Company: iLoop Mobile, Inc.
Product: Mobile Dimension Manager™ (MDM)
Challenge: To increase attendance and provide a more fun and interactive experience for fans at the Taylor Woodrow Grand Prix of San Jose.
The San Jose Grand Prix recognized the value in the mobile marketing channel and wanted to bring the racing experience closer to fans. They decided to use mobile services powered by iLoop Mobile, such as sweepstakes, voting, content subscription, and video distribution to reach out and engage fans in a new way.
iLoop Mobile developed state-of-the-art mobile applications and services that enabled marketing promotions over the mobile phone for the San Jose Grand Prix (SJGP). The SJGP was Northern California’s first downtown street race with over 150,000 fans in attendance.
iLoop Mobile ran five mobile campaigns all designed to provide a more interactive and fun experience for attendees.
• Ticket Promotion: Fans participated in a pre-race mobile quiz to win tickets to the race
• Club Thunder Promotion: Fans text in to win seat upgrades over Pit Lane
• Miss San Jose Grand Prix Voting: Fans text voted for their favorite contestant
• Live Race Video to Phones: Fans received live streaming video from the track
• San Jose Grand Prix Mobile Insider: Fans received leader board and race updates
iLoop Mobile successfully connected with thousands of race car fans over cell phones prior to and during the event. The Ticket Giveaway, Miss SJGP Voting and the Club Thunder Promotion had the most traffic. 20% of participants engaged in more than one campaign, proving that the campaigns were easy and fun to use. The response rate peaked at 1,500 on day 2. The pre-race ticket promotion was an excellent way to raise awareness of the race. Hundreds of fans participated and won tickets to the race by text messaging in a standard rate short code. Fans learned about the mobile campaigns from the San Jose Mercury, San Jose Grand Prix web site, a full-page ad in the race day programs, hand out flyers during the race, and leader board announcements.
The fans response to these promotions was resoundingly positive and the campaigns confirmed the efficiency of live mobile promotions. For the first time at a world class race, fans could interact in a direct and measurable way using their mobile phone. The campaigns proved that a cost effective, yet cutting edge technology could be deployed to enhance fans’ entertainment experience.
About iLoop Mobile, Inc.
iLoop Mobile is the leading mobile application service provider for interactive mobile phone services, marketing initiatives and content distribution. Clients employ iLoop Mobile’s services to add a mobile dimension to traditional or new channels and to establish an intimate one-to-one relationship with their target audience. iLoop Mobile’s Mobile Dimension Manager™ provides mobile initiatives and services including quiz, lottery, sweepstakes, polls, voting, gaming, social networking, content subscriptions and music/image/video distribution. iLoop Mobile is headquartered in San Jose and sits on the board of the Mobile Marketing Association (MMA). For more information about iLoop Mobile visit www.iloopmobile.com.
©2005, iLoop Mobile, Inc . iLoop Mobile is a registered trademark and iLoop Mobile Dimension Manager is a trademark of iLoop Mobile, Inc. All other products and company names herein may be trademarks of their respective owners.
iLoop Mobile, Inc.
55 South Market St., Suite 1560
San Jose, CA 95113