Case Study: Hispanics More Apt To Respond To Mobile
Posted by Justin on Oct 30, 2009 in In The News, Marketing Strategy, Mobile Advertising, Mobile Marketing, Mobile News, Mobile Websites
It’s no secret that younger consumers respond to mobile marketing much more than older consumers, but I came across an interesting case study that dove into the realm of socioeconomic and race-based demographics in regards to how they respond to mobile marketing.
Continental Airlines recently ran a marketing campaign aimed at the Hispanic-American demographic in which consumers could enter by texting a keyword to a short code or by clicking on a WAP link within an SMS alert from Univision and other various publishers. The contest let consumers enter to win a trip for two anywhere in the world — up to $2,500 worth of plane tickets — by submitting a video.
The airline ran ads on TV, on-line banners, search engine ads, out-of-home, radio and mobile — both SMS and WAP. After it was all said and done, the company found that their interactive ads (mobile and on-line) were more effective than their off-line ads by a long shot (not surprising) but, most interestingly, the mobile ads were five-to-ten times more effective than on-line advertising.
A ten-times better response for mobile over other forms of marketing isn’t that surprising, but mobile getting a ten-times better response over Online ads for the same campaign is pretty impressive- and speaks volumes as to what the best way to reach the Hispanic demographic is.
The case study taught Continental Airlines a thing or two about not only what mobile can do when used properly in a multi-media campaign, but also how to bolster response from certain demographics.
Jared | Oct 31, 2009 | Reply
Great post Justin. I am asked a lot about this community and I always like to make sure I have good data on it. This is a segment of the population that is growing and really adopting mobile.
icon | Feb 23, 2010 | Reply
an interesting fact, though I would guess some people use their phones more then others so I would really doubt it if theres a race issue.