Red Wings Case Study (Textopoly)

PROJECT

2008 Red Wings Mobile VIP Community and Ultimate Fan Contest

OBJECTIVE

To build a viral buzz around the brand, provide fans with exclusive mobile first content while increasing brand awareness through special mobile ticket and merchandise offers.

OVERVIEW

The strategic approach to this campaign was to build traction for the VIP community with email marketing and advertising the community on the official Red Wings website before the launch date. Fans joined the community by either texting the keyword “WINGS” to the short code or entering their mobile number on the fully customized and integrated web to mobile widget on the website.

VIP community members received two (2) messages per week with Red Wings updates, exclusive ticket offers, player reports, event interactions, and much more. One (1) lucky member received a phone call from a Red Wings player and won an autographed jersey on December 18, 2008!

This campaign illustrates the ability of mobile to allow brands to connect and interact successfully with their target market when there is a proper strategy in place.

MARKET

National

RESULTS

The 6-week campaign yielded over 3,400 unique opt in users who each received branded content twice a week including last minute ticket offers and other call to actions. The opt out rate was less than 2% and the Red Wings received emails and phone calls after the campaign was over asking for more messages!