The recent Mobile Marketing Day co-hosted by the Direct Marketing Association and Mobile Marketer saw exciting discussion around the ways SMS increases the effectiveness of traditional media. The panellists agreed that good marketing is all about getting the right message to the right consumer at the right time. The potential for SMS to work with traditional media making it interactive and trackable was highlighted, along with an impressive case study from Arby’s fast food restaurants.
Arby’s restaurant chain used an SMS call to action on the Jimmy Kimmel Live show to engage consumers. On screen prompts and an announcement by Jimmy Kimmel himself urged viewers to text the keyword ‘Roastburger’ to an SMS short code to receive one Roastburger free with the purchase of any soft drink. The campaign enjoyed great success with several hundred thousand entries.