FCUK uses Mobile CRM in first transatlantic mobile marketing program.

Brand: FCUK

Company:  Enpocket

To enhance customer interaction with the FCUK brand, Enpocket, Vodafone Target and Marvellous Mobile worked with FCUK to implement the first ever cross-carrier, transatlantic mobile CRM program.

US and UK customers texted in to the short code 8FCUK (or 83285), announced over FCUK FM, which broadcasts in all 1500 FCUK stores, on digital radio and on the web. The campaign was also promoted through outdoor media, in press advertising and on posters in-store.

Participants then chose to answer up to three questions, via SMS, on either a rock or dance music trivia quiz for their chance to win prizes such as a $250 FCUK gift certificate.

They could also receive information regarding the programming schedule via SMS alerts and receive specialized FCUK mobile content including wallpapers, ring tones and tips direct to their mobile phones.

• The project built brand awareness & nurtured brand affinity
• FCUK has built a mobile database and can profile customers and target individuals with tailored content

“The mobile phone is the most widespread and frequently used consumer device - how else can you put an ad in someone’s pocket or handbag? - and the perfect way of talking to customers whether it’s about this week’s celebrity guest DJ or what’s new in store. Enpocket, Vodafone Target and Marvellous have helped us to build an exciting mobile strategy that is delivered by Enpocket’s technology,” said Matthew Griffiths, head of marketing, FCUK.

“FCUK have released mobile content that is subtly different and tailored to each market, although this all ties in to a very integrated multi-channel strategy.  The program represents the first of its kind, allowing practically all mobile users across the US and UK to interact with FCUK using the same short code,” said Jonathon Linner, CEO, Enpocket.