ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Hawaiian Airlines runs SMS sweepstakes with MLB?s Padres

Hawaiian Airlines ran an SMS sweepstakes to build its mobile database and activate its television sponsorship of Major League Baseball's San Diego Padres.

The strategy for Hawaiian Airlines was to complement its TV exposure in the San Diego market with a mobile call-to-action that aired on the local Cox Media affiliate during every Padres baseball game throughout May. The campaign, which was powered by Ping Mobile, prompted viewers to text in a unique keyword to short code 269411 for their chance to win two roundtrip tickets to Hawaii on Hawaiian Airlines.

"We chose mobile as the primary means of entry because of its convenience for the viewer and the forward equity for the client that now has over 3,000 remarketing opportunities," said Todd Mendoza, advanced advertising product manager for Cox Media, San Diego. "It was a win-win."

Hawaii's largest airline since its founding in 1929, Hawaiian Airlines currently serves 20 domestic and international destinations in the Pacific region, including the Hawaiian islands. The airline carries an average of 6 million passengers a year.

The challenge for Hawaiian Airlines was to engage viewers of MLB's San Diego Padres games to get them to double-opt-in to receive targeted future remarketing messages from the airline.

The various keywords in the televised call-to-action included SURF, PADRES, PALM, COCONUT, WAVE and ALOHA.

Once they texted in, consumers received an initial offer via SMS: "You are entered 2 Win! Winner notified within 72hrs via txt msg. Keep watching Padres Baseball for more chances 2 Win! Brought 2 You by Cox+Hawaiian Airlines!"

Then, in compliance with Mobile Marketing Association guidelines, these consumers received the double-opt-in offer: "Reply YES for 10 more entries 2Win & get Hawaiian Airlines & Cox Xclusives. std txt rts apply. max4msgs/mo. Reply YES Now!"

Finally, they received the double-opt-in confirmation: "Success! U have 11 entries 2 Win & are subscribed! 2Quit txt STOP @ any time. Keep Watching Padres Baseball for More Chances 2 Win!"

Hawaiian Airlines gave away 10 prizes packages, for a total of 20 tickets to Hawaii.

Mobile was the best channel for Hawaiian Airlines because it provided a fully interactive and impulsive medium, according to Ping Mobile. It will also streamline remarketing efforts in a targeted and cost-effective manner.

Especially attractive to mobile is this: the ability to send out spontaneous remarketing messages for last-minute campaigns -- for example, filling empty seats on flights.

Mobile was a proven fit for Hawaiian Airlines particularly because this was a campaign renewal, according to Ping Mobile.

Hawaiian Airlines ran its Trip-A-Day-Give-Away campaign last year.

In 2008, more than 75 percent of respondents used SMS as their method of entry, while this year more than 99 percent of entrants used mobile when given the choice to enter the sweepstakes online versus via their mobile device.

"Incentivizing consumers to opt-in to marketing from an airline is an incredibly difficult challenge," said Isaac Naor, Los Angeles-based client services manager at Ping Mobile.

"However, the amazing prize provided by Hawaiian Airlines and the prominent placement of the call-to-action enabled the campaign to achieve its predefined goals."