INDUSTRY: Wireless Service Provider

PROFILE:

The client is a wireless service provider with over 1,200 stores and kiosks nationwide.

MARKETING OBJECTIVE:

To attract customers to new calling plans.

MARKETING INITIATIVE:

Three direct mail postcards were created – one included an interactive game piece, one provided a digital code, and the third one did not advertise the game. Those who received the postcards with the game piece or digital code were directed to a promotional Web site for the chance to win a vacation.

RESULTS:

• The mailing that did not advertise the game had a response rate index of 100.
• The mailing that provided a digital game code had a response rate index of 172.
• But the mailing produced with an interactive game piece resulted in a response rate index of 243.

While higher response rates and permission for future mailing is desirable, what really matters is the purchasing rate.

In this promotion, the direct mail in the interactive game piece resulted in an 8% lift in the acquisition rate for the wireless offer.