The Big D New Years Eve celebrations in Dallas, Texas, saw social CRM marketing agency Pocketstop a mobile messaging marketing program for Korbel Champagne. 30,000 partygoers were invited to text in photos and their New Years toasts to be displayed on big screens at the event between Korbel promotional announcements.

A competition to win a trip to the Korbel winery in California was used as an incentive to participate. On texting, entrants were asked to give their date of birth – checking they were over the US legal drinking age of 21 – and those who were old enough were added into Korbel and Big Ds databases and given the option to get future incentives from the company.

Over 1,500 people texted in, with those opting in to receive future incentives representing an increase of 279 per cent over the previous year’s sign ups.

Pocketstop CEO Jeff Kilman says: “Since 70 per cent of the population is walking around a mobile phone with text message capabilities, we felt very confident that a large number of these folks would enjoy having a little fun at the Big D New Years Eve celebration by texting a toast to the New Year and then having these sentiments shared with everyone at the party. Turns out they did, and the response was fantastic.”