Solution:
Add mobile elements to a traditional marketing and media mix. Consumers were encouraged through in-store promotional materials to interact with Wiley Books for Dummies via text messaging and a branded WAP site. There was also a mobile advertising component. Consumers received an offer of $5 off any Wiley Books for Dummies book. In addition, they were encouraged after interacting to opt-in for future offers and information on new books from Wiley.
Results:
Wiley received more than 1.3 million impressions and their mobile ads produced a 1.4 percent click through rate – 4 times that of the more traditional online component. Wiley’s also had a 34 percent database opt-in rate. The campaign was honored by the Mobile Marketing Association with the 2008 North America Cross-Media Integration award.