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WirelessDevNet.com Press Release
ipsh! and Oxygen Media Hit New Mobile Market with Fabio Campaign
(NEW YORK, NY) – Women want a little text with their romance --- at least that’s what Oxygen and ipsh! discovered with the results from their most recent mobile marketing campaign for The Oxygen Network’s premiere of Mr. Romance, a “romance academy/reality series” hosted by Harlequin novel hunk, Fabio. Additionally the campaign is being hailed as one of the first non-teen mobile campaigns to generate close to 2X the conversion rate of traditional teen mobile campaigns handled by ipsh using data of over 300 campaigns conducted in the U.S. since 2001.
Post-teen mobile market responds better than industry standard
Most mobile marketing information has pointed to the teen market as the appropriate segment for brands to target but recent results are showing new segments open and willing to receive mobile promotions. Take for example the Mr. Romance promotion, which to date has generated a 15% conversion rate of women responding to the original text message vs. 8% of traditional mobile campaigns operating under the same promotional concept.
Permission-based mobile lists a big hit
Another unique part of the Fabio campaign was usage of a permission based list provided by ipsh! and its partners that allowed Oxygen to target a specific age demographic based upon geographic location.
Using ipsh’s opt-in database, ipsh! Push, approximately 50,000 women (ages 18-33) were sent messages about Oxygen’s new show, Mr. Romance, with the opportunity to send a Valentine’s Day Greeting Card to their friends’ cell phone and a recorded message from the host of the show, Fabio. Over 15% of these subscribers pressed ‘talk’ on their handsets to hear Fabio’s personalized Valentine’s Day message, and Oxygen reported a 30% jump in traffic to the oxygen.com web site during the two days that the messages were sent out.
In addition, the integrated campaign featured on-air promotion of a shortcode (you guessed it, ‘FABIO’) where audiences could, in American Idol like fashion, cast their votes for show contestants in real-time. Online, banners allowed audiences to send Fabio’s Valentine’s Day greetings to friends and interact directly with the show’s content as well as download free mobile wallpapers of Fabio and contestants.
“Age, gender, and geographic mobile targeting allowed us to reach the right audience,” said Melissa Wolff, Director of Consumer Marketing for Oxygen. “With the rising number of women embracing text messaging as a form of communication, Oxygen sees SMS playing an important role in future campaigns.”
ipsh! President Nihal Mehta believes that segmenting new audiences, such as adult females, will become the next major trend in mobile marketing. “Ipsh!’s permission based database of over four million subscribers offers brands a distinct advantage when reaching out to niche audiences. The simple rule of thumb is that as promotions become more targeted, conversion rates increase, which creates a more effective communication channel for marketers.”
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