2. Name and city and state of marketer
Route 66 Harley-Davidson, Tulsa, OK
Name and city and state of agency or marketing services firm
7 Media Group, Oklahoma City, OK
Campaign/program name
12 Days of Christmas
Duration
December 12 – 24, 2011
Call to action
Consumers were encouraged to text the keyword RT66 to 55678.
Objective
Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue through a holiday promotion.
Strategy
The goal for 7 Media Group’s services for Route 66 Harley-Davidson was to promote products and increase sales to existing and new members of their
mobile club.
Call to action
Membership in Route 66’s mobile club was promoted through its social media campaign, in-store marketing and previous customers of the dealership.
Members then received daily alerts offering a 20 percent discount on a different merchandise item each day. This increased customer awareness of the
merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower.
Results
The dealership had a significant increase in sales of the specific items discounted during the campaign period. For example, the sale of T-shirts purchased on
T-shirt Day was over 250 percent more than a normal day. High-dollar items also saw increased sales. On Helmet Day, the number of helmets sold with the
20 percent discount equaled the number sold for the entire previous week; and on Leather Jacket Day, seven leather jackets were sold at the 20 percent
discount, representing a 16 percent increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.
Lessons learned/ Strategy quote from brand executive
"The 12 Days of Christmas campaign provided Route 66 Harley-Davidson increased sales, increased dealership traffic, and an increase in its mobile club
membership," said Nick Edwards, marketing manager for Route.
"This promotion continued the success of its mobile marketing that previously helped drive traffic to sponsored events, expanded membership in its mobile
club, and increased entries in contests," he said.
3. Name and city and state of marketer:
Little Caesars, Oklahoma City, OK.
Name and city and state of agency or marketing services firm:
Cox Media, Oklahoma City, OK, and Ping Mobile, Englewood Cliffs, NJ, powered the campaign.
Campaign/program name:
Curious George – Little Caesars.
Common short code and keywords used:
Text the keyword GEORGE to 269411.
Objective:
1. Drive awareness of the Curious George Live show at the Cox Center and thereby driving sales.
2. To provide a highly measurable advertising medium that would complement the spots being used to promote the offer, while at the same time reaching the
show’s target demographic.
Target audience:
Families.
Strategy:
Use mobile to target desired demographic via TV spots and then engage them with a mobile sweepstakes.
Call to action:
Call to actions ran via Cox Media cable network’s TV spots. Consumers were asked to text the keyword GEORGE to 269411.
Results:
Mobile proved to be a great tool for this client because it enabled them to target their desired demographic via the TV spots and then engage them with a mobile
sweepstakes (which created awareness of the show).
An added bonus was that the double opt-in (DOI) component enabled Little Caesars to build a targeted mobile database that could be used for the remarketing of
future shows. This was further evidence by the fact that the sweepstakes achieved a DOI rate of nearly 50 percent.
Lessons learned:
Double opt-ins enable brands to build a targeted mobile database that could be used for remarketing.
Surprise finding:
Double opt-in rate of 50 percent
