Mobile as 7th of Mass Media followup: mAd in USA pimping cars gets 39% mobile ad response

Mobile as the 7th Mass Media channel, we're getting the small streams trickling in from all around the world, giving further validation to the story. One comes from America, on the Boost network, a mobile ad campaign that achieved 39% response rate. Wow? Come again?

Steve Smith, who writes the Mobile Insider news at MediaPost, wrote an interesting story about this campaign on Boost entitled "Getting the Target to Talk Back". So Boost? Its the youth-oriented MVNO (Mobile Virtual Network Provider) with already 3.8 million subscribers (yes, and why were ESPN such clutzes for not being able to succeed in MVNO, but I digress). So enter West Coast Customs. Its a car customizer company in America, like "Pimp My Ride" - doing the shiny wheel rims and loud sound systems etc. They got together with AirG and targetted on Boost its Hookt mobile community. They ran a campaign for 90 days where the final prize was a fully pimped-up West Coast Customs car worth 40,000 dollars. Sweet is what I believe is the right word? Or is my Cartman now messing up my street cred? So how did it do? In there months a total of 1.5 million entries arrived to the contest. Out of Boost's 3.8 million subscribers that translates to a 39% response rate!!!  But I do believe they were allowed to enter more than once, so in reality the actual activated Boost customers were a smaller percentage (the story does not tell). But still, imagine the power of this young medium. Steve Smith explains quoting Fred Ghahramani, Director of AirG:

Part of the secret sauce for this campaign was careful media planning and targeting on the front end. “We don’t think this would have worked on another network,” says Ghahramani. “The offer doesn’t resonate with the demographic or the user. But with Boost Hookt you got urban youth who care about pimping out their cars.”

This is one of the vital lessons of content for the 7th Mass Media channel, mobile. We can target much more accurately than on other media; in fact we have to target much more accurately. It means more work, more marketing and segmentation. It also means more creative effort. To target 18 year old surfers means a different campaign to 18 year old car "pimpers" means a different campaign to 18 year old club-hoppers means a different campaign to 18 year old tree-huggers etc. But we can do it on mobile. 

Thank you Sarada Kalavapudi for pointing out Steve's article to me, I might have missed it...   :-)

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