How Reebok combined SMS and IVR to increase in-store traffic and promote new merchandise | MMA Global
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  4. How Reebok combined SMS and IVR to increase in-store traffic and promote new merchandise
  2. Resources
  3. Case Studies
  4. How Reebok combined SMS and IVR to increase in-store traffic and promote new merchandise

How Reebok combined SMS and IVR to increase in-store traffic and promote new merchandise

October 5, 2004

Brand: Reebok

Company:  Enpocket


Goals
  • Increase store traffic
  • Promote National Basketball Association exclusive merchandise
  • Build awareness of Finish Line retail stores
Solution

Together, Reebok and Enpocket created a unique SMS and Interactive Voice Response (IVR) mobile program that drove customers to Finish Line retail stores and pushed Reebok’s exclusive line of NBA merchandise.

A cross-carrier SMS message from NBA star Kenyon Martin, endorsed by Reebok, was sent out to opted-in male sport fans between the ages of 16 and 26.

The SMS message provided a freephone 800-phone number from which Martin informed callers of details on Reebok’s NBA merchandise.

When dialed, Martin’s voiceover promoted the NBA exclusive line and allowed the caller to receive the location of their nearest Finish Line retail store through a series of intuitive voice prompts.

Result

30,000 SMS messages were sent out across the US in urban areas including Atlanta, Memphis, Indianapolis and Los Angeles. Enpocket sent messages to a profiled demographic, which assisted greatly in the success of the program. Hitting the right target with the right information is one of the most important aspects of mobile marketing.

The success of this mobile program, apparent in consumers’ positive responses and an increase in store traffic and sales, has prompted Reebok to plan future relationship marketing campaigns via the mobile phone.