94% Redemption Rate and over 10,000 Brand Interactions in Shopping Mall SMS Campaign

Agency: Trigger Communications

Trigger Communications provides strategic counsel, branding, research, advertising (print, TV, radio, interactive, outdoor), media planning and buying, writing and editing, graphic design, interactive design, direct marketing, and media/public relations to nationwide clients ranging from retail to financial services.

Client: Orchard Park Shopping Centre

Orchard Park Shopping Centre is the largest enclosed shopping centre between the cities of Calgary and Vancouver. The centre is market dominant and considered the leading fashion centre within the region.

Campaign: “Winter Campaign - $25,000 Holiday Giveaway”

Objectives:

Drive traffic to mall to increase sales and revenue

Provide Orchard Park consumers daily chances to enter contest through SMS text messaging

Facilitate multiple brand interactions and brand reinforcement

Leverage Christmas shopping season to gain excitement over campaign

Build mobile database for on-going communication

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

With $15,000 in daily prizing and a $10,000 Grand Prize, 3 Tier Logic provided SMS marketing services to engage Orchard Park Shopping Centre consumers. Orchard Park Shopping Centre allocated two keywords for their in-mall print advertisement tracking and e-newsletter tracking – “Text ORCHARD to 889988” or “Text HOLIDAYS to 889988”.

Participants were instantly notified through text message whether they were 1 of 10 daily $50 Orchard Park Gift Card winners and entered for the grand prize draw of a $10,000 Orchard Park Shopping Spree. Instant winners were instructed via text message to redeem their prize at Guest Services upon presenting their winning text messaging with attached unique prize code.

This text message promotion allowed participants to enter once per day over the month long campaign.

The Results:

Orchard Park Shopping Centre’s mobile campaign achieved phenomenal results with over 10,000 text message entries! By equating each text message entry to one brand interaction, this campaign garnered over 10,000 consumer touches to the Orchard Park brand, thereby reinforcing the brand and keeping it “top of mind.” The chance to win 1 of 10 daily prizes, had some participants texted in on a daily basis.

Prize redemption was extremely high at 94%. Guest Services members collected customer profile data on the gift card winners to track demographics and build the email newsletter and mobile alert database.

In response to the in-mall signage “call to action”, spikes in text message participation were apparent during busy shopping days and hours on Thursdays, Fridays, and Saturdays.