For the first episode of 2011 the Mobile Marketing Mavens reviewed an SMS text message campaign submitted by the University of Louisville in Kentucky designed to establish a communication channel with incoming freshmen. In this campaign offered to 2,600 students, an opt-in list of 500 was built. The students agreed to receive information about campus events, orientations, activities, contests and more.
Find out what the Mobile Marketing Mavens thought of this campaign. Was it effective? Did they use the right level of creativity?
Podcast: Play in new window | Download
By way of background, my role in the podcast was to judge the effectiveness of the cross-media campaign that ran in the U.S. to promote/launch the Arby’s Roastburger sandwich. The campaign kicked off with a high-profile pitch to viewers of Jimmy Kimmel Live (a popular late-night talk show in North America) to text the word ROASTBURGER to the short code 27297. This triggered an exchange that rewarded consumers with a free sandwich with the purchase of any drink. More importantly, is allowed the brand (in a national campaign) to request and receive customer data through an opt-in process that was clearly explained via text message.
The Adobe study contains some interesting findings, but what really drew my attention was the final conclusion and recommendation, “As the pace of smartphone adoption quickens globally, businesses have to be invested in the channel and move beyond the planning stages to start executing and gain some learnings on how users are interacting with the mobile channel.”
This is the sign I saw announcing the Roastburger text message campaign. I was sitting next door in another quick service restaurant when I opted in to this campaign. As I mentioned in the podcast I think that Arby’s did a good job implementing the campaign.
Kim’s Mobile Marketing Profits blog
Find us here too!