Rum brand Captain Morgan has added a mobile component to its existing Pose Off campaign.
“The simple objective of allowing mobile entry is to increase the number of total entries to the Captain Morgan Pose Off contest, thereby increasing the level of brand interactions at point of purchase by adults of legal drinking age,” said Alex Hall, chief operating officer at TigerSpike, New York.
“Mobile entry helps achieve a higher promotional response rate by allowing people to engage as soon as they read the call to action, while the motivation is still in their mind,” Mr. Hall said. “Assuming the communication message is relevant, mobile entry then allows consumer to act at the right time for them, from any location.
“In the case of a spirits promotion, it means that a call to action in bars, in retail outlets or in traditional media can be acted upon at times when online activity is not generally possible,” he said. “The main reason for using both MMS and email in this campaign was purely to extend reach and convenience for consumers. From Mobile Marketer at http://bit.ly/ArC5b
For more information contact Andrew at damico@zipstripe.com
It's always great when you see a company do well with a creative marketing campaign. Mobile SMS marketing is so great for companies like Captain Morgan because they get more interaction and results from sending a text at 8 pm on a Friday rather than sending out direct marketing to a house on a Monday. They are able to get their message out at a time when they will get the most positive interaction and feed back.
ReplyDelete