ab+c Creative Intelligence 使用移动关键词帮助特拉华州公路安全办公室让醉酒司机安全回家
地区
- America
国家
- United States
产品
- Trumpia’s software
技术栈
- Mobile Campaign
影响指标
- Customer Satisfaction
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 安全与公共安全
适用功能
- 销售与市场营销
用例
- 公共预警与应急响应
关于客户
本案例研究中的客户是特拉华州公路安全办公室 (OHS)。OHS 是一家负责确保该州道路和高速公路安全的政府机构。他们致力于减少酒后驾驶造成的事故和死亡人数。为了实现这一目标，他们寻求营销机构 ab+c Creative Intelligence 的帮助，发起一项活动，以阻止酒后驾驶并为醉酒者提供替代选择。该活动具有病毒式传播的能力，可以覆盖尽可能多的公民。
挑战
特拉华州公路安全局正在寻找一种可能通过病毒式传播的方式来防止该州的酒后驾驶，但需要制定一项策略来推广一种让醉酒司机获得所需信息的方法。他们聘请了一家名为 ab+c Creative Intelligence 的营销机构，帮助他们减少醉酒司机的数量。挑战在于发起一场活动，阻止醉酒公民开车，并为他们提供另一种安全回家的方式。
解决方案
解决这一挑战的方法是使用 Trumpia 的软件创建移动广告活动。营销机构决定同时为特拉华州 OHS 开展两项关键词活动。第一项活动向任何向指定短代码发送“CHECKPOINT”的人发送本周的 DUI 检查站列表。希望醉酒的公民在看到试图避开每个检查站是多么徒劳时，会停止酒后驾车。OHS 还让 Trumpia 的系统每周自动向订阅者发送更新列表。第二项关键词活动鼓励潜在的醉酒司机向同一短代码发送“TAXI”。当他们这样做时，Trumpia 的系统会自动响应，在消息中嵌入一个链接，该链接指向一个列出出租车服务的网站。他们通过广播和电视广告宣传这些关键词，并将它们贴在全州酒吧的海报和杯垫上。
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