Tuesday, November 10, 2009

HBO, Harley-Davidson, Rite Aid, Arby's and Cheetos Use HipCricket's Hispanic Mobile Marketing Network to Most Effectively Reach the Hispanic Market

KIRKLAND, Wash. --(Business Wire)-- Working with mobile marketing leader HipCricket (News - Alert), major brands and retailers are uniquely and effectively reaching Hispanic customers through permission-based offers and advertisements sent to their mobile phones. As part of the only comprehensive Hispanic Mobile Marketing Network, HBO, Harley-Davidson, Rite Aid, Arby's, Cheetos and others are reaching a market that is overweighted with mobile phones, has a desire to interact with brands, and has buying power that is projected to exceed $1 trillion in 2010.

Since creating the network in 2008, HipCricket can point to significant successes seen by major brands and retailers, including: HBO PPV used HipCricket to drive awareness and purchases of the Mayweather-Marquez fight, and to generate opt-ins for its mobile VIP club. Consumers were asked to text "PELEA" ("FIGHT") to a shortcode for a chance to win a signed boxing glove and received an SMS message back inviting them to join the VIP club. An impressive 12.9 percent clicked through, and of them, nearly 70 percent opted into the club, giving HBO a valuable database for re-marketing purposes.

Rite Aid saw a significant increase in store traffic by providing coupon offers when consumers texted "MARCA" ("BRAND ") to a specific shortcode: a coupon for $3 off a purchase of $15 or more produced a 7.6 percent click-through rate; 2.5 percent clicked on an offer for a $25 gift card given to those who transferred their prescriptions to Rite Aid

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