CASE STUDY
The location-based mobile marketing campaign for
got milk? via AT&T’s ShopAlerts program targeted
AT&T subscibers around gyms, parks and recreation
centers to generate awareness about the benefits of
drinking chocolate milk after a workout.
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GOT MILK? GOT GEOFENCES
The Milk Processor Education Program (MilkPEP), Washington, D.C., is
funded by the nation’s milk processors, who are committed to increasing
fluid milk consumption. The National Fluid Milk Processor Promotion Board,
through MilkPEP, runs the National Milk Mustache “got milk?” Campaign, a
multi-faceted campaign designed to educate consumers about the health
benefits of milk. MilkPEP wanted to leverage the “got milk?” brand and
reach athletes and health-conscious consumers to generate awareness that
chocolate milk is an ideal post-workout option for replenishing fluids.
PROGRAM
The campaign by MilkPEP was part of the larger ShopAlerts by
AT&T pilot program in the U.S. that included total of 8 brands, 4
of which were Draftcb brands (MilkPEP, Del Monte, Kmart, and
SC Johnson.)
The target audience for the “got milk?” campaign were
AT&T subscribers that were 18 years and older, located in
the geofences set in the participating markets. Hundreds of
geofences were set around gyms, parks, and recreation centers
in Chicago, Los Angeles, New York, and San Francisco. Target
consumers who were located in these geofences were sent
SMS messages that led them to a dedicated mobile landing
page where they could learn more about professional athletes
who drink chocolate milk after a workout, workout tips, and
nutritional reasons to down a glass.
“Overwhelmingly, these
kind of geo-triggered offers
and alerts programs are
preferred by consumers.
They trigger immediate
action.”
Patrick Moorhead,
SVP and group management
director for mobile platforms at
Draftfcb Chicago
RESULTS
The initial phase of the ShopAlerts by AT&T program ran for
three months in 2011. At the end of the campaign, consumers
who opted-in to the ShopAlerts by AT&T program and had
received messages about the Refuel with Chocolate Milk
campaign were surveyed.
There was a nearly 100% open rate on the alerts with a 96%
recall on receiving the message. The intent to purchase
increased by 38% amongst recipients, while 54% of the
recipients actually visited a retailer at least once after receiving
the message. 17% made a purchase related to the ShopAlerts
message and 78% thought that the location-based nature of
the ShopAlerts made them more useful.
The campaign results are a good indicator of consumers’
receptiveness to such marketing. According to Patrick
Moorhead at Draftcb, “‘[Brands] may not be able to oer a
coupon or a deal, but consumers still want to learn more about
products and that supports an awareness goal.’”
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