Key takeaways
- A high-value, time-limited prize plus strong promotion generated 10,154 SMS entries (from 4,220 unique sources) in a 10-minute window for the Southwest/WEEI campaign.
- Use a single, memorable keyword and short code and confirm opt-ins with a friendly bounce-back message.
- Create event-driven urgency (announce the keyword live and limit the entry window) to drive rapid participation.
- Promote the campaign across channels: decals, on-air talent, recorded spots, social media and email newsletters increased reach.
- If a major prize isn’t feasible, offer ongoing value like coupons, discounts or smaller gestures to motivate sign-ups.
Introduction
The impact of mobile marketing can’t be overstated. According to IDC, more people in the U.S. will access the Internet through a mobile device than through their PC by 2015. In this new series, Elite Email takes a look at highly successful campaigns to uncover their mobile marketing lessons. This week’s case study: How Southwest Airlines and WEEI sports radio brought excellent SMS messages and a game-winning approach to fans of the Boston Celtics.
While the 2010 NBA Finals offered up plenty of excitement for basketball fans around the globe, it also holds a special place of prominence in the history of mobile marketing. During this best-of-seven playoff, Southwest Airlines and Boston’s WEEI sports radio station teamed up to promote an SMS campaign designed to heighten the experience for one lucky fan. To find out more about the particulars of this initiative, as well as what it might mean for your brand, let’s spend some time breaking down this campaign like the sideline reporters break down the action standing courtside at the Finals.
Laying the Foundation for a Solid SMS Campaign
Just like Red Auerbach and his team of assistant coaches building a winning game plan before the 1957 NBA Finals, Southwest and WEEI knew that this SMS campaign needed to send a powerful message to Celtics fans in Boston and the surrounding areas. To do this, these brands offered Celtics fans a chance to win a trip to Los Angeles to watch game two of the Finals. Roundtrip airfare, hotel accommodations, and a pair of tickets were all included in the prize package.
To have a shot at winning this dream trip, Celtics fans in the WEEI coverage area were instructed to text “FINALS’ to 850850. Once this simple opt-in was completed, WEEI and Southwest let customers know the submission was accepted by firing back a friendly bounce-back message thanking them for their participation and wishing good luck to all entrants.
Promoting on Powerful Platforms
To spread the word regarding this campaign, WEEI and Southwest utilized promotional vehicles featuring informative decals, on-air talent discussion, recorded commercial spots, social media outreach, and newsletters distributed via email. Needless to say these SMS partners didn’t leave anything on the table when it came to connecting with customers and drumming up interest for this promotion.
However, to add a little spice to this big giveaway, all of the promotional material directed Celtics fans to listen to the June 4 edition of the Dennis and Callahan Show on WEEI to receive the “FINALS” SMS keyword. After revealing the text-in keyword on live air, contestants had 10 minutes to opt-in and try their luck at this dream trip. As far as excitement goes, the amount of suspense generated by this tactic was as close to watching the ball tip into the basket on a game winning shot during the Finals as SMS marketing can get.
The Final Score
By this point, you’re probably thinking that 10 minutes isn’t a lot of time to fully realize the potential of an SMS campaign. However, the numbers surrounding this joint program highlight the fact that with the right promotion and a big enough prize, 10 minutes is all you really need. In total, WEEI and Southwest received 10,154 entries, with these entries coming from 4,220 unique sources. Naturally, any brand would be more than happy to receive this kind of response in such a short period of time. Adding the enhanced listenership of the Dennis and Callahan Show, as well as the lasting commitment of many of these participants to a joint contact list further reinforced the successful nature of WEEI and Southwest’s SMS campaign.
Building Your Own SMS Playbook
Even if you don’t share an industry with WEEI and Southwest, there’s still plenty of powerful ideas you can pull from this SMS case study to build your own mobile marketing playbook. First, don’t be afraid to create an event around this campaign. By doing this, you’ll not only generate additional excitement with your audience, but convince consumers who are on the fence to join in due to the urgency of the event. Outside of properly promoting your campaign, it’s also important that you offer real value to participants. While giving away seats to the NBA Finals might be a little too expensive for smaller businesses, providing regular coupons, discounts, and other smaller gestures still sends a strong message to members of your contact list. If you can pull off these tips, you’ll soon be joining the ranks of Southwest, WEEI, and the other SMS all-stars that make up this case study series.
FAQ
Success came from combining a high-value prize (roundtrip airfare, hotel and two tickets to game two), a simple opt-in (text “FINALS” to 850850), an immediate bounce-back thank-you, heavy multi-channel promotion and a live, time-limited entry window that created urgency. The result: 10,154 entries from 4,220 unique sources and increased listenership and contact-list commitment.
Listeners were instructed to text the keyword “FINALS” to short code 850850. After texting in, participants received a bounce-back message thanking them and wishing them luck. The keyword was revealed on the Dennis and Callahan Show, and contestants had 10 minutes to opt in.
Yes. In this case study, a 10-minute window produced 10,154 entries from 4,220 unique sources when paired with strong promotion and a high-value prize, demonstrating that a short, event-driven window can drive rapid participation.
They used informative decals, on-air talent discussion, recorded commercial spots, social media outreach and email newsletters and directed listeners to a live show where the keyword was announced.
The prize package included roundtrip airfare, hotel accommodations and a pair of tickets to game two of the NBA Finals. Smaller businesses should offer regular coupons, discounts and other small gestures as attainable alternatives that still provide real value to participants.
The campaign used a friendly bounce-back that acknowledged the submission, thanked the entrant and wished them good luck. Such a confirmation both reassures participants and starts the relationship that can lead to lasting contact-list commitment.
