July 28, 2008
Solow.com Text-to-Phone Case Study )RH Brands)
Overview
SendMe Mobile, a premier mobile media company, partnered with RH Brands to drive consumer subscriptions to their mobile sweepstakes game, Solow. RH Brands and SendMe worked together to create a mix of mobile and in-call promotions using unique prizing and calls-to-action, allowing users to opt-in when they hear the promotion on their mobile phones.
Campaign Goal
To enroll a maximum number of callers in the Solow Elite membership, allowing members to play for prizes on their mobile phones.
Call-to-Action
Using a combination of in-call audio advertisements on the RH Brands network of humor hotlines and SMS distribution to RH Brands mobile fans, RH Brands promoted the Solow game using a Las Vegas get-away prize promotion.
SMS:
RH Brands Mobile Fan Club members received a text message promoting a new RH humor hotline. This SMS message included a mention of the prize:
NEW Humor Hotline: Call 772-257-4481 to hear what the TOOTH FAIRY is really all about! )Chance to win Vegas Trip at end!) From RejectionHotline.com
In-call:
When message recipients called the phone number )in the case, we used the ‘Call the Tooth Fairy’ hotlines), the in-call audio advertisement prompted those interested to press star to receive a text message from Solow, thereby initiating the double opt-in sequence.
Results
Given that RH fans had received a text message ‘teasing’ the Vegas promotion, callers to the ‘Call the Tooth Fairy’ lines signed up for the offer at a rate 5-times higher than the normal sign-up rate with audio ad promotion only )no text message teaser), generating an effective CPM of over $121. Daily effective CPMs reached as high as $168.
Campaign Dates
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May 23 - 28, 2008
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Text Messages Sent
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51,276
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Calls to RH's ‘Call the Tooth Fairy’ hotline
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22,606
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Revenue Generated through Acquisitions
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$ 2,752.09
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Effective CPM
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$ 121.74
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