Client: MyGuide Inc.
Product: SMS Marketing Campaign
Technologies: SMS, 2U2 Network
Deployment Environment: North American mobile handsets

MyGuide^tm Internet AG is a publicly held Swiss company that trades on the Frankfurt and Berlin stock exchanges with offices in Zurich and Seattle. They combine innovation with proven models in their effort to become a leader in the Internet Search & Marketing Media Market. To facilitate this, they are building a world class search and webmail portal. MyGuide^tm is on its way to becoming a global leader in Internet Search Portal Solutions through acquisition and retention of registered members using its proprietary Integrated Monetary Incentive Programs.

Gearing up for a North American launch, MyGuide^tm contracted 3 Tier Logic to provide and build exposure in the gen-Y demographic in the U.S. and Canada. To help achieve this, 3 Tier is building a mobile campaign that includes a SMS short code users can text in to win cash and merchandise. MyGuide^tm will integrate their short code into all of their print, TV and web ads. The mobile campaign is designed to aggregate a database of mobile users and build a channel for ongoing dialogue with gen-y customers. This dialogue will take place through the mobile channel and help create future offers, contests and web/wireless content on the MyGuide portal.

APPLICATION DEPLOYMENT

There are 3 different ways to initiate the delivery onto the user’s handset:

• Via a web page
• Via a WAP request
• Via a SMS request

USER TRACKING AND MEASUREMENT

When users send a request to receive an SMS to their phone, a tracking and audit process is instigated on the 2U2 Network. All user information and activity that is aggregated is designed to be useful for future products and interactions with the user. They include:

• High level user demographics (if registered on web)
• Option to request future information regarding MyGuide^tm offers, prizes and new releases - sent via SMS
• Mobile phone model and specifications
• Authentication process. The time and date when the user enters the system
• Unsuccessful attempts
• Contest/Event participation history
• All dialogue (via SMS) between participant and MyGuide^tm