Mobile News - Mobile Marketing Blog

Restaurant chain Shakey’s Pizza Parlor has achieved a huge 10 percent conversion rate on a one day mobile coupon. Shakey’s has successfully created an opted in SMS alerts list of almost 10,000 customers through promotion via radio, print and in-store marketing. On May 29 2010 Shakey’s sent a text based coupon to it’s opted in customers offering them a free medium pizza. The mobile coupon had a huge 10 percent redemption rate, an excellent result which drove store traffic and sales significantly. Shakey's success with mobile coupons follows from other restaurant chains success with the mobile channel including Qdoba Mexican Grill.

The United States Tennis Association (USTA) is using in stadium mobile marketing to engage fans at this years US Open. Tennis fans can interact with a variety of interactive text to screen campaigns including US Open Trivia, Song Requests and ‘It Must Be Love’ – a chance for fans to let everyone know why they love tennis on the big screen. Fans also have the chance to win a press room pass for the post-match interview by texting to an SMS short code. Everyone who interacts via text will be asked to sign up for text alerts offering ticket specials during the second week of the US Open. Read our recent post about sports teams using mobile marketing.

Adding to the many sports teams already using the mobile channel are two new teams this month getting on board with in stadium and text to screen mobile marketing. Many popular teams including Major League Baseball’s Colorado Rockies, the NHL’s Blackhawks and the NBA’s Pheonix Suns successfully use mobile marketing year on year to engage fans and drive ticket sales. The NFL’s Houston Texans and the NBA’s Utah Jazz this month join the ranks to discover the power in engaging sporting fans at the big game.

The National Football League’s Houston Texans are connecting with fans via a new in stadium program of mobile marketing sponsored by McDonald’s, MasterCard and Whataburger. The in stadium marketing includes SMS voting, text alerts, text games via the in stadium video board and text contests. Fans are encouraged to interact by texting to an SMS short code. Fans can also join the Texans’ text club by texting the keyword SCORES, NEWS or OFFERS to an SMS short code. As part of the sponsorship deal, the Texans display graphics featuring branding from McDonald’s, MasterCard and Whataburger.

Another popular sporting team new to mobile marketing is the NBA’s Utah Jazz. The Jazz use mobile marketing to conduct mobile polls and trivia both in stadium and via television broadcasts of Jazz games. The real time mobile services mean fans can see their votes counted and their texts displayed on screen instantly. The Jazz also encourage fans to sign up to their mobile loyalty club by texting a keyword to an SMS short code. Fans who opt in receive regular text alerts with team information, special ticket offers and merchandise sales.

Increasingly more sports teams are realizing the value of engaging their fans with mobile marketing. We look forward to seeing what the rest of 2010 will bring for in stadium mobile marketing, but until then why not read up on our previous posts about sport’s teams embracing mobile marketing.

The Primetime Emmy Awards are using SMS marketing to connect with viewers in the lead up to this years Emmy Awards ceremony. Viewers are encouraged to text the keyword EMMYS to an SMS short code to receive special announcements, news and photos via text. The SMS program is being promoted on the Emmy’s website and also via Twitter and Facebook.

Popular apparel retailer American Eagle Outfitters Inc. is engaging customers with a new multi-channel mobile program integrating SMS marketing, a mobile site and location based rewards. The aim of the mobile program is to drive consumer engagement, increase store traffic, and ultimately sales. Customers are targeted with offers such as 15% off or ‘buy one get one free’ via SMS plus rewards for entering American Eagle Outfitters retail locations and engaging with key products. For more on retail mobile marketing see our earlier post on mobile growing in the retail sector.

Fast food restaurant chain Subway recently utilized mobile marketing in an integrated campaign promoting its new breakfast sandwich menu. The campaign featured traditional media like TV, radio and print alongside mobile including a mobile website, app and SMS.  The ‘Wake Up Call’ app encouraged users to set a fun wake up call reminding them to visit Subway for breakfast. The promotion generated 20,000 requests, 6,000 calls and over 800 opt in’s to future SMS marketing messages. The Subway promotion follows other fast food retailer's mobile efforts in 2010, we posted earlier this month about KFC's mobile promotion.

A new survey by Adobe has revealed, despite popular belief, business execs aren’t buying into the app hype when devising their mobile marketing budgets. The results revealed a huge 86 percent of companies are planning or already have an m-commerce website, while just 8 percent had a downloadable application only strategy. As DM News noted “an app-only strategy is dangerous because it excludes a portion of a company's customer base. Not everyone has iPhones, Blackberries or Android phones”.

National drugstore chain Walgreens has seen huge growth in its registrations for prescription SMS alerts since the program began only eight months ago. In fact, SMS sign ups are outpacing email. Walgreens recently ran a successful outdoor media campaign to promote the SMS program in New York’s Time Square. Two 30 second videos were displayed on an outdoor billboard encouraging consumers to text the keyword WAG to an SMS short code. Consumers who texted in received a mobile coupon to be redeemed at Walgreens. For more on drugstore’s using mobile marketing see our earlier post on national chain RiteAid.

New research from Harris Interactive has revealed the demographic for mobile coupons has shifted from young males to parents with young children. The study found parents with children at home are most interested in receiving text message alerts about sales and promotions. This new data follows from a 2009 Forrester study which found 70% of respondents younger than 39 receive coupons or promotions on their phone at least monthly.

Many big brands are realising the value of leveraging mobile in print marketing campaigns. Brands like Clinique and Macy’s are just two of many big consumer brands who have successfully used a mobile call to action in a print campaign to engage customers.

Cosmetics favourite Clinique recently used a mobile call to action in a print campaign in Bergner Department Stores weekly circular. Clinique encouraged consumers to text the keyword GIFT to an SMS short code to sign up to the Clinique text club.

Retailer Macy’s has also used mobile hand in hand with print advertising. Macy’s recently ran print campaigns in Oprah Magazine and Elle Magazine with a mobile call to action encouraging readers to text to keyword MACYS to an SMS short code for a chance to win a trip away.

The possibilities when combining print and mobile marketing are endless. By combining the visual nature of print with the interactivity of mobile you can reach consumers in exciting new ways. While our examples here have focused on the retail sector, print and mobile combine well in any industry – think entertainment, food, electronics or even health.

A new report by E-marketer has revealed it is affluent consumers who are taking the lead in shopping and buying via mobile. The new research reports affluent consumers are using the same mobile tools as the general population with greater frequency and fewer concerns. 24 percent of affluent consumers had sent a text message to someone about a planned purchase while 11 percent had received mobile coupons. A further 7 percent had opted in to receive mobile marketing messages while shopping.

Fast food giant KFC is using a multi channel mobile program to promote it’s new Doublicious burger. The campaign targets 18-49 year olds with a mobile site, interactive game, online baner ads and SMS marketing offering consumers the chance to download a free app and providing them with a URL to the mobile site landing page. KFC is no stranger to mobile, earlier this year the fast food outlet ran a successful mobile coupon campaign.

New research has revealed shoppers would prefer to receive promotional messages from retailers via text message marketing than social media. Despite all the hype around the power of viral campaigns via social media, consumer’s would rather be notified with a simple text. Also coming out above social media was email and direct mail. This follows research we posted on earlier this year about younger users preference for texting over social media services like Facebook.

Mobile Commerce Daily has just reported on the top mobile commerce trends for 2010 – so what made the cut?

1.    Investments – more than ever is being invested in mobile and that includes mobile sites,  SMS marketing and apps.
2.    Mobile coupons – with studies finding mobile coupon redemption rates can often exceed 50 percent it’s no wonder everyone’s using them. See our earlier reports about the growth in mobile coupons.
3.    Location – it’s all about location this year – from location based text alerts to Foursquare. See our post earlier this year about the rise of location based text alerts.
4.    Social – social is still big, and you need to consider how it works on mobile.
5.    Analytics – essential to working out what’s working and what’s not in your mobile strategy.

Las Vegas limo service Bell Trans is using SMS marketing to drive sales and engage their customers. The limo service is encouraging customers to text to an SMS short code to schedule transportation. The aim is to drive repeat sales by engaging Las Vegas visitors for the duration of their trip, not just at the airport when they first arrive.

People for the Ethical Treatment of Animals (PETA) has launched its first mobile campaign at the Vans Warped Tour 2010. The ‘Elephants Never Forget’ campaign aims to raise awareness of the abuse of elephants and other animals in circuses, while building a mobile database for future messages at the same time. Attendees at the Vans Warped Tour are encouraged to text the keyword NEVER to an SMS short code to receive information about the cause. Those who texted in were encouraged to pick up a free prize from the PETA tent on site. PETA is one of many charities using SMS marketing for their cause, earlier this month we posted about the Children's Miracle Network using SMS.

SMS marketing is a personal, targeted and cost effective way to connect with customers, and for retailers mobile coupons are one of the best ways to drive sales. A mobile coupon is a salescoupon sent via text to a consumer for use in a retail store. It typically includes a special offer to be redeemed such as 3 for 1 or 40% off. Mobile coupons are a great way for retailers to attract new customers to try products and services.

Many big brands are using mobile coupons to connect with their customers -

• National retailer Target became the first retailer to accept mobile coupons at all of its store locations throughout the US earlier this year.
• National chain Rite Aid launched a text based mobile coupons program recently where customers can sign up to receive SMS based discounts to be used in store. 
• Fast food giant KFC recently offered mobile coupons with offers like ‘buy one get one free’ to customers who texted the keyword KFC4FREE to an SMS short code.  
• Burger chain Carl Jr use mobile coupons to drive sales. Customers are encouraged to join the text rewards club to receive weekly mobile coupons.

Mobile coupons are ideal for retailers because they’re easy to create, quick to distribute and customers love the convenience of using money saving coupons straight from their cell phone.

Mobile marketer has reported early predictions for the 2010 winter holiday seasons. While the 2009 winter holiday season was the largest mobile marketing season to date, early indications suggest the 2010 holiday season will be even bigger. The predictions suggest location based campaigns and mobile coupons will be big, along with more interactive SMS marketing campaigns and WAP. Budget predictions indicate the largest budgets will be from the auto, finance and retail sectors. These new predictions support earlier reports for 2010 growth in mobile marketing.

Text to vote is proving to be a popular mobile campaign choice for marketers across a wide range of industries. Everyone from beer brewer Guinness to fast food chain Taco Bell is using text to vote to engage customers. We posted earlier this month about the growing trend to connect with the youth market via text, now we look into the impact text to vote is having on this demographic.

Aimed at the youth market 21-35, popular brewer Guinness recently ran a text message marketing promotion called the ‘Great Guinness Pint Contest’ where they encouraged customers at participating bars to rate their pint of Guinness via text to vote for a chance to win a prize. The campaign received over 8500 entries via text in only three hours. The popular campaign encouraged entrants to join the Guinness mobile club and impressively received less than 2 percent opt out after the first SMS blast.

Another recent text to vote campaign targeting the youth market was Taco Bell and Pizza Hut who put the vote out to students at Western Kentucky University to decide which restaurant chain would be built near their campus. Students were encouraged to text the keyword WKU4PH for Pizza Hut or WKU4TB for Taco Bell to a short code to place their vote.

Always present in the mobile arena is Starbucks, who recently used the MTV Movie Awards as the perfect arena to reach out to the youth market with text voting. Starbucks promoted its new Frappuccino drink by encouraging viewers to text the keyword VOTE to an SMS short code. Aimed at the youth market, the promotion with the MTV Movie Awards, and voting announcement by popular rapper T.I. was the perfect fit.

Many youth oriented marketers are successfully using text to vote to connect with the younger demographic. Text to vote is a great campaign option because it encourages interactivity and consumer participation, while building a valuable database for future marketing at the same time.

Beer brewer Heineken has successfully used text to win at the recent Pitchfork Music Festival in Chicago. Festival attendees were encouraged to text the keyword GREENRM to an SMS short code for a chance to win a meeting with popular music artists in the exclusive ‘green room’ at the event. The text to win campaign was promoted on video screens throughout the event and on age verification wristbands worn by attendees of legal drinking age. Heineken is just one of many beer brewers using text message marketing to reach consumers, as we reported in our earlier post about SMS marketing in the beer industry.

A&P, Food Emporium and Superfresh among others are helping raise funds for the Children’s Miracle Network through a new mobile giving campaign. The SMS campaign encourages shoppers to text the keyword KIDS to an SMS short code to make a $5 donation to the Children’s Miracle Network. Supporters are rewarded with a $10 mobile coupon to be used in store on various Proctor and Gamble products including Crest, Pantene and Tide.

The Mobile Marketing Association (MMA) has just released new data indicating mobile marketing budgets are set to rise 124% from 2010 to 2011. SMS marketing specifically is set to increase by 141%. In comparison, other traditional marketing channels are predicted to drop including outdoor marketing, newspapers and direct mail.

Everyone knows younger users are big on mobile, but a flood of recent reports is indicating just how big the opportunity is to connect with this market via mobile. Young adults are huge mobile users with a staggering 95% using SMS to communicate.

Younger users are more receptive to mobile marketing with almost half of mobile users aged 18-34 interested in receiving text message alerts, according to a recent survey on younger mobile users.

Many companies are taking notice of this opportunity. Magazine publisher Hearst Magazines use SMS based subscriptions to reach the younger demographic for titles such as Cosmopolitan and Seventeen.

Data reveals these text based alerts do impact purchasing behaviour. Recent data revealed one third of surveyed Americans currently signed up for mobile alerts felt these alerts impacted their decisions to enter stores. Almost a quarter report that these alerts have impacted their decision to purchase products.

Very often social media is the focus of youth based marketers, but mobile is just as important with recent survey data indicating almost half of all teens would rather communicate via SMS than social network Facebook or email. For marketers targeting younger demographics, it’s important to have an integrated marketing strategy that includes both mobile and social media.

Major League Baseball team the Colorado Rockies are using text based games to engage fans and build a database. The text based voting games ask fans questions on the big screen in stadium. Fans are encouraged to text their answers to an SMS short code where results are displayed in real time via text to screen technology. The database of names collected are used for future marketing purposes to alert fans of lineup changes and special ticket offers. The Colorado Rockies are one of many sports teams using text message marketing including the NHL's New York Islanders and the NBA's Pheonix Suns.

The recently released Pew Internet survey has revealed 72% of all cell phone users in the US use text messaging. Among young adults 18-29 this number grows to a huge 95%. These huge usgae rates support our recent report of younger mobile users receptivity to text message marketing.

New statistics from the Pew Internet & American Life Foundation have found Black and Hispanic adults are more likely than Whites to own a mobile phone. Blacks and Hispanics are also using their phones in more ways – taking pictures, accessing the internet and using social networks to name a few. These results follow from our recent report of mobile usage amongst young adults.

Mobile marketing in the retail sector is growing at a fast pace. Many retailers today use effective text message marketing strategies like text message alerts, mobile clubs and mobile coupons to win customers and keep them coming back time after time. A recent report by e-marketer showed 10.7% of US multi-chain retailers have used mobile advertising to promote sales and special offers and this number is continuing to grow.

Popular retailers American Apparel and Macy’s are no stranger to mobile marketing. Both chains use mobile as a key component of their marketing strategy.

Youth retailer American Apparel use mobile marketing to connect with loyal customers on a regular basis. American Apparel customers can sign up for SMS alerts by texting the keyword ‘american apparel’ to an SMS short code to receive news and special offers.

Department store Macy’s use mobile to keep their customers coming back in store. Regular text message alerts push news and special offers to customers weekly. Macy’s also run text message campaigns as an integrated component in other marketing campaigns including print. A recent ad in Oprah Magazine encouraged consumers to text the keyword MACYS to an SMS short code for a chance to win a trip to New York.

There are countless case studies of big retailers using text message marketing like our recent example of Best Buy's mobile strategy.

Mobile marketing for the retail sector is predicted to move into a more personal, intuitive stage in the future.  Emarketer predicts in the future customers will not only be able to use their mobile device to receive generic news or special offers but rather they will “receive promotions based on their past purchase history and what they are interested in at the moment”.

The future for mobile marketing in the retail sector is bright. With an ever increasing number of customers owning a mobile device, text message marketing in the retail sector is a natural fit.

A new report by Harris Interactive has revealed growing consumer receptivity to text alerts. One third of surveyed Americans currently signed up for mobile alerts indicated these alerts impacted their decisions to enter stores. Further, almost a quarter report that these text message marketing programs have impacted their decision to purchase products. Many big brands are now using text alerts to drive sales including Qdoba Mexican Grill and Cedar Fair Amusement Parks.

 Cedar Fair amusement parks are using mobile marketing to successfully engage park visitors. Visitors are encouraged to sign up for SMS alerts including news and special offers by texting to a short code. The alerts are being promoted on in-park signage, via Facebook, email and radio. Other recent examples of effective text alerts include holiday resorts using mobile clubs and retail SMS alerts.

Restaurant and coffee chains are using mobile marketing to their advantage. A growing number of national franchised chains are harnessing the power of text message marketing to connect with their customers, build a mobile database and ultimately drive sales.

National restaurant chain Carrabba’s Italian Grill are using SMS marketing to their advantage. Carrabba’s recently ran an SMS program in Orlando resulting in a 68 percent redemption rate. The campaign aimed to build a database for future marketing at specific times of the day when customers might be most interested, like lunch and dinner time. The campaign was promoted to email club members, with online display ads, and a broadcast television ad.

Carrabba’s harnessed the personalised and targeted nature of mobile marketing by targeting different offers to different customers based on their location. For example, some restaurants wanted to increase patrons dining at specific times of day while others wanted to push a specific product. The targeted nature of mobile marketing made all of this possible.

Green Mill Restaurants are another popular restaurant chain using mobile to engage customers. The Midwest restaurant franchise is using text message marketing to connect with customers through its Mug & Mill loyalty program. The text based mobile club offers members exclusive offers like food and drink discounts in store. The restaurant chain also offers customers the ability to find their nearest restaurant location and access their Green Mill account to check their balance, transaction history and accrue loyalty points, all via mobile.

Coffee chain Dutch Bros have also used mobile marketing to connect with customers. The popular coffee chain have built a database of 25,000 opted in members who they regularly send text alerts and discounts to. Customers are encouraged to sign up for alerts in store at the point of sale either by texting to an SMS short code, verbally with the cashier or online on their Facebook page. The coffee house has reported increased sales since beginning the program.

Mobile marketing is ideal for restaurant and coffee chains because its quick to implement, cost effective and can be targeted to suit different customer groups. The instant nature of text message marketing means restaurants can push specific products, times or days of the week to drive sales in low periods. It also means restaurants can consistently push special offers weekly to their customers to keep them coming back to dine again and again.

A new survey by Harris Interactive has revealed it is younger mobile users who are most interested in receiving text alerts. 42% of mobile phone users aged 18-34 were interested in receiving text message alerts, compared to 28% overall. These results complement earlier findings by Honeywell supporting younger mobile demographics

A new report by E-Marketer has revealed tween mobile ownership has nearly doubled since 2005. According to the Kaiser Family Foundation, two thirds of US children and teens 8-18 years had a mobile phone in 2009. Survey results have revealed the best way to reach these tweens is via text message marketing, with a recent Q Interactive survey indicating only 14% of children had a Smartphone. These results are supported by research earlier this year on mobile use by teens.

SMS campaigns are a great way to reach your target audience by directly engaging them with a fun, interactive campaign. Whether you hold large scale stadium events, parties, festivals, or even a small restaurant or night spot, you can use text to screen to engage your customers.

Many big brands are using text to screen to engage customers including -

• McDonald’s - used text to screen on  13 digital billboards throughout Kansas. Consumers were encouraged to text slogans for the Angus Beef burger to the big screen via SMS.
• The National Hockey League’s New York Islanders - use text to screen in stadium to engage their fans and build their mobile database.
• NBA’s Phoenix Suns - use text to screen to engage fans at their games. Fans can text team members with messages displayed on screen.
• Singer Keith Urban - uses text to screen at his stadium concerts. Keith uses mobile to recieve personal messages from fans on the big screen and build his mobile fan club.

Find out more about using text to screen for your next event.

Fast food chain Qdoba Mexican Grill is using mobile marketing to connect with customers through a new text alerts program. The text alerts offer customers regular discounts, special offers and news straight to their cell phone via SMS short code. The new alerts program follows from the recently introduced mobile rewards program which saw an average 16 percent redemption rate. Check out our other recent posts about food chains using mobile marketing like KFC's mobile coupons.

Fundraising charity Soldiers' Angels' has launched a new text-to-donate campaign to raise funds for US troops serving in the armed forces. Supporters are being encouraged to text the keyword SOLDIERS to an SMS short code to donate $5 to the cause. The text to give campaign is being promoted through social media and the Soldier’s Angels website. Supporters can also sign up to the Soldier’s Angels Mobile Support Club to receive up to four monthly alerts on events, soldier stories and giving opportunities. Soldiers' Angels follows in the footsteps of many other charities who have successfully used text giving this year, read our recent blog post about text giving in 2010 or other inventive charities using mobile marketing like Pathways to Housing.

The travel industry is embracing mobile marketing with increasingly more travel providers using the channel to reach customers. From airlines to travel booking sites these providers are making use of all kinds of mobile marketing from SMS campaigns to apps.

Popular last minute travel accommodation site lastminute.com uses SMS alerts to stay in contact with customers. Travellers can sign up for the alerts online by texting follow lastminute.com to an SMS short code. Alternatively travellers can opt in to SMS alerts and email newsletters when entering regular competitions on the lastminute.com website.

Competitor Expedia also use mobile marketing to connect with customers. Their new Trip Assist app released earlier this year allows consumers to research flights, destinations, hotels and manage itineraries. The mobile app integrates SMS and email allowing users to opt in for free SMS and email alerts. For example travellers collecting a friend from the airport can elect to receive an SMS alert for their flight.

Airlines are also no stranger to using mobile marketing. Continental Airlines is among a host of airlines using SMS alerts to keep travellers informed. Travellers can sign up for the popular TripAlert and Flight Status Notitication SMS alerts by texting the keyword YES to an SMS short code.

Increasingly more players in the travel industry are using mobile marketing campaigns to connect with customers. The ease of use and low cost for travel providers combined with the convenience for travellers makes mobile marketing in the travel industry the perfect fit.

Cosmetics giant Clinique has used a mobile call to action in a new print campaign. The print campaign promoting Clinique’s new Free Seven-Piece Gift Set giveaway has appeared in Bergner’s department stores weekly circular. Clinique is encouraging consumers to text the keyword GIFT to an SMS short code to sign up to receive regular text message alerts for future free gift offers.

One of the most popular and successful text message marketing campaign types is text to win - text based competitions using SMS short codes.

Many big brands are using text to win to get customers attention and build their mobile database at the same time. Just take a look at a few of these mini case studies below -

• Beer brewer Budwieser - used text to win to build their mobile database to 12,000 consumers in only six months.
• Coca-Cola owned Vitamin Water - ran a text to win campaign recently where consumers texted the keyword VITAMINWATER to an SMS short code for the chance to win prizes.
• NBA’s NY Knicks - used text to win to promote the 2009-10 season offering fans the chance to win season passes by texting to a short code.

Find out more about how you can use text to win to connect with your customers.

Citibank has introduced a new SMS banking service giving customers the option to receive account information on their mobile device via SMS. The new service encourages customers to text the keyword BAL to an SMS short code to receive requested account information such as account balances and credit card payments due. The new citibank services follow from survey results we posted about earlier this year predicting increases in mobile banking services.

It seems consistency is key when it comes to executing successful mobile marketing campaigns. Some of the most successful brands working with mobile marketing have achieved success not because they came out with the biggest, brightest mobile marketing campaign but because they have consistently created valuable campaigns over time, building their database each time.

Coca Cola is an excellent example of a brand using mobile to its full potential. Coca Cola’s My Coke Rewards program has been successful year on year since its launch with reports earlier this year revealing the programs strong acquisition focus is paying off with opt ins increasing 5-10% monthly. Another campaign ‘Twist, TXT, Win’ has also been successful at not only delighting customers with a range of exciting prizes on offer but by further building up the mobile database.

Coca Cola have also achieved great mobile success with some of their other brands including Vitamin Water. Vitamin Water recently ran a mobile sweepstakes where  consumers were encouraged to text the keyword VITAMINWATER to an SMS short code for the chance to win a VIP invite to a basketball-viewing party at ESPN Zone in Los Angeles and a years supply of Vitamin Water. The mobile sweepstakes were promoted on outdoor billboards and in store at locations stocking the product.

Another popular brand who know that building a mobile database is a long term effort is restaurant chain Hooters. Hooters focus on regular text to win campaigns to build their mobile club database. The most recent campaign in May this year encouraged customers to text the keyword KENNY to an SMS short code for a chance to win a trip for two to Las Vegas to meet country music stat Kenny Chesney. The successful mobile campaign generated 7500 new members for the Hooters mobile club in less than a month.

Beer brewer Coors Light is also no stranger to building a database through successful mobile marketing campaigns. The brewer consistently use mobile to promote their brand. In 2009 Coors Light ran a number of successful campaigns including the Mystery Mansion promotion where consumers texted a unique on product PIN to an SMS short code for the chance to win a vacation to the Coors Light Mystery Mansion. Another popular SMS campaign was the  ‘Colder than...’ text contest where entrants were challenged to create and submit an advertising slogan starting with the words ‘Colder than...’ for a chance to win prizes.

While a one off mobile marketing campaign is a great start, for real benefits there’s no substitute for consistently executed mobile marketing campaigns, building the all important mobile database one campaign at a time.

Malibu Rum is integrating its mobile marketing to effectively increase their market share. Malibu use mobile marketing to its full potential with a comprehensive set of mobile campaigns including a mobile site where users can download drink recipes and ringtones, mobile applications such as ‘Island Bowling’ and locally executed SMS campaigns to support key events and sponsorships. Malibu rum joins a host of other alcohlic beverage brands using mobile marketing to reach customers like Remy Martin's VSOP.

Popular youth retailer American Apparel uses text message marketing to connect with their ever growing legion of fans. The clothing retailer who are popular worldwide for their range of stylish quality basics are using SMS alerts to stay in touch with their customers in a number of interesting ways.

Fans of American Apparel can sign up for regular SMS alerts by texting the keywords ‘follow american apparel’ to an SMS short code. Once signed up customers receive regular news about new items, promotions and special offers. SMS alerts work alongside Twitter for the retailer where they connect with over 160,000 followers daily.

Customers who shop in the online store can also benefit from an SMS alerts system that allows them to tag an item that is not currently in stock, supplying either an email address or cell phone number. When the item becomes available they receive an SMS alert or email notifying them that the item is available.

While text message marketing through SMS alerts is a very simple way to keep in contact with customers, it’s also a very effective one. Through simple SMS campaigns American Apparel is able to reach out to an ever growing number of fans keen to hear about the next new product or sale. It’s no surprise an increasing number of fashion retailers are using text message marketing to stay connected with their customers and drive sales.

Starbucks has promoted its new Frappuccino drink via a text to vote promotion during the MTV Movie Awards. Popular rapper T.I. announced the text to vote promotion during the televised awards event where viewers were encouraged to text the keyword VOTE to an SMS short code. Starbucks, who were a sponsor for the event, featured in confirmation text messages received by viewers who texted in to vote. Consumers could then interact with Starbucks in a variety of ways depending on their cell phone type – via text, a mobile site or phone. Starbucks is no stranger to mobile marketing, read what we've posted about about previous Starbucks mobile campaigns.

Just starting out with mobile marketing? Looking for new campaign ideas? Look no further!

We've just released our new Mobile Marketing How-to-Guide. It's a comprehensive guide to mobile marketing which takes marketers and business owners through every step of the mobile marketing process. It begins with the very basics of how mobile marketing works right through to specific mobile marketing campaign ideas.

The How-to-Guide aims to fill the gaps for the many business owners keen to utilize the mobile channel but unsure where to start with text messaging, apps or mobile web, and provide a new source of ideas for those already using the channel.

 Download your free copy of the Mobile Marketing How-to-Guide today!

Amid the flurry of talk around the iPhone, apps and social media many recent reports have shown it is mobile marketing via text message that’s set to grow even further throughout 2010. Reports indicate that many marketers who are caught up in these buzz channels may be missing out on the real opportunities present in text message marketing.

The focus for many marketers in recent years has been social media. Facebook in particular gets a lot of coverage leaving many marketers scrambling to create a social media presence. However recent survey results show teens would rather communicate via text message than Facebook. An ExactTarget survey released earlier this month revealed almost half of all teens would rather communicate via SMS than social network Facebook or email. The results also showed this preference for text message is on the rise.

Another report, by Yankee group in April this year, revealed that while there was a 17% decrease in time spent with media by US consumers in 2009, mobile increased by 39% with texting in particular growing by a huge 55%. This means that not only is mobile a rapidly growing channel, but texting is where the real opportunities for engagement are.

Other reports have put the spotlight on particular forms of text message marketing such as mobile coupons which are poised for major growth in 2010. A recent report by Borrell Associates  has revealed the growing use of . The report predicts total mobile coupon spending in the US to grow from $90 million in 2009 up to $370 million in 2010.

Industry specific results are positive too with a 2010 study by Hospitality eBusiness Strategies revealing over one in four hoteliers plan to implement SMS text marketing in 2010 making it the most popular form of mobile marketing for the hotel industry in 2010.

The results for 2010 are so far looking positive with many big brands achieving great results with text based mobile marketing this year. With such positive results it’s no wonder more marketers are discovering the best way to reach their market is via text message marketing.

Coca cola have built a strong mobile marketing database through consistently executing strong mobile marketing campaigns. The popular My Coke Rewards program is still going strong several years after its initial launch. The program encourages customers to text codes found under the cap on Coke products to an SMS short code to gain points which can be redeemed for rewards. More recently Coke launched a new text based promotion called ‘Twist, TXT, Win’. The promotion features an on package call to action encouraging consumers to text in a special code to find out whether they have won an instant prize. Prizes range from movie passes to flat screen TV’s. Coca Cola realizes the value of building a database for ongoing mobile marketing. Every time Coca Cola run a promotion they ask consumers to opt-in to receive future marketing messages.

We've just released our new Mobile Marketing How-to-Guide which takes marketers and business owners through every step of the mobile marketing process from the basics of how mobile marketing works right through to specific mobile marketing campaign ideas.

The Guide aims to fill the gaps for the many business owners keen to utilize the mobile channel but unsure where to start with text messaging, apps or mobile web, and provide a new source of ideas for those already using the channel.

 Download your free copy of the Mobile Marketing How-to-Guide today!

The NHL’s Chicago Blackhawks are using mobile to connect with fans through their new One Goal mobile alerts program. The program uses SMS short codes to connect with over 75,000 who have opted in since the program started. The program has helped the Blackhawks increase fan loyalty and improve ticket and merchandise sales. Read about other sports teams using mobile marketing like the Pepsi center mobile marketing campaign, NHL's New York Islanders or the NFL's microblogging via text.

Text giving was a huge source of fundraising income for charities in 2009, we posted earlier this year about the impact text giving was having on charities like Red Cross, UNICEF and Charity Teleton MexAmerica. Since we last posted mobile giving via text message has grown markedly, with many new charities using the channel as a source of funds in times of environmental disaster.

The recent BP oil spill disaster has seen many charities use mobile giving campaigns in an effort to raise funds. Fundraising charity the National Wildlife Federation has launched a mobile giving campaign to help save animals ravaged by the spill. The campaign encourages supporters to text the keyword WILDLIFE to SMS short code 20222 to make an automatic donation of $10.

Earlier this year the Haiti earthquake disaster saw many charities raise funds via text giving. Popular charities including the Salvation Army and the Rescue Union Mission encouraged supporters to donate via text with huge results. Mobile donations for the relief efforts topped $35 million after just three weeks.

The Chile earthquake disaster also generated a huge response via text giving. Fundraising charities AmeriCares and Habitat for Humanity were among several charities encouraging supporters to donate via text. Like the Haiti disaster, charities encouraged supporters to text  the keyword CHILE to an SMS short code to make an automatic $10 donation.

The power of text giving to raise funds for disaster relief efforts is something more and more charities are taking notice of. By taking donations via text charities are tapping into a whole new pool of funds from people who may not traditionally give to charity. SMS giving provides a quick and efficient way for many people to make a small one off donation to help a worthy cause. The results speak for themselves, with millions of dollars to be raised via text giving this fundraising channel is set to grow.

National chain Rite Aid is using mobile marketing to connect with customers. Rite Aid encourages customers to sign up to their mobile coupons program to receive discounts and special offers to be used in store. The mobile coupons are text based and can be redeemed in store at the point of sale. Rite Aid also lets customers use their mobile phone number as a loyalty card ID, thus eliminating the need for a plastic loyalty card. Rite Aid join a host of big brands using mobile coupons like supermarket chain A&P and retail giant Target.

Verizon Business has promoted its telecommunications services using text message marketing at a recent international trade show. The SMS based Scavenger Hunt engaged attendees in a trivia based game where contestants were rewarded for responding to questions and attending Verizon presentations. The Scavenger hunt generated a huge 20 percent opt in amongst attendees creating a great database for future marketing opportunities.

We've just released our new Mobile Marketing How-to-Guide which takes marketers and business owners through every step of the mobile marketing process from the basics of how mobile marketing works right through to specific mobile marketing campaign ideas.

The Guide aims to fill the gaps for the many business owners keen to utilize the mobile channel but unsure where to start with text messaging, apps or mobile web, and provide a new source of ideas for those already using the channel.

 Download your free copy of the Mobile Marketing How-to-Guide today!

A new ExactTarget survey has revealed almost half of all teens would rather communicate via SMS than social network Facebook or email. Texting was also shown to be the communication activity teens were most likely to have increased in the previous six months.

Distributor of popular Anheuser-Busch Inc. beer products including Budweiser and Bud Light has used mobile marketing to successfully grow their database to 12,000 consumers in just six months. Among a range of text message marketing campaigns Budweiser recently ran a text to win contest encouraging consumers to text the keyword KAYAK to an sms short code for a chance to win a new Budweiser kayak.

Burger chain Carl Jr has launched a new mobile rewards program across its 27 Oklahoma locations. Consumers who opt in to the new text rewards club receive on average one text coupon per week to be redeemed instore. The rewards program has been successful so far with redemption rates up to 39%.

Many popular holiday resorts are using text clubs to increase their bookings year round. Text clubs allow holiday resorts to market to their customers anytime, anywhere through regular text message alerts directly to their customer’s cell phone.

Popular holiday resort Red Jacket Resorts run a successful text club offering members special deals and the chance to enter exclusive contests. The text club is promoted via a multi channel advertising campaign, including online, email and on location, encouraging consumers to text the keyword FUNAWAY to a short code to opt in. Red Jacket Resort’s text club has resulted in increased bookings year round with a steadily growing member base to market to.

Winter resorts also jumped on board last year with Stowe Mountain Resort using a text club to keep skiers coming back to the slopes time after time. Wachusett Mountain Ski Area and Mt Bachelor also used text clubs last winter to market to skiiers all winter long.

Text clubs are a great way for holiday resorts to interact with their customers year round. Keeping in contact means you can stay top of mind with consumers so you’ll be their first thought when booking that next vacation. It’s also a great way to fill vacancies during slow periods by offering discounts to a huge group of text club members instantly.

Coca-Cola owned Vitamin Water has launched a successful new mobile sweepstakes. The promotion encourages consumers to text the keyword VITAMINWATER to a short code for the chance to win a VIP incite to a basketball-viewing party at ESPN Zone in Los Angeles and a years supply of Vitamin Water. The mobile sweetstakes are being promoted on outdoor billboards and instore at locations stocking the product.

Beer brewers are using mobile marketing via SMS short codes as an integral part of their marketing efforts in 2010. Many popular brewers including Guinness, Heineken and Coors Light have used text message marketing recently to boost their promotional campaigns.

Guinness recently used text message marketing in their ‘Great Guinness Pint Contest’. The text contest asked consumers at participating bars nationwide to rate their pint of Guinness via mobile. Voters were encouraged to text their votes to an SMS short code for a chance to win a home pub. Not only did Guinness manage over 8500 entries in only three hours but they also created a great mobile club for future marketing.

Competitor Heineken has also engaged mobile in their recent campaign ‘Plug into Summer’. The campaign featured a mobile sweepstakes that consumers could enter by texting to an SMS short code. The campaign also had a 2D barcode component for users with smart phones.

Coors Light is also no stranger to mobile marketing with several interactive mobile campaigns behind them. A recent mobile contest encouraged consumers to create slogans for the Coors Light brand by finishing the phrase ‘Colder than...’ and texting their responses to an SMS short code.

Beer brewers are increasingly recognising the value of communicating with their target market via text. Text message marketing is a targeted and highly personal medium. It allows for two way communication and instant interaction so it’s a great way for any consumer goods brand to reach out to their customers. Whether it be a text to win campaign or simple text message alerts, it’s text message marketing that’s getting the results this year.

National restaurant chain Hooters is once again using mobile to grow its popular mobile club. A new text to win promotion encourages customers to text the keyword KENNY to a short code for a chance to win a trip for two to Las Vegas to meet country music stat Kenny Chesney. The successful mobile campaign has already generated 7500 new members for the Hooters mobile club in less than a month.

Not for profit charity Children’s Miracle Network has raised over $21,000 in one day through SMS in its annual National Radiothon fundraiser. The fundraiser, aired on 65 radio stations natioanlly, urged mobile users to text the keyword ASTRAL to an SMS short code to make an automatic donation of $5.

A new study has predicted rapid growth for mobile banking. Forecasts are predicting that by 2015 over 50% of US mobile users will be banking from a mobile device. The growth in smart phone ownership has resulted in increased usage of mobile banking apps however analysts suggest it is “important to provide services, such as SMS banking, that engage the larger population”.

Monthly magazine Consumer Reports has announced a new mobile solution to complement its online product review hub. Consumer Reports Mobile will offer customers access to product comparisons, reviews and news via internet connected mobile devices. Consumers can also sign up for text alerts featuring product safety news and information by texting the keyword SAFE to an SMS short code.

Department store Macy’s is a great example of a large retail brand using mobile to its full potential. The retailer who sell everything from clothing and accessories to home wares and consumer electronics leverage mobile to connect with their customers and ultimately increase sales.

Customers can sign up to receive weekly text message alerts on the Macy’s website. Text alert subscribers receive weekly alerts containing news and special discount offers. The text message alerts program is a great way for Macy’s to keep in regular contact with a solid base of customer ensuring that Macy’s is kept top of mind for consumers.

In addition to their text message alerts program Macy’s also runs promotional mobile campaigns throughout the year. A recent campaign combined traditional media with mobile by including a mobile call to action in a print ad in Oprah Magazine. The Macy’s print ad encouraged consumers to text the keyword MACYS to an SMS short code for a chance to win a trip to New York. Another similar campaign ran in Elle Magazine in 2009 when readers were encouraged to text to an SMS short code to win a trip to the Caribbean.

Macy’s are an excellent example of a large retail brand using text message marketing to it’s full potential. Not only do Macy’s run exciting promotional campaigns with mobile but they continue their mobile efforts year round with a text message alerts program. According to Macy’s the efforts are paying off, the retailer reports their mobile database has doubled year on year with continued growth expected.

Celebrities including pop princesses Britney Spears and Christina Aguilera are connecting with fans via text message alerts with text fan clubs. Text fan clubs allow fans to receive news and updates from their favorite pop star or celebrity 24/7 straight to their cell phone.

Britney connects with her fans in a number of ways including her official website, Twitter and a text club. Fans can sign up to Britney’s text club by texting the keyword ‘britneyspears’ to an SMS shortcode. The call to action appears on her Twitter page where fans congregate to hear the latest from the pop princess.

Rival Christina Aguilera also uses text clubs to connect with her fans. Like Britney’s text club, fans can join by texting to an SMS shortcode which can be found on Christina’s official website.

Britney and Christina are among a growing number of pop stars who use text clubs to keep their fans up to date on new albums, tour dates, recording and other exciting events.

Text clubs are proving to be a popular way for pop stars and celebrities to keep in contact with their fans. While an official website and Twitter page are great, creating a text club allows stars to connect with their fans 24/7 wherever they are. Although internet capable phones are popular, the majority of US cell phones cannot connect to the internet. Text clubs are ideal because it allows stars to reach the largest number of fans quickly and easily and fans love being in the know about their favorite star.

Fast food giant KFC has achieved a huge 13% redemption rate in a recent mobile coupon campaign. KFC offered deals like ‘buy one get one free’ to customers who texted the keyword KFC4FREE to an SMS shortcode.  The campaign was promoted online, via email and in store to achieve a list of 6000 subscribers.

Popular  US news broadcasters including Fox News and CNN are keeping their viewers up to date on the latest news 24/7 with text message alerts. In addition to online channels, mobile is becoming one of the best ways for viewers to keep up to date on breaking news no matter where they are.

Fox News offers viewers text message alerts to keep informed 24/7. Viewers can sign up for specific services like election results, health and Hollywood gossip, so no matter what their interests are it’s easy to stay informed. Viewers can sign up by texting a keyword like HEALTH to an SMS short code.

CNN also has a comprehensive text message alerts feature for viewers to keep up to date with breaking news. Viewers can choose from general text message alerts or breaking news alerts to find out the latest news fast.

In a world where getting the right information fast is key, text message alerts are a great way to keep up to date with the latest news. The instant nature of text messages and the ubiquity of the cell phone itself makes news via text message alerts the perfect combination.

Popular brewer Heineken has launched a new multichannel campaign ‘Plug Into Summer’ featuring a mobile sweepstakes. Consumers can text on package codes to an SMS shortcode for a chance to win prizes including music downloads and Fender guitars. Alternatively consumers can scan a 2D bar code on package by downloading a 2D bar code reader online. The promotion targets Heineken’s market of early adopters in their twenties.

SMS Marketing, also known as Text Advertising or Text Message Marketing is mobile marketing that uses SMS or text messages to deliver its marketing messages i.e. via text message only. SMS Marketing uses SMS to deliver marketing messages to the consumer in a timely, efficient and personalized manner which also allows for direct user interaction. 

SMS Companies, also known as Text Messaging Companies, are companies that provide text/SMS services such as text/SMS marketing.

If you have a mobile phone database or cell phone database and you have not received a text message opt-in from those numbers or have otherwise received their agreement to receive text messages (such as through a signup form in a retail shop or because they are already a customer of yours for whom you have a legal opt-in) – then any SMS messages you send to that cell phone list can be considered SMS Spam.

Text Message Spam damages your brand, angers consumers and wireless carriers and leaves you open to being fined by the FCC. There is increasingly new regulations and laws on SMS Spam and you should ensure you have a legal sms opt-in from anyone you send text messages to.

Text Messaging Software, also known as mobile marketing software, is software used by organizations to send marketing messages via SMS to customers cell or mobile phone. The software allows an organization to send bulk SMS to customers cell phones from a computer in an easy and efficient manner. Find out more about InvolveMobile’s Text Messaging Software.

First there was telephone banking, then online banking, and now it’s mobile. It seems the best way to keep track of personal banking these days is on your cell phone. As a device many of us carry almost 24/7 it’s not surprising mobile banking is proving to be a popular option.

One of the most popular forms of mobile banking is the simple text message alert. While mobile apps and the mobile web offers customers the option to do all their banking wirelessly, text message alerts offer customers an easy to use service that notifies them about the important things right when they need to know. So even if you’re too busy to make a trip to the bank or login to online banking you can still keep track of your accounts.

Bank of America is one bank among many successfully using text message alerts to keep customers informed. Customers can elect to receive alerts for a range of events including notifications of available account balances, credit card payment due dates, mortgage alerts and security alerts. Customers can sign up for the alerts on the Bank of America website by logging into online banking.

Other popular banks using text message alerts are Citibank and Capital One. Citibank use the alerts for balance and deposit notifications, credit card payment alerts and even bill payment alerts for e-bills. Capital One offers customers the option to receive alerts for their daily balance, specific purchases and direct deposits.

Text message alerts are a great way for customers to keep track of their personal banking. The ubiquity of the cell phone, along with its highly personal nature, makes it one of the easiest ways to reach people. Most people have their cell phone on them almost 24/7 and the highly personal nature of cell phones make them ideal for the personal world of finance.

Ever been out and about, looking for your favourite eating spot and unable to find it? SMS text locator services may be just what you need! There’s been a lot of talk recently about mobile apps, geo targeting and the mobile internet, but what about the majority of people who don’t have Smartphones? It seems simple text based services like SMS text locators are still the best way to reach the majority of consumers.

SMS text locator services are used by many big brands, particularly in the fast food industry, to allow customers to quickly find the location of a store when they’re on the run with a basic text enabled cell phone. So how does it work? Consumers simply text their ZIP code to an SMS shortcode and they’ll instantly receive a reply with the nearest location of their favourite store.

Big brands like Waffle House, Starbucks and fast food outlet Sonic use SMS text locators to help customers find stores quickly and easy.

Waffle House encourages its customers to text the keyword WH along with their city and state or ZIP code to an SMS short code to locate their closest store. The SMS text locator service is advertised in store and online including the Waffle House website and email club.

Starbucks customers can text their ZIP code and the keyword MYSBUX to an SMS shortcode to receive their three nearest Starbucks locations via text complete with address and telephone contact details.

Sonic fans can easily locate drive through locations by texting their ZIP code and the keyword DRIVEN to an SMS shortcode to receive their nearest locations via text.

SMS text locator services are great because they help customers when they’re busy on the go and they’re also great for boosting sales, ensuring your most loyal customers never miss the opportunity to visit your store. While all the buzz seems to be about apps and the mobile web, it’s important to consider the majority of your customers who only have access to text based services. The ROI of a simple SMS text locator versus a more complicated and likely divisive app should be carefully considered. If you think about the benefit to the customer – an SMS text locator service may be simple but it’s a valuable tool to customers and great for your sales too.

Supermarket chains A&P, Food Emporium and Superfresh are promoting their paperless mobile coupons program in conjunction with Earth Day. Consumers are encouraged to redeem a special Earth Day mobile coupon for an environmentally friendly Haub shopping bag. The supermarket chains, who use mobile coupons year round, have seen excellent redemption rates for the coupons at around 10-12%. The offer is being promoted via text to consumers who have previously opted in to receive the mobile coupons, along with in-store, online and email marketing.

A new report by Yankee Group has revealed a 17% decrease in time spent with media by US consumers in 2009. While every other media activity decreased from the previous year, including TV, radio and online activities, mobile increased by 39% with a 55% increase in texting.

Airlines are offering their customers to option to receive text message alerts to help them manage flights. Along with online alerts and check in options, many airlines now offer their customers the option to receive alerts via text on their cell phone.

Popular US airline Continental Airlines offers two types of useful text message alerts to their customers – TripAlert and Flight Status Notifications. Customers can subscribe to the alerts on the Continental Airlines website by logging into their online account and turning alerts on. They can also manage the text message alerts they receive online.

It’s not only US airlines using text message alerts, they’re popular internationally too. Singapore Airlines use text message alerts to inform customers about scheduled changes, flight delays and even confirmation notices of waitlisted seats.

Customers love text message alerts from airlines because it makes planning and managing trips easy. It’s great for airlines too because contacting customers is so simple – it saves time and helps avoid hassles like missed flights. With mobile marketing continuing to grow in popularity we can be sure airlines will continue to utilize the ubiquity and immediacy of SMS text messages to stay in contact with customers.

Fast food retailers are quickly realizing the power of effective text to win campaigns with many of the major players using the mobile marketing campaign type to win customers. Text to win is a text based contest where customers can text in their entries to an SMS short code. Many fast food retailers have found text to win to be a particularly great way to engage the youth market of 16-24 year olds in competitions.

McDonalds have introduced a text to win component in their long running Monopoly at McDonalds promotion. The annual game which started 18 years ago now has an online and mobile component which encourages game play by the younger demographic. The monopoly game integrates the text contest with the traditional paper based game by placing access codes on the collectible ‘property’ stamps. Entrants in the 2009 game were encouraged to text the access code to an SMS short code to win instantly and receive a pin number to use in the online version of the game.

Rival Taco Bell is also using text to win to promote their brand. The current text to win sweeptakes encourages NBA fans to text ILUVTACOS to an SMS short code for a chance to win an all inclusive trip to the NBA finals. All entrants receive a Taco Bell coupon for one free seasoned beef taco and go into the draw to win the major prize.

McDonalds and Taco Bell are just two of the many fast food retailers now using text contests in their promotions. The instant nature of text to win makes it an ideal match for the fast paced world of fast food, and with such high levels of mobile phone ownership a texting campaign is not only popular with the youth demographic but easily accessible across the spectrum.

A new report ‘2010 Local Mobile Advertising & Promotions Forecast’ by Borrell Associates  has revealed the growing use of mobile coupons. It predicts total mobile coupon spending in the US to grow from $90 million in 2009 up to $370 million in 2010. CEO Gordon Borrell was quick to note text coupons as the standout winner amongst mobile coupons. “The fastest-growing and most obvious application is also the easiest to implement: text-based coupons” noted Borrell. The report also found mobile coupon redemption rates are around ten times higher than traditional newspaper or mail distributed coupons.

Popular magazine titles including Elle, Ok! And Mother and Baby are using text message alerts to keep their readers in the know. In recent years the trend has been for magazines to offer content to their readers beyond the magazine itself. Most major magazines now have a comprehensive and interactive website which acts as an extension to the monthly magazine. This trend is now continuing into mobile where readers are offered the latest news and updates via text.

So how do magazines use text alerts? For Elle Magazine readers it’s as simple as entering their mobile number on the Elle website. Subscribers receive fashion and beauty tips, runway news and special offers several times a week.

Popular celebrity gossip magazine Ok! also offer their readers text message alerts. Banner ads on the Ok! website advertise the alerts program and readers can easily sign up online to receive the latest celebrity news.

Specialty magazines like the popular Mother and Baby use the text message alerts to keep readers informed about babies and infants. Readers can sign up to the alerts to receive weekly information and advice on their baby’s development – a great resource for current and expecting mothers.

Readers love text message alerts because they can easily stay updated between their weekly or monthly magazine read. It’s also a great mobile marketing tool for magazine publishers who can stay top of mind with their readers throughout the month. If you can be in contact with a reader several times a week throughout the month, you’ll be sure they’ll be thinking of your magazine the next time they’re at the newsagent.

Retailer Men’s Wearhouse is using SMS in its new Prom Rep program where teens can use text to win a free tuxedo or $100 Visa gift card. The referral program gives teens the opportunity to save 10% on their tuxedo rental for every friend who rents with Men’s Wearhouse. If ten friends are referred the representative earns a free tuxedo, or for girls a $100 Visa gift card. Teens are encouraged to use SMS to share the promotion in addition to online tools including Facebook and Twitter.

While not all of these telemarketer rules necessarily apply to text messaging, the courts seem willing to apply broad interpretations, so it may not be worth the risk by ignoring them.

Popular beer brand Coors Light have consistently used mobile to promote their brand. Whether it’s simply text message alerts or a multi channel text to win campaign, Coors Light are well seasoned mobile marketers using the channel in exciting new ways.

Coors Light used mobile marketing to its full potential in 2009 with a range of text based promotions. The 2009 Mystery Mansion promotion saw Coors Light offer consumers the chance to win a vacation to the Coors Light Mystery Mansion by texting a unique on product PIN to an SMS short code. The promotion was supported by an interactive website and on package advertising.

Also in 2009 the ‘Colder than...’ text contest encouraged consumer interaction with the Coors Light brand by encouraging entrants to create and submit an advertising slogan starting with the words ‘Colder than...’ for a chance to win prizes

Even back in 2008 Coors Light were using mobile marketing to reach customers. The brand used mobile to add an element of interactivity to its traditional sponsorship of the NFL Draft. Football fans were encouraged to opt in to receive draft text message alerts by texting the keyword COORSLIGHT to an SMS short code. The SMS campaign was supported by television and online advertising.

With a host of great mobile marketing campaigns behind them, Coors Light are certainly a brand to follow in the mobile space. We look forward to seeing what innovative mobile marketing campaigns 2010 will bring.

Engage Her, the national organization promoting multicultural leadership and civic engagement, is using text sweepstakes in its new Census 2010 campaign. The mobile sweepstakes gives entrants the chance to win an iPod touch by texting the keyword FREECENSUS to an SMS short code. The text sweepstakes forms part of a larger campaign including viral video and social media all encouraging participation in the 2010 US Census.

Lingerie giant Victoria’s Secret are one retailer successfully using mobile marketing to its full advantage. In addition to utilizing the mobile web and Smart phone apps, Victoria’s Secret know the power of mobile marketing via SMS.

The retailer has a popular text message alerts program where customers can opt in to receive the latest fashion, lingerie and beauty news, information about in-store events and special offers. Customers can sign up for the mobile alerts either by texting to an SMS short code or via the website.

Victoria’s Secret also use SMS marketing to promote special events like new store openings. A recent store opening in Chicago was promoted with the help of SMS marketing. The integrated marketing campaign utilized outdoor media with a call to action that encouraged consumers to text the keyword CHICAGO to an SMS short code to receive news, alerts and coupons for Victoria’s Secret products.

For retailers like Victoria’s Secret it seems using mobile has become an everyday part of doing business. And when consumers have their cell phones on them almost 24/7 it’s no wonder – it’s the quickest way to reach anyone, anytime with an instant, personal message.

Fast food retailers Taco Bell and Pizza Hut have launched an SMS voting campaign where students at Western Kentucky University will decide which restaurant chain will be built near their campus. The campaign is being advertised on banners at University baseball games, billboards, newspaper ads and via promotional giveaways. Ads encourage students to text the keyword WKU4PH for Pizza Hut or WKU4TB for Taco Bell to a short code to place their vote.

Popular brewer Guinness’ ‘Great Guinness Pint Contest’ has recieved over 8500 entries via text in only three hours. Consumers at participating bars nationwide were asked to rate their pint of Guinness via mobile. Voters were encouraged to text their votes to a short code for a chance to win a home pub. The popular campaign encouraged entrants to join the Guinness mobile club and recieved less than 2 percent opt out after the first SMS blast. Live Online Drawing parties were held at the top performing bars, and broadcast live in all participating bars, with promotional give aways for attendees who further engaged via mobile.

A new study by Hospitality eBusiness Strategies has revealed over one in four hoteliers plan to implement SMS text marketing in 2010 – making it the most popular form of mobile marketing for the hotel industry in 2010.

New research into mobile use by Experian Simmons has revealed some interesting insights for anyone using mobile marketing to target customers. The study found 90% of adults use at least one mobile device and within this found five distinct segments of mobile consumers – from heavy to basic users.

At the heavy usage end of the scale are ‘Mobiriati’ who have grown up with mobile phones and see them as an essential part of daily life, followed by ‘Social Connectors’ who use their cell to keep up to date with friends and social events. Working down the scale we have ‘Mobile Professionals’ who use their cell to keep up with work and family and ‘Pragmatic Adopters’ who are just discovering new features of their phone beyond making calls. At the low usage end are ‘Basic Planners’ who only use the most basic functions of their phone.

The value of apps vs. text is a hot topic at the moment. Our CEO Simon Vella weighs in on the debate in this new article just published on Adweek. We welcome you to put forward your opinion by leaving a comment.

The flurry of recent media announcements around mobile apps probably has you thinking this might be your easy marketing answer for 2010. Beware the hype, because beneath the excitement lies plenty of stats that show it's still a plaything compared to text messaging, which continues to deliver impressive year-over-year growth across all demographic groups.

Text continues to be the dominant force in mobile marketing due simply to reach and usage. Nearly every cellphone in the U.S. is capable of text messaging and because it's used for regular personal communication, it's always top of mind in terms of general daily use. By comparison, only 18 percent of all phones in the U.S. are smartphones.

In terms of usage, an October 2009 report by Strategy Analytics confirmed that only four to six mobile apps are used on a consistent basis. Brands need to be aware that there's intense competition for share of the mobile phone desktop. It stands to reason that consumers are not going to continue to download and use an unlimited number of mobile applications, and there are many questions over whether we have reached the saturation point already.

An interesting example of an app that failed to identify the value it was creating for the consumer is the recent Vanity Fair Oscars app, Vanity Fair Hollywood. Although the app promised consumers it would be "all you need to know about every nominee," it contained little real content or insider information and far too much advertising from sponsor partners. The result was a number of reviews that questioned why they took the effort to download yet another advertising installation.

While finding customer value in a mobile app can be difficult for a lot of brands, the hidden key for most businesses trying to generate ROI is to center mobile marketing around the database and to first drive text messaging. This is a much more commonly used and direct way to interact, as well as providing a far more permanent engagement with consumers.

Fast food chains are making the most of SMS mobile marketing through text clubs. Popular chains including Dunkin Donuts and Auntie Anne’s Pretzels are using the mobile channel to run text clubs where members receive special offers and discounts for use in store. Interestingly the text clubs incorporate text to email, where members can opt in via text and elect to receive offers via email.

Dunkin Donut’s text club ‘Dunkin Perks’ offers members discounts, special offers and all the latest product news straight to their cell phone or email inbox. Customers are encouraged to sign up to the program either via text by texting the keyword PERKS and an email address to an SMS short code, or via the Dunkin Donuts website. Members can also elect whether they would like to receive their ‘perks’ via text message alerts or email.

Auntie Anne’s Pretzels run a similar text club program called ‘Pretzel Perks’. Auntie Anne’s packaging features a call to action encouraging customers to text the keyword PRETZEL to an SMS short code. Customers can also sign up online via the Auntie Anne’s website and can elect to receive monthly alerts including special offers and news either via text message alerts or email.

The great thing about the Dunkin Donut’s and Auntie Anne’s Pretzels VIP text clubs is that customers can choose how they’d like to interact – either via text, email or both. Giving customers this choice means the messages sent through the text club are more likely to be received and read by members making them effective marketing messages.

Text clubs are a great way for fast food chains to interact with their customers, keeping them informed and always coming back for more. Customers love being part of a VIP text club because they benefit by receiving special discounts at their favourite stores and are first to know about the latest products. With such great benefits it’s certain more and more food chains will realize the power of text clubs and jump on board.

Event organisers are tapping into mobile marketing to engage attendees at large scale events. Text based alerts can be a great way for event organisers to ensure a high level of interactivity and engagement for all participants. The great news is that text based mobile marketing at events isn’t restricted simply to text message alerts – it can tap into a wide variety of SMS based mobile marketing including SMS trivia, text contests and text clubs.

In 2009 the annual Adobe MAX conference used SMS short code marketing to create an interactive event experience. Attendees were encouraged to participate in an interactive texting challenge which encouraged them to explore the multi venue conference. The challenge was a huge success with over 30% participation and improved event flow through.

More recently Chicago Auto Show attendees were engaged via SMS. Organisers used pre show advertising to encourage Chicago residents to opt in for Chicago Auto Show text message alerts. Potential attendees were sent reminders in the lead up to the show and during the show were encouraged to vote via SMS for their favourite car, enter competitions and get more information on products.

Using SMS short codes at your next event is a great way to boost engagement and interactivity. From important event reminders to fun games encouraging interaction, mobile marketing can help make any event a success. After all, if your attendees have their cell phones on them almost 24/7 what better way to reach them pre, post and during the event?

Wells Fargo & Co and Visa have partnered to launch Rapid Alerts, a new text alerts system for credit cardholders. The alerts service helps customers manage their spending and detect any fraudulent activity by allowing account holders to specify specific types of transactions to receive text alerts for e.g. transactions exceeding a particular dollar amount. The alerts program is being advertised in a number of ways including email, brochures, account statements and by teller staff at the bank.

Popular US food chain Waffle House has launched a new SMS text locator to help customers find their closest Waffle House. Advertising in store and online including the Waffle House website and email club encourages consumers to text the keyword WH along with their city and state or ZIP code to an SMS short code to locate their closest store.

We've just had an article by our CEO Simon Vella published on iMedia Connection 'Five Great Ideas for Standing out with Mobile'. Take a look at the article in full or stay tuned to our blog where we'll be taking you through these five new ideas in detail over the next week.

The top five ideas for your next mobile marketing campaign are -

1. Customers love text contests and your mobile database will too

2. Mobile club's are a winning strategy for retailers

3. In-Store or In-stadium mobile marketing with text to screen and Text interaction

4. SMS alerts can keep customers updated on information and cut costs for you

5. Text voting and SMS feedback can bring you real time information

National sporting teams are increasingly embracing the power of mobile marketing to connect with their fans. It seems everyone is getting in on the action, with teams from the NBA, NHL, NFL and NLL all jumping on board. Sports teams see mobile marketing as a great way to connect with fans in an immediate and personal way. Whether it’s interacting with a fan at the game, involving someone watching from home, or connecting with fans outside of game time, mobile marketing means sports teams can send personalised messages to their fans quickly and easily.

Popular campaigns include in stadium campaigns which are run live during the game with attendees. Teams including the NBA’s Phoenix Suns and the NHL’s Colorado Avalanche run engaging in stadium campaigns where fans are encouraged to interact with video screens via text to screen technology to vote in polls and send messages of support to their team.

Other teams engage fans watching at home via an on screen call to action encouraging fans to text in to a short code to have messages displayed on TV or enter competitions. The NHL’s New York Rangers give fans at home the chance to win cash prizes by watching for clues and texting answers to an SMS short code during the game.

Teams including the NY Knicks use mobile to keep fans engaged outside of the game. In a four week media campaign promoting the 2009-10 season the Knicks gave fans the chance to win season passes by responding via text to posters in the New York subway.

Whatever time teams decide to engage their fans, one thing stays constant, the text club. All sports teams engaging their fans via mobile have text clubs where fans at the game or at home can opt in to receive news, score updates, game times and special offers from the team. Fans love being kept up to date with the inside info and it’s a great way for teams to keep in contact year round.

It’s exciting to see so many teams using mobile to engage their fans. With an abundance of campaign options and limitless possibilities both in stadium and at home, it’s no wonder mobile marketing is quickly becoming the medium of choice for connecting with fans.