Case Studies

An in-depth look at some of our work.

Burger King
Objectives
Increase brand loyalty
Drive store traffic
Solution Leveraging local market radio in Seattle, WA, Burger King ran two different mobile marketing promotions. Encouraged listeners to text their vote for the weekly BK Post Game Sports Trivia Question. Participants were automatically entered for BK gift cards and other prizes Other promotion drove listeners to local Burger King locations to text in a keyword posted on an in-store P.O.P. Consumers find out instantly if they won gift cards and Nintendo DS systems.
Results
Over 1,000 consumers participated weekly in trivia program. Over 2,000 participants in P.O.P promotion.

Chevrolet
Objectives
Drive brand awareness
Unique way to reach their target audience
Solution
Chevy purchased radio spots in the Miami market to help generate awareness for the promotion. Listeners were encouraged on-air to text the word ‘chevy’ for the chance to win a trip to the Country Music Awards.
Results
Total Entries : 851 opt-ins.

Coffee Bean
Objectives
Use a new marketing solution to engage with their target audience and drive store traffic during a seasonally low period
Solution
Partnered with Los Angeles radio stations to run advertisements pushing the offer Listeners were encouraged to text the word ‘bean’ to the stations 5-digit number to receive a free coffee or tea mobile offer. Coffee Bean and Tea Leaf is now going to roll out similar text programs across all their markets
Results
Over 6,000 text entries to get the offer.

Coke
Objectives
Create unique mobile interactions during MyCokeFest an all day concert event during the NCAA Final Four Weekend.
Engage consumers and integrate those interactions into the New Coke Brand Image. Promote the new MyCokeRewards Program

Solution
Attendees at Sunday’s MyCokeFest were able to text shout outs, and pictures, which were then displayed and integrated into Coke Brand Images on 22 Video Screens throughout the event.
Attendees were invited to vote for their favorite Coca-Cola Commercial and their favorite Coca-Cola Cartoon.All text interactions entered the attendee into a MyCokeFest sweepstakes. Prizes included an autographed guitar and two free tickets to the NCAA Finals on Monday Night.
At the end of John Mellencamp’s performance, participants received a thank you message promoting the new mycokerewards.com web site.
Results
Over 1,000 attendees participated in the day long event.
Over 80,000 attendees saw the unique consumer branding created by these mobile interactions.

Electronic Arts
Objectives
Drive excitement around the launch of Madden ‘08
Solution
ESPN Radio had a new copy of Madden 08 for XBOX 360.
People would text answers to football trivia questions.
If they got it right they would be entered to win the Madden 08 game.
They had a new trivia question each hour from 3pm until 5pm.
Results
Total Entries: 1,907 listeners opted-in.

Guinness
Objectives
Enhance a well-known national brand promotional program
Provide interactivity in the on-premise promotional components of the campaignDrive traffic to the brand’s website
Increase Guinness ‘Toast’ Membership
Solution
Direct Connect Media developed an interactive mobile program that allowed consumers to “TOAST” via their mobile phone to be counted as a part of this well-known Guinness Program.
Participating consumers received a FREE Guinness ringtone that was also available as a download on the GuinnessToast.com website.
Results
Program delivered over 56,000 total messages and
Over 12,000 unique consumers for the one-day program
Averaged almost 5 toast messages per person.

McDonalds
Objectives
Increase brand awareness
Drive Quarter Pounder Sales
Solution
Purchased radio spots in Seattle
Listeners were encouraged to text ‘QPC’ to the station’s short-code to receive a free Quarter Pounder offer to their mobile phone.
In addition, all listeners opted into the stations Mobile Phone database received a push message telling them about the offer and the keyword to send in order to receive the offer to their phone.
Consumer/listener took that offer into their local McDonalds, showed their phone to receive their free Quarter Pounder.
Results
Over 2,200 listeners texted in for the mobile offer in less than 24 hrs.

Miller Lite
Objectives
Develop a creative way to engage with their targeted audience using new media
Drive brand awareness
Solution
Miller Lite purchased radio spots in Cleveland market.
Listeners were encouraged to text their age to the station’s Shortcode for a chance to win a trip for two to Las Vegas.
IListeners that texted in over 21 were entered to win.
Results
Over 2,473 listeners opted-in.

Nintendo
Objectives
Support the launch of the Nintendo Wii Gaming Console
Drive brand awareness
Solution
Nintendo purchased radio spots in the Portland market.
Developed a “Twelve Days of Christmas” promotion.
Listeners were encouraged to log onto the stations website to find the page with the days keyword (i.e. Nintendo).
Listeners could text in as many times as they wish to enter to win one of the 12 Nintendo Wii’s to be given away each day.
Results
Total Entries : 101,898 text messages were received in the 12 day promotion.

Sprite
Objectives
Drive excitement around the “sublymonal” promotion
Increase sales
Solution
Listeners texted in for a chance to win a Sprite Sports Gear package and qualify for the grand prize of $4,500.
Sprite purchased radio spots in the Houston market for the promotion.
Listeners were encouraged to listen to find out two secret words of the day, announced throughout different dayparts.
Keywords varied, some examples were ‘green’, ‘money’, ‘lemon’, etc.
Results
Total Entries : 6342 listeners opted-in.

Wendy’s
Objectives
Drive sales
Increase brand loyalty
Solution
Wendy’s bought radio spots to support the promotion.
Listener’s were encouraged to text the word ‘boo’ to the station’s shortcode to enter to win tickets on the BOO Cruise 2007.
Results
Total Entries : 1862 listeners opted-in.

When Nothing Short of Genius Is Good Enough

An in-depth look at some of our work.