Take 5 Oil Change ran a mobile campaign to build a database of consumers interested in getting a value-added service and ultimately drive them to its locations.

Thirty-second television commercial spots on Cox Media's cable network asked viewers to text the keyword TAKE5 to 269411 for a chance to win four suite Hornets' tickets, a CP3 signed jersey and a chance to win and get a $10 off coupon from 5 minute oil.

"Our mobile text advertising campaigns with Cox Media and Cox Sports Television have been a successful part of our overall goals, which are to reach more customers, engage them with new and immediate appeals and be seen in the community as an innovator," said Pete Frey, spokesman for Take 5 and 5 Minute Oil Change.

"We find the various sweepstakes, alerts and trivia games as important tools that compliment all the other marketing activities we employ," he said.
Ping Mobile powered the campaign.

Consumers that texted in received a text message that said, "Congrats! U r entered to win 4 suite Hornets' tickets and a CP3 signed jersey. Double chances to win and get a $10 off coupon from 5 minute oil. Rply YES."

Consumers that replied yes got a text message that said, "Reply YES for 10 more entries to Win the Tix+Signed Jersey & B sbscrbd to Take5 & Cox Xclusives! max4msgs/mo. std txt rts aply. Reply YES Now!"

The challenge for Take 5 was maintaining the momentum and continuing to provide added value to their customers after the promotional spots had stopped airing.

Mobile was the ideal medium to reach this goal because it enabled Take 5 to send out cost-effective mobile reminders alerting opted-in respondents that it was time to change their oil, thus driving sales.

Respondents were sent highly targeted messages that pertained to their local Take5 oil change location.

Ping Mobile claimed that more than 60 percent of respondents double opted-in to receive the mobile alerts. The company did not say how many respondents there were.

"Take 5's enthusiasm to integrate the mobile component into all existing marketing channels coupled with Cox Media's ability to deliver targeted spots to the right viewers made this campaign extremely successful," said Isaac Naor, client services manager at Ping Mobile, Englewood Cliffs, NJ. "All of the client's goals were accomplished, and ultimately the consumer benefits most from all of the added value - a true win/win situation."