Dmexco

Shortcode Generates 15% Direct Mail Response

David Murphy

Mobile solutions provider Interlinked Media  reports that it recently joined forces with the Sunderland Empire theatre to generate a targeted, opted-in mobile marketing database of 23,000 potential customers in just six weeks.
A direct mail campaign initiated by the theatre and its advertising agency, Mike Lynch Advertising, went to almost 150,000 addresses in the Sunderland area. The mailer invited recipients to text EMPIRE and their postcode to 60777 to see if they had won a prize from a list including free tickets to shows at the theatre, discounts on ticket prices and free refreshments or ice cream.
“We asked Interlinked Media to construct and run the entire mobile campaign for the Sunderland Empire” says Clare Lee from Mike Lynch Advertising. “In the space of six weeks, over 23,000 unique people responded to the campaign, a response rate in excess of 15%. On several days, over 3,500 people entered the promotion, resulting in queues down the street to redeem free or discounted tickets.”
Chris Newell, CEO of Interlinked Media adds:
“This shows how powerful mobile can be when used in the right way. The Empire were looking to generate a database they could use for six to 12 months. Now we have the data, we will work together to put it to good use with targeted campaigns and boost their already excellent ROI. Mobile marketing is direct, interactive, spontaneous and above all targeted. Business can save over 80% of their normal direct marketing budget by utilizing this device, which nearly 100% of your potential customers carry, 24x7”
Interlinked Media, formerly trading as Text You, is located in Newcastle upon Tyne. Founded in 2002, the company has recently re-branded following the successful launch of its American office, which in turn has led to several recent successes with high profile clients in the commercial, advocacy and political markets.
The company is a strategy developer and solutions provider for marketing agencies and brand managers. Using mobile phone technology to pull data in and push relevant and context-rich messages out, companies can increase the effectiveness of their marketing and advertising campaigns, PR and customer relationship management. Interlinked’s current clients include English Heritage, Ultimate Leisure, Yates, Different and Newcastle Eagles.

YOU MAY ALSO BE INTERESTED IN