PlusOne – Marketing Musings » SMS as a marketing direct response mechanism proves a winner

Looking for a great way to allow consumers to interact with your brand? Look no further than SMS.

Here is a great example of using SMS as an instant response mechanism for TV commercials.

Respondents to the first mobile response TV campaign run by GlaxoSmithKline on UK TV used up all the free samples half way through the campaign.

The campaign, for anti-congestion product Breathe Right, attracted 25,000 text responses in two weeks, which shifted all available samples half way through the month long campaign.

The national TV campaign, created by Grey and planned by MediaCom, ran on digital and terrestrial channels including Channel 4, ITV and Sky throughout February, inviting viewers to text in to receive a free sample of Breathe Right Nasal Strips. Respondents were prompted to submit their name, house and flat number, and postcode. These details were then sent to GSK’s fulfilment house, which sent samples via post.

The SMS call to action appears on screen for the last 5 seconds of the 20 second spot. The message reads ‘For free samples, text BREATHE to 62233 to receive a free samples’ alongside ‘standard network rate’. Having received samples from the fulfillment house, respondents then received SMS reminders to use the samples.

Lee Beale, Brand Manager for Breathe Right at GlaxoSmithKline, comments: “We were overwhelmed by the scale of response to this campaign. It proves the power of mobile in connecting with our customers, and provides valuable customer data capture for ongoing marketing activity with these customers”.

Robert Thurner, Commercial Director at Incentivated adds: “Mobile provides a convenient and instant activation channel for mainstream media. This campaign underlines the effectiveness of using a prominent call to action on screen. These results also reflect the most efficient TV channels broadcast times for delivering response”.

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Been thinking of using SMS in your marketing campaigns? It provides a cost effective and accountable marketing tool. Feel free to call us on 0409 349752 to discuss.