Campaign: 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.
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.
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