• May 6, 2010

Belle Tire recently added a mobile component to its traditional media buys and marketing with local sports teams. The Michigan and Ohio retailer first offered a free set of tires in a text-to-win promotion. All who entered received a $20 off mobile coupon. Participants were then invited to join the Belle Tire "Advantage Club" -- and 55% opted into the club.

In a follow-up campaign, 77% of participants subsequently joined the mobile "Advantage Club." Belle Tire and Bellevue, Wash.-based Hipcricket, which created the mobile program, conducted multi-variant analysis to determine which ad executions and channels were most effective and produced the best ROI.

Belle Tire plans to use Hipcricket to create mobile customer surveys and service reminders. Also, the company plans to run campaigns to reward "Super Fans" of Belle Tire with tickets to sporting events and other offers. --Tanya Irwin