Zodo's Bowling & Beyond used mobile marketing to build a database of names for future remarketing purposes.

The venue ran television commercial spots via the Cox Media cable network. The ads encouraged consumers to text the keyword ZODOS to 269411. Ping Mobile powered the campaign.

"Mobile was a great fit for Zodo's" because it appealed to their target demographic," said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ. "Mobile also enabled Zodo's to engage in impulsive and spontaneous remarketing efforts.

"Through the use of the mobile channel Zodo's was able to fill the bowling alley/restaurant on specific days and at specific times, thus generating revenue during times that may have been traditionally less profitable," she said.

Viewers who texted in got a reply message that said, "Congrats! U R entered 2 Win the TV & Lakers Tix! Show ths 4 a FREE Appetizer or Dessert when U buy 2 entrees! exclusions may apply. Hurry, ends soon!"

The double opt-in message read, "Reply YES 2 for 10 more entries 2 Win the TV & Lakers Tix, & B sbscrbd 2 Zodos Xclusives! Max4msgs/mo. Std txt rts aply. Reply YES Now!"

Zodo's had not previously used mobile and had to overcome the redemption element, training staff to recognize the coupon and allow people to redeem.

"Mobile is a profoundly powerful technology which truly served clients needs, in this case," said Isaac Naor, client services manager at Ping Mobile. "Mobile provided enhanced measurability to the spots, expanded Zodo's client base, and generated buzz among locals."

This isn't the first time that Cox Media and Ping mobile have worked together for a mobile promotion.

Cox Media and the Pensacola Interstate fair used mobile to inform their target audience of all the exciting promotions and discounts taking place during the event (see story).

Ping Mobile powered the mobile campaign, which encourages consumers to text the keyword FAIR to the short code 29411 to get special offers and promotions.

Also, Cox Sports Television ran a mobile sweepstakes campaign that is claimed to have received a 47 percent opt-in rate of consumers interested in future marketing (see story).

The cable network conducted a mobile sweepstakes to compile a database of consumers interested in college football team the Oklahoma University Sooners. Viewers of a 30-second TV spot were encouraged to text SOONERS to 269411. Ping mobile powered this campaign as well.

"I was excited about the idea of mobile advertising, but didn't know too much about how it worked," said Kelly Daugherty, an account executive at Cox Media, Atlanta. "The Zodo's sweepstakes campaign erased all my doubts.

"Ping helped walk me through each step, providing expert advice along the way," she said. "Ping was instrumental in the success of the campaign and made it easy for both myself and my client."