Hawaiian Airlines ran a mobile sweepstakes that awarded winners with a vacation. Three-quarters of entrants used mobile rather than email to enter.

Commercials on Cox Media's network of cable channels encouraged viewers to text keywords like SAND, SURF, BALL, BAT, BASE, SUN, DRINK, FISH, PITCH and PADRES to the short code 269411. Ping mobile powers the campaign.

"The strategy was to enable Hawaiian Airlines and Cox Media to build a mobile database that could be used for remarketing purposes," said Shira Simmonds, president of ping Mobile, Englewood Cliffs, NJ. "I would say that the challenge was to drive consumers to enter via the mobile medium rather than the more traditional method -- email."

Once viewers text in they receive a text message that says, "UR entrd2 Win the trip! Winner notified within 72hrs by txt msg. Keep watching Padres Baseball for more chances 2Win! Brought 2U by Cox+Hawaiian Airlines!"

There is a double opt-in option and when users reply YES they received another text.

It says, "Success! U R Subscribed 2Hawaiian Airlines&Cox+ptnrs Xclusive offers. Good Luck from Hawaiian Airlines & Keep watching the Padres 4 more chances 2Win!"

Hawaiian Airlines is Hawaii's largest airline, serving 20 domestic and international destinations in the Pacific region.

Carrying an average of 6 million passengers a year, Hawaiian Airlines provides high-frequency jet service daily to 8 destinations throughout the Hawaiian Island.

The airline also provides regular service to the South Pacific destinations of Tahiti, American Samoa and Sydney, Australia. In North America it provides daily service to Hawaii from more cities than any other airline.

Cox Media's Cox Sports Television ran a mobile sweepstakes campaign that received a 47 percent opt-in rate of consumers interested in future marketing (see story).

Ping Mobile powered that campaign as well.

Ping Mobile has worked with Cox Sports Television before.

The National Football League's New Orleans Saints team used mobile to interact with fans during football games.

Ping Mobile was tapped to power the NFL Saints Pre-season campaign. Sponsored by local car dealer Ray Brandt Infiniti, the mobile effort required viewers to vote for the Saints player with the biggest impact (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.

"Mobile was suitable for Cox Media and Hawaiian Airlines because they had a compelling campaign," Ms. Simmonds said. "The prize was a huge incentive for consumers to text in.

"There is a certain amount of excitement that was generated which lead to consumers being impulsive and responding immediately," she said. "This was proven through the results - almost three times as many people entered via mobile than via email."