Brands: Harley-Davidson World (OKC), Bud Light, Oklahoma City Thunder
Campaign: Custom Bike Sweepstakes & Cross-Media Mobile Promotion
Duration: March 2015
The Challenge
Even global brands face a local challenge: getting a customer’s attention and motivating them to take action at a specific location. Harley-Davidson World wanted to:
- Connect their brand to Oklahoma City’s passionate sports audience
- Partner with other major brands to extend reach without inflating budgets
- Create a measurable, interactive promotion that would engage consumers in real time
The Strategy
Harley-Davidson World designed an exclusive OKC Thunder–themed custom Harley-Davidson motorcycle as the centerpiece of a citywide sweepstakes. Bud Light joined as a partner, bringing an extensive network of bar and restaurant locations to showcase the bike and promote entries.
The primary entry method: SMS text messaging, powered and managed by 7 Media Group.
Why SMS?
- Immediate, frictionless participation
- Ability to collect additional customer data for future campaigns
- Real-time follow-up with participants during the month-long promotion
Execution
- High-Impact Launch – Live morning TV segment on the local Fox affiliate revealed the bike and explained how to enter.
- Simple Call-to-Action – Viewers and fans texted THUNDERBIKE to 55678 to enter.
- Multi-Channel Promotion:
- Feature coverage in Thunder Roads Magazine with OKC Thunder cheerleaders on the cover
- Radio ads on the market’s largest sports station
- In-dealership signage and displays at 15 Bud Light partner locations
- Appearances at two OKC Thunder home games at Chesapeake Energy Arena
- Tracking & Optimization – Unique keywords assigned to each media channel to measure response rates and adjust tactics mid-campaign
- Ongoing Engagement – Entrants received SMS alerts throughout the month with:
- Locations where the bike would appear
- New entry opportunities
- Partner specials and event reminders
The Results
- Thousands of Entries in one month
- Less than 0.5% opt-out rate — indicating high participant interest
- Additional Data Collected:
- 96% provided zip code
- 58% provided first name
- 52% provided email
- 45% provided gender
- Real-time engagement drove traffic to partner locations and maximized exposure for all brands
- The SMS platform’s flexibility allowed constant optimization throughout the campaign
Client Feedback
Mark Silva, Director of Marketing, Harley-Davidson World:
“Leveraging partners can expand your reach without extra expense. With 7 Media Group, we could monitor and fine-tune the promotion as it ran, making the whole campaign more effective.”
Jason Barnes, Marketing Director, Anheuser-Busch Oklahoma:
“We couldn’t have done a promotion this broad without SMS. Being able to update customers instantly with locations, specials, and details was vital to its success.”
Why 7 Media Group Made the Difference
- Turnkey SMS Execution: From short code setup to compliance and message scheduling
- Cross-Platform Integration: Coordinated TV, print, radio, and in-person promotion
- Actionable Data: Built a robust database for future marketing initiatives
- Real-Time Engagement: Immediate two-way communication with participants
The Takeaway
With the right mobile strategy, even global brands can connect with a local audience in a measurable, high-impact way. 7 Media Group’s SMS platform turned a one-month promotion into an ongoing customer engagement opportunity — and proved that local activation can be as powerful as national advertising when executed with the right technology and expertise.
