Garage Clothing & 90210’s SMS Campaign Receives High Participant Opt-In Rate

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: “Garage + 90210 – Do YOU live by the code?”

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

Objectives:

Execute text messaging campaign across all Canadian retail locations

Integrate text message “call to action” into entire marketing mix

Allow consumers to participate in contest and subscribe to Garage mobile alerts

Notify contest participants with exclusive mobile promotions and/or offers

Build prm (prospect relationship management) database for ongoing communication

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

Garage Clothing promoted their new campaign, “Do YOU live the code?” across all retail locations nationwide by integrating the text message call to action, “Text GARAGE to 889988”, into their in-store posters, mirror posters, website, and email newsletter. Shoppers that texted in received a message that said, “You’re entered 2 win a trip 2 the set of 90210 in LA! Want 2 get Garage discounts via txt? Reply 2 this msg w/ the word DEALS.”

Upon replying with DEALS and opting in for future communication, the second message they received was a mobile coupon stating, “Present this coupon & save $10 w/ $50 + before taxes purchase @ Garage. Expires Feb. 28/09. Conditions @garage.ca/txt. PROMO: AGKD”

While all participants in Canada responded to GARAGE or HOLLYWOOD, area code segmentation was used to deliver selected area codes the return messaging in French.

The Results:

Garage’s national “Do YOU live by the code?” campaign was a successful execution of a multifaceted mobile marketing approach with thousands of participants and a high opt-in rate. The combination of a “text to win” contest provided a value-incentive for shoppers to initiate dialogue with the brand, while the mobile coupon drove sales, all while expanding the Garage mobile database for future communication.

The high opt-in rate of participants requesting to receive future Garage discounts via text was the result of transforming static print advertisements to an interactive “call to action.” Garage has created an open communication channel with these engaged shoppers to deploy mobile coupons, updates and exclusives.

The thorough integration of “Text GARAGE to 889988” in retail location print advertisements and posters, website, and email newsletter ensured a constant flow of new Garage database members.

Garage’s integrated approach of mobile marketing differentiated them from other clothing retailers. Their innovative delivery of discounts straight to shoppers’ cell phones was innovative, new, and provided an added value to the customer experience.