Shedd's Aquarium Launches New Show With Text Messaging23 Sep, 2009 Response This Week
CHICAGO – In order to drive awareness of a new aquatic show called Fantasea in the renovated Oceanarium, Chicago’s Shedd Aquarium launched a multi-channel marketing campaign that included an SMS text-messaging component. The aquarium’s contest to win VIP tickets to the new show proved that text messaging was a stronger channel for the campaign than the Web.
Shedd partnered with Mobile Commons to manage the SMS campaign and measure conversion rates. In conjunction was a television campaign aired on four major networks — NBC, ABC, Comcast and Fox — that included a call to action to either go to the aquarium’s Web site or on Fox, viewers were asked to text in a code. Once texted in, the viewer received a message asking for an e-mail address and zip code.
As a result, the television commercial asking viewers to text generated 325 percent more contest entries than any other call to action. The text entries made up 52 percent of all contest entries, even though the call to action only ran in 25 percent of the ads.
“Mobile text messaging has been working well for Shedd Aquarium, and after results like this, we continue to think strategically about how to use SMS,” says Jay Geneske, marketing strategy for Shedd Aquarium. “Mobile Commons makes it extremely easy to setup and run campaigns, and the direct CRM integration allows us to be smart about the data.”