Sportswear giant Foot Locker is running an SMS Txt2Win promotion to drive traffic to its stores in the United States.(See its website Call-to-Action to the left).
Foot Locker is giving away a total of $50,000 to the winners of its “Cash for Kicks” promotion and the grand prize winner will receive a $10,000 check. What’s more interesting is that a campaign of this size is using the mobile channel exclusively to communicate with registrants which allows consumers to respond to a promotion immediately, wherever they are. Their phone is rarely more than an arm’s length away.
SMS is also an easy, measurable way to leverage traditional media promotions for additional consumer participation as well as to activate and track print, television and out-of-home advertisements - mobile phones are great for running promotions because it is immediate where you don't have to sit at a desk in front of the computer or mail something in or fill out a card and consumers can respond right when they see the call-to-action.
Foot Locker then sends out an additional message offering a mobile coupon and the option to receive one message a month from Foot Locker concerning sales and special deals.
SMS is the one mobile channel that anybody can access. It is immediate, easy to use, has high reach, and is formulated to allow an interactive conversation. These elements make SMS a highly effective marketing channel. From Mobile Marketer at http://bit.ly/hXMGp
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