State of Text Video on Demand SMS and Mobile Integration

State of Text Case Study

OVERVIEW
State of Text and Cox Communications Inc provides Hooters Of America Inc with a solution enabling television viewers to interact with their commercials via Video On Demand (VOD) and Text Messaging (SMS). The service launched in July 2009 in Fairfax, Virginia. Cox Communications and State of Text pioneered this method of communication in the U.S. with VOD and SMS, two completely trackable mediums.

CHALLENGE

• Make it more convenient for viewers to learn how to join the Hooters Mobile Text Club.
• Track the number of responses to the VOD and the number of people choosing to opt-in to the program.
• Increase store traffic.

SOLUTION
Regular TV commercials ran with graphics at the bottom of the screen inviting viewers to learn more about Hooters Mobile Club. By simply clicking a button on the remote control, customers were taken to a longer video. “A Hooters Girl” demonstrates how to text “Wings” to 36832 and receive Free Boneless Wings by joining the Mobile Club. 

Cox Communications tracked the number of customers clicking the remote to see the longer Hooters VOD as well as the time spent watching it. State of Text tracked the increase in the number of people added to the mobile database. State of Text provided tracking consistent with television day-parts. State of Text compared the data with the television schedule to determine the effectiveness of individual TV programs.  Hooters tracked redemption rates at the store.

RESULTS

• The Fairfax Hooters location increased revenue by 32% during the program.

• Mobile coupon redemption rates reached 25%.
• The mobile database achieved hundreds of entrants in the space of minutes.
• Throughout the course of the 4-week campaign, almost 600 new people were added to the Hooters mobile database.
• Increased time spent watching selected commercials showing satisfaction from the audience by clicking the commercial. 
• The program provided a measured result both from the numbers of people that clicked for more information as well as the number of people that acted as a result of the call to action on the VOD. Measurement of the redemption rates at the store provided the final proof of the campaign’s success at driving store traffic.