Tuesday, 1 December 2009


Client:            Little Caesars
    Curious George – Little Caesars

1.      Drive awareness of the Curious George Live show at the Cox Center and thereby driving sales. 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:   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 the desired demographic via the TV spots and then engages 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:  Double opt-in’s enable brands to build a targeted mobile database that could be used for future re-marketing.

Agencies: Agency or marketing services firm: 
Cox Media, Oklahoma City, OK, and Ping Mobile, Englewood Cliffs, NJ.