Mobile + Event Marketing = 10.2% response rate.
Mobile is a must-have component to any event marketing plan. With mobile phones in the pocket of every attendee, there is no better way to create immediate engagement with your brand.
Challenge:
To promote awareness and get students involved in a new online forum where students at the University of British Columbia can share and discuss issues relevant to their community.
Solution:
Cossette West built a campaign timed to coincide with the opening of the fall semester. A back-to-school rally offered Cossette with an opportunity to get their message in front of a large percentage of the student body. Banners were hung at various locations around campus during the event. The banners announced the new online forum and included a prompt to text the keyword “FromHere” to receive more information about the forum. The message students received in return read “UBC is a place of mind. See what others are saying and add your voice. What can you do From Here?” A link to the new website was also included in the SMS message.
Results:
Over 3,200 students texted in during the one-day event. The agency appreciated the immediacy created by a mobile campaign; people were encouraged to engage right then and there, and the final analysis demonstrates that they did in a big way. With 31,400 full time students at UBC, Cossette achieved a 10.2% response rate to the campaign. “We were able to reach our target market quickly, customize the campaign on the fly, and easily monitor performance,” the agency reported. “It was very effective.”
Takeaways:
To learn more about other mobile event marketing campaigns that have achieved a 10% + response rate, send us an email to request additional case studies.
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