Click here to read the introduction
Here's where you'll find the latest case study detailing briefs executed by MIG on behalf of their clients
- Shell: Shell required an interactive SMS competition that allowed customers the chance to win tickets to the MPH Car show in London and Birmingham.
- ITV Viewer Club:ITV wished to create a mobile loyalty scheme that offered competition participants the opportunity to 'opt-in' to a club
For more information, please visit: www.migcan.com/casestudy.html
Shell
Brief
Shell required an interactive SMS competition that allowed customers the chance to win tickets to the MPH Car show in London and Birmingham.
Game cards were distributed nationwide at Shell service stations encouraging customers to play. All winning entrants were drawn from a poll of correct answers and notified via text, requesting name and address for prize distribution.
Solution
MIG's MIDAS™ platform delivered an intelligent multi-step campaign:
1) Filtering incorrect answers and notifying unsuccessful entrants via SMS
2) Determining winners by applying random draw algorithm to pool of successful entrants
3) Winners receive SMS requesting name and address details
4) Winners contact details sent via XML feed to O2's fulfilment house
5) MIDAS™ restricted customers to one entry per week
Result
The campaign ran throughout October 2007 and generated more than 18000 SMS entries.
ITV
Brief
ITV wished to create a mobile loyalty scheme that offered competition participants the opportunity to 'opt-in' to a club; in return all members would receive access to exclusive and targeted competitions and other ITV services, depending on their specific viewing habits and preferences.
Solution
MIG worked with ITV to create ITV Viewer Club. Run by MIDAS™ MIG's data mining and profiling engine, MIDAS™ encourages competition entrants to 'opt-in' to the club via SMS in response to a marketing message.
MIDAS™ has advanced campaign functionality which tracks and records information such as show type, time of members based on user data previously profiled, such as date of birth, gender and address. The more interactions members make through MIDAS™, the more MIDAS™ will learn about their viewing habits.
Result
Profiled data can be mined and utilised in a range of ways by the MIDAS™ platform to maximise CRM capabilities. These include:
- A targeted marketing push to groups of users i.e. everyone over 25 in the North East
- SMS notification of shows of interest to profiled Viewer Club members
- In depth cross campaign analysis i.e. the types of members interacting with multiple campaigns
MIDAS™ CRM capabilities are pre-configured on a per campaign basis allowing greater flexibility in targeting and maximising viewing figures.
For more information, please visit: www.migcan.com/casestudy.html
|
