SMS texting complimenting event-based marketing

Link: Captive Interactive – NEWS – Friends and their phones: Mobile marketing gets people talking face to face.

Last summer Captive Interactive in Winnipeg worked with clients like 7-Eleven and Warner Music to put on a series of events promoted through mobile. They partnered with local radio station Power 97, which asked listeners to text in for information on "secret" events. Listeners who responded received an immediate text message with minimal information, then a follow-up with all the details just hours before the actual events.

Keith Bilous, president and founder of Captive Interactive credits the immediacy and exclusiveness of these messages with the success of events like 7-Eleven’s Free Slurpee Day and Warner Music’s Bif Naked CD release at Pan Am Boxing Gym. Captive Interactive division Taggg Mobile Network ran six events during the summer, and of all the consumers who responded to the radio call to action, 56% showed up at the actual events, with the largest one garnering more than 500 young adults.

I wanted to cover this though, because they got a whopping 56% commitment rate from the participants in this marketing events.  56% actually turned up to the parties!

(I work regularly with Keith and Captive Interactive.)