Another week – another post on Mobile Marketing. I hope that you’re enjoying these posts and I will appreciate it if you leave your comment below.
This week we’re going to have a look at MTS Russia’s SMS game that brought them a lot of satisfied customers, tons of money and base for future marketing researches. And what exactly have they done?
This year (and more exactly in the period 19th of May – 31st of August) MTS Russia – the largest mobile phone operator in Russia and the CIS, with a total consolidated subscriber base reaching 86.3 million users (not only Russians) – launched a really intensive ad-campaign. It was a text-messaging quiz-like game that consisted of 2000 interactive and more than 300 marketing questions (for future reference). It was targeted at ladies in the range 24-55 years.
The ways of promoting the game were through an interactive site and a mobile page, while also advertised on TV. As a result, more than 24,000,000 SMSs were sent in the short period, leading to increase in the interest in MTS and average number of consumer interactions sky-rocketing at 16.2. The winners, more than 100 people, took very good prizes, and the grand prize was 1 million dollar.
The question that arises in some is, have they won so much money from such campaign. Well, about the money – I do not know, but they have won a lot more. They have grasped the idea that SMS is not always a way of winning money, but a very good marketing tool. MTS have won:
- more loyal customers
- more publicity
- marketing research information (intelligence)
- knowhow
When they have all this new assets, just imagine how much more powerful will be their next ad. We can only wait and examine.
As this is my 4th week of writing on Mobile Marketing History, I will be very glad if you share your opinion. Tell me what do you want to read, do you like the ideas and do you think that they are inspiring you? Whatever comes to your mind;)
I really appreciate your Mobile Marketing History Posts. Thank you for them. And though I do not necessarily agree that mobile marketing encourages more loyal customers, I don’t mind being proven wrong. Please keep ‘em coming!
l am Mark from E-life Science & Technology Development Co.,Ltd.
Thank you for this interesting post. It is always good to compare mobile marketing strategies implemented across the globe.
I was thinking of restoring the practice of posting these articles. As you mentioned – this gives a base for comparison and a lot of ideas