OTB and MLB Go MOBILE

Arlington stadium is the latest venue where On The Border restaurants is using mobile. Fans, prompted by scoreboard graphics and public address mentions, can text to instantly win 2 tickets behind home plate for a future Rangers' game.
Everyone who texts is also entered to win a party catered by OTB. Each texter also receives a mobile coupon redeemable for a free appetizer at any Dallas-area OTB restaurants.
Baseball, great food and a party with 25 of your closest friends. What better way to kick-off the summer?!?

Houston Astros Create In-Stadium Interaction

Interactive elements:

• Text2Screen: Enhance fans’ experience at Minute Maid Park
• Pics2Screen: Generate leads for sponsor
  
• Text2Vote: Create an interactive Astros experience

On The Border

How do you make a branding sponsorship come alive? Activate it with Mo7 mobile. That's what Dallas-based Mexican restaurant chain On The Border did.

Using a single 20-second in-game announcment in Dallas Mavericks basketball games, On The Border told people to text in for a chance to win tickets to an upcoming game. Those who did were given an entry code and a url to a custom-made landing page where they registered for the ticket giveaway.

More than 40% of all texters ended up going over to register for the contest. And everyone who texted received a mobile offer that they could bring in and redeem at On The Border.

The program was a huge success and helped drive increased sales across the market.

U.S. Army Uses Mobile to Find Recruits

Mo7 has launched a second mobile recruiting effort along with the U.S. Army and McCann Erickson. The campaign, which spans 102 college campuses on the East coast and throughout the Southeast, uses text as it's primary direct response vehicle. The text-to-win campaign is driven by posters and ads in campus newspapers. Texters are immediatly entered into a bi-weekly contest for an iPod nano. They also receive a WAP link to register to win a Nintendo Wii game console. Opt-in leads are tracked throughout the process and delivered back to their corresponding Army recruiter for follow up.

This is the second mobile campaign that Mo7 has produced for the Army. The previous effort included 80 campuses and 20 cinemas.

Wii-a-Week Giveaway

Popeyes Chicken & Biscuits, a Mo7 client, is running a market-wide mobile campaign in the Austin, Texas. The Wii-A-Week Campaign includes a text-to-win contest. Texters can win a Nintendo Wii console is given away each week, and a 42 inch Flat-panel plasma HDTV is the grand prize at the end of the promotion. The contest is being promoted in Austin Popeyes locations.

Popeyes is also sending mobile coupons to drive repeat business. In fact, the combination of sending value-laden coupons, which can be redeemed immediately, to a database of self-qualified Popeye's fans has produced a startling statistic: virtually none of the consumers receiving weekly Popeyes coupons on their cell phones has opted out of the process.

Text "Popeyes1" to 777111. Go to www.PopeyesWiiContest.com.

Is the Cellphone the Next Great Marketing Frontier?

By: Scott Forrest, Managing Partner of Mo7

With 250 million wireless subscribers in the U.S. and more than 3 million in Houston, the short answer is "Yes." The potential is there to draw big numbers. And a cell phone is, by nature, the most personal communication device a person owns, so it also has great potential to elicit a response. But because it's so personal, marketing on a cell phone needs to be done with great care and consideration.

The cell phone is probably the last spam free place on earth. Effective mobile marketing isn't spam, but relies on a simple opt-in technique. Consumers reach out, using text messaging, to indicate they want what is being offered. The key is that they can do this the moment they see or hear an advertisement. It's an instantaneous direct response vehicle that lets them download information, offers, incentives or digital products in real time right to their cell phones, and every communication after that must include an opt-out function.

The mobile marketer always has a living, breathing database of people who are interested in what he's offering.



Published in the Houston Business Journal during the Week of January 11-17, 2008.

Mo7 is a member of the Mobile Marketing Association!

The Mobile Marketing Association (MMA) is the premier global non-profit association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organization with over 500 members representing over forty countries. MMA members include agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices.