Ulster Bank Amplifies Belfast Festival at Queens with Mobile Marketing

Ulster Bank worked with Púca to add a mobile element to the promotion of the Belfast Festival at Queen's (16th – 31st October).

A combination of SMS Response, Text Alerts and a Mobile Site were added to the marketing mix to help target a younger demographic and ensure that people have access to all of the relevant information in the palm of their hand!

A Text2Win competition was offered in conjunction with the festival, giving people the chance to win tickets to either a comedy or music event at the festival, thus encouraging them to find out more. People could also choose to opt-in to SMS alerts to keep up to date on any festival developments, line-up changes and new information.

Each reply message also contained a link to a mobile site for the festival. The mobile site runs in conjunction with and complements the existing online site but has been specifically optimized for mobile handsets. It contains details on all the events, venues, updates, other festival info and even hotels and restaurants in the vicinity. It allows consumers to search by event type and date to help them find what they are looking for.