GameFly
Case Study - GameFly
(Alerts)
GameFly was motivated to begin including mobile in their marketing mix but needed Vibes' strategic direction to make the most of their efforts.
Challenge
GameFly demanded a multi-faceted mobile solution that would provide them more value to their customers and track the effectiveness of their media buys.
Solution
Vibes provided innovative solutions for every objective GameFly hoped to achieve. Vibes first delivered a custom SMS API that pushed alerts to customers when their games were shipped and delivered. Vibes also developed a Text-2-Win campaign in which GameFly's spots were tagged with calls to action that included unique keywords depending on which networks the spots were airing. Assigning unique keywords to each network allowed GameFly to observe participation on each network in their media buy, which served as a means to better define their marketing mix in the future. The sweepstakes was live for a one-month period and at the culmination ten winners were chosen to receive the game console of their choice (PlayStation 3, Xbox or Wii).
Results
More than 21,000 entries (10,000 unique) were received for the Text-2-Win promotion and nearly 5,000 customers signed up to receive shipping alerts and other mobile offers.