In an effort to increase qualified leads for their new Taurus and Escape models, supplemented print advertising with a mobile call-to-action that read “For more information, text FORD to 63611”.

When a consumer texted “FORD” to the SMS short code 63611, they were asked to respond with which car they were most interested in, their zip code and full name.

This information was then sent to the Ford dealership nearest the consumer for a sales person to do a follow up with the potential buyer.

 

This mobile marketing campaign generated an astonishing 15.4% conversion.