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Muskoka Woods Mobile Campaign

Overview

Calling All Kids

Muskoka Woods is a youth resort, based north of Toronto, on Lake Rosseau. This premier camp offers kids stimulating and life-changing experiences through an array of activities - from sports to media arts, leadership training to teambuilding programs. Looking for an innovative and creative way to drive leads for their upcoming summer season, Muskoka Woods enlisted Velocity Studio.

Challenge

Getting to Them in Real-Time

When it comes to camp, kids rule. So, how do you reach them? Increasingly, it's on the go. Research shows that about 60% of youth today have access to cell phones. In fact, over the past decade, mobile devices have emerged as a communication powerhouse, changing the way and pace in which the entire world interacts daily. Rapid growth of mobile technology has introduced realtime to targeted marketing campaigns. Naturally, we chose mobile to play a key role in this campaign.

Solution

Generating Leads Through Mobile

Velocity answered the call with the "Cabin Fever Contest." Participants could enter to win a week at camp by texting through their mobile phones. The contest kept players engaged through a virtual game, in which "campers" vied to stay in the "cabin" by continuing to text keywords. Touch points included the Muskoka Woods web-site, Facebook and Twitter. Via SMS, participants could receive future communication, including program updates, packing tips, registration reminders and special promos.

This mobile campaign was immensely successful. Supported by various offline marketing tactics - such as broadcast and print - this six-week promotion garnered over 25,000 leads; while the social networking integration amplified the number of users adding Muskoka Woods to their Twitter and Facebook networks.

25k+ Leads generated
54% Increase in Social Network Activity