When devising a text marketing strategy, it makes sense to study successful campaigns pulled off by other companies. Not every tactic will be appropriate for your industry or business, but at least you’ll get an understanding of what works. Let’s take a rundown of our favorite SMS and mobile campaigns from recent years…
The fast food behemoth recently launched a ‘Merry Xmas in the Restaurant’ sweepstakes in Italian outlets. Customers could enter the competition while in a restaurant, and stood to win instant prizes. A classic use of short codes printed on packaging, prizes ranged from free mobile content to free burgers. Within five weeks, a million and a half people had participated in the event.
In 2011, Heineken introduced a ‘dual screen’ app that allowed fans to interact during soccer games. Predicting outcomes of set pieces and scorelines, trivia questions about teams - StarPlayer awarded points for them all. They even skirted the tricky issue of fans simply looking up trivia answers online by awarding more points for fast answers. The competitive element of the app ensured it was shared across social media, and Heineken gained huge exposure as a result.
The Las Vegas hotel and casino ran an SMS campaign offering prizes to people who opted in to receive messages and upgraded to an A-List Player’s Club membership. Prizes included free game credits on the floor. The campaign increased membership by 13%.
The food company offered new mobile signups a free sample of instant coffee. The campaign resulted in 400,000 requests for samples, and more than 80,000 mobile message opt-in offers.
When Adidas launched their Adizero F50 soccer boots, they had all the components of a winning marketing campaign. Top Argentine footballer Lionel Messi was the face of the promotion, and Penn Station in NYC was to form the centerpiece of a dramatic light show. In order to spread the word, Adidas targeted all mobile users within a 3-mile radius of Penn Station during the run-up to the light show. Their ad linked to a promo video describing the event’s location and time. By using an element of mystery, a free show and a famous face, Adidas attracted thousands of spectators to Penn Station.
In 2012, Arby’s used SMS as part of a campaign to raise awareness about global childhood hunger. They partnered with the ‘No Kid Hungry’ campaign, and encouraged users to opt in to their mobile contact list – all while promoting a good cause.
Text marketing really works for these huge brands – and it can work for you too. Get inspired by these success stories, and start your SMS marketing campaign now!