a chance to enter to win.

Tactics
Advertisements were placed in-store at all Immix locations throughout 10 central Pennsylvania counties.

Also promotions were placed on Immix’s Facebook and Web site.

Lastly, push messages were sent to all subscribers.

Results
Just under 10 percent of all Immix subscribers texted in to join.

What next
Immix will continue to run more sweepstakes for subscribers.

Lessons learned
Immix subscribers like having a chance to win cool prizes especially to popular events happening in their immediate area.

Surprise finding
In a short amount of time a lot of subscribers texted in. Imagine if the campaign had run for longer?

Strategy quote
"Sesame was our first text-to-win campaign, and it was great to see subscribers using their handsets to interact with us," said Tarah Dove, marketing and social media coordinator at Immix Wireless. “Being a wireless provider, it’s important to us that our subscribers are fully utilizing their handsets.”