Jägermeister gives mobile marketing a shot

Mobile Marketer reports that Jägermeister's American importer is turning to mobile marketing, which makes perfect sense considering the demographic alignment:

The spirits importer tapped VML for the program, which allowed attendees of the Jäger-sponsored Supercross events to enter into the Jägermeister motorbike giveaway sweepstakes from their mobile phone. The objective of the program was to drive immediate consumer engagement and sweepstakes entries via on-site SMS calls-to-action and an on-site booth with Jägerettes.
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At the events, announcers, displays and the Jäger team promoted the mobile call-to-action of texting keyword JAGER to short code 47201 for a chance to win a Supercross bike.

Consumers that texted in had to verify their age and were than notified that they had been entered into the sweepstakes and asked if they would like to opt-in to future messages from Jäger.

The call-to-action was displayed on-site with signage and over the loudspeakers: “Win this bike tonight!!! If you win, it goes home with you tonight. It’s so easy. Just text JAGER to 47201.”

The SMS sweepstakes exceeded Sidney Frank’s expectations for driving consumer interaction.

The percentage of attendees who texted in to enter the sweepstakes ranged from 4 percent in St. Louis and Jacksonville to 8 percent in Salt Lake City.

Of the consumers who entered the sweepstakes, the percentage who opted in to receive future marketing messages from Jägermeister on their handset ranged from 4 percent in St. Louis to 12 percent in Jacksonville and Las Vegas.

Read more @ Mobile Marketer.

Sports Illustrated swimsuit issue runs 2D bar code MMS campaign

MMS and bar codes are two mobile marketing technologies that are slowly being adopted. Sports Illustrated has jumped aboard:

Readers of Sports Illustrated’s June 29 Swimsuit Vault issue can take and send a picture of a Jagtag 2D bar code to receive the photo spread, which includes between seven and 14 pictures delivered via a single MMS, depending on their phone's capabilities. Every participant's camera phone works instantly, without having to download a code-reading application or incurring the costs of accessing the mobile Web without a data plan, according to Jagtag.

Using the phone's camera without specialized software is something that every bar code campaign should do--otherwise brands can't expect to go as wide as they need to go to see success. Still, the program is not available across all carriers:

Sports Illustrated's edit team included the Jagtag callout within a SI Swimsuit Vault spread in the June 29 issue. The call-to-action was headlined, “Swimsuit photos on your phone.”
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The text read: “To get a sampling of the most beautiful SI swimsuit pictures delivered instantly to your cell phone, take a picture of this Jagtag and then send it to short code 524824 (iPhones send to iphone@jagtag.net). Available to Alltel, AT&T and Verizon customers only. Standard messaging or data rates apply.”

For the time being only SMS-based mobile marketing can reach all US mobile users.

Read more @ Mobile Marketer.

Ace Hardware's Mobile Advertising Campaign Is A Big Success

Mobile Marketer reports on a recent Ace Hardware mobile advertising campaign:

Ace Hardware’s idle screen mobile marketing campaign has generated an 18 percent click-through rate and has helped the retailer drive in-store traffic. 

The company used Mobile Posse’s idle screen advertising platform to promote popular home maintenance products to mobile consumers. The campaign was launched around Ace’s Memorial Day Sale and  invited consumers to visit their local Ace Hardware to take advantage of great deals.

Read more @ Mobile Marketer.

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