Overview

AT&T, in partnership with their marketing agency, The Marketing Arm, provides mobile marketing solutions to 20+ Collegiate schools as part of an ongoing cross-channel sponsorship program designed to connect with this desirable demographic. The purpose of the Collegiate Wireless Platform is to integrate mobile technology into the fan experience by creating ongoing conversations and engagements that serve to grow a loyal subscriber database.

Challenge

AT&T wanted to create an engaging and exciting mobile experience for fans to increase brand exposure and continue to build an affinity with Penn State and its following, while driving growth of Penn State's existing mobile database.

Solution

By leveraging the mobile platform provided by AT&T, Penn State engaged in a co-branded Text-2-Win promotion with university sponsor, Sheetz Convenience Stores. Calls to action were printed on Penn State schedule cups and in-store signage while radio, in-venue and online advertisements prompted people to visit their local Sheetz store to pick up a schedule cup and text in to win the Ultimate Game Day Experience. The Ultimate Game Day Experience consisted of Penn State football tickets, field passes, a meet & greet in the radio booth and a Penn State prize pack, the perfect package for a rabid Penn State fan. In addition to entering the sweepstakes, participants who texted in received a bounce-back message encouraging them to opt-in to Penn State's alert list.

Results

During the two-month run, more than 13,000 Text-2-Win entries were received, and the alert opt-in prompt resulted in a 23-percent conversion rate to bolster Penn State's mobile database.

Overview

Bright Pink is a non-profit organization that exists to enlighten and empower young women to take control of their breast and ovarian health by providing education, support and a sense of community for a better, brighter future.

Challenge

The organization was looking to communicate with women in a personal and engaging way to encourage them to do be breast self-aware and spend time each month getting to know the normal look and feel of their breasts so to notice any changes should they arise.

Solution

Bright Pink developed the Underwire Alerts campaign to reach women and remind them to be breast self-aware and proactive with their breast and ovarian health. Through their partnership with Vibes, Bright Pink set up a program allowing participants to subscribe to Underwire alerts via SMS or Bright Pink's website and receive a mobile alert message the first Wednesday of every month.

The Underwire Alerts program is also promoted at all major Bright Pink fundraisers and is included in a variety of public relations promotions leading up to each event (ex B96 in advance of VIPink last fall). Bright Pink has even enlisted celebrities such as Giuliana Rancic and local radio personalities to drive participation by telling women on air to get their phones out and text!

Results

The Underwire Alerts campaign has generated over 1,000 mobile participants since its launch in 2009. The program is seen as a great success by Bright Pink for helping to jumpstart the non-profit's social media and mobile marketing presence and get women nationwide to re-commit to being breast self-aware.

Overview

US Cellular, based in Chicago, Illinois, owns and operates the sixth largest wireless telecommunications network in the United States. As part of their annual sponsorship of Summerfest, the world's largest music festival held in Milwaukee, WI, the company wanted to design a mobile strategy to engage festival attendees and create an opportunity for an ongoing dialog.

Challenge

US Cellular wanted to design a unique communications strategy that would engage Summerfest audiences to raise awareness and promote positive brand association for the wireless provider. At the same time, US Cellular wanted to drive opt-in growth for their mobile database.

Solution

Partnering with Vibes, US Cellular designed a complete mobile experience to entice and reward Summerfest attendees. With U.S. Cellular's sponsorship of Summerfest's Emerging Artists Stage, Vibes was able to execute a text-based mobile campaign that allowed attendees to vote and help select their favorite emerging artists at the festival.

In addition, Vibes successfully drove U.S. Cellular customers to U.S. Cellular's Tone Room Deluxe – a service that allows users to access music content for ring tones and ring back tones – via bounce-back messages in the Text-2-Screen programs.

Results

As part of the campaign, SMS voting increased 51% from 2010 to 2011. Additionally, Text-2-Screen participation increased 15% from 2010 to 2011. US Cellular's mobile marketing campaign at Summerfest 2011 generated 40,756 text messages in comparison to 2010's 29,738.

Overview

A&E was looking to give their younger fans a feeling of connection with Criss Angel and his “Mind Freak” show. They approached Vibes in order to help them integrate a mobile component into the series programming. A&E had previously run a very successful Criss Angel IVR program with Vibes, and for the show's season finale, they were looking to build upon that success in order to boost overall program ratings.

Solution

Prior to the show, an alert went out to Criss Angel's mobile fan database reminding them to tune in for the season finale of Mind Freak and encouraging them to download the Criss Angel Mind Freak app on iTunes. During breaks in the Criss Angel Mind Freak Show, a short clip of Criss Angel rolled asking viewers to text in their comments to a designated short code in order to see their messages in real time on-air. Those fans who texted in received a bounceback message telling them to visit iTunes to download Criss' app and join his mobile fan club.

Results

Nearly 27,000 total messages were sent, the Criss Angel iPhone app rose to #51 out of 200,000+ apps on iTunes, and Criss Angel's alert list nearly doubled.

Overview

Six Flags Great America, part of the world's largest amusement park corporation, Six Flags, was looking to find a way to better engage with teens, whose attendance to the park had been lagging, in order to drive park attendance. The theme park wanted create integrated marketing program that would tie together their social, email and SMS platforms into a consolidated, multichannel approach. In addition, Six Flags saw mobile as an opportunity to better measure the performance of their radio and television promotions.

Solution

In conjunction with radio and television promotions, Six Flags fans could send a text message to a short code that automatically entered them to win free tickets to the park. In addition, they used social media to promote and help drive participation to their mobile campaigns, encouraging users to text-in to win as well as share the opportunities with their own social connections.

As an additional component to their program, Six Flags also capitalized on its July 4 festival to prompt visitors throughout the park to subscribe and receive mobile alerts on in-venue events, park updates and weather notifications. Park guests who chose to participate in the alerts campaign were invited by Six Flags to receive ongoing communications by opting-in to the park's mobile database. Subscribers could then receive exclusive park information and VIP-only ticket promotions.

Results

In the first three months following the program's inception, Six Flags' mobile database has grown to nearly 5,000 subscribers. Due to the integrated marketing approach taken by the park, teen attendance increased dramatically along with positive response from promotion on Facebook and television regarding their Text-2-Win contests. Park attendance also received a significant boost from subscribers who received attendance offers and subsequently redeemed them in-park.

Overview

Founded in 1893 and renowned for their hot dogs and deli meats, Chicago-based Vienna Beef was looking to help their small business restaurants and vendors drive sales and increase foot traffic by offering a corporate driven, text-based mobile marketing program. Vienna Beef saw mobile as an opportunity to help its smaller vendors engage with loyal customers, drive trial and incremental sales by providing an innovative and alternative marketing channel to communicate with their customer base.

Solution

Vienna Beef implemented a customized, loyalty alerts program that provided subscribers with daily or weekly specials on Vienna Beef products. In order to grow the mobile databases of participating vendors and restaurants, the program allowed for mobile incentives that were vendor-specific, driving loyalists to their favorite restaurants and the vendors they were most likely to visit.

Results

Vienna Beef's alerts campaign has showed substantial longevity and has been ongoing since 2010, with over 400 restaurants and vendors currently participating. Since the campaign's inception, Vienna Beef has added over 12,000 subscribers to its mobile databases and sent out more than 600,000 coupons on behalf of their participating vendors and restaurants.