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.