Mobile and Merlot

Max's Wine Dive is famous for creative pairings: haute dogs and shiraz, Kobe burgers and cabernet, fried chicken and champagne. Not one to rest on his laurels, Max is now pairing mobile with his merlot. And it's getting attention.

The hip Houston-based eatery has launched Max's Underground, a mobile club that connects members via their cell phones. For members of Max's Underground, the buzzing of their phone in their pocket is usually an invitiation to an exclusive experience of wine, food and art. A recent art exhibit, only for Max's Underground members, is just one example.

Membership is driven in the restaurant by discrete signage and by the servers. The program has garnered attention from the city's entertainment press, too.

Golf on the Go

Wildcat Golf Club is connecting with golfers on the go via their mobile phones. The high-profile Houston course has posted a preview on its web site and plans to unveil the full version of Wildcat Mobile next month.

This latest Mo7 creation will bring golfers closer than ever before to the game, and course, they love. Look here for more details when the program launches.

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.