Jeff Rhoton – imobilize media, llc
The next time you buy a sponsorship package, include mobile into your marketing strategy. From MasterCard to Grey Goose Vodka, brands are increasing their frequency and exploring new audiences.
For example Grey Goose targeted a campaign around golf’s US Open with a Text-to-Win promotion. Consumers can opt-in to receive Grey Goose messages while entering to win a prize pack of Grey Goose products. To be eligible, all consumers have to be 21+ which is asked in most mobile messaging platforms to cover the legal aspects of the promotion. They found out early that the sports audience in golf has a mobile phone and text.
Grey Goose went even further into the golf category through the broadcast on the Golf Channel by leveraging on-air SMS call-to-action. The text-to-screen text-messaging platform lets fans at home interact in real-time with a variety of promotions and fan voting. Real-time SMS and broadcast graphics presented by Grey Goose connected Grey Goose from TV to mobile.
Most leagues and sporting events are starting to figure out that they have a built-in community whom texts and uses social media such as Facebook and Twitter. These social communities are building powerful mobile databases that help their advertisers reach a broad audience. By incorporating in-game SMS contests and promotions teams can build a list of mobile numbers very quickly. On average 10-15% of fans in attendance at a game will text-in for giveaways, on-field contests, voting, coupons etc…
The key is making sure fans opt-in to mobile campaigns and avoid mobile spamming.
This past July, we worked with USA Softball at the World Cup of Softball in Oklahoma City, OK to run a mobile test campaign on the softball audience through an on-site “text-to-win” video board promotion during each game. It was a huge hit!
We found that moms and daughters are big time texters. USA Softball offered prizes such as an autographed team ball. They had an opt-in success rate of 84%. The bounce back message thanked fans for participating while asking them if they wanted to receive future promotions, news and industry alerts. Out of the thousands that attended the softball games over five days, we had an estimated 28% participation rate.
There are all types of mobile opportunities to create through sponsorship of local, regional and national sporting events, associations and leagues. What I am saying is get more for your money. Go beyond the standard logo placement on a video board or signage at a ballpark. Make your advertising work for you by showing some true ROI.
Create a good balance between iPhone/Android apps, mobile web and SMS/MMS, engage your social media outlets to drive participation and try something out-of-the-box that is cost-effective. Do not have a mobile partner to try a test campaign, just Google one. Find someone whom has a little marketing strategy background.
Need some advice on how to build your next event sponsorship with a mobile hook, just email us.
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