Female Shoppers Text to Win “Twilight” Tickets in National Mobile Campaign

Client: Garage Clothing, Groupe Dynamite Inc.

Groupe Dynamite is a Montreal-based company that operates women’s retail stores under the banners GARAGE and DYNAMITE. They are providing cutting edge fashion with over 240 stores from coast to coast, and are strategically planning their North American and international expansion.

Campaign: “Twilight”

To increase excitement for the highly anticipated movie, “Twilight” Garage offered consumers a chance “text to win” VIP movie tickets.

Objectives:

Integrate mobile marketing into traditional print media

Utilize tracking to compare mobile participation across retail markets (Vancouver, Edmonton, Calgary, Nova Scotia, Toronto)

Build Garage mobile database for potential on-going communication

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

3 Tier Logic’s mobile marketing services provided five selected markets across Canada with a different keyword to integrate into their traditional media. “Calls to action” appeared in the large in-store poster located at the Garage store entrance and smaller posters located on the changing room mirrors.

Each keyword tracked the mobile activity of each market, for example consumers in Vancouver responded to “Text STAR to 889988”, while consumers in Toronto responded to “Text TWILIGHT to 889988”. Furthermore, the segmentation of keywords and participants’ area codes allowed for the efficient prizing distribution of local movie theatre passes.

The Results:

By integrating SMS marketing into the promotion “Twilight”, Garage was able to engage their perfect demographics of female consumers.

The national comparison of mobile participation across retail locations provided print advertising tracking and insight for future mobile campaigns.

As “Twilight” was one of the most popular films of 2008, Garage consumers had the exclusive chance to win highly sought after tickets.