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Lindt Canada adds 962 mobile subscribers with time-sensitive campaignBy
Lindt Canada ran a campaign in conjunction with its sponsorship for the Toronto International Film Festival that not only built up its mobile database, but also drove consumers to bricks-and-mortar locations to redeem prizes for participating.
The eleven-day campaign took place in September and included mobile, Web, social and in-store components. Lindt Canada is working with Tagga on this campaign.
“The campaign ran in September 2012, and the goal was to increase awareness of Lindt vis-a-vis its’ sponsorship with the Toronto film festival and drive sales into Lindt retail boutiques,” said Amielle Lake, founder/chief revenue officer at Tagga Media, Vancouver.
Lindt Canada used media associated with its sponsorship with the film festival to build up hype around the event. Calls-to-action encouraged consumers to sign up for Lindt Canada’s SMS program.
A microsite for the campaign lived at http://www.lindt.ca/tiff and also included a mobile version.
Once users signed up for the contest, they were sent an SMS message with a link to find the nearest Lindt Canada store location. The messages also included branded information about Lindt Canada and the Toronto International Film Festival.
The campaign used three types of prize models – an instant win, a daily drawing and a grand prize. Per Ms. Lake, consumers could enter to win prizes such as movie tickets and gift baskets that were all redeemable in-store.
The campaign delivered 2,000 prizes and 4,000 coupons. Additionally, the brand saw a 12 percent growth in its customer database.
Additionally, the campaign generated more than 6,000 contest entries.
There were also more than 30,000 page views and 18,000 unique visitors to the campaign during the 11-day initiative.
Lindt Canada has been building up its mobile repertoire over the past year.
Most recently, the brand ran a cross-channel holiday campaign that used SMS and email with activities to keep consumers engaged throughout the holiday season.
Once a user signed up for either SMS or email alerts, Lindt Canada then pushed out biweekly messages encouraging consumers to participate in activities such as polls or trivia that incorporate the chocolate brand. As a reward for completing a task, consumers could earn coupons, ringtones, wallpapers and other offers (see story).
As mobile continues to play an always-on role for consumers, marketers cannot treat the medium as a siloed part of the marketing mix.
Therefore, cross-channel campaigns are key to making mobile work for retailers to build brand awareness and sales.
“Mobile is the connective tissue between online and offline,” Ms. Lake said.
“The campaign was advertised on Facebook, online, in-store and on media connected to the Lindt Toronto Film Festival Sponsorship,” she said.
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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