Name of marketer
Sara Lee North America, Downers Grove, IL

Name of marketing services firm
Launch Creative Marketing, Chicago

Campaign/program name
State Fair Brand?s ?Win $500,000 Towards Your Dream Home? Promotion

Duration
February - October 2010

Common short code and keywords used in call-to-action
Consumers were asked to text the keyword STATEFAIR to the short code 75309 to get details about the various prizes they could win.

Objective
The objective of the Dream Home promotion was to increase purchase frequency among current State Fair consumers and increase corn dog market share while creating awareness and buzz for State Fair Brand corn dogs.

More specifically, the objective of the mobile component was to get people excited about the promotion by viewing prize information on the 10,000 available prizes.

This mobile overlay also served the purpose of building a database of users that State Fair could continue to communicate with throughout the promotion as a supplement to its email database.

Target audience
The target audience of the State Fair sweepstakes was busy moms ages 25-44 with two-plus children.

Strategy
Sara Lee?s strategy was to build on what current consumers like about the State Fair brand by leveraging its corn dog shopper insights for the promotion:

? Moms are looking for fun, engaging online activities

? The ?Dream? of owning a home has become a concern due to the economic climate

Sara Lee hoped to take advantage of the current mobile activities of its target audience and offer them a convenient and new way to engage with the State Fair promotion.

State Fair?s target audience uses text messaging and browses the mobile Web.

Tactics
The overall tactics of State Fair?s campaign included promotional packaging, in-pack inserts, a campaign microsite, email blasts, free-standing inserts and a Facebook page.

Here is the on-pack call-to-action:

The mobile tactics included a mobile WAP site with an overview of the promotion, including prizes, how-to-play, State Fair products and rules pages.

Here is a screen grab of the mobile microsite:

The text-message sequencing has an initial opt-in message and a follow-up reminder message sent three weeks later.

February and June FSIs carried the mobile call-to-action to opt-in for prize details.

Results
Sara Lee reported an 80 percent opt-in retention rate, an average of five WAP site visits per subscriber and an average of 4.5 page views per visitor.

Those figures are significant, as there are only five pages in total on the WAP site.

Strategy quote from brand executive
?Based on our initial insights and behavioral research, we knew our target audience had a strong tendency to interact with mobile devices,? said Korhan Beba, senior brand manager of snacking and retail for State Fair Brand Corn Dogs at Sara Lee North America.

?We used this opportunity to test response rates for this unique overlay that combines a text call-to-action on a free-standing insert,? he said. ?The challenge we addressed was finding a new way to engage with an always evolving, technology-savvy consumer.

?Mobile became another touch point to communicate with our customers.?