International ad agency Initiative Media helped Cox Communications introduced mobile telephone service to Southern California with a multi-media campaign to find prospects wishing to change their mobile phone service.
This lead generating campaign built a database of consumers nearing the end of their existing mobile contract and identified those interested in exploring options with another provider. A secondary objective was to leverage their advertising budget to increase awareness for mobile services through traditional mass media partners.
We created, managed and administered Cox Go Mobile, an enter-to-win giveaway offering the winner a choice of seven exotic vacations. Each destination was promoted separately as a special promotion on television stations airing the Cox television campaign. With our unique multiple entry location technologies, each TV partner promoted entry on their own website, giving each partner a greater stake in the campaign.
In addition to the media partners, entry points included Cox’ website and Facebook page and their retail stores via mobile (QR) code.
Cox Communications attracted more than 23,000 opt-in entrants to their database, with 86% completing simple survey questions. Armed with the intelligence to follow up with relevant messages, promotions, and offers, the Cox Go Mobile promotion was a successful catalyst to launch the new offering and convert contacts to leads, and leads into customers.