Ford Sees 20% Click Through Rate With Recent Mobile Campaign
Want good ROI on a mobile campaign? How does a 20% click through rate and over 1 million impressions sound? That is exactly what the Ford Motor Company enjoyed with a mobile campaign that was launched at the end of 2009.
Ford used Mobile Posse to deliver a full color graphic depicting the newly redesigned 2010 Taurus to over 1 million of Mobile Posse’s opt in mobile user base. The campaign also employed a click to web feature that was activated by 20% of the recipients.
This seems strikingly similar to the relatively recent BMW mobile campaign, which sent an MMS message with a full color graphic depicting a particular user’s car with new snow tires on it. I think we are starting to see a trend where graphical calls to action delivered over a mobile device are very effective. Definitely something to keep in mind when designing your next mobile campaign.
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