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SMS case study - Warner Bros. and Floyd's 99 Barbershop

By Giselle Tsirulnik

April 14, 2010

Clash of the Titans

Name of marketer�
Warner Bros. Pictures, Burbank, CA, and Floyd�s 99 Barbershop, Denver, CO

Name of mobile marketing agency
Mobile Fusion, Denver, CO

Campaign
"Clash of the Titans" movie text2win

Duration
Feb. 19 � April 11

Common short code and keywords used
Text TITAN to 62407

Objective
The objective was to enhance the�brand image and build a text message marketing opt-in list.

Target audience
Males 25-49

Strategy
The strategy was to create excitement by partnering with�Warner Bros. for its upcoming movie Clash of the Titans.

Call-to-action
Consumers were asked to text the keyword TITAN to the short code 62407 for a chance to win a trip for two to Greece.

Tactics
The call-to-action was promoted across all channels, including the barbershop's�Facebook fan page, Twitter, via email marketing, the Web site, word-of-mouth from�barbershop�store employees and in-store point-of-sale (POS) material such as mirror clings and countertop displays.�There was no need to buy expensive traditional media.

Results
A whopping 3,026 consumers participated in this seven-week text-message marketing campaign, the first-ever for Floyd's 99 Barbershop.

What next
With text-messaging marketing as a lead tactic, the barbershop plans to execute digital marketing with a singular message across channels and customer touch points each month and each quarter for the remainder of 2010.

Lessons learned
Delivering a compelling and fun value proposition while promoting across all digital and offline channels is a best practice.

Surprise finding
Placing a text call-to-action (CTA) on a company�s Facebook fan page and Twitter is a no-brainer.�It is free, quick and drives online and mobile engagement from customers, brand advocates and prospects.

Executive�s name, title and company for response attribution�
Rob O'Brien, cofounder of Floyd�s 99 Barbershop

Strategy quote from brand executive
�Through the text2win Clash of the Titans movie promotion, Mobile Fusion is helping us move away from discounting and coupons to extend our brand as fun and engaging,� Mr. O�Brien said.

What challenge did mobile address quote (from same executive above)
�Previously, we were running disjointed marketing campaigns,� he said. �Our Web site, email marketing, Facebook, Twitter and in-store point-of-sale materials were all different.�

�As a result, our marketing communications message was scattered. The text2win component was the glue that connected all of our digital marketing and offline tactics into an integrated campaign.�

Senior Editor Giselle Tsirulnik covers advertising, video, messaging, search, commerce and video. Reach her at giselle@mobilemarketer.com.

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Related content: Case studies, SMS case study, Warner Bros, Floyds 99 Barbershop

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