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.

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.

"The strategy was to inform local people of all the exciting events and discounts that would be taking place during the interstate fair," said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ. "In turn, this would drive people to visit the fair.

"The second part f the strategy was to build a mobile opt-in database for Cox Media and the Pensacola Interstate Fair that could be used later for remarketing purposes," she said.

The Pensacola Interstate Fair is one of the largest and most exciting events held on the Gulf Coast.

The fair serves the useful purpose of providing the facilities for the agricultural, educational, scientific, livestock, cultural, commercial and industrial resources of surrounding counties and states.

The event holds some educational programs designed to teach young people the importance of agriculture and where food comes from.

Cox Media ran commercial spots, bringing awareness to the call to action and to the fair itself.

Viewers who texted in received a message back that said,"Reply YES 2get Xclusive Pensacola interstate FAIR discounts & alerts. max12msgs. Std txt rts apply. Reply YES Now!"

Next, the person received a text that said," Reply YES 2get daily Xclusive Pensacola FAIR discount info & alerts. max12msgs. Std txt rts apply. Reply YES Now!"

Once consumers received this text they could opt into the database of names that would be remarketed to.

The next message they received said, "Success! U R sbscrbd 2Pensacola interstate FAIR's Xclusive discounts & alerts! For Bright Lights & Happy Nights visit the Pensacola interstate Fair!"

"The most challenging aspect of the campaign was driving people to double opt-in, thereby joining the Cox Media and Pensacola Interstate Fair's mobile database," Ms. Simmonds said.

This isn't the first campaign that Ping Mobile powered to build a database for remarketing.

The Wyndham hotel chain ran a mobile campaign for its Days Inn Business Place division to compile a database of prospects for remarketing.

Travelers were asked to text DAYSINN to short code 74642. Participants were then sent an SMS message asking them to text in to confirm that they want to join the VIP club for future promotional messages (see story).

"Mobile was suitable for the Pensacola Interstate Fair because it gave them an opportunity to reach out to their target demographic- local people, of all ages, who would want to participate in the mobile campaign and visit the interstate fair," Ms. Simmonds said.

"Mobile enabled Cox Media and the Pensacola Interstate fair to connect with their target audience via a personal, relevant and convenient medium," she said.