Sports & Business Case Studies

2. Over $70,000 in New Ticket Sales: 9/20 – 10/5
Goals:
1) Build Tampa Bay Lightning Consumer & B2B Database.
2) Drive 10-Game Ticket Pack Sales.
3) Provide Customer Profiling Reports that looks within the client's customer
database to identify the most descriptive traits and segments of their ideal
customer which are then used to find prospects that look like them.
4) Target 128,000 self-reported Hockey Fans in our Tampa Database.
5) Provide 3x Email Deployments in three weeks.
6) Reduce marketing waste and maximize Lightning media advertising to target
best customers.
7) Breakdown Lightning season ticket holders associated with Myers Briggs
personality profiles to develop pinpoint marketing campaigns.
8) Provide suggestions on creative email ad campaigns.
Results:
 Customer Profile Report - identify the key traits of Lightning top customers and
found prospects that resemble them. We utilize demographic, lifestyle, life-
stage, behavioral and purchasing drivers to create “look-a-like” prospects.
 Generated over $70,000 in new ticket sales.
 Added 25,000 new Hockey fans to Lightning database
 Investment = 7 to 1 Ratio.
“MSG has been a great partner for us. Whenever, I look at email/direct mail programs, ROI is my top
priority. With MSG, their team is extremely helpful in defining best practices and helping with
implementation to ensure results. We’ve gotten an ROI upwards of 225% on multiple projects by
working hand in hand with their team and defining our strategy”
Lynn Wittenburg | Vice President of Brand Management

3. 20% Increase
Big Ten Basketball Tournament Attendance
SMS Text Messages – Targets Basketball Fans:
Big Ten called on Mobile Sports Group to help increase attendance at the Men’s
& Women’s Big Ten Basketball Tournament in 2011. Within 50 miles
surrounding Conseco Field House in Indianapolis, Mobile Sports Group, has
222,157 Basketball Fans - email and mobile consumers in company database.
Daryl Seaton, Marketing Director at the Big Ten, elected to use SMS, and Mobile
Sports Group was able to segment the Basketball Fans based on Big Ten Alumni
and targeted 50,000 of these Basketball Fans earning over $100 HH income
with families. The week prior to the Basketball Tournament, Mobile Sports
Group sent out 2x SMS Text messages to 50,000 Basketball Fans driving people
to Ticketmaster website to purchase Big Ten Men’s & Women's Basketball
Tournament Tickets.
Attendance for the tournament that concluded Sunday was a nearly 20-percent
increase from last year’s mark and the highest since Indianapolis began hosting
the event on an annual basis in 2008.
Seaton said a stronger effort to sell tickets involved SMS advertising, with 95%
of all consumers opening text messages, it was a perfect way for us to reach
Basketball Fans and convert these fans into ticket buyers. We also included
promotions to season ticketholders at each university, and a new program that
offered discounted tickets to students that could be purchased at each campus.
Using SMS to reach specific targeted Basketball Fans, Big Ten Alumni, with $100K HH income
with families was extremely successful. Daryl Seaton, Big Ten Conference.

4. Dr Pepper $1,000,000 Tuition Giveaway Promotion
Reach Over 2 Million College Students
Arizona State University Eastern Kentucky
Indiana University University of Iowa
Kennesaw State University Long Beach State
Michigan State North Carolina State
Rutgers Stanford University
University of Oregon University of Arizona
University of Hawaii University of Kansas
University of Miami University of Minnesota
Goals:
Southern Mississippi University of Vermont 1) Help Dr Pepper/Fox Sports Secure over 10,000 College Students Entries
University Of Wisconsin UNLV 2) Reach over 2 Million College Students in Division I Programs Nationwide
USC Western Kentucky 3) Increase Fox Sports TV market share with Dr Pepper
UCLA Northeastern University 4) Promote Dr Pepper Brand in College Football
Seattle University Loyola Marymount
Oregon State University Cal State Northridge
Texas A&M Baylor University Results:
Ohio State Portland State  Tripled the national open & click rates with Dr Pepper Promotion
Texas Tech UNC Charlotte  Increased Fox Sports media buy with Dr Pepper
University of Alabama University of Illinois  Dr Pepper concluded Email Campaign was a huge success
 Dr Pepper provided over $1 Million Dollars in Tuition Giveaway
Thanks Rick, your team did a great job!
David Perry, VP of Southwest – HTS/Fox Sports

5. Wisconsin Recall – Case Study
OBJECTIVE: We got a call from the Republican Party August 4th at 4PM,
they asked us if we could send text messages out on Monday August 8th,
the day before Wisconsin Recall Vote… They sent us the Wisconsin
Republican file at 7PM on Thursday Night, as you know it takes time to do
an append process, we worked on the project Friday & Saturday in order
to be ready to deliver SMS messages on Monday…
With limited time, we also suppressed their Republican File against our
Republican File, we identified new Republican voters in our database, we
also sent text messages to this group to remind Republicans to vote on
Tuesday… The results;
RESULTS
GOP Retains Senate Control
Republicans retained majority control of the Wisconsin Senate in a recall
election that was spurred by Republican Gov. Scott Walker's agenda of
cutting unionized state workers' rights. The recalls drew more than $30
million in campaign spending, fueled by millions of dollars from national
labor groups, a coalition of national unions spent millions on attack ads
and other campaign activity to wrest seats from the Republicans.
Many factors played a role in these elections, Mobile Sports Group was selected to
deliver an SMS “PUSH” Vote Message the day before the election… MSG in baseball
terms, SMS was the closer. When you have 95% of all text messages being open and
read within (15) minutes, you can deliver your message to get out an vote… Thanks
Wisconsin Republicans Win Recall to MSG SMS Campaign, it made a difference in the outcome.
Elections, Hold Senate!
Wisconsin Republican Party Committee

6. Sponsorship Increases Company Email
Marketing Campaigns
19.6% Open Rate Targeting New Prospects
According to the Direct Marketing Association average open
rate is between 3% - 4% reaching new prospects coming from
a 3rd Party Email Consumer Database.
Marketing e-mails using Company In-House List are seeing an
average open rate of nearly 20% and a click-through rate of
6.64% - Direct Marketing Association (2011).
Subject Line “You Can Save Big on Car Insurance from
Esurance” had 19.6% Open Rate targeting new prospects.
Esurance almost achieved what companies achieve when
targeting their own customers in their database.
We believe that these test results helps validate how a Pac-12
Sponsorship can provide a huge impact on Esurance email
marketing when combining these two brands together. The
new prospect open rates are huge when marketing these two
brands together.
We are very happy with our email results and
combining our brand with the Pac-12. Justine
Cutler, Database Marketing Manager,
Esurance

7. Continental Airlines - Case Study
OBJECTIVE
The goal of the mobile campaign was to generate brand awareness and
interest regarding the reduced fare promotion and drive traffic to the
Continental mobile site.
Target audience
The campaign targeted a mobile Internet savvy smartphone audience
between the ages of 25-54, with household income levels $100K+, and
had traveled for business within the last three months.
Strategy
Reach Continental’s desired demographic audience across several key
hubs for Continental Airlines. Reaching business travelers with Email &
SMS campaigns to measure user perception and awareness of the
Continental brand in mobile, and measure user purchase intent on the
mobile Internet. The ads promoted Continental’s inexpensive air fare.
Results
Had the highest number of $100,000+ respondents and frequent business
travelers and was successful at driving increases with business travelers.
As a result of the campaign, ad awareness increased by 60% and Web site
awareness increased by 15.4%. Purchase Intent increased by 22.3% and
mobile airline ticket purchase intent went up by 22.2%.
For Continental, a seat is perishable as the revenue potential disappears
once the flight has flown. Airlines simply want to sell the right seat to the
right passenger at the right time at the right price. What better medium,
than mobile to accomplish this objective. It’s personal, easy to segment
and easy to measure.

8. Increase Card Membership Among College Students
Discover Card Goals
 Reach Mobile Generation
 Reach Primary Target -- College Students 18-24
 Reach Secondary Target -- Parents of Pre-Freshman Students
 Promote Discover Cards’ value proposition to Students and/or Parents
 Engage College Students
 Drive Traffic To Discover Cards’ Mobile Site
 Build Database of New Card Holders and Enhance Existing Holders
 Create a Long Term Affinity Relationship with New Card Holder
 Enhance Current and Future Promotions
 ROI Justification
Mobile Sports Group Database – Discover Card
Nationwide count for all college students between the ages of 18-24
Email 4,825,066 & SMS 3,136,292.
 College students 18-24 that have a credit card-3,764,907
 College students 18-24 who have the following smart phone.
1. iPhone-479,568
2. Android-308,294
3. Blackberry-513,823

9. Text Message Reminders & Coupons
Objective: To study and measure the effectiveness of SMS oil change
reminders and coupons compared to direct mail pieces and email reminders.
Results
 Thirty-two percent of customers who came in for service opted-in to
receive future oil change reminders by text message
 On average, 21% of customers who received a mailed postcard reminder
returned for service within 45 days. Email performed better with 39% of
customers returning for service. The highest results came from text
message reminders, 44% of customers who received text message
reminders returned for service within 45 days.
 Based on these results, for every $1 spent on direct mail marketing, the
net ROI is $24, or 24:1. The cost to generate each returned customer (cost
per customer) is $2.76 with mailed postcards.
“Think about it, the customer’s cell
phone chimes, they see your
message, they have it with them  The ROI for email marketing returned $308 for every $1 spent, or 308:1.
wherever they go. You have The cost to generate each returned customer (cost per customer) is $0.24
eliminated postage and paper.
You’re saving money and going (24 cents).
green.” Ray Hooley Sr.
 The ROI for text message marketing returned $344 for every $1 spent, or
344:1. The cost to generate each returned customer (cost per customer)
is $0.20 (20 cents).

10. BMW – MMS Campaign
Luxury brands such as BMW are implementing personalized MMS messages to initiate their
customer relationship marketing efforts, seeing significant conversion rates and revenue with just
one campaign.
MMS allows customers to get video, text and images into one message so that consumers do not
have to click through or leave the message to get all of the information. BMW saw significant
revenue and conversion rates by using MMS to increase CRM. Luxury brands differentiate
themselves based on service and quality, affluent consumer’s value information that is highly
personalized and targeted to them.
Ultimate clicking machine
BMW sent a customized message to 1,200 customers reminding them to buy winter tires. The
message directed them to a BMW dealership and recommended a specific tire that was shown on
the customer’s vehicle in a video. All of the information was in the MMS, including the price of the
tire, lists of dealerships in the area and a picture and description of the tire. BMW saw a 30
percent conversion rate and an estimated $500,000 in revenue with this one campaign.

11. Benefits – HTS working with Mobile Sports Group
 Reach over 70 million Sports Fans in our Database
 Grow Sponsorship Sales
 Reach New Advertisers & Sponsors
 Offer Multi-Package with Spots, Digital, & Mobile/Database Marketing
 Provide Advertisers opportunity for Consumer Engagement
 Promotions/Couponing /Activation
 Build & Expand Advertising Client Database
 Delivering target audience
 Separate ourselves from the Media Competition
 Increase Tune-In/Drive Viewership
 Valuable Alternative for Make Goods
 Promote Team Partnership
 CAN-SPAM compliant Mobile Sports Group is our partner for Integrated Marketing Services.
 One-Stop Shop & Total Turnkey Solution Provider They provide outstanding customer-service, offer great solutions,
and help clients achieve ROI…
Andy Goldman, Vice President, Business Development

12. Over $125,000+ in Ticket Revenues came from MSG Database
Match Type UM Ticket Orders MSG Data Consumers
Pick your Pack for Gopher Hockey 3 Games for $99 Black Friday 859 393 = 46%
plus enter to win great prizes. For more Men’s Hockey 625 282 = 45%
information, call 612-624-8080. Men’s Basketball 481 206 = 42%
Grand Total 1965 898 = 45%
EMAIL DEPLOYMENT RESULTS:
 Build UM Athletic Department Consumer Database.
 Drive Basketball & Hockey 3 Game Ticket Pack Sales.
 Provide Customer Profiling Reports that looks within
the client's customer database to identify the most
Pick your Pack for Gopher Basketball and Hockey 3 games descriptive traits and segments of their ideal
for $99 plus get a chance to win a Suite for 10+ guests customer which are then used to find prospects that
look like them.
 Target 42,000 consumers in Minneapolis that
matched UM Customer Profile Report.
 Provide 3x Email Deployments in three weeks.
 Launch Black Friday Email Campaign.
 Reduce marketing waste and maximize UM Gophers
media advertising to target best customers.
MSG has great ideas that can help generate ticket sales!
 Provide suggestions on creative email ad campaigns.
Liz Hogenson, UM Director of Marketing & Branding  Generated 898 Ticket Orders.
 Sold over 2,500+ Tickets
 Ticket Revenues = $125,000+

13. Burger King Franchise Owners
MSG Database
BK Target Demo
• 18-49 = 832,712 in Markets
• HH’s with 2+ Children = 111,372 in Markets
• Delivered 842,712 Mobile Coupons
• Between 90% - 93% Open Rate We are just getting into SMS, these positive results
• Email Blast 3x 111,372 HH’s = 334,116 Email Coupons confirm the benefits of SMS advertising with email
• Reach demographics within (10) mile radius of each Burger King store locations marketing. Well executed!
• Franchises very satisfied with results, engaged QSR customers.
Deb Johnson, Marketing Director

14. Description Email SMS
Washington DC 24,099 17,298
Alabama
Alaska
Arizona
240,212
35,258
328,613
150,518
22,093
205,911
Foot Locker – Reaching Youth
Arkansas 147,749 92,581
California 1,897,068 1,188,716
Colorado 252,734 158,365
Connecticut 182,960 114,644
Delaware 45,212 28,330
Florida 947,740 593,860
Georgia 495,301 310,359
Hawaii 60,373 37,830
Idaho 78,312 49,071
Illinois 666,752 417,791
Indiana 328,613 205,911
Iowa 155,607 97,505
Kansas 144,876 90,780
Kentucky 220,838 138,378
Louisiana 223,521 140,060
Maine 68,294 42,794
Maryland
Massachusetts
292,148
334,963
183,062
209,890 Goals
Michigan
Minnesota
522,289
270,987
327,270
169,802 Increase sales at Stores nationwide
Mississippi
Missouri
151,178
304,801
94,729
190,990 Create buzz around the Foot Locker’s brand
Montana
Nebraska
174,879
92,425
109,581
57,914
Test the effectiveness of mobile marketing as an acquisition channel
Nevada 133,541 83,678
New Hamp 68,644 43,013
New Jersey 450,851 282,506
New Mexico 101,807 63,793 Solution
New York 1,001,715 627,682
North Carolina 488,951 306,380 The campaign focused on a 15 million consumers, ages 13 – 24 years old who were
North Dakota 33,449 20,959
Ohio 754,065 472,502 active playing sports. Each consumer was sent the following text message: Get ready for
Oklahoma 187,341 117,389
Oregon 195,644 122,592 the holidays at Foot Locker! Bring this 2 any store & get $15 OFF ANY $50 + purchase.
Pennsylvania 644,527 403,865
Rhode Island 56,277 35,264
South Carolina 228,617 143,253
South Dakota
Tennessee
41,370
319,088
25,923
199,943
Results
Texas
Utah
1,239,841
138,256
776,893
86,632
In three days, coupon redemption at Foot Locker stores generated from the mobile
Vermont 31,829 19,945 campaign nearly a 15:1 ROI.
Virginia 400,051 250,675
Washington 334,963 209,890
West Virginia 93,806 58,779
Wisconsin 290,674 182,138
Wyoming 27,575 17,279
15,926,586 9,979,707

15. STIHL – Case Study
OBJECTIVE: Use Fox Sports TV & Digital (Traditional Media) and offer Stihl the
opportunity to reach consumers through email marketing (New Media). Target
cities were Dallas & St. Louis.
RESULTS
• By having 70% of our data self-reported, we were able to take STIHL’S
Dealer stores per zip codes in these two markets and pull the best
customers for them around each store location.
• Our research showed that we had consumers who have purchased and
requested info on Outdoor Power Equipment, best results matched Males,
Age 45-64, own Homes, consumers in our database matched 112,020 in St.
Louis market & 209,065 in Dallas market, compared to the original request
of Men 25-54 demo, which demonstrated a lower purchase segment.
• Each market test included 50,000 consumers, so we selected individuals
among 112,020 & 209,065 who lived the closet to each STIHL Dealer
location in St. Louis & Dallas.
• We provided the client with special email tips to increase open rates when
they were designing the creative campaign.
• In St. Louis - Open rate was 14.6% & Open To Click Rate was over 27%.
• In Dallas – Open rate was 12.9% & Open To Click Rate was over 27%.
Overall, we were most pleased with the response of the email blasts, thank you for
the quick turnaround. Based on these results, we have 11 other STIHL markets to
develop campaigns. It was great working with MSG. – Jon Fox, Interactive Director
Team Stihl

16. Consumer Engagement
Dodge
Chrysler Chrysler Dodge Truck Truck Dodge Cars Dodge Cars Chevy Chevy
State Email SMS Email SMS Jeep Email Jeep SMS email SMS Ford Email Ford SMS Email SMS GMC email GMC SMS
Illinois 117,509 54,906 36,746 17,802 54,116 28,075 70,186 31,518 185,483 84,362 202,185 89,298 91,567 43,401
Indiana 57,915 25,528 18,111 8,277 26,671 13,053 34,592 14,654 91,417 39,226 99,648 41,521 45,130 20,180
Iowa 27,424 16,628 8,575 5,391 12,629 8,503 16,381 9,546 43,288 25,550 47,186 27,044 21,370 13,144
Kansas 25,533 12,530 7,985 4,063 11,758 6,407 15,250 7,193 40,303 19,253 43,931 20,380 19,896 9,905
Kentucky 38,920 16,051 12,170 5,204 17,924 8,207 23,247 9,214 61,435 24,662 66,966 26,105 30,329 12,687
Michigan 92,049 37,960 28,784 12,308 42,391 19,410 54,980 21,791 145,295 58,325 158,378 61,738 71,728 30,006
Minnesota 47,759 23,157 14,934 7,508 21,994 11,841 28,526 13,293 75,386 35,582 82,174 37,663 37,216 18,305
Missouri 53,718 22,310 16,798 7,234 24,739 11,408 32,085 12,807 84,792 34,280 92,427 36,286 41,860 17,636
North Dakota 5,895 3,511 1,843 1,138 2,715 1,795 3,521 2,016 9,305 5,395 10,143 5,710 4,594 2,775
Ohio 132,897 53,503 41,557 17,348 61,202 27,358 79,378 30,714 209,772 82,209 228,661 87,018 103,559 42,292
South Dakota 7,291 3,857 2,280 1,250 3,358 1,972 4,355 2,213 11,509 5,926 12,545 6,272 5,682 3,048
Totals 606,910 269,941 189,783 87,523 279,497 138,029 362,501 154,959 957,985 414,770 1,044,244 439,035 472,931 213,379
Benefits – Chrysler working with Mobile Sports Group, Automotive Database
 Target current Chrysler vehicle owners & auto competitors
 Provide Chrysler the consumers who are shopping for a vehicle in the last 90 days
 Determine current lease ownership & expiration
 Currently have all three; SMS, Email, and Postal on these automotive consumers
 Help build Chrysler Midwest Region brand database
 Email & SMS append to update current Chrysler database
 Engage with current Chrysler owners and target new auto consumers
 Remind auto consumers about sales specials, and other special events
 Sign up for special limited service coupons, discounts, reminders, etc.
 Provide special contest or invite auto consumers to participate in a poll

17. Automotive & Mobile
Why is it imperative for automotive companies to have a souped-up presence on mobile?
 A whopping 38% of car searches for a vehicle are done from mobile phones.
 Mobile is where educated & affluent consumers are shopping.
 Mobile devices are particularly useful when designing customer experiences that keep
customers coming back throughout the vehicle life cycle.
 A well-developed multichannel approach is a starting point for a customer-dealer
relationship that extends beyond the purchase.
 On a mobile device, ongoing interactions become easy and convenient: service alerts,
maintenance scheduling, lease status are prime candidates for mobile-enabled tasks.
 Ford found that more than 23% of all auto shoppers use mobile during the car buying
process.
 More than 40% of mobile searches occur when the person is standing on the dealer lot.
 Also important to note, Ford found that 94% of those who receive a text message will
open the message, even promotional text messages.
Mobile shoppers are rated 300% more likely to buy within 60 days compared to other shoppers.

18. SMS Helps Win Billings, Montana Library Initiative
Case Study
OBJECTIVE:
1) Get voters in Billings, Montana to vote “YES” for a new library.
2) Target voters in Yellowstone County, Montana.
3) Send a SMS Text Message on early Tuesday morning Election
Day to get as many registered voters to go to the polls and vote
“YES” for the Library.
4) Suppress their current database against our SMS file for
Yellowstone County, Montana.
5) Use Mobile Sports Group SMS Database to reach voters.
RESULTS
1) Won the election
2) 17,181 people voted in favor of the bond and 13,023 voted
against it, for a margin of 56.88 to 43.12 percent. Some 31,406
ballots were cast, representing 63 percent of 49,526 registered
voters.
The last time voters were asked to build 3) Considered a huge turnout during an off-election year.
a new library, in 2002, the bond issue
was defeated by a margin of 55 to 45
TEAMWORK: Mobile Sports Group, Randy Gerringa, VP Northwest Region, at MSG worked
percent. closely with the Billings Library Initiative Committee and Molly Bell, consultant from Hilltop Public
Solutions to make this happen. A study completed 14 years ago concluded that the library, built
To reach new consumers through SMS in 1955 as a hardware store and parts warehouse, was “dated, worn out and unattractive.”
Text Messaging, please call Mobile
Sports Group at (770) 753-1477.

19. Jiffy Lube - Case Study
Results
A Jiffy Lube mobile advertising initiative that was part of a larger multichannel campaign outperformed its Web counterpart.
Jiffy Lube in Los Angeles launched the geotargeted mobile ad campaign offering coupons for oil changes in March. 28% of respondents
texted in their ZIP code for a list of oil-change stores closest to them. More than 650 coupons were redeemed at Los Angeles stores,
which equates to around 21% percent of original respondents.
The strategy was to reach the 18-24-year-old demographic group by advertising on text messages being sent to existing mobile content
subscribers, the goal was to evaluate the mobile channel and gauge the interest of the audience. Jiffy Lube wanted to find a new way to
reach consumers ages 18-24, a demographic likely to ignore the company’s television, newspaper and Yellow Pages ads.
Jiff code: The 20-percent-off messaging generated more text-in responses overall. However, the coupon for $7 off resulted in more
coupon redemptions. Customers who replied to the ad received a text message with a coupon code for redemption, and an invitation to
find their nearest Jiffy Lube location by replying via text message with their ZIP code.
Jiffy Lube learned a few lessons from this campaign:
 To win over the attention of a hard-to-reach market, first figure out how you can best work your way into their existing day-to-day
routines.
 Test multiple mobile offers and messages to determine the optimal approach for attracting your audience and driving conversions.
 Refresh mobile ads regularly to optimize performance.
 Try advertising SMS campaigns via mobile advertising. You may generate a higher response rate because all user activity is performed
using the same channel and device.
The Jiffy Lube campaign results show that the mobile channel is not only an effective method for reaching consumers with a message,
but it also drives real purchase decisions. Mobile advertising is frequently criticized as not being measurable, but campaigns such as this
show that a well-designed mobile experience is uniquely measurable, and can outperform traditional online ad campaigns.

20. Coldwell Banker- Case Study
OBJECTIVE
To streamline the process of buying a home and give individuals selling
their home more options.
Target audience
Potential homebuyers and renters, to use SMS as a way to buy and sell
houses. Sign riders on each house with a specific house code. Calls to
action were also promoted on the Coldwell Banker Web site and in print
publications.
Strategy
Coldwell Banker for over half of their listings in Pittsburgh, each sign rider
had a unique house code that individuals can text in to get specific
information about the house, a link to a mobile Web site, and a way to
text in for an agent to contact them.
Results
In three months, there were 1,816 sign rider texts and 94,186 visits to
Coldwell Banker Properties. The lesson learned individuals want to use
their phone to buy their home and individuals want to use mobile to
browse homes and be more in control of the home buying process, as
expected, but they still text in AGENT to have an agent call them, so using
mobile does not tremendously cut into the role of the real estate agent.

21. Northern Virginia Community College
Case Study
OBJECTIVE
Northern Virginia Community College (NOVA), the second largest multi-campus
community college in the United States, wanted to capitalize on this tremendous
opportunity in the lead-up to the new academic year. NOVA devised a campaign
that would use mobile to generate buzz amongst young adults in NOVA’s local
area.
Target audience
Consumers 18-34-years-old
B2B Executives
Tactics
A clickable banner was designed which lead to the NOVA mobile Web page.
Targeted consumers & B2B executives in counties of Arlington, Fairfax, Loudoun,
and Prince William. Reach the target audience interest in going to college. In
addition, the ad itself was purely informational, with no enticing promotion,
discount, or other clear call to action.
RESULTS
MSG delivered 80,000 opens
21,545 clicks
MSG added over 16,000 executives in NOVA database
20% increase in college applications

22. Regal Entertainment Group - Case Study
OBJECTIVE
Regal Cinemas’ marketing department wanted to find new and innovative
ways to reach a broader and younger demographic while differentiating
their theaters from competitors. They also wanted to help build their
database through SMS.
Target audience
Families with 2+ teens
Youth 16 - 21
Strategy
It included 3x SMS reminders to view updated movie listings and show
times, as well as interactive movie trivia via SMS. The program also
included strategically placed mobile calls-to-action at the point of sale in
the theater location, which was aimed at measuring mobile user activity
and identifying who the most frequent patrons are. The program was so
effective, additional Regal Cinema theater locations were added, further
increasing engagement and sales.
Results
Over the first year of the campaign, increased database by 18%, on
average, while attaining a very healthy double opt-in rate of over 26%.
People want up-to-date information about movies and show-times quickly
and conveniently. We have found mobile marketing has and will continue
to have a profound impact on the way people access and receive
information as well. These days almost everyone carries a cell phone and
are, therefore, constantly connected. It’s up to us as marketers to provide
what people want, when they want it.

23. Reaching NASCAR Fans
ISC Tracks NASCAR Fans Email NASCAR Fans SMS Sports Fans Email Sports Fans SMS
Fontana, CA 599,459 284,221 3,996,397 2,397,838
Avondale, AZ 164,638 92,447 1,097,593 658,555
Kansas City, KS 110,668 58,932 737,787 442,672
Talladega, AL 287,409 153,988 1,916,060 1,149,636
Joliet, IL 476,952 289,333 3,179,686 1,907,812
Watkins Glen, NY 218,699 112,539 1,420,664 852,398
Brooklyn, MI 458,201 241,007 2,545,563 1,527,338
Richmond, VA 466,022 248,967 2,584,262 1,558,366
Martinsville, VA 269,004 152,377 1,794,584 1,076,750
Homestead, FL 230,499 120,430 1,499,018 899,410
Daytona Beach, FL 275,766 165,997 1,838,444 1,103,066
Darlington, SC 272,728 163,490 1,704,555 1,022,733
TOTAL 3,830,045 2,083,728 24,314,613 14,596,574
Benefits – NASCAR working with Mobile Sports Group Database
 Reach NASCAR & Sports Fans (100) Mile Radius Per Track
 Grow Sponsorship Sales
 Reach New Advertisers & Sponsors
 Increase Ticket Sales
 Drive Viewership
 Activation
 Sell Merchandise & Couponing
 Engage Sports Fans
 Promote Racing Events
 Build & Expand Database
Grow Client Database + Reach New Advertisers + Increase Ticket Sales = Revenue Growth