PA to promote tourism with Groundhog's Day mobile campaign

By Chris Harnick

January 29, 2010

Phil to cast mobile shadow?

More than 15,000 consumers are signed up to receive a text alert from the world’s most famous groundhog, Punxsutawney Phil, in a campaign to promote Pennsylvania tourism.

Legend has it that if the groundhog emerges in the early morning and sees his shadow, there will be six more weeks of wintry weather, but if he does not see his shadow, there will be an early spring. Consumers can text the keyword GROUNDHOG to the short code 247365 before Feb. 2 to sign up for the groundhog’s weather forecast.

“We want to employ a popular strategy used by President Obama and others to engage with a mass audience to provide information that is in demand,” said Michael Chapaloney, spokeman for the Pennsylvania Tourism Office, Harrisburg, PA. “This includes vice presidential selections and prognostications from world-famous groundhogs.”

The Pennsylvania Tourism Office, under the state Department of Community and Economic Development, works to inspire travel to its state.

INgage Networks, a provider of social software services to businesses and governments and the company formerly known as Neighborhood America, is powering the campaign.

Phil's mobile close-up

Phil goes mobile
The groundhog tradition began in the late 19th century. Annually on Feb. 2, Groundhog Day is celebrated in Punxsutawney, PA.

When a consumer opts-in to the program, they will receive a message that reads: “Welcome to the visitPA.com First To Know on Groundhog Day. You are so in the know it is like being in the burrow. Please text ‘Y’ to confirm. Text ‘S’ to quit.”

After responding “Y” the message back reads: “Great, we will txt you the prediction on Feb 2! The other 364 days in PA are great, too. Reply with your email & we will send you trip ideas & more.”

After the initial text message, consumers will be asked to submit their email address to receive additional tourism-related messages.

The Pennsylvania Tourism Office will retain the mobile list and it said it is looking at creative ways to engage the wireless community in the future.

In addition to a text notification, a webcast of the Groundhog Day festivities will be available at www.visitPA.com/groundhog.

The campaign is being promoted via word of mouth and through social media channels.

Warm reception for wireless
Mr. Chapaloney said the Tourism Office is pleasantly surprised with the opt-in numbers, but it is very familiar with the fame of Punxsutawney Phil.

“We are fortunate to have Punxsutawney Phil living in the Pennsylvania Wilds,” Mr. Chapaloney said. “We are always looking for new ways to extend the celebration of this tradition which is a bright spot in winter regardless of Phil’s prediction.

“Everybody is texting,” he said. “It seemed like a fun and easy way to reach those who can’t make it to Gobbler’s Knob on Feb. 2 or those not able to watch our webcast on www.visitPA.com/groundhog.”