August 22, 2008
"When is 13 Lucky?” Interactive Mobile )Ping Mobile)
Title
"When is 13 Lucky?” Interactive Mobile
Brand
My Network TV
Category
Media & Entertainment
Agency
Ping Mobile
Region
North America
Timeline
24.4.2008 – 25.5.2008
Results
- Hundreds of viewers joined the mobile list
- More than 59% double opted- in, a record of double opt-ins in May – 69%
Summary
Campaign Overview & Goals
- MyTV ran a nightly sweepstakes for its San Diego area viewers
- Viewers watched MyTV between 8pm – 10pm every night during the campaign to discover that night’s one or more secret codes
- Viewer were asked to text the secret codes in order to enter the sweepstakes
- The goal was to build a MyTV Network mobile list of viewers
Campaign Details
- Viewers entered each night’s drawings by either texting the code to 74642 or entering the code on MyTV’s Web site
- Prizes were given away each night )one per code), including iPods, Gas Cards, Restaurant gift cards and more
- All text message entrants received a follow-up message, asking them to reply if they wished to receive additional messages from MyTV
- Viewers who replied then received ‘Reminder’ text messages each night at 7:30pm, telling them to watch MyTV from 8pm for their chance to win
Results
- Hundreds of viewers joined the mobile list
- More than 59% double opted- in, a record of double opt-ins in May – 69%
