SMS case study - Immix Wireless' Sesame Street Live sweepstakes
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
Sesame Street Live Sweepstakes
Common short code and keywords used
Consumers were asked to text the keyword SESAME to short code 7464.
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.
All Immix wireless subscribers
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.
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.
Just under 10 percent of all Immix subscribers texted in to join.
Immix will continue to run more sweepstakes for subscribers.
Immix subscribers like having a chance to win cool prizes especially to popular events happening in their immediate area.
In a short amount of time a lot of subscribers texted in. Imagine if the campaign had run for longer?
"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.”
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