Solution
During and around the telecast of the Macy’s Thanksgiving Day Parade, WDIV and 12 Oaks Mall asked viewers to text in for a chance to win a shopping spree the following day - Black Friday.
Results
12 Oaks Mall received entries from 25,309 people in three hours.
“We were most pleased with the opportunity that we had during the 2008 Thanksgiving Parade. We know that the text campaign received a phenomenal response and we would definitely recommend this program to other advertisers. I can't tell you how many people, both customers and our stores, commented that they heard the spots and texted in when prompted. I would venture to say that this single 3-hour opportunity generated among the highest responses of any medium that we utilized during the holiday season!”
- Peggy Hayes, Marketing and Sponsorship Director, Twelve Oaks