AT&T
Case Study - AT&T
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
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.
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
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.