Case Studies

User Resources

Case Studies

CASE STUDY 1

Hilton Uses SMS With Success

The Hilton Hotel group has successfully used SMS messaging to increase guest numbers to its hotels and build customer loyalty.

The hotel sent out important marketing messages such as on-site specials and promotions directly to its members’ mobile handsets. SMS allowed the hotel to get the messages out instantly and at the most appropriate time of day.

The use of SMS as a direct marketing tool resulted in a 10-25% increase in offer redemptions sent out by the hotel and proved to be an integral part its direct marketing and loyalty strategy.

Source: www.EmailMobileMarketing.com

CASE STUDY 2

Dunkin Donuts SMS Text Message Campaign

GOALS
Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October

MECHANICS
The SMS offer was sent to 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content. Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

RESULTS
The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon. The SMS message promoted the viral element of the coupon. This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend. In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.

Source: Mobile Marketing Association

CASE STUDY 3

McDonalds Text Message Holiday Promotion

McDonald’s makes everyone a winner – Just send a text to Santa & get your gift within seconds.

GOALS
Create a new mass market sweepstake mechanism for McDonald’s Italy where consumers can participate and win directly in the restaurant. Bind winning a prize to the purchase of the product & activate POS to increase response.

MECHANICS
Print unique codes on cups for consumers to send in with 1 text message – right in the restaurant. The revolutionary idea: Every code wins – for the first time even physical prizes. Presents ranged from mobile content such as personal calls from Santa, sending postcards to friends, personal photos with Santa to attractive physical prizes like prepaid credit cards with 20.000 Euro, 13.000 x free airtime and 150 mobile phones. This innovative prize pyramid combining physical prizes with millions of digital presents was shown on TV and in the restaurants (on products, traymats, menu boards, etc.). SMS & WIN granted customers a very Merry Christmas!

RESULTS

A stunning 25% response rate – with a record 1.5 million participations in five weeks. The best result of a McDonald’s mobile marketing campaign ever.