Campaign Overview
Sears, Roebuck and Co., a leading broadline retailer based in Hoffman Estates, IL, used interactive agency Think Bravo to create an interactive mobile marketing channel to engage Latin American customers.

Mobile Objective
Use SMS communication, popular with Latin American demographics and create marketing campaigns to engage Spanish speaking customers with mobile calls-to-actions to vote and win various prizes.

Marketing Tactics
Leveraging Msgme’s Subscription feature, ideal to create and build subscriber lists for direct-to-consumer targeted marketing, Think Bravo and Sears launched a national “Imaginate Tour” campaign, mobile was used to showcase contestant makeovers. Mobile messaging was also used to promote and announce makeover winners, competitions and tour locations. The mobile component was a more efficient, automated way to advertise contests than traditional print marketing. To stay informed of “Imaginate Tour,” Think Bravo supported its online promotions and created regionally targeted mobile alerts. Participants could signup to receive different alerts on the Sears registration website. Upon registration, the respective opt-in was delivered to the participants mobile phones in Spanish and confirmed for appropriate sign-up.