Submitted by Mike Grenville on Wed, 08 Aug 2007 20:46

A direct marketing campaign by a theatre in the north of England generated 23,000 mobile responses in 6 weeks.

Interlinked Media and Sunderland Empire joined forces to generate a targeted marketing database of 23,000 potential customers in just 6 weeks.

A direct mail campaign initiated by the theatre and their advertising agency, Mike Lynch Advertising went to nearly 150,000 addresses in the Sunderland area. The mailer invited recipients to text EMPIRE and their postcode to 60777 to see if they where a winner. The prizes included free tickets to shows at the theatre, discounts on ticket prices and free refreshments or ice cream.

“We asked Interlinked Media to construct and run the entire mobile campaign for the Sunderland Empire” said Clare Lee from Mike Lynch Advertising. ”In the space of 6 weeks, over 23,000 unique people responded to the campaign, a response rate in excess of 15%. On several days over 3,500 people entered the promotion, resulting in queues down the street. ”

Chris Newell, CEO of Interlinked Media said “This shows how powerful mobile can be when used in the right way. The Empire were looking to generate a database they could use for 6 to 12 months. Now we have the data, we will work together to put it to good use with targeted campaigns and boost their already excellent ROI.”

“Mobile marketing is direct, interactive, spontaneous and above all targeted. Business can save over 80% of their normal direct marketing budget by utilizing this device, which nearly 100% of your potential customers carry, 24x7”

Interlinked Media, formerly trading as Text You, are located in Newcastle upon Tyne. Founded in 2002, the company have recently re-branded following the launch of its American office, which in turn has led to several recent successes with high profile clients in the commercial, advocacy and political markets.