Goodyear SMS campaign sees 5.2 percent CTR

Tire-production giant Goodyear launched a mobile campaign to raise awareness in men, right in time for the winter.

The "Time For Winter Tires" promotional campaign ran in Poland during the last quarter of 2008, from Oct. 13-27. It was coordinated by Upgrade Interactive Marketing and included an SMS campaign and a mobile site. The target was male drivers aged 25-54, using mobile Internet,” said Kazimierz Piekarz, CEO of Upgrade Interactive Marketing, Warsaw, Poland. ”Or alternatively, men interested in purchasing winter tires of premium quality for their private cars.”

Time For Winter Tires was marketed via a personalized SMS campaign sent out to over 80 thousand men. The SMS contained and advertising message and WAP link to a mobile microsite.

“[The call to action] was encouraging potential customers to visit a mobile microsite,” Mr. Piekarz said. ” The message read translated into English: "It is time for Goodyear winter tires. Fifteen sets of tires and 15 mobile phones worth 25000 PLN to win! Visit wap.gy.plus.pl," he said.

Mr. Piekarz said that during the 15-day campaign there were more than 2.2 million impressions recorded. Mobile banners had a 3 percent click through rate while the SMS portion had 5.2 percent.

Goodyear is not the first to try and sell tires using mobile. In April, a BMW Germany mobile campaign was deployed to sell more winter tires and is said to have achieved a 30 percent conversion rate. From Mobile Marketer at http://bit.ly/wo979

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