CHICAGO, March 11, 2013 /PRNewswire/ -- Vibes, a
mobile marketing and technology company, today revealed the results
of a successful mobile campaign aimed at engaging and increasing
the loyal customer base of Build-A-Bear Workshop through their most
personal device – their mobile phones. This first-to-market
Passbook solution from Vibes, which leveraged Passbook's
location-enabled push notification feature, drove Build-A-Bear
Workshop Guests to the stores to claim a promotional offer via
coupon code or pass. The initiative resulted in a 58.7 percent pass
install rate among iOS 6 users and an overall click-through rate of
5.3 percent.
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"We are thrilled with both the impressive results and the
simple, turn-key functionality of Vibes' mobile customer engagement
solution," said Teresa Kroll,
Build-A-Bear Workshop chief marketing and entertainment bear.
"Vibes quickly built an easy-to-use, dynamic solution, leveraging
the latest technology, to offer our brand a new and relevant way to
engage with our loyal subscriber base. At Build-A-Bear Workshop,
the experience our Guests have while in one of our stores is one of
the things that makes us unique, so having the ability to leverage
the location-based feature in Passbook was ideal for a mobile
campaign. This added relevance and immediacy to the offer and
provided real value to our loyal Guests, which is extremely
important to us."
How It Worked
The campaign, which ran from
Oct. 27 through Oct. 31, sought to
achieve a few goals: notify the existing subscriber base of a new
short code, re-engage loyal Build-A-Bear Workshop Guests and drive
traffic to one of its 288 stores in North
America. To achieve these goals, Vibes and Build-A-Bear
Workshop sent an alert via SMS to the existing subscriber base
notifying them of the new short code and expressing appreciation
through a timely offer. The promotion was available to both iOS 6
and non-iOS 6 users, and led to either a location-enabled pass for
Passbook or a mobile Web-based offer. Vibes both designed and
executed the Passbook offer via its Catapult™ mobile marketing
platform.
The Results
Goals achieved: the campaign realized a
58.7 percent pass download rate among iOS 6 users and overall
click-through rate of 5.3 percent. In addition to engaging its
loyal customers, Build-A-Bear Workshop experienced a consistent
stream of foot traffic from those customers who received the offer;
more than 5 percent of non-iOS 6 users and 4 percent of iOS 6 users
redeemed the offer in-store.
"Passbook provides the power of giving consumers relevant and
timely information while they are on the go. As a result, Passbook
is the perfect channel for retailers – as Build-A-Bear Workshop did
so successfully – to use and grow their customer databases," said
Jack Philbin, co-founder and CEO of
Vibes. "By leveraging Vibes' Passbook solution, as well as SMS and
mobile Web, retailers can create holistic mobile marketing
campaigns that drive in-store engagement and continue conversations
with their customers – even when they are not shopping."
About Vibes
Founded in 1998, Vibes is a mobile
marketing and technology leader that helps some of the world's
biggest brands acquire, engage and deepen relationships throughout
the customer lifecycle. Vibes' Catapult platform enables brands,
agencies and media companies to launch a wide range of mobile
solutions from SMS, to MMS, QR Codes, on-screen, alerts,
mobile Web, mobile incentives and integration with social
platforms. Using Vibes' Mobile Relationship Management
(MRM) approach, companies forge immediate and long-lasting customer
relationships by tapping into the uniquely personal nature of the
mobile phone. The Company has delivered billions of mobile
experiences on behalf of customers that include Verizon, Allstate,
The Gap, Tribune, Fox, Crispin Porter + Bogusky, Gannett and the
Chicago Bulls. Vibes is one of only nine Tier 1 aggregators with
secure, direct connections to all the major carriers. To learn more
about Vibes, visit www.vibes.com or connect on
Facebook.com/VibesMedia or Twitter.com/Vibes_Media.
About Build-A-Bear Workshop, Inc.
Build-A-Bear
Workshop, Inc. is the only global company that offers an
interactive make-your-own stuffed animal retail-entertainment
experience. There are more than 400 Build-A-Bear Workshop stores
worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United
Kingdom and Ireland, and
franchise stores in Europe,
Asia, Australia, Africa, the Middle
East, Mexico and
South America. Founded in
St. Louis in 1997, Build-A-Bear
Workshop is the leader in interactive retail. Brands include
make-your-own Major League Baseball® mascot in-stadium
locations, and Build-A-Dino® stores. Build-A-Bear
Workshop extends its in-store interactive experience online with
its award winning virtual world website at
bearville.com™. The company was named to the FORTUNE 100
Best Companies to Work For® list for the fourth year in
a row in 2012. Build-A-Bear Workshop (NYSE: BBW) posted total
revenue of $394.4 million in fiscal
2011. For more information, call 888.560.BEAR (2327) or visit the
company's award-winning website at buildabear.com®.
TRADEMARKS
We would like to thank you for your
interest in covering our business. As you write your story, we
would ask that you use our full name: Build-A-Bear
Workshop® and that when referencing the process of
making stuffed animals you use the word "make" not "build.
"Build-A-Bear Workshop is our well-known trade name and our
registered trademark of Build-A-Bear Retail Management, Inc.
Build-A-Bear Workshop® should only be used in capital
letters to refer to our products and services and should not be
used as a verb.
SOURCE Vibes