Sam’s Club – Grand Opening Promotion with Mobile and Out-of-Home Media

Sam's Club

Marketers, both national and local, are increasingly combining mobile with OOH assets as it is an innate part of the ‘outside the home’ experience – plus both are steeped in location.” / – Elizabeth Rave, MediaVillage Contributing Writer

When Sam’s Club opened a new store in Hanover, PA, they drove memberships and foot traffic with a combination of a mobile billboard paired with mobile advertising. During the course of the five week, 25-day campaign, the mobile billboard commanded attention within a 10-mile radius of the store. In addition, the mobile advertising reached multiple audiences on their smartphones – from prospective new shopper members and business prospects. Delivering a pre-grand opening creative followed by a post-grand opening creative, we were also able to align the OOH message with a vinyl change partway through the campaign.

801,809 mobile impressions

12% additional added value impressions

1.07% click-through-rate

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