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Case Study: Legends In Concert Billboard SMS Marketing Campaign

Name and city and state of marketer:
Legends In Concert – Las Vegas, NV

Name and city and state of agency or marketing services firm:
TextBoard – N. Myrtle Beach, SC

Campaign/program name:
Legends In Concert Myrtle Beach SMS Billboard Campaign

Duration:
4 Months

Short code:
55958

Keywords:
BLING, POP, KING, TIM, BEACH

Objective:
Measure effectiveness of billboard advertising by using an SMS call to action to measure conversion. To build an SMS subscriber database for Legends In Concert to provide offers and fan deals for future events.

Target Audience:
Myrtle Beach residents and the 15 million annual tourists to the area.

Strategy:
Use unique keywords on each billboard to measure location effectiveness and place a coupon code within outgoing text messages to measure overall conversion.

Call to action:
Five billboards were purchased in the Myrtle Beach area on major roads and highways that encouraged any passerby to text one of the keywords to 55958 for a special offer from Legends. One keyword was shown per billboard. Each keyword related to the theme of graphic that supported the call-to-action.

Tactics:
Legends used TextBoard’s patent-pending staggered delivery method to send a higher volume of messages to subscribers only while they were in the Myrtle Beach area on vacation. Each day after subscribing to one of the keywords the automated system would send an alert suggesting the subscriber buy tickets. Each subsequent message provided a more aggressive offer similar to “Hurry, last chance offer”.

Results:
Legends was able to walk away with two solid measurements from this SMS campaign. Legends also built their subscriber database to a little over 1600 members and is continuing to grow daily.

Conversion rate was measured for the campaign by using a unique coupon code within each text message. The combined 5 billboards provided an average 16% conversion rate of all subscribers. Resulting in roughly a 1200% return on investment.

Additionally, with differentiating keywords being used per billboard, Legends was able to measure which billboard garnished the most subscribers and the highest conversion rate. Interestingly, the most expensive billboard had the lowest conversion rate of all.

Takeaway:
Legends In Concert accomplished their goal to build a solid SMS subscriber database and to measure a previously unmeasurable advertising medium. Legends will continue to market ad retarget their current subscriber base and grow the list even more in 2011. The campaign will be added to their Las Vegas, Branson and Foxwoods locations as well.

About Legends In Concert:
On Stage Entertainment, Inc. owns and operates Legends in Concert. Celebrating its 28th year, Legends in Concert is a live musical celebration featuring the world’s greatest celebrity tribute artists. Widely recognized in the entertainment industry as the original celebrity tribute show, Legends in Concert has been performed throughout the United States, and has  traveled to 18 countries on five continents, including Japan, Canada, Austria, Germany, Sweden, Australia, China, Brazil, Spain, and England, entertaining more than 20 million fans.

On Stage Entertainment operates numerous fixed-based, touring, limited-term and private engagements of Legends in Concert throughout the world. In addition to Las Vegas, Legends is presented year-round in numerous cities including Myrtle Beach, S.C.; Branson, Mo., on the high seas aboard Norwegian EPIC; and seasonally at such locations as Foxwoods Resort Casino (Mashantucket), Conn. The show has also been featured on the most popular television networks in the world.

About TextBoard:
TextBoard is a text-message marketing application designed for agencies and multi-location realtors that run complex mobile marketing campaigns for themselves and their clients. Developed by OIR Interactive in 2009, TextBoard has quickly become the industry’s leading application for SMS marketing campaigns. OIR built TextBoard in-house to allow marketers to rapidly develop, execute and analyze a variety of mobile campaign types. OIR assists companies with all aspects of mobile account creation, including short code setup and provisioning, aggregator relationships and mobile marketing strategies. With proprietary features such as click-tracking and a patent-pending message delivery method, TextBoard continues to pave the path of mobile marketing’s future.