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SMS case study - Legends In Concert

Legends in Concerts

Legends In Concert

Name and city and state of marketer
Legends In Concert, Las Vegas

Name and city and state of agency or marketing services firm
TextBoard, Myrtle Beach, SC

Campaign/program name
Legends In Concert Myrtle Beach SMS Billboard Campaign

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Duration
Four months

Short code
55958

Keywords
BLING, POP, KING, TIM, BEACH

Objective
The objective was to measure the effectiveness of billboard advertising by using an SMS call to action to measure conversion.

Also, the objective was to build an SMS subscriber database for Legends In Concert to provide offers and fan deals for future events.

Target audience
Myrtle Beach residents and the 15 million annual tourists to the area

Strategy
The strategy was to use unique keywords on each billboard to measure location effectiveness and place a coupon code within outgoing text messages to measure overall conversion.

Call to action
Five billboards were purchased in the Myrtle Beach area on major roads and highways that encouraged any passerby to text one of the keywords to 55958 for a special offer from Legends. One keyword was shown per billboard. Each keyword related to the theme or graphic that supported the call-to-action.

Tactics
Legends used TextBoard's patent-pending staggered delivery method to send a higher volume of messages to subscribers only while they were in the Myrtle Beach area on vacation.

Each day after subscribing to one of the keywords the automated system would send an alert suggesting the subscriber buy tickets. Each subsequent message provided a more aggressive offer similar to "Hurry, last chance offer.

Results
Legends was able to walk away with two solid measurements from this SMS campaign. Legends also built its subscriber database to a little over 1,600 members and is continuing to grow it daily.

The conversion rate was measured for the campaign by using a unique coupon code within each text message. The combined 5 billboards provided an average 16 percent conversion rate of all subscribers, resulting in roughly a 1,200 percent return on investment.

Additionally, with differentiating keywords being used per billboard, Legends was able to measure which billboard garnished the most subscribers and the highest conversion rate. Interestingly, the most expensive billboard had the lowest conversion rate of all.

Takeaway
Legends In Concert accomplished their goal to build a solid SMS subscriber database and to measure a previously immeasurable advertising medium. Legends will continue to market and retarget their current subscriber base and grow the list even more in 2011.

The campaign will be added to their Las Vegas, Branson and Foxwoods locations as well.

Final Take
Mickey Alam Khan, editor in chief, Mobile Marketer

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

 
Related content: Case studies, Legends In Concert

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