SMS Campaign Gets 18% Response Rate

An SMS campaign to drive visitors to the Sony MiniDisc website has achieved an 18% response rate. The campaign, devised by mobile marketing company 12snap, was part of an £80,000 marketing campaign to promote the manufacturer’s range of PC compatible MiniDisc hi-fi systems

The campaign involved contacting 80,000 people from 12snap’s database of 8.5 million mobile phone numbers, with an invitation to enter a competition. If the phone owner responded with a message, they were sent a second message detailing their winning number. They then needed to log onto a website which featured an online, interactive adventure playground where they could discover if they had won. The game was designed to demonstrate the product range.

Of the 18% who responded to the initial message, 7,500 logged onto the website when they received their winning number. Following the success of the first one, a second SMS campaign was carried out a week later. 12snap were commissioned to undertake the text message competition by music and brand consultancy Protein. Simon Miller, UK MD of Protein, commented: “The results we have achieved prove that mobile marketing is, and will increasingly be, a vital tool of any marketing campaign.”

12snap: www.12mobilemarketing.com

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