Will you have a look at this, eh?
A few hours ago I wrote about Garmin’s mobile marketing campaign in tonight’s Evening Standard newspaper.
Here’s the ad as it appeared in the paper:
And here’s the reply text I got:
So, I sent in a text message — I RESPONDED to the ad via a really useful medium. I thought that was it. I didn’t know — nor expect — that I’d have to then arse about going online and signing up to actually ENTER.
Absolutely useless.
What’s the sodding point in that? You’ve already got my details, Garmin. My mobile number. Next.
I *thought* the text message was me entering to win?
Or is it? Who knows. I don’t know. I’m confused.
The link in the reply text message takes me to a mobile formatted web page (good) that details information about the Garmin XT — and there’s a register-to-win link. They just want your name and your email.
Which is all a little bit… shit.
They’re not tracking my mobile. When I fill in the form, they only have my name and email. That’s a bit silly. Why not track the fact I clicked through from SMS and pre-populate my mobile number? Why do you need my email, if you’re a mobile services company? Why not connect with me by text?
Let’s be clear, it’s good to see mobile marketing working in this way. I’m a big fan of click-through-to-mobile-web-pages for more information. They’ve done that right. Just, it’s not been tied together that well, I don’t think.
The advert clearly says: “For info and a chance to win Mobile XT text GARMIN2 to 60033”
Am I mistaken to think that the act of texting was me entering to win?
I’d have liked to have got a message back saying ‘thanks, you’re entered to win now. If you’d like more information, click through to our mobile formatted site at…’
Perhaps I’m just being picky.
I completely agree, Ewan. Also, why is this in a print magazine? Why haven’t I seen it, or been notified? Especially since, when the Garmin XT was announced, I took the liberty of directly emailing the PR person, received a review copy (so they have my information) AND wrote a detailed review of the software.
Why wouldn’t you find bloggers like me who have already written about it and emailed me a notification of the contest? I’d *LOVE* to let my readers know about this (and will be, thanks Ewan)
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Count me in. I don’t tend to enter competitons via SMS, this particular comp puts me off completely as it probably does you. Just imagine ordinary consumers.
I’d really like to know how many ordinary customers really did the second step and entered their data?!
The way to take part is really much too long and much too laborious. I can’t imagine that this campaign will be successful.