| Dear Friend, |
| Welcome to Digital Media Marketer, a publication
focusing on technology strategies for media and marketing professionals.
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| October 2003 |
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| >>> Lessons from Summer
2003 |
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This month we showcase
a fully integrated digital campaign for Shanghai's water playground,
the Dino Beach Water Park. Read the full case study here.
What Is m-Loyalty?
m-Loyalty basically involves building a long-term relationship
with customers over their mobile phones. Using codes embedded
in short messages (SMS) coupled with value-added offers, we
can keep customers coming back for more - and track their behavior
as they buy! |
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How Was It Done?
This year, Dino Beach kicked off the season with a permission-based
email inviting customers to opt-in to a mobile/online loyalty community.
Target customers also picked up scratch-cards at supermarkets throughout
the city. Each scratch card and email contained a unique code which
customers submitted by web and SMS to collect points. Dino Beach distributed
SMS alerts about special offers on rainy days and weeknights, driving
people to the park during off-peak hours. Once at Dino Beach, participants
traded points for discounts and other rewards. The Dino Beach marketing
team stayed on top of the campaign via a web-based administration
system. |
The Results
Results were beyond expectations, with 700,000 page views per
day to www.64783333.com
and over 40,000 customer registrations online and by SMS.
More Fun Next Summer !!
The marketing team at Dino Beach has created an opt-in loyalty
database of 35,000 customers for future promotions. So when
next summer comes around, Dino Beach will be able to reach those
18-25 year-olds, wherever they are. |
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| If you're interested in finding out further
information about any of the stories in this issue, or
would like to hear more about how you can use new technologies
to grow your business, then contact 21 Communications
on anthony.tartaglia@21cms.com |
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| 21 Communications
© 1999-2003 |
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