7 Media Group
$100 a Day for 30 Days
September 7th –October 6th, 2010
The Oklahoma Lottery wanted to create a mobile vip club to use as another marketing vehicle to create brand awareness and drive sales. Through the services offered by 7 Media Group, an initial campaign was created and executed using both traditional and social media to build the mobile vip club.
The goal for the Oklahoma Lottery was to communicate that membership has its privileges. The promotion was executed through radio, online and the lottery’s social media platforms on Facebook and Twitter. 7 Media Group executed the mobile portion and developed the campaign.
Call to action:
The Oklahoma Lottery offered a chance to win $100 a day for 30 days by texting in and joining the Oklahoma Lottery Mobile VIP Club. They kept their audience aware of the ongoing promotion by posting winners on their Facebook page as well as their own website.
At the end of the promotion, the Oklahoma Lottery had amassed almost 13,000 people in the mobile club in one month. Jay Finks, Marketing Director for the Oklahoma Lottery, says, “We’re excited with the results. We now have within our marketing arsenal another communication tool that has proven effective in driving sales, introducing new products, driving traffic at special events and maximizing awareness of jackpot drawings.”
Both during the promotion and since it ended the Oklahoma Lottery has offered various text-to-win promotions to the new mobile club. They have given their audience a reason to stay on the mobile club by offering chances to win merchandise that pertained to some of their current games offered.
One week after the $100-a-day promotion ended the Oklahoma Lottery launched their new iPhone application. A mobile alert was sent to their newly created mobile club to invite everyone to download the new app. They received 667 click-throughs from the text alert the first day.
As for next steps with the mobile club, Finks says, “We are ready to begin another membership drive to build on our success, keep our loyal customers engaged, and expose new customers to the advantages of being a part of our mobile VIP club.”
Oklahoma Lottery: http://www.lottery.ok.gov
About 7 Media Group:
7 Media Group offers a robust platform that can accommodate virtually any SMS campaign requirement and over a decade of interactive media experience. Our system is a full opt in/opt out format to easily provide two-way communication between you and your audience. We can help you create a mobile alert loyalty club so you can better communicate with your customers.
Ron Cariker - President