Monday, November 2, 2009

Case Study: Hispanics More Apt To Respond To Mobile

It’s no secret that younger consumers respond to mobile marketing much more than older consumers, but I came across an interesting case study that dove into the realm of socioeconomic and race-based demographics in regards to how they respond to mobile marketing.

Continental Airlines recently ran a marketing campaign aimed at the Hispanic-American demographic in which consumers could enter by texting a keyword to a short code or by clicking on a WAP link within an SMS alert from Univision and other various publishers. The contest let consumers enter to win a trip for two anywhere in the world — up to $2,500 worth of plane tickets — by submitting a video.

The airline ran ads on TV, on-line banners, search engine ads, out-of-home, radio and mobile — both SMS and WAP. After it was all said and done, the company found that their interactive ads (mobile and on-line) were more effective than their off-line ads by a long shot (not surprising) but, most interestingly, the mobile ads were five-to-ten times more effective than on-line advertising.

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