Expedia

Expedia uses mobile in cross-media campaign to drive customer acquisition and CRM services

Background:

Expedia, a popular online travel service decided that mobile would be a great way to reach their target audiences with alerts about new offers and itinerary confirmations. Expedia found text messaging worked as a unique tool to extend its reach, provide useful information to customers and drive sales.

Objectives:

• Drive consumers to web site (and to call center)
• Enhance customer service offering
• Cross sell customers to other Expedia services

Solution:

Expedia used mobile alongside TV and billboards to drive sales via the Expedia web site. The offer-led campaign targeted frequent travellers aged 18-40 on Thursday and Friday lunchtimes when they had free time at work and access to a PC. Use of text messaging was an excellent way both to up weight the campaign against the core target audience and deliver the message in a medium where the URL would be automatically stored for future reference. When purchasing flights online an opt-in at the end of the registration process then gave customers the opportunity to have an SMS itinerary confirmation with travel times/details sent direct to their mobile, so they would have easy access to these when travelling. Expedia could then provide flight updates and cross-sell insurance and/or car hire if not booked nearer the date of departure.

Results:

Branding

• 9 out of 10 recipients read the message
• 3 in 5 said they would be more likely to buy from Expedia in future

Response

• 2 in 5 visited the website
• 4% purchased

SMS proved an excellent means of driving customers to Expedia and building customer loyalty and sales. Mobile delivered excellent performance from a 1-exposure campaign compared to other media choices.