Case Study: Mobile Call to Action Engages Lincoln Center Audience
We all love to hear about REAL organizations using new technology to expand and engage their audience. All this stuff DOES work when it’s used strategically and professionally. Here is an example of a first-time use of mobile for a big event. And it worked!
Marketing – Lincoln Center Style
Lincoln Center for the Performing Arts launched its first mobile marketing platform as part of the promotional campaign for the outdoor dance series Midsummer Night Swing.
“We’ll definitely keep mobile marketing for the upcoming season. “It’s working,” said Nan Keeton, Vice President of Marketing and Business Development for Lincoln Center for the Performing Arts, Inc.
Mobile –SMS Integration
Comprised of twenty-five outdoor summer dance parties, Midsummer Night Swing reaches a vast audience, with roughly 70,000 people attending the events per year, either as ticket purchasers or spectators.
The intention of this trial was to explore mobile mechanics and to identify future mobile marketing avenues for Lincoln Center. Both SMS integration platforms were successful at achieving these two goals. Lincoln Center learned key lessons about mobile programs, while also identifying ways to perfect and expand its cellular efforts.
Two exciting results – Lincoln Center’s mobile marketing campaign:
- The acquisition of 500 members for the text club and
- The redemption rate of 5% for the mobile coupon.
The willingness of 500 passionate swing dancers to opt-in in spite of the typical 15-cent receiving cost of text messages is an indication of the level of patron excitement about this new media channel. It was also valuable to learn that the mobile delivery of discount offers redeemed via promotion codes on Lincoln Center’s website could be an effective way to stimulate ticket sales.
For more information, see the full case study, Mobile Enhancing Lincoln Center for the Performing Arts
For more social media “Marketing” tips and tactics, search these phrases:
- Mobile Marketing case studies
- Lincoln Center
- SMS marketing
Happy “Marketing” hunting!
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ABOUT Lisa M. Chapman:
With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business coach, business planning consultant, and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman assists clients in establishing and enhancing their online brand, attracting their target market, engaging in meaningful social media conversations, and converting online traffic into revenues.