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Goals
- To recruit 4,000 people in the young/active target demo
- To reinforce the buzz created by 10 important local blogs
- To persuade the target demo to attend the event only through the buzz created by the street marketing
Cinematic / Tools
- Development of the web registration forms and automatic SMS send flows
- D Day at 10AM : SMS push with indication of the place, hour and object to be brought (and follow up alert 1 hour before event)
- D+1 : SMS push with promotional offer (only delivered to optin database)
- D+2 : SMS push to thank participants
Results
- 8% click rate on the web banners
- About 20,000 subscriptions
- About 1,100 participants
- 5.5% participation rate
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