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Harley-Davidson Turns to SMS Engagement

A Harley-Davidson dealer and National Basketball Association team Oklahoma City Thunder leveraged SMS to drive basketball fan engagement in a March motorcycle giveaway that showed the strategy’s value in increasing reach and engagement without additional expenses. Thousands of entrants were sent SMS alerts directing them to locations where the unique bike, festooned with Thunder graphics and colors, could be seen, resulting in less than half of one percent of each outgoing message choosing to opt out of the promotion. The results reaffirm how SMS can be a powerful channel for reaching a wide swath of mobile users, notwithstanding criticism that the tool’s limitations impair its potential effectiveness.

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