Hotel has great success with text campaign

Source: http://www.mobilemarketer.com/

Objective: To build an opted-in list of mobile consumers and engage campaign participants.

Call to Action: The text message call to action was promoted by the hotel through traditional and social advertising methods, including in-hotel brunch posters, email blasts, Facebook, Twitter and the Casa del Mar Web site.

Target Audience: Los Angeles consumers.

The hotel's marketing campaign enticed consumers to join into the hotel's mobile loyalty club, in return for a special offer (in this case, free unlimited Bloody Mary's or champagne during Sunday Brunch).

Upon texting, consumers received a viral video on their phones that they could redeem at the property during Sunday Brunch. After just 10 days, the campaign had already generated a substantial opt-in user base, a delivery rate of 100% and an engagement rate of 75%.

The campaign resulted in a 27% redemption rate and Hotel Casa del Mar reported generating substantial revenue from the program. More important in the long-run, the hotel has built a database of local customers and "staycationers" that the hotel can reach to drive revenue through hotel services, such as food and beverages, spa treatments, etc.

The ROI was more than 450% and still growing.

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