Text Message Marketing Made Easy!

SMS case study – Chicago Blackhawks

Excerpts from a case study for the Chicago Blackhawks and how they used text message marketing to engage their audience.

Name and city and state of marketer
Chicago Blackhawks, Chicago

Campaign/program name
Blackhawks Mobile

Duration
10/1/08 – Present

Common short code and keywords used
Shortcode: 242957 (BHAWKS); Keyword: HAWKS

Objective
The objective was to develop a mobile presence that will connect the fans and team in a meaningful and impactful way.

Target audience
Loyal Blackhawks fans

Strategy
The strategy was to quickly and efficiently build a mobile database by using the team’s existing media and promotional assets.

Call to action
Text HAWKS to BHAWKS (242957) to sign up and receive real time game alerts, VIP discounted ticket offers and more! Msg&data rates may apply. Text STOP to quit.

Tactics
In addition to using the basic alert call-to-action, the team developed two substantial text-2-win promotions that leveraged high perceived value prizes (Blackhawks Winter Classic VIP Experience, Blackhawks Playoff Ticket Text-2-Win) to help drive the database sign-ups.

Results
We were able to get 30,000-plus subscribers in just over 12 months.

What next
The Blackhawks continue  to deliver relevant and timely offers and information to   current subscribers as well as continue to find unique and compelling ways to grow the Blackhawks mobile database.

Lessons learned
Blackhawks fans are extremely passionate and are looking for as many ways to stay connected with their team as possible.

Campaign creative

Staff Reporter Dan Butcher covers ad networks, banking and payments, carrier networks, manufacturers, and software and technology. Reach him at dan@mobilemarketer.com.   The original article is here.

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