Garmin's rather limited mobile marketing campaign

Will you have a look at this, eh?

A few hours ago I wrote about Garmin’s mobile marketing campaign in tonight’s Evening Standard newspaper.

Here’s the ad as it appeared in the paper:

And here’s the reply text I got:

So, I sent in a text message — I RESPONDED to the ad via a really useful medium. I thought that was it. I didn’t know — nor expect — that I’d have to then arse about going online and signing up to actually ENTER.

Absolutely useless.

What’s the sodding point in that? You’ve already got my details, Garmin. My mobile number. Next.

I *thought* the text message was me entering to win?

Or is it? Who knows. I don’t know. I’m confused.

The link in the reply text message takes me to a mobile formatted web page (good) that details information about the Garmin XT — and there’s a register-to-win link. They just want your name and your email.

Which is all a little bit… shit.

They’re not tracking my mobile. When I fill in the form, they only have my name and email. That’s a bit silly. Why not track the fact I clicked through from SMS and pre-populate my mobile number? Why do you need my email, if you’re a mobile services company? Why not connect with me by text?

Let’s be clear, it’s good to see mobile marketing working in this way. I’m a big fan of click-through-to-mobile-web-pages for more information. They’ve done that right. Just, it’s not been tied together that well, I don’t think.

The advert clearly says: “For info and a chance to win Mobile XT text GARMIN2 to 60033”

Am I mistaken to think that the act of texting was me entering to win?

I’d have liked to have got a message back saying ‘thanks, you’re entered to win now. If you’d like more information, click through to our mobile formatted site at…’

Perhaps I’m just being picky.