SMS case study – Mississippi Development Authority

By Giselle Tsirulnik

June 23, 2010

Name and city and state of marketer
Mississippi Development Authority/Tourism Division

Campaign/program name
Play Your Way Through Mississippi

Common short code and keywords used
Consumers were asked to text the keyword MISS to short code 7642.

Objective
The objective for Mississippi Development Authority’s Tourism Division was to promote spring tourism.

Target audience
The target audience was Mississippi locals.

Strategy
The strategy was to promote spring tourism and also build a database for future marketing.

Call to action
The Mississippi Development Authority’s tourism division ran a sweepstakes that was advertised on the local cable networks and local Web sites of NCC Media.

Consumers were asked to text the keyword MISS to short code 7642 for a chance to win a Peavey custom electric guitar, a gas card and hotel accommodations for two in various places of interest around Mississippi – a prize valued at $3500.

Tactics
The campaign was advertised via 30-second television spots airing on targeted cable networks and with locally targeted Web banner ads. 

When viewers texted the keyword MISS to short code 7642 or entered their phone number on the Web, they received a message confirming their entry into the sweepstakes and directing them to the Mississippi Development Authority Web site for more information.  

Entrants also received a second call-to-action offering the opportunity to increase their odds of winning by opting in to the “MS Mobile Club” and receiving 10 more entries to the sweepstakes. 

Results
Approximately 2,000 people texted in to enter the sweepstakes, and the double opt-in rate was 22 percent. In other words around 440 people opted-in to the mobile database.

Quote from NCC Media
“This was a valuable, appealing prize,” said Lori Givens, senior director of promotions and corporate communications at NCC Media. “So we expected a good response. Approximately 2,000 people texted-in to enter the sweepstakes, and the double opt-in rate was 22 percent. I’d say the campaign was a great success.

“We are very happy with the results and will be using mobile marketing for our clients again in the near future,” she said.