- [Instructor] A successful mobile marketing campaign
needs a CFO, and I'm not talking about finance.
CFO stands for convenience, fun, and offer.
Let's check out a few examples
of successful mobile marketing campaigns
to see how they incorporated these success factors.
And be sure to check out the next video
on why these campaigns worked so well.
Let's start with Redbox.
This is an oldie, but a goodie.
In 2011, Redbox executed an SMS mobile sweepstakes campaign.
Consumers were encouraged to text the keywords
DEALS to 727272 to receive a promo for 10 cents
to a $1.50 off a one-day rental.
Tactics to promote the campaign included:
promotional stickers that were placed on the kiosk,
existing customers were informed by email and social media,
media PR, and word of mouth.
The Redbox campaign generated 1.5 million text messages
in just 10 days and created 200,000 new SMS subscribers.
Redbox reported that this
was one of their most successful campaigns.
Gary Cohen, senior vice president of marketing
and customer experience at Redbox stated, I quote,
"The strategy for this campaign was to reward loyal
and new customers with an exclusive SMS offer.
We see mobile as a direct connection to our customer base."
Next, we have Domino's.
Domino's took a different approach to their mobile strategy.
They decided to gamify their ordering process.
At the time,
the Domino's app was basically a pizza creation game
that allowed participants the opportunity
to order the exact pizza they created in the game.
The game featured pizza-themed challenges.
Players who beat all six levels in the game
receive 10 piece of the pie rewards bonus points
toward their next qualifying order.
Customers who reached 60 points redeemed their points online
for free medium two-topping pizza.
The result?
Domino's had 53% Of digital sales through their app.
50% cost reduction in cost per click.
The app created three times more mobile users
and 63% of overall increase in sales globally.
As we can see from this campaign,
people like to have fun and play games,
even if it is for something useful, like ordering food.
Next, Ford.
Ford launched an SMS campaign that offered consumers
the ability to text a short code to get more information
regarding financing a new car.
Simple, yet effective.
Ford used traditional advertising tactic
to promote this campaign, an ad in a newspaper.
Keep in mind this campaign launched in 2011.
The result?
Ford received a 15.4% conversion rate.
This represents millions of dollars in sales for Ford.
For our last successful campaign that we're exploring,
let's look at building brand loyalty,
and that's exactly what Starbucks did
with its order ahead mobile app.
Mobile Order & Pay, a feature of the Starbucks app
that launched in 2015, allows mobile users to create
and pay for their orders in advance of their visit
to their favorite Starbucks store.
The result? Millions of people use this feature today.
And in Q1 2020,
Starbucks reported an increase of 17% in sales.
If you can build an app that makes it easy for people
to purchase your product or service, then do it.
As you can see, there are a variety of options available
when it comes to the world of mobile marketing.
The key is to know your audience
and align your mobile strategy with your business goals.