Mobile marketing: helping the Cherry Blossom Festival grow
April 20, 2011
It’s the classic conundrum. How does a nonprofit with a limited budget make a citywide impact, raise its visibility, and drive attendance to major events? The answer involves a creative mix of PR, advertising, and social networking that responds to public interests and media trends. To promote the 2011 Subaru Cherry Blossom Festival of Greater Philadelphia, SteegeThomson launched a mobile advertising campaign, targeted to Android and iPhone users in the tri-state area. The campaign highlighted Sakura Sunday, the centerpiece of the five-week festival. A series of ads drove visits to a mobile-optimized Web page, packed with information ranging from directions and hours to Japan disaster relief opportunities at the festival. The ad garnered close to a million impressions, and more than 4,700 visitors clicked through to the webpage. The campaign added a new dimension to SteegeThomson’s multi-layered approach to our work promoting the Festival for our longtime client, the Japan America Society of Greater Philadelphia.