Background and Goal: Through the FREE YR RADIO website, Toyota continues to successfully brand its hip Yaris model. The automaker sponsored the independent radio initiative with a personalized mobile campaign at Austin's SXSW media festival, March 2008, intending to reach target buyers directly and associate Yaris with music and events most meaningful to them.
Solution:
The Msgme platform, with its easy-to-use mobile content distribution tools and analytic reporting features, was selected to power the mobile marketing campaign. Along with a heavily-promoted on-line campaign, Toyota provided SMS event reminders and updates to subscribers, customized itineraries, real-time text messages from top music writers, bloggers and opportunities to pick up promotional items at the festival. The campaign created an ideal balance, delivering content fans desired, in support of initiatives they cared about, through a channel they preferred.
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Background and Goal: Sears, Roebuck and Co., a leading broadline retailer, wanted to create an interactive mobile marketing channel to engage Hispanic American customers to vote and win various prizes. Sears launched its national "Imaginate Tour" campaign with mobile to showcase contestant makeovers. Using SMS communication, popular with Hispanic American demographics, the mobile component was added to promote and announce winners, competitions and tour locations.
Solution: Leveraging Msgme's flexible web interface and campaign analytics, the agency, Think Bravo, built regionally targeted mobile alerts for subscribers to opt-in and receive updates on tour promotions, events and local winners. Subscribers could also choose to receive specific alerts from different promotions on the Sears website. Upon registration, the promotion opt-in and confirmation message were delivered to subscribers' phones in Spanish.
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Background and Goal: One of Lake Tahoe's premier winter destinations, Alpine Meadows Ski Resort looked beyond traditional marketing programs to reach consumers direct with the mobile channel. To keep skiers and snowboarders updated on snow conditions, instructional programs and events, the resort wanted to build a mobile subscriber base and increase customer loyalty.
Solution: Using web-based Msgme mobile marketing campaign tools, Alpine Meadows provided consumers up-to-the minute weather updates, special offers, news, events and resort program information. The resort's mobile subscriber list has grown steadily with Msgme as winter enthusiasts take advantage of real-time updates to plan trips and make the most of their resort experience.
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Background and Goal: Vagrant Records wanted an innovative marketing solution to engage and excite its loyal fans and launched its first direct-to-mobile consumer mobile marketing campaign.
Solution: To build this new mobile channel, Vagrant used Msgme's interactive, easy-to-use, multimedia publishing platform to connect directly with its fan base. The label can quickly and easily deliver news on band album releases, tour dates, music, ringtones, wallpaper, video clips and promotions direct to fans' mobile devices in real-time. Vagrant can also push local event information and enable in-venue fan participation with Msgme campaign management tools. With a fan-centric philosophy, the label's mobile campaign enhances the Vagrant experience, delivers desired content and strengthens its relationship with fans.
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Background and Goal: Advertising agency Questus launched the BusaBeats website that combines hip-hop with the Suzuki Hayabusa motorcycle brand, www.busabeats.com. The agency wanted to target a young urban market, build a mobile subscriber base and keep fans updated on the culture inspired by the Haybusa motorcycle.
Solution: Msgme, with its easy-to-use multimedia content distribution tools, was selected to create the mobile channel that appeals to a younger audience. With an online sign-up widget to build subscriber lists, Questus keeps subscribers updated with mobile alerts on events, photos, artist news, hip-hop tracks and new videos. The campaign is a great example of how agencies can successfully integrate website mobile marketing initiatives and maintain brand identity.
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