Case Study - Mobile as a Ticketing Solution

David Murphy

Client: Tussaud’s Group

Brand: Alton Towers

Agency: Flytxt

In spring 2005, The Tussaud’s Group commissioned Flytxt to produce a mobile campaign to increase footfall to its Alton Towers theme park in May and June. The campaign centred on the park’s ‘Rita – Queen of Speed’ ride, which has been voted the most popular ride at Alton Towers in Guest Surveys.
The campaign offered consumers a 2-for-1 entry by responding via text to an ad broadcast on commercial radio. The cost to respond was 50p, in return for which the consumer received a unique M-ticket code number, which they simply presented at the theme park to claim their 2-for-1 entry.

Data was downloaded twice a day and sent to Alton Towers for upload, enabling consumers to redeem the offer within 24 hours of receiving their M-ticket code.
In addition to the 2-for-1 offer, the promotion also featured an opt-in for database building, and a reminder text to prompt consumers to redeem the offer. The reminder text also contained a lost code function, which advised consumers what they needed to do to obtain their code if they had deleted the message containing it.

The campaign surpassed all its targets, with an average of 87 entries per promotional slot, and a 15% take up overall. Response rates exceeded campaign targets by 462%, take-up rates by 40%.

"Using the skill and knowledge base of the Flytxt organisation, we were able to run a promotional mechanic which was simple, personal, great value and most importantly, tout-proof" says Alton Towers Marketing Manager, Mike Lorimer. "The promotion delivered an ROI of £2.97. We were delighted by these results and are already running similar campaigns."