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SMS case study - Southwest Airlines and Entercom's WEEI

SMS case study - Southwest Airlines and Entercom's

Southwest Airlines and Entercom's WEEI partnered with Vibes Media

Marketers
Southwest Airlines, Dallas
Entercom’s WEEI Sports Radio Network, Boston

Agency or marketing services firm
Vibes Media, Chicago

Campaign/program name
Southwest NBA Finals Getaway Text-2-Win Contest

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Target audience
Fans of the National Basketball Association’s Boston Celtics

Call-to-action
Win a flyway trip to the NBA Finals in Los Angeles, including a pair of tickets to a 2010 NBA Finals game, roundtrip airfare and hotel accommodations.

Pittsburgh Penguins

Text-in to stay in the know regarding the Pittsburgh Penguins

Common short code and keywords used
Text FINALS to 850850

Bounce-back message
"WEEI: Thanks for entering the Southwest Airlines LA giveaway! We will contact winner of the contest. Good luck! Message & data rates may apply. Text HELP 4 help"

Tactics
WEEI partnered with Southwest Airlines to give Celtics fans an opportunity to win a trip for two to the NBA finals in Los Angeles.

Leading up to the giveaway, WEEI promoted the contest heavily through a number of promotional vehicles, including on-air promos, live talent reads, station newsletters, social media and Web site exposure.

Listeners tuned into the Dennis & Callahan Show, WEEI’s morning show, on Friday, June 4, to get a special SMS keyword—“Finals”—and then had 10 minutes to text it in to WEEI’s short code, 850850.

After 10 minutes, WEEI received 10,154 total entries for this text-to-win contest.

Results
10,154 total entries and 4,220 unique entries

Strategy quote
“Both WEEI and Southwest Airlines were amazed and thrilled at the response from the listeners,” said Carlson Mozdiez, digital content manager for WEEI at Entercom, Boston. “The campaign provided Southwest Airlines measureable results instantaneously on the reach of their branding.

“WEEI enjoyed a spike in our listenership and established valuable appointment listening through the extensive pre-promotion,” he said.

“This particular case study exemplifies a truly successful interactive campaign that leveraged the station’s promotional assets and text-message platform to reach thousands of consumers in a very short amount of time.”

 
Related content: Case studies, SMS, text messaging, Southwest Airlines, Entercom, WEEI, Carlson Mozdiez, Vibes Media, text to win, National Basketball Association, NBA, Boston Celtics, Los Angeles Lakers, NBA Finals, mobile marketing, mobile

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Comments on "SMS case study - Southwest Airlines and Entercom's WEEI"

  1. Nina Ramos says:

    May 16, 2011 at 10:43am

    Love your case studies - I've used the ideas here to spark new sales opportunities within my organization. Keep it up!
  2. Greg Hickman says:

    January 26, 2011 at 10:50am

    Was there an attempt to retain these numbers for ongoing communication? 10k+ entries from 4k+ people you'd have the start of a nice little mobile group.

    No double opt-in for more alerts of any kind?
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