Mobile Marketing Forum case studies
I recently returned from the Mobile Marketing Association’s Mobile Marketing Forum in San Diego. It was a great conference with a ton of great case studies. Over the next couple weeks I’ll share some of the interesting case studies I gathered from the conference.
One good case study was from an agency that did work for Shell Oil in Venezuela. The problem is that no one really cares what type of oil goes in their car, and usually go with whatever oil their mechanic recommends. Therefore, Shell wanted to target mechanics where people have their oil changed. They discovered that these mechanics used lower-end cell phones, but they were heavy text/SMS users. In order to establish an affinity with the brand, and educate these mechanics on their brand, Shell created a club for these professionals. They did on-product promotion and targeted locations through direct mail – getting mechanics to sign up for the club. By joining, they got a membership card, a hat, and instructions on how to participate in contests, games, etc. via mobile text/SMS. When mechanics signed up for the mobile section, they received monthly tips on products and services and could interact though contests and an “ask-an-expert” via text messaging. As a result, they were able to build a database and loyalty with over 5,000 influencers. They also created a group of engaged mechanics who interacted with the brand an average of once every 3 days.
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