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Case study on sms and mobile marketing

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  • 1. CASE STUDY 1Hilton Uses SMS With Success:The Hilton Hotel group has successfully used SMS messaging to increase guest numbers to itshotels and build customer loyalty.The hotel sent out important marketing messages such as on-site specials and promotions directly to its members’ mobile handsets. SMS allowed the hotelto get the messages out instantly and at the most appropriate time of day.The use of SMS as adirect marketing tool resulted in a 10-25% increase in offer redemptions sent out by the hoteland proved to be an integral part its direct marketing and loyalty strategy.Source: www.EmailMobileMarketing.comCASE STUDY 2Dunkin Donuts SMS Text Message CampaignGOALS:Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston areaDrive in-store redemption of $0.99 small hot latte mobile coupon in month of OctoberMECHANICS :The SMS offer was sent to 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “textin to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran inBoston targeted content. Over 1,000 Dunkin’ Donuts franchise owners and workers wereeducated with marketing materials about how to help consumers redeem the SMS coupons.
  • 2. RESULTS:The targeted WAP and SMS messaging coupled with radio created a 21 percent increase instore traffic and redemption of the mobile coupon. The SMS message promoted the viralelement of the coupon. This proved to be a very beneficial aspect of the campaign, in that 17percent of participants forwarded or showed the message to a friend. In the researchsubsequent to the campaign, 35 percent considered themselves more likely to buy lattes andcoffee from Dunkin’ Donuts.Source: Mobile Marketing AssociationCASE STUDY 3McDonalds Text Message Holiday PromotionMcDonald’s makes everyone a winner – Just senda text to Santa & get your gift within seconds.GOALS :Create a new mass market sweepstake mechanism for McDonald’s Italy where consumers canparticipate and win directly in the restaurant. Bid winning a prize to the purchase of theproduct & activate POS to increase response.MECHANICS :Print unique codes on cups for consumers to send in with 1 text message – right in therestaurant. The revolutionary idea: Every code wins – for the first time even physical prizes.Presents ranged from mobile content such as personal calls from Santa, sending postcards tofriends, personal photos with Santa to attractive physical prizes like prepaid credit cards with20.000 Euro, 13.000 x free airtime and 150 mobile phones. This innovative prize pyramidcombining physical prizes with millions of digital presents was shown on TV and in the
  • 3. restaurants (on products, traymats, menu boards, etc.). SMS & WIN granted customers a veryMerry Christmas!RESULTSA stunning 25% response rate – with a record 1.5 millionparticipations in five weeks. The best result of a McDonald’s mobile marketing campaign ever.Source: Mobile Marketing AssociationTo Avail the best SMS and Mobile marketing services at insanely low prices contact ValueleafServices. Try a free demo.Contact- 080 4359 5960Website- www.valueleaf.com

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