A text message proximity campaign at the annual Proms classical music festival. Flyering is difficult and largely ineffective at the Proms, so this year we wanted to try a different approach.
We packaged up seven tracks from some of our artists appearing at the Proms as a free download when signing up to our mailing list. We linked this to a mobile-optimised landing page. Working with Weve, we geofenced the Royal Albert Hall and delivered text messages to the audience before and after the concert, with text message unique to each night linking to the landing page and free download.
A CTR of over 2% (reaching around 4% on some nights) and a conversion rate of over 70%.
Key Learnings:
Share your data with your partners. We’ve been told we were unusually open with them on our activity. If we hadn’t had been watching, talking and sharing data the campaign might not have lasted the three months as the first two nights had very poor results which we then turned around into a successful campaign. Digital isn’t a print ad – stay agile and watch it like a hawk.
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