CHARLOTTE  RUSSE  sees  25X  higher  redemp8on  with  MMS  “Scratch  &  Win”  

RETAIL:  MMS  YIELDS  25X  HIGHER  REDEPTION  

Strategy  

Using  mGage’s  MMS  pla0orm,  Charlo6e  Russe  gamified  the  tradi<onal  “scratch  &  win”  concept  and  offered  their  users  a  chance  to  text  in  and  score  one  of  two  discount  offers,  which  were  distributed  based  on  pre-­‐determined  percentages.      The  FAB  offers  were  promoted  throughout  in-­‐store  signage,  online  and  exis<ng  mobile  database  subscribers.  

Results  •  36%  database  growth  in  one  weekend    •  4x  in-­‐store  traffic  vs.  email  &  other  digital  tac<cs  •  Lowest  valued  offer  =  60%  redemp8on  rate    •  Highest  value  offer  =  99%  redemp8on  rate    •  Saw  25X  the  amount  of  traffic  with  SMS/MMS  vs.  social      

Strategy  

•  Kohl’s  and  Converse  partnered  with  mGage  to  create  a  User  Generated  Content  Sweepstakes  in  order  to  grow  brand  loyalty.  

•  The  sweepstakes  used  a  call  to  ac<on  asking  customers  to  text  in  the  keyword  SHOWUS  with  a  picture  of  their  favorite  Converse  moment  to  the  short  code  51515.  Winners  received  a  trip  to  the  Aus<n  City  Limits  Fes<val.  

 

Results  •  Received  thousands  of  UGC  submissions  via  MMS  •  20X  more  submissions  via  MMS  than  email  •  Kohl’s  grew  their  mobile  database  by  more  than  5K  •  Deepened  customer  loyalty  conver<ng  fans  into  mobile  

subscribers  for  future  messaging  engagement  

RETAIL:  DRIVE  ENGAGEMENT  WITH  UGC  KOHL’S  &  CONVERSE  build  brand  loyalty  with  User  Generated  Content  campaign  

RETAIL:  OMNI-­‐CHANNEL  ACQUISTION                

Strategy  •   Acquisi<on  Strategy:  In-­‐Store  signage,  events,  web/mobile  opt-­‐in  •   Event  tune-­‐in  reminders,  athlete  alerts  (ie.  Triple  Crown  Surfing)  •   Genre-­‐interest  based  messaging  •   One-­‐off  campaigns  with  social  cross-­‐promo<on  •   Features  used:  

–  Database  segmenta<on    •  www.vans.com/mobile    

–  Web  opt-­‐in  page  is  hosted  by  mGage  –  Real-­‐<me  alerts  for  events  –  Internal  employee  communica<on  

Results  •  Grew  database  300%  in  less  than  3  months  

 

mGage  helped  Vans  develop  an  omni-­‐channel  acquisi8on  strategy  

VANS  is  a  US  based  lifestyle  shoe  and  apparel  brand  and  is  ac<ve  in  the  ac<on  sports  industry  and  sponsors  skateboard,  surf,  snow,  BMX,  and  Moto  X  teams.    

RETAIL:  DRIVE  IN-­‐AISLE  SALES  Albertson’s  engages  shoppers  in  aisle  and  drives  

purchase  of  seasonal  grocery  items  with  MMS!  

Strategy  

•  Promote  recipes  in  1,200  stores  via  text  call  to  ac<on  

on  hanging  signage  

•  Shoppers  received  an  MMS  text  and  link  to  the  

recipe  on  the  respec<ve  store's  website  with  

shopping  list  and  step-­‐by-­‐step  how-­‐to  video      

 

Results  with  Outspoken  

•  Client  very  impressed  with  ini<al  results  and  planning  

more  frequent  use  of  SMS  &  MMS  in  2015,  including  

loyalty,  contests  etc.      

   

mGage  helped  QUAKER  drive  in-­‐store  traffic  &  increase  sales  with  MMS  Marke8ng.    

RETAIL:  DRIVE  TRAFFIC  &  INCREASE  SALES    

Quaker  partnered  with  Safeway  and  mGage  to  create  an  interac<ve  5  week  in-­‐store  marke<ng  campaign  that  helped  the  brand  stand  out  amongst  compe<tors.  

Strategy  

•  Consumers  were  prompted  to  text-­‐in  to  join  the  campaign,  and  then  reply  with  a  picture  of  a  receipt  with  Quaker  products  +  Milk  while  in-­‐store  for  a  chance  to  win  a  $100  grocery  gim  card.    

•  Quaker  promoted  the  campaign  through  various  channels  including  Safeway’s  eScrip  loyalty  card  program,  newsle6ers,  and  online/mobile  banner  ads.  

Results  

•  MMS  helped  Quaker  reach  95%  of  handsets.  

•  The  campaign  drove  highest  mobile  engagement  for  Quaker  to  date.  

•  The  campaign  opt-­‐out  rate  was  <8%,  3x  lower  than  the  industry  average.  

•  Each  par<cipant  purchased  two  Quaker  products  +  Milk,  which  resulted  in  over  10%  increase  in  sales  for  the  promo8on  

RETAIL:  DESKTOP  TO  MOBILE  DRIVES  SALES  

Strategy  •  To  encourage  one-­‐to-­‐one  sharing  from  desktop  to  mobile,  mGage  created  a  “Send  to  Mobile”  bu6on,  which  was  embedded  on  website  product  pages  

•  The  “Send  To  Mobile”  bu6on  takes  a  product  image  and  corresponding  text  descrip<on  from  the  webpage  and  sends  it  as  an  MMS  text  message  to  your  mobile  device  

Results  •  Charlo6e  Russe  sends  over  3,000  “Send  to  Mobile”  texts  EVERY  week!    

•  Send-­‐to-­‐mobile  has  been  shown  to  shorten  the  sales  cycle  as  shoppers  are  able  to  share  content  easily  and  quickly  via  text  with  their  friends  and  crowdsource  their  decision  in  “real-­‐<me!”  

 

mGage  developed  a  desktop  to  mobile  func8on  to  help  CHARLOTTE  RUSSE  customers  share  content    

RETAIL:  CONTENT  MARKETING  DRIVES  SALES    mGage  helped  Mahel  build  a  COPPA  compliant  messaging  plaiorm  to  communicate  with  kids  and  create  affinity,  interest  and  intent  to  purchase  Ever  Ajer  High  dolls  from  Mahel    

Strategy  •  mGage  created  an  under  13  COPPA  compliant  flow  to  allow  

children  under  the  age  of  13  to  join  with  parental  consent  (all  automated  via  our  pla0orm)  

•  Acquisi<on  Strategy:  In-­‐store  Jus<ce  stores  na<onwide,  in  catalog,  online,  and  social  

•  Sent  an  MMS  to  reveal  each  new  doll/character,  as  well  as  announcements  such  as  when  dolls  were  available  in  store  

•  Sent  teaser  trailers  of  their  popular  web  series  (many  videos  have  over  1M  views!)  exclusively  to  the  mobile  database    

Results  •  Kept  their  database  engaged  through  interac<ve  MMS  blasts,  

such  as  text-­‐to-­‐vote,  riddles  from  the  characters    •  Average  30%  engagement!!!  

RETAIL:  CONTENT  MARKETING  DRIVES  SALES    Age  Verifica8on   Product  Promo8on  Short  Form  Video  

Kids  under  13  could  provide  a  parent’s  email  address  to  gain  permission  to  join  the  campaign  

Ma6el  promoted  links  to  their  microsite  to  learn  more  about  the  

characters  (and  purchase)  

Ma6el  drove  to  their  YouTube  channel  to  watch  webisodes  featuring  the  EAH  characters  

QSR:  LOCATION  BASED  OFFERS  DRIVES  SALES    

With  over  2200  loca<ons,  Jack  in  the  Box  needed  a  be6er  way  to  target  local  customers,  promote  dayparts  and  drive  them  in-­‐store  

 

Strategy  •  To  build  targeted  lists,  each  loca<on  was  assigned  a  dedicated  keyword  

and  consumers  were  asked  to  text  in  their  zipcode  to  receive  a  free  taco  •  Targeted  MMS  blasts,  segmented  by  DMA  were  sent  with  pictures  of  

delicious  menu  items  just  prior  to  key  meal  <mes  in  each  <me  zone  e.g.  at  11A  blasts  were  sent  to  target  the  lunch  crowd  

Results  •  Opt-­‐out  rate  less  than  12%,  under  half  the  industry  average  •  Data  base  has  grown  over  2,000%  since  switching  from  SMS  to  MMS  •  3-­‐5x  coupon  redemp8on  over  email  depending  on  offer  

mGage  helped  JACK  IN  THE  BOX  develop  a  8me  and  loca8on  based  database  to  target  customers  with  relevant  messages  and  drive  in-­‐store  

AUTOMOTIVE:  CONSUMER  ENGAGEMENT  

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Strategy:    Encouraged  consumers  to  sign  up  via  text  to  receive  fun  animated  GIFs  through  the  following  media  channels:  •  fiatusa.com  •  FIAT  USA  Twi6er  &  FB  •  FIAT  Events  (test  drives,  concerts)  •   FIAT  email  newsle6er      

Results  •  Built  a  substan<al  database  and  increased  awareness  for  the  Fiat  brand,  while  giving  local  dealerships  poten<al  leads  for  follow  up    

Branding  campaign  to  increase  awareness  of  Fiat  and  build  a  database  for  future  remarke8ng  

Goal:  Build  excitement  and  drive  traffic  into  stores  for  the  VICTORIA’S  SECRET  PINK  Date  Party  on  1/24  which  will  include  a  DJ,  free  giveaways,  etc.      Solu8on:  MMS  Delivery  +  Professional  Services    Campaign:  Opt-­‐in  mobile  messaging  campaign      Details:  Message  reminders  and  coupon  offer  for  free  lingerie  sent  via  MMS  images  and  GIFS  in  lead  up  to  and  day  of  the  event  to  drive  in-­‐store    Results  •  +10k  opt-­‐ins  in  a  ma6er  of  hours  •  15K  opt-­‐ins  just  over  24  hours  with  >1%  Opt-­‐out  •  Tens  of  thousands  of  opt-­‐ins  in  10  days  •  7.6%  opt-­‐out  rate  amer  campaign  ended      

RETAIL:  DRIVE  TRAFFIC  &  INCREASE  SALES    

Where  was  this  promoted?   What  was  the  customer  experience?  

At  POS  

On  Display  

Email  

TEXT  TO  DOWNLOAD:  APP  CAMPAIGNS  MMS  Text  To  Download  Campaigns   Text  To  Download  Campaign  (Web  &  Outdoor)  

Text  messaging  is  an  omni-­‐channel  solu<on  that  can  promote  offline  to  mobile  engagement  and  downloads  for  your  app  from  ANY  adver<sing  medium.      Leverage  the  power  of  mul<-­‐media  messaging  (MMS)  and  the  ability  to  send  pictures  or  videos,  plus  up  to  5,000  characters  of  text  to  create  a  stronger  emo<onal  connec<on  and  compelling  reason  to  download  your  app.    Consider  hos<ng  a  text  to  win  contest  or  offering  a  free  in-­‐game  bonus/code  to  drive  installs.  

TEXT-­‐TO-­‐WIN  CAMPAIGNS  •  Create  text  to  win  contests  and  promote  through  exis<ng  media  channels  (tv,  radio,  online,  social,  email  and  

affiliate)  •  Drive  transac<ons  by  using  proof  of  purchase  such  as  tex<ng  receipt  as  form  of  entry  •  Reward  entry,  generate  goodwill  and  drive  sponsor  engagement/sales  by  sending  a  bounce  back  offer  such  as  

coupon,  video,  recipe  etc.  •  Build  names  to  list,  segmented  by  DMA  for  future  remarke<ng  efforts      

MEDIA:  MONETIZE  MESSAGING  Mone8ze  text  channel  and  increase  ad  revenue  by  extending  adver8sing  partnerships  to  include  sponsorship  of  mobile  messaging  content    

Overview  •  Cox  Media  Group  is  an  integrated  broadcas<ng,  publishing  and  

digital  media  company  that  operates  15  broadcast  TV  sta<ons,  86  radio  sta<ons,  4  newspapers  and  more  than  100  digital  services  

Strategy  •  Use  AdS<tch  to”  dynamically”  a6ach  loca<on  &  <me-­‐based  

adver<sements  to  news,  sports  and  weather  video  alerts  distributed  as  MMS  text  messages  

•  Educate  and  train  CMG’s  sales  force  to  effec<vely  sell  their  text  channel    

Results  •  MMS  adver<sements  delivered  over  15%  CTR    •  Doubled  annual  mobile  ad  revenue  in  6  months  (generates  

$1MM+  in  annual  ad  revenue  from  messaging)  

Proudly  Sponsored  by  

Pre  Roll  Ad   Video  Content  

Proudly  Sponsored  by  

MEDIA:  DRIVE  SPONSOR  ENGAGEMENT  Drive  sponsor  engagement  and  mobile  opt-­‐ins  with  MMS  

Strategy  •  Houston  radio  sta<on,  The  New  93Q,  invited  10  local                    

high  schools  to  par<cipate  the  Gridiron  Invasion                (promo<on  in  7th  year)  

•  The  school  with  the  most  text  votes  won  a  concert  by  American  Idol’s  Lauren  Alaina  

•  Previously  vo<ng  was  through  online  entries  •  Program  was  promoted  online  and  on-­‐air  

Results  •  Over  1  million  votes  were  texted  in  (vs  15,000  online)  and  

each  vote  received  a  Papa  John’s  coupon  in  return  •  11%  coupon  redemp<on  rate!  •  Increased  mobile  database  by  15K  subs  

Text  Messages  Online  Votes   Social  

Text-­‐to-­‐Vote  Campaign  

1,000,000  

15,000   864  

EMMIS/HOT97  increased  fan  engagement  and  ad  revenue  with  MMS  and  UGC  campaign  at  concerts      

MEDIA:  DRIVE  ENGAGEMENT  WITH  UGC  

Strategy  •  A6endees  were  prompted  to  share  their  photos  and  text  via  MMS,  Instagram  and  Twi6er  •  Using  real-­‐<me  modera<on,  the  shared  images  could  be  seen  throughout  MetLife  stadium  on  various  different  screens  

 

Results  •  Received  thousands  of  UGC  submissions  via  MMS  •  20,000  images  and  text  submissions  received  •  Hot  97  grew  their  mobile  database  by  2K+  •  Deepened  customer  loyalty  conver<ng  fans  into  mobile  subscribers  for  re-­‐messaging  efforts  

•  Generated  over  $100K+  in  sponsorship  adver8sing  with  this  campaign,  only    

DISNEY  CHANNEL:  TEXT  TO  WIN  

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Rules  &  Regula8ons  Data  &  messaging  rates  may  apply  Get  your  parent’s  permission  before  entering    

Text  ZAPPED  to  347639  to  enter  

Disney  Channel  uses  text  messaging  as  an  omni-­‐channel  solu8on  (on-­‐air,  print,  website,  social  and  email)  to  drive  tune-­‐in  and  promote  entries  for  its  sweepstakes  

Features  •  Real-­‐<me,  instant  results  •  Advanced  winner  selec<on  tools  •  Winner/loser  no<fica<on  capabili<es  •  Customizable  responses  •  Quickly  duplicate  previous  campaigns  

SOCIAL  POSTER:  VIRAL  AMPLIFICATION  

19  

•  Include  links  to  social  within  MMS  messages  (which  post  pre-­‐populated  copy  to  Facebook/Twi6er)  to  amplify  promo<ons,  news,  offers  and  encourage  joining  the  mobile  club  

•  Social  links  can  be  tracked  via  bit.ly  tags  

•  Social  links  generate  viral  amplifica<on  of  your  message  to  like-­‐minded  prospects  at  virtually  no  cost!  

Empower  your  audience  to  share  and  recommend  content  across  their  social  networks  

MEDIA:  DRIVE  VIEWERSHIP  &  AD  REVENUE  Strategy  

•  Viewers  were  encouraged  to  join  a  text  club  via  on-­‐air,  web  and  social  calls  to  ac<on  •  Viewers  received  rich  media  MMS  content  via  text  e.g.  video  trailers,  catch-­‐up  clips,  

behind  the  scenes,  talent  interviews  to  promote  the  following  week’s  broadcast    •  :40  videos  included  a  sponsor  BB  or  :10  spot  as  pre  or  post  roll  •  Post  had  social  links  to  FB  &  Twi6er  

•  Viewers  received  a  text  15  mins  prior  to  each  episode  as  reminder  to  tune-­‐in  •  Texts  con<nued  beyond  the  current  TV  season  to  sustain  demand  and  interest  in  the  

series  Results  

•  Increased  audience  loyalty  and  generated  almost  10%  ra<ngs  increase  through  targeted  engagement  

•  Data  base  size  increased  by  over  500%!  Millions  of  subscribers!  •  2  million  viral  impressions  per  season  via  mobile  sharing    •  Drove    thousands  of  purchases  for  addi<onal  show  content  (GLEE  music  single  

downloads  on  iTunes)  

mGage  launched  a  mobile  text  club  for  FOX,  ABC  &  TNT  that  drove  tune-­‐in,  social  shares  and  sponsorship  ad  dollars!  

MEDIA:  DRIVE  TICKET  &  DVD  SALES  

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 Strategy:    

•  Create  a  vo<ng  campaign  that  encouraged  social  amplifica<on  to  determine  which  ci<es  to  premiere  the  movie  •  Promote  in-­‐theater,  digital  and  on  social  

•  Reengage  on  a  weekly  basis  with  mobile  exclusive  content  up  un<l  opening  weekend  and  then  every  3-­‐4  weeks  un<l  DVD  launch  

 

Results  •  Grew  excitement  leading  to  the  exclusive  and  regular  premiere  to  

help  boast  #1  box  office  weekend  •  High  ROI  by  integra<ng  into  exis<ng  “WANT  IT”  ini<a<ves  and  

u<lizing  “post  to  social”  text  capabili<es  •  Built  an  opt-­‐in  database  of  future  movie-­‐goers  and  DVD  

purchasers  with  an  interest  in  Paranormal  Ac<vity  franchise  and  horror  genre  

•  Geo-­‐targeted  messages  in  US  and  Canada  

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