National Geographic is praising its partnership with Velti, the world’s largest mobile marketing platform, which helped launch National Geographic’s first mobile marketing campaign to promote its film “The Last Lions.”
According to the venerable publication and cable channel, National Geographic capitalized on the full breadth of Velti’s mGage mobile marketing platform to target and engage animal lovers, movie-goers and conservationists.
Essentially providing a case study on what a successful mobile marketing campaign can accomplish, National Geographic says its mobile initiatives achieved the following:
- More than one quarter of a million visitors to its mobile site with a 3-minute average visit duration (or “stickiness”), twice the industry average
- Raised participation in the sweepstakes with 12 percent of entries straight from mobile
- Increased traffic to the mobile site by 200 percent by using SMS movie ticket purchase alerts
“The National Geographic Entertainment team is fully convinced of the value of mobile initiatives to make a real impact with our audience,” said Nikki Lowry, director of marketing for National Geographic Entertainment. “Thanks to ‘The Last Lions’ campaign we saw a bump in the movie’s social media communities and, most importantly for us here at National Geographic, contributions to the Big Cats Initiative.”
“Working with an important brand such as National Geographic on such a worthy cause has provided a great opportunity for us to demonstrate the power and flexibility of our mGage platform,” said Alex Moukas, CEO of Velti. “Combining the breadth of the platform’s capabilities to engage with the power of its analytics gave the National Geographic team the ability to react swiftly, optimize on the fly and surpass performance expectations.”