MOBI 2010 Best Mobile Direct Response Campaign Finalist: U.S. Navy

publication date: Aug 24, 2010
View a Printer Friendly version of this page, allowing you to print the page. Send a summary of this page to someone via email.
The U.S. Navy's mobile campaign was a perfect fit for its target audience of 18- to 24-year-old men. It was a National Campaign that integrated SMS Sponsored Alerts, WAP Banner Ads, and Interactive Voice Response (IVR) to generate qualified leads.The WAP Banner Ad campaign used Ad Networks like Jumptap and Quattro, Mobile Directory Go2, Social Network Brightkite, standalone publishers like The Weather Channel, gaming network Greystripe and Boost on-deck inventory to direct prospects to Navy’s WAP site (m.navy.com) to click to call. Over the ten month flight the mobile campaign accounted for over 60% of the total National call volume to the Navy Call Center. This was the first time mobile out produced all other sources to the National Call Center. This was a major feat considering Navy’s mobile budget was over twenty times less than the traditional media budget (TV, Radio, and Print), which incorporated traditional 800 numbers.


Sorry this page is available to members only. We have a ton of great content here, including more than 100 videos from our ground-breaking digiday:EVENTS like APPS, Mobile, Social, the SAMMYS and MOBI awards and DPAC.

Because we operate under the premise of a "crowd sourced" assignment desk, if there's content you'd like to see covered we'll follow your lead. It's all geared toward delivering what you need to know to deliver excellent digital products and services TODAY. Plus, a subscription is only $19.95/month. Why not join today?

If you are already a subscriber, please login.

If you belive you should be able to view this area then please contact us and we will try to rectify this issue as soon as possible.


To gain access to the members only content click here to subscribe.

You will be given immediate access to premium content on the site.
Site Search
DIGIDAY TV
Watch live streaming video from digiday at livestream.com
Calendar
« 
February 2012
 »
SMTWTFS
 1234
567891011
12131415161718
19202122232425
26272829